EXPLORING SOCIAL MEDIA MARKETING EFFECTIVENESS IN PROMOTING DEHRADUN HOSPITALITY SECTOR: A FOCUS ON HOTELS AND RESTAURANTS

Abstract

This study examines the effectiveness of social media marketing strategies in the hospitality sector of Dehradun, with a focus on their influence on customer engagement, brand loyalty, and business growth. Utilizing a descriptive research design, the study gathers data from 188 active social media users who interact with local hotels and restaurants, selected through purposive sampling. Results reveal a predominantly young, well-educated demographic highly engaged with social media, especially on visual-oriented platforms like Instagram. The analysis indicates that demographic factors—such as age, education, occupation, and frequency of social media use—significantly affect perceptions of social media marketing. Visual content and customer reviews emerged as key drivers of engagement, which in turn positively impacts brand loyalty and business growth. However, regression analysis highlights that while customer engagement is positively associated with social media marketing activities, brand loyalty and business growth are influenced by additional factors beyond engagement. The study underscores the need for a holistic approach to social media marketing that leverages customer engagement to drive growth and loyalty within Dehradun’s hospitality sector.