TY  - BOOK
AU  - Amedu,Lydia Maimunat Matthew
AU  - Safavi,Homayoun Pasha
TI  - THE IMPACT OF SOCIAL MEDIA ADVERTISING ON VISITING INTENTION FOR LANDMARKS IN NIGERIA
PY  - 2022///
KW  - Consumer behavior
KW  - Dissertations, Academic
KW  - Place marketing
KW  - Social media
KW  - Advertising
N1  - Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department; Includes bibliography (sheets 84-94)
N2  - ABSTRACT
In terms of acceptance and usage, social media is a resounding success. They result in paradigm adjustments in how people interact with one another, and how they express and exchange thoughts, and even how they interact with goods, services, and establishments. Social-media also developed into important networks for consumer information. The immense effects of social media on the travel and tourism industries have previously been noted. In spite of this, social media adoption and usage patterns are continually evolving. As a result, it appears that a complete study on the entire influence of social media is required to offer insight into the present position of bearing and function of social media.
The purpose of the-research-work therefore was to investigate the usage of social media and its influence on consumer behaviour, with a special focus on vacation travel. The study focuses on active users' interactions with social media at all phases of the holiday travel process, as well as all stages of the consumer choice process, in order to reach this goal. To meet the aim of this study, a qualitative methodology was designed to provide an insider’s perspective on how consumers use social media throughout the holiday travel process and the impacts of such use on consumer behaviour. Semi-structured interviews were used to gather the primary data. The questions for the interview were straightforward, simple; framed in a manner that respondents felt compelled to reply and give the essential information for the study.
The findings of the study show that the image of the tourism location has a significant impact on the functions of social media advertising in boosting the intention to visit. This study further shows that social media advertising will be more effective in raising the intention to visit if it has previously been successful in creating a positive destination image by comparing both their direct and indirect impacts. The results of this study further support the findings of other studies that highlighted the significance of social media information quality, including those by Kim et al. (2017) and Gaffar et al. (2021). This result agreed that good information may improve potential tourists' cognitive comprehension and also assist them develop positive emotional sentiments about the place, which in turn improves the perception and image of the destination and increases visitors' inclination to travel there
ER  -