Social Media in Tourism and Hospitality

This assignment delves into the crucial role of social media in the tourism and hospitality industry. It requires students to analyze various research articles examining the influence of social media platforms on travel decisions, destination branding, and communication between businesses and consumers in the sector. Students must synthesize information from these scholarly sources to understand how social media shapes consumer behavior, marketing strategies, and the overall experience of tourism.

RESEARCH
DISSERTATION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Research project specifications.............................................................................................1
1.2 Background and principles of research area.........................................................................2
1.3 Literature Review..................................................................................................................3
Advantages and disadvantages related to selection of destination holiday on the basis of social
media...........................................................................................................................................4
Efficiency of companies in using social media tool for making their business operations........5
Successful....................................................................................................................................5
Identification of knowledge about which social media tools is appropriate in this context.......5
1.4 Research Project Specification..............................................................................................6
1.5 Action Plan and Procedure....................................................................................................7
TASK 2............................................................................................................................................9
2.1 Research Question.................................................................................................................9
2.2 Research Investigation..........................................................................................................9
2.3 Questionnaire......................................................................................................................10
TASK 3..........................................................................................................................................11
3.1 Use of appropriate research evaluation technique for study...............................................11
3.2 Analysation and interpretation of results............................................................................12
Theme 8: Frequency of Location Selection Through Social Media ........................................17
3.3 Conclusion and Recommendation.......................................................................................18
REFERENCES .............................................................................................................................19

INTRODUCTION
In present time competition is very high and running of business activities in most
appropriate and successful manner is a complicated task for association. It is required from
managers of company that they should clearly state their mission and vision so that employees
get to know that what they should do in order to contribute in achievement of organisational
goals and objectives. In present time more people are busy in operational activities and due to
this they have stressful life and in order to buster all stress, people are choosing holidays and
travel destinations so that human beings could relax and then again could be involve in business
activities (Hays, Page and Buhalis, 2013). There are many places that individuals could choose
in order to go for holiday for relieving from stress. Addressing a tourism package is most
convenient and appropriate method that is widely used by people for getting relaxation from
running stressful life. There are many social media tool that are very useful in selection of travel
destination like Facebook, Instagram, Twitter etc. Thomas Cook is a company that uses these
methodologies for promoting their business plan because there are many people whom are
involved in social networking sites very frequently. So main object8ive of selection of social
media for promoting business activities is that here widest range of people could be addressed
than any other mode. Thomas Cook is a tour operator company which is accomplishing all its
business tasks in and around UK and this venture is quite efficient in handling all promotional
tools and this is the that is becoming this firm more popular and publicise in then eyes of
customers and eye candy in market. Human beings are highly influenced with informations that
they got on social networking sites because they think all these images are posted by real and
genuine people but sometimes it is not to be happen. By using social media, a venture can catch
more people in their basket as customers because people will revert on those actions that they
seen in social media and these firm are not able in addressing more number of clients because
those are not using novel methodologies (Leung and et. al., 2013).
TASK 1
1.1 Research project specifications
Title:- “To analyse the Influence of social media tools” A Case study on Thomas Cook.
This is a most essential part of any research program because this segment provides
direction to all business activities and if research aim is not clear then outcome of research could
1

not be good and it will sabotage further actions and task accomplishment of business firm. Aims
and objectives of current research is described as follows:
Aims: “To analyse the Influence of social media tools” A Case study on Thomas Cook.
Objectives
 To analyse influence of social media on choice of customers for selecting in Thomas
Cook
 To attain advantages and disadvantages that are associated with selection of destination
of Thomas Cook on the basics of social media.
 To identify how properly Thomas Cook is utilising social media tool for making their
business operations progressive.
 To find out about which social media tools are effective for Thomas Cook.
Research Questions
1. What are the impact of social media upon choice of customers for selecting holiday
destination?
2. What are the advantages and disadvantages related to selection of destination holiday on
the basis of social media?
3. What can be stated as the efficiency of Thomas Cook in using social media tool for
making their business operations successful?
4. What are the knowledge identification related to use social media tools?
1.2 Background and principles of research area
Background of research is very important part of any investigation because it contains
various information about basic investigation program that are useful in implementing research
outcomes in most appropriate manner. Main reason behind constructing research objectives is
that it comprises many direct and indirect principles that directs investigator that how a research
program would be continue in gathering information and implementing them in business
activities (Sigala, Christou and Gretzel, 2012). It is important for Thomas Cook company that it
should first assess importance of social media in order to find out their implication as
promotional tools for making popularising business activities in the eyes of clients. Before
starting a research program, it should be analysed that how efficiently company should execute
all their strategies for getting success and higher market position. Thomas Cook is a very
successful company and reason behind its success is that it is quite efficient in analysing all facts
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and figures in order to analyse how effective is management of company. It is required that in
order to get success in research program some aims and objectives should be prepared and must
be clearly stated to all employees so that every staff member get to know that what they have to
do for contributing in attaining organisational goals. There are many methodologies that aids
researcher in conducting investigation function in most systematic manner so that all task could
get done in a series then all units would be manufacture with additional features so that higher
satisfaction could get by serving extraordinary quality services and products. Methodologies are
divided into two segments which are primary and secondary (Zeng and Gerritsen, 2014).
Adequate selection of these approaches makes a research program successful. Primary and
secondary methods are used in order to collect data that is relevant in some extent and have vast
impact in business operations. Main objective of these two methodologies are collection of data
for in-depth study.
1.3 Literature Review
Impact of social media upon choice of customers for selecting holiday destination
According to Munar, (2012) it is stated as there are various pros of social networking
sites while making selection over a best travel and tourism destination for planning a holiday
package.
Real Images of Locations: On social media, people explore various images and pictures
related to various sites and then make up their mind that these pictures are good and real and this
type of action is helpful in analysing that what is the key factors and attractions a destination
have that fascinates many visitors because human beings want to see some uniqueness in places
that they never explored because every person wants some freshness in their each travel plan.
There are many people whom visits so many places in world and then post their stories on social
media sites for enhancing knowledge of other people who are interested in travelling (Kwok and
Yu, 2013). This type of behaviour helps in making right decisions because choose locations
according to real viewpoints of other person who really saw those destinations.
Feedback From Users of Social Media: People have connected so many individuals as
their friend and out of those some people have visited that places which are in selected list of a
person then for being double sure in decision, singe personnel can ask full knowledge from those
persons who had already saw those places and then if there are good opinions present then
decision would be selection of location and on the other hand if feedback is negative then it
3

would be convert into rejection of that place and then next shortlisted location would be
analysed.
Helpful in Decision making: When a person is a regular user of social media then he/she
gets affected with all stuff that are present in social networking sites and due to this, decisions of
human beings affects. For, if a person has selected a particular location in London itself for city
breaks and then gets negative review about that place and then changes decision by choosing
other locations represents that there are many people who got influenced about online material
(Di Pietro, Di Virgilio and Pantano, 2012).
Advantages and disadvantages related to selection of destination holiday on the basis of social
media
According to Tham, Croy and Mair, (2013) there are some advantages and cons that are
assigned with selection of tour destination by taking all social media sites into account. These
benefits and disadvantages are stated as below:
People can make their judgements on the basis of information that they get on social
media because human beings could connect with those people who posted that stuff regarding
places that are found more attractive and infatuate. There are lots of people whom are surfing
social networking sites on frequent basis. Seldom, people got negative views about a place and
then judge that location on the basis of negative opinions and then reject that destination from
their travel plan. Travelling depends upon purpose that or what a person is going on a trip and
then he/she judge that place according their aim and then finds that particular place incorrect in
their tour package and because of this they posts negative comments about that particular place
and when other people see this they also got negative things in their mind and then refuse to go
their instead of the fact that particular location could be good according to their trip objective
(Law, Buhalis and Cobanoglu, 2014).
For an example: Thomas Cook mostly develops holiday packages of different places
based on perceptions of their customers. If package of Syria which is a terrorist country stays
high in monitory. Then because of bad impression of this country on people will push them away
from purchasing packages which has been made by this organisation.
Social media theory: Content -
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From the view point of content theory, it has been analysed that social media majorly
contains three types of elements and these are self-promotion, value-adding, and interaction
which are comprehended beneath: Self-promotion – This is one of effective approach where Thomas Cook can directly
reach to its customers and try to sell their products with the help of different media. Value-adding – Taking in use of media through which entertainment can be done of
targeted audiences.
 Interaction – Aim under this of Thomas cook can be two-way conversational approach
with the help of effective online tools.
Apart from above analysis, it is clear that social networking sites help individuals in
making choices and clear confusions from human beings mind. By considering all viewpoints
and images related to a specific location, a person can make clear picture about that particular
location. There are many factors that a person takes into consideration while making choice over
a thing and then most favourable option picks. This type of action is useful in decision making
and also saves time that people could invest in other productive activities.
Seldom, opinions of person depends upon their need and choice which should be same
with other people is not necessary but people make judgements by relying on those persons with
them choice of an individual differ. When this kind of situation happens then people got away
from those locations which could be good according to their needs and wants. So human beings
are advised that they should analyse all aspects that are related to decision making process before
making a choice upon this. Main reason behind relying upon social media sites is that in present
time people are having very busy life in which they planned a holiday is good so individuals not
have sufficient time to analyse all aspects that are linked with particular tourist destination that
could affect decision making process. There are many tools and techniques that can make
anything beautiful and when a person select that place by considering those edited pictures then
he/she got disappointment and bears a loss.
Efficiency of companies in using social media tool for making their business operations
Successful
As per the viewpoints of Luo and Zhong, (2015) Companies that are expecting higher
growth rate and want to generate greater profit margins over cost then it is required from that
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they should use all latest tools and technologies in various business activities of business like in
promotion, production etc. When an organisation works with modern tools and technologies
along with personnels whom are able in different thinking and efficient in using latest
techniques. When corporation is able in installing novel models and technologies and also hires
those employees whom are able in dealing with these techniques then this type of action is able
in generating higher amount of profit. With the help of this, Thomas Cook can go through
different approaches and can take under in use of social media tools which may aid them in
attainment of goals and objectives. Effective use of promotional activities where Thomas Cook
can show its customers with different unique services that are being offered by them. Through
this, it has been found that customer base can easily be enhanced right on time. Here are some
tips that organisation have in order to utilise social media tools in most effective manner. All
these tips are stated as follows:
Consistency: Marketing personnels whom are assigned to use social medial tool as their
marketing function then it is a capability of that personnel that how frequently and efficiently
he/she can post their aids and stories on social media. In order to use social media as marketing
tool, manager who is operating this function should have consistency in mind that in what time
frame an aid would be post so that more and more clients can check at the same time. In context
of Thomas Cook, people whom are working in this venture are highly efficient in accomplishing
all their functions. It is clear that Thomas Cook is quite good in utilising social media tool as
their promotion function because this venture is having prominent success and profit margin and
in respect to this social media is having good and wide role (Inversini and Masiero, 2014). For an
example: Advertisement which has been made by Thomas Cook of any place like of Miami
beach, France and other places can be eye catching for tourists who are looking forward to go on
a vacation. This can be considered as a marketing strategy.
Use all Social Networks: It is required from marketing manager that all social
networking sites should be used in same level and personnel should not be biased with one social
networking sites. This function includes that company is having their account in big social
networking sites like twitter, LinkedIn, Facebook etc.
Identification of knowledge about which social media tools is appropriate in this context
When company is efficient in dealing with social media tool and it can gain highlight in
overnight because there are millions of people whom are continuously using social media tool
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for distinctive purposes. There are many tools that are helpful in context of social media
marketing and all these tools are illustrated below:
Posting Aids on Facebook: There are approx. 2 billion monthly users are surfing
Facebook which is around a quarter of world's total population. So by posting aid here company
can address all these people on same time which could be possible in context of geographical
area. By using this website company can attract more and more people amongst them many
individuals are having sufficient potential of buying a travel package by making selection over
different destinations (Neuhofer, Buhalis and Ladkin, 2014). Thomas Cook company is having
their strong presence in this website and people whom frequently using this company as their
tour operator then in that case all human beings are positive point of views about company and
destination so that other could take that post in their consideration while making choice upon
different locations that can be visit in a tour plan.
Instagram Advertising: Facebook's hottest acquisition is Instagram and there are many
people whom are using this media for their purpose. This social media tool is having around 500
active monthly users so by using this website company catch the attention of many people whom
are on Instagram and this type of action is helpful in addressing most of Facebook users twice
and in this case people get fascinated towards company. This site is having more than Facebook
and Twitter users. By taking help of this function, company can virtually but personally can
connect with people whom are having interest in travelling and exploring new locations in
different places in many countries (Hudson and et. al., 2015).
Thomas Cook is using both social media sites in order to connect with people for gaining
feedback and knowledge about their business functions. On Facebook, this firm is having its
account on FB and there are many people whom are connected with this account. On the other
hand company is posting their aid on Instagram for fascinating wider number of people. So by
using all sites as sample, Thomas Cook is having Facebook and Instagram as their important
social media tools.
1.4 Research Project Specification
In this present research, there are two methods of data collection which are present. First
is primary data collection and other is secondary data collection method. In primary data
collection all data is collected from authenticate resources for collecting most accurate data.
Apart from this, secondary data collection method is defined as utilisation of other researcher's
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investigation program as it have some relevance in present investigation function. In this
research, both the methods are used in order to cover all aspects. Primary data can be collected
by various methods like interview, survey, interrogation, scheduling etc. On the other hand,
secondary data is collected through books, newspaper, journals, internet, websites etc. Two types
of research methodology is present and that are quantitative and rest is qualitative. Quantitative
method relates to numerical data and qualitative relates to non-numerical data. In this research
project both methodology are adopted (Cantallops and Salvi, 2014).
Sampling size: It has been analysed that, selecting sample size process is being
considered as an act of picking out number of respondents so that information can be gained
based on their perspectives. Researcher in present context have chosen random sampling size and
selected around 20 respondents in it.
Primary data: This type of data can be considered as the original one because
information which is being collected from respondents stays authenticated because data was
collected directly from respondents (Face-to-Face).
1.5 Action Plan and Procedure
In order to accomplish a research program, it is required from investigator that he/she
should prepare and action plan so that all stages and activities should be completed in specific
time frame without hampering quality of research outcomes. There are some research aspects
that must be followed by investigator and all these factors are stated as follows:
Constructing Aims and Objectives:- This sections includes construction of aims and
objective because these goals are set in order to provide direction to research program. This
section takes about two days.
Research Methodologies:- This is a selection of appropriate method for conducting an
investigation function and in this respect there are two method; one is qualitative and other is
quantitative and in this report both methods are used in this respect. Required time scale is 1-3
days (Munar and Jacobsen, 2013).
Literature Review:- This is a significant part of research project because it pays attention
upon secondary data by availing various sources like internet, books, journals, newspaper etc.
Data Collection:- After gathering secondary now investigator will focus upon collecting
primary data by conducting survey on selected participants. This section requires time of 4-5
days.
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Data Analysis:- In this section, all collected data is analysed by putting data in statistical
process for converting this into informatics. This section might takes time to three to four days.
Conclusion & Recommendation:- This is a short summary of above research program
along with some recommendations that researcher provides to association that he/she garbs from
conducted research program.
Submission of Final Reports:- This is a final step which contains submission of final
report and gets done in period of one day.
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Conclusion
According to the above discussed plan, it is being concluded that all goals and objectives
which has been made by the researcher can easily be attained, if he/she will follow appropriate
research methods, then review and analyse the gathered data in order to reach to specific
outcomes. It is also mandatory to set time for every single activity so target can get achieved
through this targets can get wasted.
TASK 2
2.1 Research Question
There are some research questions that must be answered by investigator from relevant
outcomes of research program (Jalilvand and Samiei, 2012). This is a most important program
in context of an investigation. Below are some research questions of present report:
 How to analyse influence of social media on choice of customers for selecting travel and
tourist destination
 How to attain advantages and disadvantages that are associated with selection of
destination of travel and tourist on the basics of social media.
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 How to identify how properly company is utilising social media tool for making their
business operations progressive.
 How to find out knowledge about which social media tools are very much essential in
this context.
2.2 Research Investigation
Selection of appropriate method will lead association in collecting authenticate and
adequate data and by which a proper research outcome will be generate and this type of action is
able in making investigation function more successful. There are two approaches that links with
data collection method. One is qualitative and other is quantitative. Qualitative method relates to
those data which can not be represent in numerical format like this method is a study of words,
colour, satisfaction, behavioural aspects, sound etc. On the other side, quantitative method is a
study of numerical data that can be more accurate and authenticate when it is put into a formula
and in this context, there are many numerical formats are given like mean, mode, median,
correlation etc. In this research, qualitative methods are used as this type of approach provides
prominent quality research outcomes (Oliveira and Panyik, 2015).
2.3 Questionnaire
Q1) Do you use social networking sites? Frequency
A) Yes 10
B) No 5
C) Sometimes 5
Q2) How frequently you are using social media? Frequency
A) About 4-5 hours a day 12
B) Twice in a Week 4
C) Once in a Week 4
Q3) Do you consider destinations that are present on social networking sites
for your travel plan?
Frequency
A) Yes 9
11

B) No 7
C) Seldom 4
Q4) Have you get advertisements of Thomas Cook company on social media? Frequency
A) Yes 15
B) No 5
Q5) How you observe best location that is present on social networking sites? Frequency
A) By checking relevance from other methods 12
B) By asking questions on same web page 8
Q6) How much accuracy you found on social media related to information? Frequency
A) More than 50% 16
B) Less than 50% 4
Q7) Do you follow page of Thomas Cook company that is created on various
sites?
Frequency
A) Yes 13
B) No 7
Q8) How frequent you choose those locations which are displayed in
advertisements of tour operator companies?
Frequency
A) More often 10
B) Not frequently 10
Q9) Any recommendation in context of social media tool in decision making?
TASK 3
3.1 Use of appropriate research evaluation technique for study
Research methodology is a set of some tools and technologies that are used to conduct an
appropriate research program and also helps in generating most accurate and authenticate
outcomes. Selection of effective manner is a capability of investigator on which relevance and
12

authentication of data depends. By taking assistance of this method, researcher can attain all aims
and objectives in limited period of time. There are various models and approaches that are
developed for collecting information so that research aim could be obtained. In this research,
method of surveying is done for collecting data that is most accurate because it is collected with
those whom are directly linked with data. Main objective of running this method is to gain that
data which can generate most reliable and good quality outcomes and due to this health of
investigation function is keep maintained. Social media is having its vast impact on decision
making of a person because many people use social networking sites for different purposes
(Dickinson and et. al., 2014). Research methodology consist of some set of actions which are
taken into consideration while planning research program in order to gain authenticate
information so that all aims and objective could be achieved. There are some points which are
part of this section and are illustrated as follows:
Research Design: There are various research design is available that can be availed by
investigator in context of conducting an investigation function. This type of action is aidful in
getting relevant data that can be put in decision making process in order to formulate most
suitable strategy. There are three type of research design is available in which first is exploratory,
second is experimental and last is descriptive. Amongst all research design, exploratory is mostly
use by researcher and this kind of research design is able in generating high quality outcomes. In
this research, exploratory research design is used in order to collect most authenticate data.
Data Sampling: In this section, what would be the participants of research program is to
be decided and in this context, a sample size would be select. In respect to this research report,
sample size is 20.
Limitations: Each and every research project has its own limitations that hampers quality
of investigation function (Kiráľová and Pavlíčeka, 2015). In respect to this, there are some
boundaries of a research program which are stated as below:
 Time Scale: It is difficult to cover all geographical area in allotted time slot. So in
that case, if all aspects are not covered it will hamper authenticity of research
program.
 Funding Issue: When company is not able in generating fund so that association
could not allow required fund to investigation function and in this context,
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researcher will lose some factors and this will sabotage health of research
program.
All these limitations should handles in most appropriate manner so that accuracy of research
outcome could be maintained.
3.2 Analysation and interpretation of results
Theme 1: Use of Social Networking Sites
Q1) Do you use social networking sites? Frequency
A) Yes 10
B) No 5
C) Sometimes 5
Interpretation: According to this survey that was conducted by researcher shown result that
there are about 10 people whom use social networking sites and on the other hand 5-5 people are
not use or sometimes use social media as they think it consume very heavy amount of time.
Theme 2: Use of Social Media on Frequent basis
Q2) How frequently you are using social media? Frequency
A) About 4-5 hours a day 12
B) Twice in a Week 4
14
A) Yes
B) No
C) Sometimes

C) Once in a Week 4
Interpretation: As per survey, that was conducted for gathering information about that there are
12 respondents among all 20 have utilise these websites for more than 4 to 5 hour on a day and
other 4 people use twice in a week and rest of participants are using once in a week of social
media.
Theme 3: Role of Social Networking Sites in Decision making
Q3) Do you consider destinations that are present on social networking sites
for your travel plan?
Frequency
A) Yes 9
B) No 7
C) Seldom 4
15
A) About 4-5 hours a day
B) Twice in a Week
C) Once in a Week
0
2
4
6
8
10
12

Interpretation: When investigator asked questions about role of social networking sites in
selection of destination for travel plan then about 9 people said that they consider social
networking as relevant source and other seven participants have that view that they are not using
social media in their decision making process although other 4 respondents said that they
sometimes use this mode.
Theme 4: Appearance of Ads on Social Media
Q4) Have you get advertisements of Thomas Cook company on social media? Frequency
A) Yes 15
B) No 5
16
A) Yes B) No C) Seldom
0
1
2
3
4
5
6
7
8
9

Interpretation: When investigator conducted a survey for grabbing information about post of
advertisements of Thomas Cook company then out of total 20 participants, some 15 people saw
ads and other 5 respondents did not notice this on webpages.
Theme 5: Method of Observation
Q5) How you observe best location that is present on social networking sites? Frequency
A) By checking relevance from other methods 12
B) By asking questions on same web page 8
17
A) Yes B) No
0
2
4
6
8
10
12
14
16

Interpretation: When participants filled questionnaire then 12 respondents they entered
information that there are some methods by which they follow in order to check relevance of
knowledge and information and other about 8 participants said that they use to ask cross
questions.
Theme 6: Accuracy of Social networking Site's information
Q6) How much accuracy you found on social media related to information? Frequency
A) More than 50% 16
B) Less than 50% 4
18
A) By checking relevance from other methods
B) By asking questions on same web page
0
2
4
6
8
10
12
Column B
A) More than 50%
B) Less than 50%

Interpretation: In order to collect information regarding accuracy of information that
participants collect from social networking sites. Researcher conducted survey and among all 20
people about 16 respondents said that they thinks that information on social media are more than
50% correct and other respondents have their vice versa view from this.
Theme 7: Followers Social Networking page of Thomas Cook
Q7) Do you follow page of Thomas Cook company that is created on various
sites?
Frequency
A) Yes 13
B) No 7
Interpretation: When a survey was conducted in a research program then around 13
respondents said that there are many people who follow Thomas Cook company on social
networking and rest 7 participants said that they do not follow.
Theme 8: Frequency of Location Selection Through Social Media
Q8) How frequent you choose those locations which are displayed in
advertisements of tour operator companies?
Frequency
A) More often 10
B) Not frequently 10
19
A) Yes B) No
0
2
4
6
8
10
12
14
Column B

Interpretation: According to result of survey, there are equal view of respondents out of all that
they see ads and other who do not see ads on social networking sites. In this context, people are
having equal ratio and who operates Thomas Cook's ads and who do not use.
3.3 Conclusion and Recommendation
Conclusion
This report is summarised as that social media is having vast role in selection of tourist
destination as it contains relevant information and pictures of that particular locations and people
have views that this information which is present in social networking sites are good and relevant
that are taken into consideration while making selection over a tour location. Thomas Cook is
good in utilising all online marketing tool in order to promote their business activities.
Recommendation
There are some suggestions that researcher gave to association that could be considered by
company as relevant advice in using social media as important marketing tool in order to address
more people at the same time:
 People whom are using social media on frequent basis and having knowledge about all
sites could be hired for specific purpose and their result.
 Latest tools like other sites for example, Linked could be use for presenting themselves in
front of many people.
 All posted ads should be checked on regular basis so that their relevance and zeal and
zest of viewers could be maintained.
20
A) More often
B) Not frequently
0 1 2 3 4 5 6 7 8 9 10
Column B

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