The Impact of Social Media Marketing Strategies on Consumer Awareness at Gofan Safaris and Travel Africa
| dc.contributor.author | Nice Nasaasira | |
| dc.date.accessioned | 2026-04-07T08:21:56Z | |
| dc.date.available | 2026-04-07T08:21:56Z | |
| dc.date.issued | 2026-03-25 | |
| dc.description | Undergraduate research | |
| dc.description.abstract | In this research paper, we explored how the use of social media marketing strategies and how they impact consumer awareness at Gofan Safaris and Travel Africa. This study was driven by the increasing relevance of online platforms in shaping the marketing of tourism products and consumer behavior, as well as the dilemma of low awareness levels among consumers despite providing various safari and travel products in the East African region. The primary aim of the research was to define the correlation between social media marketing practices and consumer awareness. Particularly, the research has tested the customer awareness in tourism, evaluated the social media marketing Tactics employed by the business, and found out their impacts on customer awareness. The research design used was cross-sectional, using both qualitative and quantitative methods. A sample of 60 respondents was used to gather data on marketing staff, customer service staff, tour guides, and active clients through questionnaires and interviews. Quantitative data analysis was conducted through descriptive statistics and regression analysis, whereas qualitative responses were analyzed in a thematic manner. The results were that social media marketing tactics that included regular updating of content, communication through interactions, advertising promotions, and tourism content that appealed to sightseeing were of great value in increasing the consumer awareness of services offered by the company. The research developed a favorable connection between social media marketing practices and consumer awareness, and the insights show that successful digital interactions enhance the brand recognition, awareness of tourism packages, and interest. The research found that properly designed and regularly followed social media marketing programs are important in enhancing consumer awareness within tourism industry. It advised the company to reinforce its content strategy, engagement with customers, performance monitoring with data analytics, and target social media advertising in order to become more competitive and visible in the tourism market. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12311/3213 | |
| dc.language.iso | en | |
| dc.publisher | Uganda Christian University | |
| dc.title | The Impact of Social Media Marketing Strategies on Consumer Awareness at Gofan Safaris and Travel Africa | |
| dc.type | Thesis |