To Examine the Effect of Social Media Marketing and Electronic Word Of Mouth on Brand Awareness of Tourism and Adventure Clubs (Islamabad/Rawalpindi)

Abstract

As the usage of social media platforms is increasing significantly small start ups in Pakistan are using social media marketing as the main marketing tool to increase their brand awareness also having the importance of electronic word of mouth in consideration. The main reason of this study is to identify the significance of social media marketing and electronic word of mouth for the brand awareness of small tourism businesses based in twin cities. The research begins with the previous literature on social media marketing, electronic word of mouth and brand awareness which establish an understanding for the research topic. This paper clearly demonstrates the relation between social media marketing and electronic word of mouth (independent variable) and brand awareness (dependent variables). The research utilizes questionnaire methodology, online questionnaire were float to systematically gather comparable information from a targeted group of students from universities. Investigations on the most important areas are social media marketing, branding, e‐marketing. This paper is a key resource for new tourism start ups and adventure clubs in the twin city community aiming for effective social media marketing and importance of electronic word of mouth marketing and also marketing academics interested in hiking tourism marketing.