A Manager's Perspective on Social Media Marketing Adoption: A Special Reference on the Hospitality Industry in the Jaffna Region

Abstract

Social media is a new trend in marketing communications around the world today and has become an important place for marketers to reach their audiences. In modern society, Internet use has become a part of people's daily life. It enables communication, information retrieval and running different types of businesses. According to the latest internet penetration statistics in Sri Lanka (2018) cited, more and more people are spending their leisure time on the internet, and Jaffna has more internet users compared to last year (2018). In this regard, the cyclical component matrix of factors influencing managers' perceptions of social media marketing adoption, particularly with respect to the hotel industry in the Jaffna region, showed that for each factor (15.753%, 13.120%) had an eigenvalue greater than 1.0. can be interpreted as , 11.985%, 10.328%, 10.213%, 10.116%, 9.762), which means that each factor can explain more variance than a single variable.