The role of social media in B2C market penetration

: a study in tourism sector

Abstract

The main objective of this internship report is to reveal how social media marketing can assist in positioning SMEs, more specifically VizitAR, with B2C model in relation to its target audience and online communities in the tourism sector. The report begins with the literature review, where the role of social media in influencing tourist perceptions and shaping decision-making process is portrayed. It also highlights the importance of e-WOM, digital storytelling and influencer marketing as strategies that build trust and aspirations for tourists, while also referring the challenges that SMEs face when creating digital marketing strategies. To address the objective of this report, this study combines theoretical research with practical insights acquired during the internship at VizitAR, a Portuguese technology company in the tourism sector. The data for this study was collected through participant observation, competitor analysis and an interview with the CEO of the company. The report reveals that social media marketing is a valuable promotional tool and strategic asset for SMEs in the tourism sector, though it may be challenging. In the particular case of VizitAR, the internship offered insights on the opportunities and limitations of developing a strong B2C social media presence.

Date of Award	9 Jan 2026
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Božidar Vlačić (Supervisor)