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Social Media and Online Marketing Implication on Family Businesses Success: A Tourism Industry Perspective

Chandra, Ravinay A. and Prasad, Navneel S. and Kumar, Nikeel N. and Mafi-Stephens, Marica (2023) Social Media and Online Marketing Implication on Family Businesses Success: A Tourism Industry Perspective. In: Family Businesses in Tourism and Hospitality. Tourism, Hospitality & Event Management . Springer Nature, UK. ISBN 978-3-031-28052-8

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Abstract

The chapter explores the importance of social media and the importance of effectively marketing family businesses specializing in the tourism sector of Fiji. Using case study-based exploratory methodology, three forms of family business were sampled. Results from the findings confirm that social media plays an important role in marketing family business products and services. Results indicate that family businesses also lack expertise in effectively marketing and managing their family business on social media platforms. To address the issue, this book chapter presents an online marketing framework designed for the family business to efficiently carry out marketing activities using social media platforms. Key highlights of the framework are proposed using the 4C marketing theory consisting of Consumer, Cost, Convenience, and Communication. Although the findings and implications are noteworthy, this chapter has some limitations. However, the authors have provided possible solutions for further research addressing the limitation.

Item Type: Book Chapter
Subjects: H Social Sciences > HF Commerce
Divisions: School of Business and Management (SBM)
Depositing User: Ms Shalni Sanjana
Date Deposited: 15 Oct 2023 22:19
Last Modified: 15 Oct 2023 22:19
URI: http://repository.usp.ac.fj/id/eprint/14271
UNSPECIFIED

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