| Abstract: | Currently, media is a means of persuading people to take a particular course of action, or to reach a point of view. This study is undertaken to investigate the effect of media advertising on consumer choice of 4-stars hotels in Addis Ababa city. This study has used descriptive design and mixed approach. The study gathered data from primary sources through questionnaire and interview. The target populations for the study were consumers of the 4-star hotels and marketing managers of the hotels in Addis Ababa City. The sample size for this study was 80 customers and 8 marketing managers of the hotels. The researcher has used both probability and non-probability sampling approach to select hotels, hotel marketing managers and customers. After the data was collected from participants, both descriptive and inferential statistical techniques were employed to analyze the data process with the help of SPSS version 26.0. Frequency, percentage, mean, standard deviation, correlation and regression analyze were the main data analysis methods employed in this study. The findings of the study indicated that social media advertising significantly affects the choice of customers of 4-star hotels. In term of usage, customers of 4-star hotels in Addis Ababa use mostly social media sources than TV channels and printed media to choose hotels and in terms of influences on decision making customers of 4-star hotels are most interested/influenced on social media sources to get information about the services and location of hotels in Addis Ababa. Relationship revealed that there is a positive effect and significant relationship between social media and consumer choice. Challenges that affect the medias for the choice of the hotels by consumer were test and explained. Based on the findings, it is recommended that the hotels should use more social media advertisements to attract consumers in to 4-star hotels in Addis Ababa and they have to reduce the challenges that affect social media usage. |
