Purpose <p>This study examines how sustainable social media content influences customer loyalty in the hospitality industry, distinguishing between the effects of firm-generated content (FGC) and user-generated content (UGC) across different demographics. Despite the growing significance of social media sustainability practices, limited research explores their direct impact on customer loyalty, particularly in the hospitality sector.</p> Design/methodology/approach <p>A mixed-method approach was applied. A conceptual model was developed based on a literature review and tested using survey data from 220 social media specialists and hotel clients in Egypt, complemented by 10 expert interviews.</p> Findings <p>Both FGC and UGC significantly enhance customer loyalty. However, education moderates the relationship between UGC and customer loyalty but does not moderate the impact of FGC. Other demographic factors (age, gender, occupation) were found to have no significant effect.</p> Research implications/limitations <p>The study is confined to the hospitality sector in Egypt and uses a snowball sampling method, which may limit generalizability. Future research could explore different sectors and geographic contexts.</p> Originality/value <p>This study addresses a critical research gap by being among the first to examine how sustainable social media content—both firm-generated and user-generated—affects customer loyalty in the hospitality industry. It contributes to the literature by highlighting the moderating role of education, offering valuable insights for marketers seeking to optimize sustainable digital strategies.</p>