ABSTRACT
This research work investigated the influence
of social media on the marketing of Obudu Mountain Resort. Specifically, the
objective of the study is to determine the extent of awareness of Obudu
Mountain Resort through social media, influence of Social Networks (Facebook,
Snapchat, Instagram) on the marketing of Obudu Mountain Resort, to examine the
influence of Forums on the marketing of Obudu Mountain Resort, to ascertain the
influence of biogs on the marketing of Obudu Mountain Resort, and to ascertain
the influence of Podcasting on the marketing of Obudu Mountain Resort. The
researcher adopted a survey measure where questionnaire was used to determine
the influence of social media on the marketing of Obudu Mountain Resort, and
interview was carried out to seek the respondent's opinions and views. One
hundred and forty-eight (148) respondents (tourists who visited the study area)
were conveniently selected. Data was collected through self-administered
questionnaire and analyzed with simple descriptive statistics of frequency,
percentages and mean distribution which were used to analyze the research
questions. It was found out that one hundred (100) out of one hundred and
forty-eight knew about Obudu Mountain Resort, social network had an influence
in the marketing of of Obudu Mountain Resort with a grand mean score of 3.6.
Also Blogs influenced the marketing of Obudu Mountain Resort with a grand mean
score of 3. 7. It was also found out that Podcast (Youtube.com) influenced the
marketing of Obudu Mountain Resort. However, Forums had no significant
influence in the marketing of Obudu Mountain Resort with a grand mean of 2.4.
In conclusion, Social media has a big influence on the marketing of Obudu
Mountain Resort. It was recommended amongst others that Cross River State
Government, and especially African Sun Hotels should create an active website
and a tourism page/accounts on major social media platforms and ensure that the
platforms are regularly updated and potential consumers' questions and
complaints are quickly and aptly responded to so as to generate and maintain
interest.
CHIBUEZE, V (2022). Influence Of Social Media On The Marketing Of Obudu Mountain Resort, Cross River State.. Mouau.afribary.org: Retrieved Nov 13, 2024, from https://repository.mouau.edu.ng/work/view/influence-of-social-media-on-the-marketing-of-obudu-mountain-resort-cross-river-state-7-2
VICTOR, CHIBUEZE. "Influence Of Social Media On The Marketing Of Obudu Mountain Resort, Cross River State." Mouau.afribary.org. Mouau.afribary.org, 18 Nov. 2022, https://repository.mouau.edu.ng/work/view/influence-of-social-media-on-the-marketing-of-obudu-mountain-resort-cross-river-state-7-2. Accessed 13 Nov. 2024.
VICTOR, CHIBUEZE. "Influence Of Social Media On The Marketing Of Obudu Mountain Resort, Cross River State.". Mouau.afribary.org, Mouau.afribary.org, 18 Nov. 2022. Web. 13 Nov. 2024. < https://repository.mouau.edu.ng/work/view/influence-of-social-media-on-the-marketing-of-obudu-mountain-resort-cross-river-state-7-2 >.
VICTOR, CHIBUEZE. "Influence Of Social Media On The Marketing Of Obudu Mountain Resort, Cross River State." Mouau.afribary.org (2022). Accessed 13 Nov. 2024. https://repository.mouau.edu.ng/work/view/influence-of-social-media-on-the-marketing-of-obudu-mountain-resort-cross-river-state-7-2