MANAGER PERCEPTION TOWARDS ADOPTION ON SOCIAL MEDIA MARKETING: WITH SPECIAL REFERENCE OF HOTEL INDUSTRY IN JAFFNA DISTRICT

Social media is an emerging trend in marketing communication in present world, and it has become an important venue for marketers to reach their audiences. In current society utilizing internet has become part of people’s everyday life. It enables communication, searching information and running different kinds of businesses. According latest internet penetration Statistics for Sri Lanka (2018) cited, more and more people are spending their free-time on the internet as well and internet users are increase more than compare to last year (2018) in Jaffna. In this regard the rotated components matrix for Factors Affecting the Manager Perception towards adoption on social media marketing with special reference of hotel industry in Jaffna district could be explained that the eigen value for each factor is greater than 1.0 (15.753%, 13.120%, 11.985%, 10.328%, 10.213%, 10.116% and 9.762) which means that each factor can explain more variance than a single variable. The cumulative percentage of variance explains by first factor is 15.753.In other words, more than 81.276% per cent of the common variance shared by 7 factors can be accounted or explained by these 7 factors. Based on the above results, the construct validity is established. This study concentrates on Manager Perception towards adoption on social media marketing with special reference of hotel industry in jaffna district in Sri Lankan Context. This study contributes some ideological facts to the existing literature and practice in nature. Even though, to come to the generalization with the aid of the particular study findings is complex. This study incorporates only the consumers, who are seeking towards adoption on social media marketing from the Jaffna district.