Social Media Marketing And Customer Trust In Guwahati's Small Online Travel Businesses

Abstract

This study aims to rigorously investigate the pivotal role of social media in fostering and strengthening customer trust and relational bonds within the specific context of small online travel businesses operating in Guwahati, India. Utilizing a comprehensive mixed-methods research approach, the study delves deep into exploring how these SOTBs strategically leverage various social media marketing tactics and engagement practices to cultivate customer trust and facilitate the development of meaningful customer relationships. Furthermore, the research also examines consumer perceptions regarding the impact of their social media interactions with these businesses on their trust levels and the quality of the ensuing relationships. The nuanced findings generated by this study offer valuable, evidence-based insights that can guide and inform SOTB owners, marketing professionals, and policymakers in the region, underscoring the critical importance of effective social media utilization in enhancing customer trust and ensuring long-term loyalty within the highly competitive online travel industry.