Acceso usuarios
Naehyun Jin, Seungwon Lee, Margaret J.Daniels
Despite the popularity of social media marketing, academic research specific to how event management companies use social networking to market their businesses is limited. Wedding professionals are a subsegment of event managers, and their use ofo social media is hindered by the nature of their business models, as most have few employees and negligible marketing budgets. The purpose of this study was to gain insight to the use of social media outlets by wedding professional and put forth suggestions for maximizing the social media mix for samll event management companies. Thirty-two wedding professionals completed a questionnaire specific to social media and networking activities, most successful marketing outlets, and barriers to utilizing social media. The findings and associated recommendations emphasize the critical nature of word-of-mouth and electronic word-of-mouth recommendations from satisfied clients, as wedding professionals rely on a customer base that is rarely prone to repeat business.
