Social Media User Self Efficacy Moderating Hotel Satisfaction and Posting Behaviour

Social media users today are becoming ever more aggressive in their posting behaviour, pausing as a fourth party assessment agency of many sectors, most importantly hotel services. The moderating effect of the personal competencies of these social media end-users in the relationship between hotel satisfaction and emotional stability on one side and their posting behaviour on the other warrants a closer look. Using standard statistical analysis with SPSS, as well as structured equation modelling through AMOS, the results clearly show that end-user efficacy is playing a role in this respect. The paper's contribution in highlighting an important aspect of today's hotel clientele whose effectiveness in using social media exceeds plays an important role while their personal emotional stability seems to be less effective.