Social media is already an established feature in the marketing strategies of large global brands. This study explores how the social media success stories of large global brands may be emulated on a smaller scale by nightclubs
in the midlands and west of Ireland. The topic is explored from both
consumer and organisation perspectives. Focus groups were conducted with
target consumers and in-depth interviews were carried out with nightclub marketing personnel. The findings indicate nightclubs are highly compatible with social media, but nightclubs are not using social media
to their full potential; instead they are adopting an unstructured,
outdated approach. This study adds to the debate on the role of
relationships and promotion in social media marketing by presenting a cross-sectional account of the current use of social media marketing. The resulting framework is designed for nightclub marketing managers as a tool to enhance their social media marketing strategies.