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He indicated that SMM is a process that allows companies to advertise their services and products via internet channels in order to expose to a wider range of audience that are out of reach for the traditional marketing channel (p: 3).
2.2 Hotel Chain
Hotel Chain can be defined as “the companies or sub-divisions of companies that encompass hotel properties under a single brand.” (Ivanova et al., 2016b; Ivanov and Zhechev, 2011). This addressed that Hotel Chains are usually multiunit (Ivanova and Ivanov, 2015). Cerović, Pavia and Galičić (2005, p. 23) proposed that hotel chain also implies to the provision of standardized services and products with ensured quality. Vrkljan, Bartoluci and Čižm
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