Influence of Social Media Platforms on Hotel Branding and Customer Engagement: A Case Study of Uttarakhand

Purpose: This study investigates the influence of Social Media Marketing Activities (SMMA) on hotel branding and customer engagement in the context of Uttarakhand, India. It particularly explores the mediating role of Brand Equity in this relationship. Design/Methodology/Approach: The study employs quantitative research design, utilizing a structured questionnaire to collect primary data from 322 respondents, including hotel guests and social media users. Structural Equation Modeling (SEM) is employed to test the proposed conceptual framework, including measurement and structural models. Findings: The Endings reveal that SMMA has a significant positive impact on Brand Equity (ß = 0.72) and Customer Engagement (ß = 0.45). Brand Equity also significantly influences Customer Engagement (ß = 0.68) and mediates the relationship between SMMA and Customer Engagement. The model explains 52% of the variance in Brand Equity and 60% in Customer Engagement. Research Limitations/Implications: The study is geographically limited to Uttarakhand and focuses only on the hotel sector. Future research should consider multi-regional studies and incorporate longitudinal data to enhance generalizability. Practical Implications: The research offers actionable insights for hotel marketers in tourism-driven regions, highlighting the importance of strategic social media use to enhance brand value and customer engagement. It also underscores the need for a consistent digital presence and customer-centric content. Originality/Value: This study contributes to the hospitality and digital marketing literature by empirically validating the mediating role of Brand Equity between SMMA and Customer Engagement in a high-tourism Indian state. It emphasizes the strategic value of social media in competitive hospitality markets.