Temporal analysis of social media strategies by hotel chains in response to COVID lockdown

dc.contributor.advisor	Majumdar, Adrija
dc.contributor.author	Selvam K, Arul
dc.contributor.author	Pratap, M Vinay
dc.date.accessioned	2023-03-27T04:26:41Z
dc.date.available	2023-03-27T04:26:41Z
dc.date.issued	2021-09-07
dc.identifier.uri	http://hdl.handle.net/11718/26174
dc.description.abstract	This study analyzed the Twitter users' engagement/reaction to covid-19 and non-covid-19 related messages. The tweets of six different hotel chains have been analyzed during three time periods (pre-covid, covid, and post-covid). Twitter data was collected for the said time period and the data was analyzed using t-test, ANOVA, and Tukey's test. The analysis shows that the covid related messages gain more traction than non-covid related messages. Tweets related to global success of the organization, covid-19 and its prevention, ingratiation and social activities gather more number of likes and retweets when compared to other communication strategies. Also, tweets containing videos and photos engage the users more when compared to tweets containing text and link.	en_US
dc.language.iso	en	en_US
dc.publisher	Indian Institute of Management Ahmedabad	en_US
dc.subject	Social media	en_US
dc.subject	COVID Lockdown	en_US
dc.subject	Indian hotel industry	en_US
dc.subject	Covid-19 pandemic	en_US
dc.title	Temporal analysis of social media strategies by hotel chains in response to COVID lockdown	en_US
dc.type	Student Project	en_US