Impact Social Media Websites and Applications
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Added on 2021-01-02
Impact Social Media Websites and Applications
Added on 2021-01-02
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Research Project Part 2 –Implementing proposal
TABLE OF CONTENTSRESEARCH TOPIC........................................................................................................................1INTRODUCTION...........................................................................................................................1METHODOLOGY..........................................................................................................................2DATA ANALYSIS/ RESULTS .....................................................................................................5DISCUSSION ...............................................................................................................................14CONCLUSION .............................................................................................................................15RECOMMENDATIONS...............................................................................................................16Appendix .......................................................................................................................................17REFERENCES..............................................................................................................................19
Executive Summary This report investigates level of impact social media websites and applications have hadon consumer behaviour in hospitality sector. It also determines growth of organisation afterutilization of social media as tool to influence customers. Study analysed that data taken from 20existing users of social media applicant’s websites across countries. Results clearly indicate thatsocial media applicants like Facebook is significantly related to consumer behaviour andpurchase intentions. Consumers are highly dependent on information of social media to buyproducts and services. This study on existing researcher of SMM by analysing direct influenceof these applicants on relationship between Thomas Cook and customers in context of hospitalityindustry.
RESEARCH TOPIC“To what extent does social media influence consumer’s purchases?”INTRODUCTIONSocial media is all about providing opportunities for people to share their views,experience, ideas, thoughts and opinion with others. It has removed spatial and time constraintsthat were inherent in traditional method of communication (Zeng and Gerritsen, 2014).Consumer behaviour is classified as decisions and actions that influence purchase decisions of anindividual. In last years, social media has achieved phenomenal success: Facebook, a socialmedia networking website, claims that its active users reached 1.3 billion world-wide (Husnainand Toor, 2017). Twitter, a micro blogging website hosts 225 million users who post 500 tweetsper day. In accordance with tourism context, 67% of UK travellers seems to consider reviewsgiven by other travellers during travel related search process (Hudson and et.al., 2015). Tourismand hospitality is one of the fastest growing economic sectors on global basis, producing 9% ofGDP and generating 1.4 trillion of world's exports.Social media has also influenced consumer behaviour from acquisition of information topost purchase intentions like dissatisfaction statement or behaviours about a product or enterprise(Inversini and Masiero, 2014). Websites like Facebook, Twitter and Pinterest provide anopportunity for consumer to make comparison between products and service provided bydifferent companies (Leung and et.al., 2013). It has also enabled business to engage and interactwith potential consumers, encourage an increased sense of intimacy with consumers and buildimportant relationships with potential customers (Leung and Bai, 2013). In this research project,scholar has carried out study on analysis of extent to which social media influence consumerbehaviour and purchase decisions in hospitality sector (.Leung, Bai and Stahura, 2015). ThomasCook PLC is a British hospitality sector enterprise which has its business operations in manycountries (Fotis, Buhalis and Rossides, 2012). Different social media applications are used byThomas Cook for promotion of its products and services among target people. Project Aim: To evaluate level of impact social media websites and applications have had onconsumer behaviour in hospitality sector- A study on Thomas Cook PLC.Project Objectives:1
To understand concept of consumers purchase decisions and behaviour.To analyse issues faced by consumers on social media websites and applications.To identify different social media application and website used by Thomas Cook Plc. To evaluate level of impact social media websites and application has on consumerbehaviour at Thomas Cook PLC. To recommend strategies for Thomas Cook to improve its social media application forproviding positive influence on consumer behaviour.Research QuestionsWhat is concept of consumer behaviour and purchase decisions?Which issues are faced by consumer on social media?Which social media applications and websites used by consumer of Thomas Cook?Up to what extent does social media influence consumer’s behaviour towards ThomasCook?Rationale of study Main reason behind conducting this research is that scholar has a specific interest in thisarea of topic and there is wide scope of study. Various other authors and researcher haveconducted study on similar topic which help in analysing appropriate concept and direction ofresearch. This research will also help in developing skills and capabilities of undertakingchallenges. Huge secondary data is available on this study, which helps scholar by developing itsunderstanding and identify impact of social media on consumer behaviour. Study will help indeveloping, comprehending, analysing, technological, analytical, conceptual and motivationalskills. This framework also enabled scholar to complete research and achieving purpose ofevaluating impact of social media application and websites on consumer behaviour and purchasedecisions. METHODOLOGY1. Research Philosophy2
It is a philosophy which is used in analysis of methods of collecting of data for particularresearch. This method helps in dealing with source, development and nature of whole knowledgeabout project. This process helps in identifying all core concepts of project. Research philosophycan be done in various method, for example, pragmatism, realism, positivism or interpretivism(Choy, 2014). For this project work, researcher will use interpretivism methodology to performfunctions. This method is very useful as it will help them in studying phenomenon in theirnatural environment. It assists in analysing small samples in-depth and performs qualitativeinvestigations. 2. Research DesignIt is a systematic approach which is used by researchers in conducting their study. Itconsists of various components which are identified during research process. An effectiveresearch design should have a strategic methodology which can be useful for researcher. Thereare four different designs to perform this method, i.e., exploratory, descriptive, explanatory andevaluation research (Fletcher, 2017). For this project, researcher has opted for explanatorymethod. This process has been chosen as researcher has designed a questionnaire which includesfactors like what, how and why in it, which helped in getting better outcomes. 3. Research ApproachThis is a process which includes detailed procedure of whole research project which caninclude, methods of data collection, its analysis and interpretation as well. This is divided intotwo parts, i.e., one is collection of data and second is analysis of that data or reasoning.Researcher will apply inductive approach of analysis for this work. Deductive approaches is usedby scholar for testing of assumptions made to evaluate the level of impact social mediaapplications has on consumer behaviour (Flick, 2015). This process will include steps like,analysing secondary data, studying outcomes from that analysis and finally developing a theorybased on that research. 4. Data CollectionData collection is a process which is generally used in collecting all information which isrelated to work in finding solutions to all research problems and also analysing final outcome(FOTIS, 2015). Data collection can be performed in two ways, i.e., primary and secondary data3
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