ABSTRACT

 This research work investigated the influence of social media on the marketing of Obudu Mountain Resort. Specifically, the objective of the study is to determine the extent of awareness of Obudu Mountain Resort through social media, influence of Social Networks (Facebook, Snapchat, Instagram) on the marketing of Obudu Mountain Resort, to examine the influence of Forums on the marketing of Obudu Mountain Resort, to ascertain the influence of biogs on the marketing of Obudu Mountain Resort, and to ascertain the influence of Podcasting on the marketing of Obudu Mountain Resort. The researcher adopted a survey measure where questionnaire was used to determine the influence of social media on the marketing of Obudu Mountain Resort, and interview was carried out to seek the respondent's opinions and views. One hundred and forty-eight (148) respondents (tourists who visited the study area) were conveniently selected. Data was collected through self-administered questionnaire and analyzed with simple descriptive statistics of frequency, percentages and mean distribution which were used to analyze the research questions. It was found out that one hundred (100) out of one hundred and forty-eight knew about Obudu Mountain Resort, social network had an influence in the marketing of of Obudu Mountain Resort with a grand mean score of 3.6. Also Blogs influenced the marketing of Obudu Mountain Resort with a grand mean score of 3. 7. It was also found out that Podcast (Youtube.com) influenced the marketing of Obudu Mountain Resort. However, Forums had no significant influence in the marketing of Obudu Mountain Resort with a grand mean of 2.4. In conclusion, Social media has a big influence on the marketing of Obudu Mountain Resort. It was recommended amongst others that Cross River State Government, and especially African Sun Hotels should create an active website and a tourism page/accounts on major social media platforms and ensure that the platforms are regularly updated and potential consumers' questions and complaints are quickly and aptly responded to so as to generate and maintain interest.