Social media as a catalyst for hotel business growth: a pls-sem approach in odisha's smart cities

In the era of digital transformation, social media has emerged as a cornerstone for marketing innovation, particularly within the hotel industry. This study introduces a cutting-edge analysis of how six pivotal social media marketing capabilities-pricing, new product development, marketing communication, branding, selling, and customer relationship management-collectively enhance hotel business performance in Smart cities of Odisha, India. Utilizing the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, we delve into the intricate relationships among these capabilities and their impact on overall business success. Moreover, this research introduces a novel framework where social media marketing capability acts as a mediator, amplifying the effects of individual marketing capabilities on business performance. This nuanced understanding offers hotel managers actionable insights to optimize their social media strategies, fostering enhanced customer engagement and competitive advantage. By highlighting the pivotal role of social media in modern marketing, this study provides a robust foundation for future research, suggesting broader applications across different geographic and industrial contexts. The findings advocate for the integration of comprehensive social media strategies to drive sustainable business growth in the hospitality sector. This research is carried out in the month of July-2023 to November-2023 in the smart cities of Odisha, India.