Role of Big Data Analytics in Social Media Marketing of MICE Tourism


  • Vivekananda Institute of Professional Studies, Delhi, India
  • Indira Gandhi National Open University (IGNOU), School of Management Studies, New Delhi, India


The purpose of this research paper is to provide a theoretical framework for understanding the concepts of Big Data Analytics and social media and their role in marketing of MICE tourism. The systematic review of literature done, contributes in exploring and enhancing the comprehension of various models and strategic alternatives affecting the utilization and adoption of social media marketing.


Big Data, Marketing, MICE Tourism, Social Media

Subject Discipline

Marketing, Information Technology

Full Text:


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