Descriptive Survey method of research was used and primary data were obtained by the use of a structured questionnaire, interviews were conducted and observations were made. This study examined market penetration strategy as a growth strategy for improving market share of MCN. The findings and associated recommendations emphasize the critical nature of word-of-mouth and electronic word-of-mouth recommendations from satisfied clients, as wedding professionals rely on a customer base that is rarely prone to repeat business. Thirty-two wedding professionals completed a questionnaire specific to social media and networking activities, most successful marketing outlets and barriers to utilizing social media. The purpose of this study was to gain insight to the use of social media outlets by wedding professionals and put forth suggestions for maximizing the social media mix for small event management companies. Wedding professionals are a sub-segment of event managers, and their use of social media is hindered by the nature of their business models, as most have few employees and negligible marketing budgets. Despite the popularity of social media marketing, academic research specific to how event management companies use social networking to market their businesses is limited.
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September 2023
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