Social media is used as a major marketing strategy for companies as a marketing tool to increase customer engagement. Social media marketing strategies are considered important in the context of communication as well as nature of the messages. Therefore, marketing communication through social media requires continuous content management and brand response strategies. This study analyzed the effect of the linguistic styles of the global chain hotel Twitter content on customer engagement based on the speech act theory. In addition, the differences in linguistic styles that affect customer engagement were discussed using replies to content as a moderating variable as a brand response strategy. Postings from official Twitter accounts operated by global chain hotels were collected, and the linguistic styles of Twitter posts were analyzed using LIWC 2015 software an automated text analysis program. Poisson regression analysis was used to analyze the relationship between customer engagement and linguistic styles. It was found that there is a difference in the linguistic styles of the social content strategy and the social monitoring strategy that affect customer engagement. The study expands the knowledge of existing research on corporate strategy and customer engagement using social media, and provides practical implications for the role of social media as a marketing communication strategy.

Social media, Marketing communication strategy, customer engagement, Hotel, LIWC