Social media: Credibility, popularity and its benefits towards events' awareness

• Published in: Theory and Practice in Hospitality and Tourism Research - Proceedings of the 2nd International Hospitality and Tourism Conference 2014
• Main Author: Zamri M.H.; Darson M.D.; Wahab A.M.F.
• Format: Conference paper
• Language: English
• Published: CRC Press/Balkema 2015
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84907359494&doi=10.1201%2fb17390-63&partnerID=40&md5=2996dcd0a6a47a7174c44bd82bd224f3

This study investigates the credibility, popularity and benefits of social media towards event industry. It is also analyzing the interrelation between popularity of social media in events marketing and the public awareness of the event. 101 respondents were successfully surveyed using convenience sampling. Findings revealed that there is a partial positive relationship exists between popularity of social media in events marketing and the public awareness of the event. Finally, the implications toward the event marketing effort and recommendations for event organizer were suggested and potential future research was also emphasized. © 2015 Taylor & Francis Group.