THE EFFECTIVENESS OF MANAGING SOCIAL MEDIA MARKETING TOWARDS ONLINE BOOKING INTENTION WITH SPECIAL REFERENCE TO CHENNAI CITY

THE EFFECTIVENESS OF MANAGING SOCIAL MEDIA MARKETING TOWARDS ONLINE BOOKING INTENTION WITH SPECIAL REFERENCE TO CHENNAI CITY

KAMAKSHI KRISHNAKUMAR MBA STUDENT

SCHOOL OF MANAGEMENT STUDIES,

SATHYABAMA INSTITUTE OF SCIENCE AND TECHNOLOGY, CHENNAI.

MS.S. SHANTHINI, ASSISTANT PROFESSOR,

SCHOOL OF MANAGEMENT STUDIES,

SATHYABAMA INSTITUTE OF SCIENCE AND TECHNOLOGY, CHENNAI.

Abstract:
In today's digital age, social media has become a powerful tool for businesses to engage with consumers and influence their purchasing decisions. This research project delves into the effectiveness of managing social media marketing in driving online booking intentions, with a specific focus on Chennai City. With its burgeoning tourism industry and rapidly growing digital landscape, Chennai provides an ideal setting to explore the dynamics between social media marketing management and online booking behavior. The research methodology involves a multifaceted approach, encompassing both qualitative and quantitative methods. A comprehensive literature review lays the foundation by synthesizing existing knowledge on social media marketing, online consumer behavior, and online booking intentions. Building upon this theoretical framework, primary data collection is conducted through surveys, interviews, and analysis of social media metrics. Key findings shed light on various factors influencing the effectiveness of social media marketing in driving online booking intentions. These factors encompass both internal elements, such as content quality, engagement strategies, and platform selection, as well as external factors, including consumer demographics, market trends, and competitor analysis.