1.
Riya Yadav
– Amity University, Uttar Pradesh, India.
2.
Shelley Duggal
– Amity University, Uttar Pradesh, India.
3.
Mahesh Uniyal
– Amity University, Uttar Pradesh, India.
Abstract
This study investigates the impact of social media marketing on the brand equity of the hotel. The study also explores the direct influence of social media on the antecedents of the brand equity. The proposed research model based on the Aaker’s model of Brand Equity. The data was collected from 263 participants from the Guests of Hotels of Delhi/NCR. The study specifically focused on hotels classified as five-star and five-star deluxe. The analysis, conducted using SPSS revealed that social media exerts a positive influence on Brand Image, Brand awareness and Perceived Quality, and consequently, on Brand equity as a whole. Nonetheless, Brand Loyalty remains unaffected by social media marketing.
Keywords Social-Media, Brand Equity, Hotel Industry, Brand Awareness, Brand Image, Perceived Quality
