THE INFLUENCING ROLE OF SOCIAL MEDIA IN THE CONSUMER'S HOTEL DECISION-MAKING PROCESS

Abstract

This article examines the influence of social media on consumer decisionmaking in the hotel industry. It explores how different platforms shape customer behavior through user-generated content, online reviews, and influencer marketing. Based on data from Kazakhstan, it analyzes platform-specific effects, presents a SWOT analysis, and offers practical recommendations for enhancing digital engagement.