1.2 Problem statement, objectives and background of the study
Problem statement
How do Performing Art Centers use social media marketing using social media tools?
Objectives of the study
This research addressed the following objectives:
To document the social media tools that are used mostly by PACs
To assess the most effective social media tools to achieve marketing objectives of PACs
To describe activities and tactics that the PACs implement to stimulate world-of-mouth referrals
To document the expenditures on social media marketing for PACs
To document the financial benefits that the PACs generate from social media marketing
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