Abstract: This study examined the extent of social media use in content creation and publishing, customer engagement and interaction, and management of online customer feedback and reviews among selected three-star hotels in Nyarugenge District, Rwanda. A mixed-methods research approach was adopted. Quantitative data were collected from 136 hotel staff and 150 hotel customers using structured questionnaires, while qualitative data were obtained through semi-structured interviews with hotel managers, marketing officers, and social media personnel. Direct observation of the social media platforms of Hill View Hotel, Galaxy Hotel, and Sainte Famille Hotel complemented the data collection process. Quantitative data were analyzed using descriptive statistics, including frequencies, percentages, means, and standard deviations, while qualitative data were analyzed thematically. The findings indicated that Facebook, Instagram, and WhatsApp were the most commonly identified social media platforms used by the selected hotels. The three dimensions of social media use, content creation and publishing, customer engagement and interaction, and management of online customer feedback and reviews, were generally practiced at relatively high levels. The findings highlighted the role of social media in disseminating hotel information, facilitating customer communication, responding to customer enquiries, and managing online reviews. The study concludes that social media serves as an important tool for digital communication and customer relationship management in the selected three-star hotels. It recommends that hotels strengthen the quality and consistency of published content, promote timely and interactive customer communication, and establish systematic procedures for monitoring and responding to online feedback and reviews.
Keywords: Social media use; Content creation; Digital publishing; Customer engagement; Online interaction; Customer feedback and reviews.
Title: Examining the Extent of Social Media Use in Content Creation and Publishing, Customer Engagement and Interaction, and Management of Online Customer Feedback and Reviews among Selected Three-Star Hotels in Nyarugenge District
Author: Mutuyimana Catherine, Dr. Charles Aloo
International Journal of Life Sciences Research
ISSN 2348-313X (Print), ISSN 2348-3148 (online)
Vol. 14, Issue 4, October 2026 - December 2026
Page No: 71-82
Research Publish Journals
Website: www.researchpublish.com
Published Date: 02-November-2026
