Social media has become an influential communication channel, and brands are increasingly using an informal style in their social media communication. Nonetheless, despite this development, little research has addressed the influence of social media communication style on brand perceptions. Hence, this study addresses the question on how the interaction of employing different communication styles and different hotel positioning strategies affects consumers’ perceptions and booking intentions in the hotel industry. Additionally, this study explores whether the fit between communication style and hotel positioning mediates the relationship on brand attitude and booking intention. A 2x2 between-subjects full-factorial design with 336 participants was conducted. Results of the experiment show that an informal communication style can be harmful for a utilitarian positioned hotel. A perception of fit between brand positioning and communication style leads to a more favorable brand attitude and higher booking intention. Despite the tendency for brands to increasingly use an informal style in their social media communication, only little research has analyzed the impact of communication style on consumer perceptions. Furthermore, considering a hotel’s positioning represents an important moderator in this relationship.

社交媒体已成为一种有影响力的传播渠道，品牌在社交媒体传播中越来越使用非正式的风格。尽管如此，尽管有这种发展，但很少有研究涉及社交媒体传播方式对品牌认知的影响。因此，本研究解决了一个问题，即采用不同的沟通方式和不同的酒店定位策略的相互作用如何影响消费者对酒店行业的看法和预订意图。此外，本研究还探讨了沟通风格和酒店位置之间的契合度是否能协调品牌态度和预订意向之间的关系。进行了2x2的受试者间全析设计，有336名参与者。实验结果表明，非正式的交流方式可能对实用型酒店不利。品牌定位和沟通风格之间的契合感会导致更有利的品牌态度和更高的预订意愿。尽管品牌倾向于在社交媒体传播中越来越多地使用非正式的风格，但只有很少的研究分析了传播风格对消费者认知的影响。此外，考虑到酒店的位置代表了这种关系中的重要主持人。只有很少的研究分析了沟通方式对消费者认知的影响。此外，考虑到酒店的位置代表了这种关系中的重要主持人。只有很少的研究分析了沟通方式对消费者认知的影响。此外，考虑到酒店的位置代表了这种关系中的重要主持人。