Social Media Marketing And Financial Performance Of Tour Firms In Kigezi Uganda
DOI:
https://doi.org/10.54099/ijmdb.v4i2.1601Keywords:
Social Media Marketing, , Community Engagement, , Branding, Market Positioning, , Financial Performance, , TourismAbstract
Purpose - This study examines the impact of gender inequality on socio-economic development in Nigeria, focusing on cultural and religious beliefs, education, employment, healthcare, and political participation. Methodology/approach - Using a mixed-methods approach, the research collected quantitative data from 394 respondents across Northern Nigeria, supplemented by qualitative insights from key informants. Descriptive and inferential statistical analyses, including correlation and regression tests, were conducted using SPSS to assess the relationship between gender disparities and development indicators. Findings - The findings reveal that cultural and religious norms significantly restrict women’s roles, with a strong positive correlation (r = 0.46, p < 0.001) between patriarchal beliefs and hindered economic progress. Gender inequality in education (r = 0.42) and employment (r = 0.38) further exacerbates underdevelopment by limiting female participation in productive sectors. Healthcare disparities (r = 0.40) negatively affect maternal health and workforce productivity, while political marginalization of women (r = 0.29) reduces inclusive governance and policy responsiveness. The study concludes that systemic gender inequality impedes Nigeria’s socio-economic advancement. Novelty/value – This study provide a solid foundation for a framework that would enhance socio-economic development in Nigeria through gender inequality using survey.
References
Agaba , M., & Turyasingura, J. B. . (2025). Long Range Planning and Sustainability of Projects in Greater Kabale Uganda . International Journal of Applied Management and Business, 3(1), 23–32. https://doi.org/10.54099/ijamb.v3i1.1214
Ahebwa, W. M. (2012). Tourism, livelihoods and biodiversity conservation. An Assessment of Tourism Related Policy Interventions at Bwindi Impenetrable National Park (BINP), Uganda.
Akmese, H., Aras, S., & Akmese, K. (2016). Financial performance and social media: A research on tourism enterprises quoted in Istanbul stock exchange (BIST). Procedia Economics and Finance, 39, 705–710.
Alatawi, I. A., Ntim, C. G., Zras, A., & Elmagrhi, M. H. (2023). CSR, financial and non-financial performance in the tourism sector: A systematic literature review and future research agenda. International Review of Financial Analysis, 102734.
Alghamdi, G., & Wahid, N. A. (2024). The Use of Social Media Marketing Activities to Promote a Tourism Destination: A Review. Advances in Social Sciences Research Journal, 11(7), 246– 259.
Amin, M. E. (2005). Social science research: Conception, methodology and analysis. Makerere University.
Amin, M., Gohar, M., & Ali, I. (2025). Impact of digital transformation on SME’s marketing performance: role of social media and market turbulence. Discover Sustainability, 6(1), 1–24.
Amirrudin, A. H., Jamaluddin, R., Kamaruddin, N. S., & Salehuddin, N. (2024). Examining the Impacts of Social Media to Non-Financial Performance of SMEs In Malaysia. International Journal of Business and Technopreneurship (IJBT), 14(2), 193–210.
Benon, K., Agaba, M., & Jack , R. . (2025). Mediating Effect of Government Policies on Corporate Governance and Financial Performance of Savings And Credit Cooperative Societies in Uganda. ADPEBI International Journal of Business and Social Science, 5(1), 16–36. https://doi.org/10.54099/aijbs.v5i1.1313
Braga, T. (2023). Brand values in digital marketing: What do they mean and how can they affect consumersdecisions.
Christodoulides, G., De Chernatony, L., Furrer, O., Shiu, E., & Abimbola, T. (2006). Conceptualising and measuring the equity of online brands. Journal of Marketing Management, 22(7–8), 799– 825.
Chu, S.-C., Deng, T., & Cheng, H. (2020). The role of social media advertising in hospitality, tourism and travel: a literature review and research agenda. International Journal of Contemporary Hospitality Management, 32(11), 3419–3438.
Dorothy, K. ., Agaba Moses, Siraj, K. ., & Bosco, T. J. . (2024). Management Practices and Performance of Projects of Forum for Women Development in Kabale District Uganda.HusnayainBusinessReview,4(1), 17–32. https://doi.org/10.54099/hbr.v4i1.724
Dwyer, L., & Kim, C. (2003). Destination competitiveness: determinants and indicators. Current Issues in Tourism, 6(5), 369–414.
Dwyer, L., Edwards, D., Mistilis, N., Roman, C., & Scott, N. (2009). Destination and enterprise management for a tourism future. Tourism Management, 30(1), 63–74.
Etuk, S. G. (2018). Two-Way Communication and Customer Loyalty. Journal of Economics and Management Sciences, p75–p75.
Ghaderi, Z., Mirzapour, M., Henderson, J. C., & Richardson, S. (2019). Corporate social responsibility and hotel performance: A view from Tehran, Iran. Tourism Management Perspectives, 29, 41–47.
Ghosh, S. K., Islam, N., & Bapi, A. B. (2018). The relationship between CSR, PSQ and behavioral intentions of hotel customers in Bangladesh. Reference: Suntu Kumar Ghosh, Dr. Nazrul Islam & Amitava Bose Bapi, 92018, 50–67.
Giampiccoli, A., & Saayman, M. (2018). Community-based tourism development model and community participation. African Journal of Hospitality, Tourism and Leisure, 7(4), 1–27.
Gretzel, U. (2017). Influencer marketing in travel and tourism. In Advances in social media for travel, tourism and hospitality (pp. 147–156). Routledge.
Herbart, M., Turyasingura, J. B. ., & Agaba , M. . (2025). Digital Technologies And Financial Performance In Local Government In Kabale District Local Government, Uganda. International Journal of Digital Marketing Science, 2(1), 51–65. https://doi.org/10.54099/ijdms.v2i1.1187
Hudson, S., & Hudson, L. (2023). Marketing for tourism, hospitality & events: a global & digital approach. Sage Publications Limited.
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68–76.
Kayumovich, K. O., & Kamalovna, S. F. (2019). Social media-marketing-a forceful tool for tourism industry. European Science, 7 (49), 41–43.
Keller, K. L. (2013). Building strong brands in a modern marketing communications environment. In
Keller, K. L. (2013). Strategic Brand Management: Building Measuring, and Managing Brand Equity, Global Edition (4th ed.). Pearson Education.
Kikawa, C. R., Kiconco, C., Agaba, M., Ntirampeba, D., Ssematimba, A., & Kalema, B. M. (2022). Social Media Marketing for Small and Medium Enterprise Performance in Uganda: A Structural Equation Model. Sustainability, 14(21), 14391. https://doi.org/10.3390/su142114391
Kim, A. J., & Ko, E. (2011). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kim, J. (2018). A study on the effect of service quality on customer satisfaction and customer loyalty in the hotel industry. International Journal of Contents, 18(4), 11-18.
Kizildag, M., Altin, M., Ozdemir, O., & Demirer, I. (2017). What do we know about social media and firms’ financial outcomes so far? Journal of Hospitality and Tourism Technology, 8(1), 39–54.
Lee, J., & Park, C. (2022). Customer engagement on social media, brand equity and financial performance: a comparison of the US and Korea. Asia Pacific Journal of Marketing and Logistics, 34(3), 454–474.
Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1–12.
Mansouri, T. (2024). Looking at AI Fairness from a Marketing Lenz: The Influence of Ethnicity on Facial Expression Recognition based on expert judgement and AI models.
Mariani, M. M., Di Felice, M., & Mura, M. (2016). Facebook as a destination marketing tool: Evidence from Italian regional Destination Management Organizations. Tourism Management, 54, 321–343.
Mariani, M., & Borghi, M. (2020). Environmental discourse in hotel online reviews: a big data analysis. Journal of Sustainable Tourism, 29(5), 829–848.
Marketing Science, 25(6), 740–759.
Mihalic, T. (2002). Tourism and economic development issues. Tourism and Development: Concepts and Issues, 81–111.
Minazzi, R. (2015). Social media marketing in tourism and hospitality. Springer.
Morrison, A. M. (2022). Hospitality and travel marketing. Routledge.
Mpirirwe, C., & Moses, A. (2024). Institutional Innovations And Financial Inclusion Among Rural Households In Uganda. Global Scientific Journals, 12(3).
Munar, A. M. (2012). Social media strategies and destination management. Scandinavian Journal of Hospitality and Tourism, 12(2), 101–120.
Ndekwa, A. (2016). Small and medium tourist enterprises and social media adoption: Empirical evidence from Tanzanian tourism sector. International Journal of Business and Management.
Ndekwa, A. G. (2025). Digital Marketing Metaverse for Restoration of Tourism Performance After COVID-19 Business Crisis in Sub-Saharan African Countries: Experience From Tanzania. In Metaverse and Tourism (pp. 161–180). Routledge.
Niu, Y. (2025). The Impact of User-Generated Content on Consumer Trust and Brand Loyalty. 0, 141–146. https://doi.org/10.54254/2754-1169/161/2025.19906
Nyakabwa, I. N. (2017). The role of selected social media platforms in travel to Bwindi Impenetrable National Park, Uganda. Clemson University.
Rotondo, F., & Fadda, N. (2019). The influence of being part of a tourist network on hotels’ financial performance. International Journal of Hospitality Management, 82, 335–344.
Schniederjans, D., Cao, E. S., & Schniederjans, M. (2013). Enhancing financial performance with social media: An impression management perspective. Decision Support Systems, 55(4), 911– 918.
Selase Asamoah, E. (2014). Customer based brand equity (CBBE) and the competitive performance of SMEs in Ghana. Journal of Small Business and Enterprise Development, 21(1), 117–131.
Tajvidi, R., & Karami, A. (2021). The effect of social media on firm performance. Computers in Human Behavior, 115, 105174.
Temory, M. D. (2024). The effect of service quality on customer satisfaction and loyalty: A case study of hotel industry in Afghanistan. International Journal of Business and Management Review, 12(5), 21–38. https://doi.org/10.37745/ijbmr.2013/vol12n52138
Toon, M. (2025). Alliances for social good: the effect of purpose-based aims on alliance governance.
Tourism Management, 25(6), 777–788.
Tukamushaba, E. K., & Okech, R. N. (2011). Tourism training and education, Community empowerment and Participation in tourism planning and development. A case of Uganda. Journal of Tourism, 12(1).
Tushabe, S. B., Turyasingura, B., & Rwotolonya, S. (2023). Adoption of ICT in Hotel Sector During COVID-19 Pandemic in Uganda: Case Study of Selected Hotels in Kigezi Sub Region. African Journal of Tourism and Hospitality Management, 2(1), 19–34.
Tushabomwe-Kazooba, C., Kemeza, I., Tumuhimbise, M., Andama, E., Emojong, R., Nansamba, E., & Ampumuza, C. (2020). Tapping into the unsung potential of tourist attractions for development in selected municipalities in Uganda. WIT Transactions on Ecology and the Environment, 248, 23–39.
Tussyadiah, I. P., Park, S., & Fesenmaier, D. R. (2011). Assessing the effectiveness of consumer narratives for destination marketing. Journal of Hospitality & Tourism Research, 35(1), 64–78.
Turyasingura J. B. & Agaba Moses. (2023). Social-Cultural Factors And Coffee Consumption In Rukungiri District Uganda. ADPEBI International Journal of Business and Social Science, 3(1), 1–13. https://doi.org/10.54099/aijbs.v3i1.358
UBOS. (2023). Uganda Bureau of Statistics Satellite Account 2023. Utsa.
Valeri, M., & Baggio, R. (2021). Italian tourism intermediaries: A social network analysis exploration. Current Issues in Tourism, 24(9), 1270–1283.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Moses agaba
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
