Improving the use of social media marketing in Dharan Sky Adventure Paragliding Company

The purpose of the thesis was to improve the use of social media marketing in Dharan Sky Adventure Paragliding company situated in Dharan, Nepal. The aim of the thesis was to study the current use of social media by the company and to pro-vide recommendations on how to improve the use of social media marketing. The thesis is based on descriptive research method. In this thesis, both qualitative and quantitative research approach is used. The primary data was collected from the semi-structured interviews with the owner and the employees. The other primary data was collected with a structured survey questionnaire. The questionnaire was distributed among the customers and the potential customers of the Dharan Sky Ad-venture Paragliding company. Secondary data was collected from various reliable sources of literature, including books, articles and internet sources. The theoretical part of the thesis includes the basic knowledge of marketing, mar-keting communication, marketing strategies, social media marketing, social media marketing process and strategies. The empirical research part includes the findings of the interviews and the survey questionnaire. The interviews with the owner and the employees provide the overview of their understanding towards the use of social media in marketing. The results of the survey questionnaire provide the respondents insights about social media, mostly used social media, company strength, company weakness and the most suitable social media for the company. The recommendation for the Dharan Sky Adventure Paragliding company was given based on the interviews and surveys that was conducted during the research. The author has provided the recommendation after gaining the theoretical knowledge and analyzing the findings from the research. The company should be more visible in different social media mostly Facebook, Instagram and YouTube. The company should come up with more social media content that targets discounts and offers for the customers. The company should also collect feedback and should encourage the employees and the customers to share about them in different social media. Lastly the use of social media marketing should be a joint effort in the company where every employee should participate