An Assessment of Social Media Marketing Practice: The Case of Pagumen Tour and Travel S.C.

Abstract

This study aims to examine the assessment of social media marketing practice in Pagumen Tour & Travel S.C. Social media marketing is still in its infancy and social networks are still small players compared to big portals and search engines in terms of audience and revenue. However, social network sites (Facebook, Twitter, etc) are the fastest growing online sector and it is likely that they will become the most important online marketing tools and will outperform “traditional” online marketing sites and portals. Both quantitative and qualitative research methods were adopted for the study. Questionnaire, interview and document analysis were used as methods for gathering data. The data obtained from the distributed questionnaires were subjected to descriptive statistics analysis using one way & two way (Cross tabulation) frequency tables, mean (central tendency). In order to make the collected data suitable for the analysis, all questionnaires were screened for completeness. Out of the 50 distributed questionnaires, 49 were collected, however, 2 incomplete questionnaires were identified and discarded while the collected questionnaires were checked during data editing. Therefore, 47 questionnaires were found to be valid and used for the final analysis. The information gathered from the interview was discussed in conjunction with the quantitative data.