Consumers’ Responses Towards Social Media Advertising on Facebook in Tourism Industry Within Pakistan
31 Pages Posted: 21 Aug 2019
Date Written: May 7, 2019
In Pakistan, tourism industry is growing rapidly but lack of researches and studies contributes in creating gap in understand the role of social media marketing in improving this sector. For this purpose, this research is conducted to investigate and examine the impact of social media practically Facebook on tourism attitude. The study used quantitative research method to collect the information by the use of questionnaire and acquire results on Facebook advertisement and its impact on the Pakistan tourism industry. The sample of 300 respondents were taken and data was analyzed using Confirmatory Factor Analysis and Structured Equation Modeling. The findings suggested that consumer behavior and perception depends on the marketing strategies integrated on Facebook. Beside this, the results also deduced that social media involvement has positive relation with customer attitude. The research will significantly going to support the tourism industry in strengthening the database of the clients and increase the level of engagement. This research will also have the significant role in improving the knowledge of managers in order to increase the knowledge on strategies. Beside this, the research has great implication that includes using the social media platform to share the stories and experiences.
Keywords: consumer attitude, social media advertising, Facebook advertising, online advertising, CFA, SEM
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