Globalization has radically transformed the business sector thus providing additional opportunities for small and large business owners inclusive of owners of event planning businesses. In event planning, accessibility plays a quintessential role in the ultimate success of the event planning business. Regardless of the size of the event planning business, customers must be able to assess the business online as well as offline. However, due to the importance placed on technology today, business owners tend to focus more on social media platforms as a form of advertising. Customers are therefore able to access information about event planners and their businesses online.
As the most widely used social media platform, Facebook is currently accessed by well hundreds of millions of visitors on a monthly basis. Soundar Rajan proclaims that social media users, some of which become prospective customers, assess event planning businesses online due to the enjoyment they receive from being on social media. Customers may prefer to access an event planning business online due to the trusting relationship they developed and maintained with social media over the years. Hence, the emotional response of prospective customers shapes both their perceived use as well as their ease of use of social media platforms. For example, customers that exhibit joy and pleasure with technology and more likely to browse and use social media for event planning. Research findings revealed that the perceived level of enjoyment exhibited by customers influences the perceived ease of use and perceived usefulness while utilizing Facebook and other social media websites. As a result, better attitudes towards Facebook and other social media platforms suggest that users have a greater intention to attend an event promoted on Facebook, Instagram, or other popular social media websites. Some of these users especially those that attend an event promoted on Facebook seek services from the same event planning business for their future event.
In today’s society, consumers over-rely on the internet, particularly social media. Since Facebook users are highly engaged and communicate with each other online as well as offline, they become more familiar with more popular event planning businesses. Peer communication, which can be achieved via social media platforms or word-of-mouth in person enhances the provision of emotional and social support. Increased support builds trust and allows prospective customers to have a positive perception of Facebook and other social media platforms.
Social media and related technologies allot event planning businesses the opportunity to access more customers. Marketing on social media is done on advertisements that are posted and shared by friends on Facebook and other social media platforms. This helps customers assess event planners and their businesses online with just the click of a button. Consumption behavior of customers brings a keen sense of awareness to businesses who are working to attract consumer interest. On Facebook, ‘likes’ and positive ‘comments’ are attributed to increased interest. Social media, therefore, serves as an imperative way in which to garner attention from new, prospective customers in today’s technologically driven society. This attention is then disseminated via word-of-mouth offline to colleagues, friends, and family.
Soundar Rajan, S., ‘A Study on Impact of Social Media Tools for Event Marketing’, International Journal of Social Science and Humanities Research’, vol. 3, no. 3, 2015, pp. 262-282.