advertizing and brand advocates were introduced to the respondents. The questionnaire has 28 questions in
33
total. The questionnaire covers the presence of PACs in social media, objectives and effectiveness of using
social media tools by PACs, social media activities of PACs and their budget distribution and revenue from
online marketing. A cover letter was created and attached with the questionnaire (Appendix 1). It introduced
to the respondents the main objectives of the survey. Survey Monkey was chosen as an online platform to
collect the responses and for the further technical analysis of the survey. The instructions about how to
complete the survey and the deadline to complete the survey was also explained in the body of the cover
letter. The respondents were assured that the obtained data would be treated in strict confidence and only for
academic purposes. The respondents were informed that they would receive the results of the surveyed upon
completion of the study. The questionnaire of the survey is presented in Appendix 2.
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