The effect of social media marketing on Bhubaneswar's hotel industries performance: an empirical study using PLS-SEM approach

Social media platforms have become essential across various sectors, including the hotel industry, by enabling quick information access and engagement with customers. This study examines the significance of social media marketing in enhancing hotel business performance, specifically analysing the relationship between different marketing capabilities and social media marketing capabilities. Utilising a five-capability framework, the study explores how hotels can benefit from social media capabilities in pricing, product development, communication, branding, and selling. Conducted in Bhubaneswar, India, the research surveyed 145 hotels using a 36-question questionnaire. Data analysis was carried out using Smart PLS 3.0 for structural equation modelling, assessed factor loadings and path coefficients. Findings reveal that social media capabilities in pricing, communication, and selling significantly enhance social media marketing performance. This study recommends that hotel business owners focus on developing social media marketing capabilities, as they play a critical role in advancing various marketing skills and directly impact hotel business performance and growth.