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This is a Quantitative Study study.

The Effect of Social Media Marketing, Brand Image, Promotion, Competitive Advantage, and Service Quality on Firm Performance

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Analysis reveals that brand image, promotion, competitive advantage, and service quality significantly boost firm performance in travel agents.

Firm performance is positively influenced by brand image, promotion, competitive advantage, and service quality, indicating important growth factors in travel agencies.
The analysis involved 107 respondents in the travel industry, showcasing significant relationships through Partial Least Squares-Structural Equation Modeling (PLS SEM).
Even with a strong focus on social media marketing, it lacked a significant influence on company performance among the respondents surveyed.
Findings emphasize the need for travel agents to prioritize brand image, promotion, and service quality to enhance their business outcomes.

Kesumahati et al. (2025) studied this question.

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Analysis reveals that brand image, promotion, competitive advantage, and service quality significantly boost firm performance in travel agents.