The Use of Social Media and Its Impact on Consumer Behaviour: A Study on Thomas Cook

This presentation explores the use of social media by Thomas Cook and its impact on consumer behaviour. It discusses the social media techniques adopted by the company, factors affecting consumer behaviour, and the relationship between social media and consumer behaviour.

Research Project
( TH E US E OF S O C IA L ME D IA A N D IT S IMPA CT O N CO N S U ME R
BEH AVIO UR: A S TU D Y O N T H O MA S C O O K )

Table of content
Topic Page number
Introduction 3
Research objectives 4
Research questions 5
Data analysis 6
Recommendations 16
References 17

Introduction
 Social media is a kind of platform which can be used by business organization
in order to establish the communication with their customers.
 The present project is based on Thomas Cook which perform their operations
in travel sector and they are focusing on their social media marketing strategies.
 The research is based on the social media and its impact on the choices of
people.

Research objectives
 To identify the social media technique which is adopted by Thomas cook.
 To evaluate the factors which can affect the consumer behaviour while
purchasing the holiday packages.
 To establish a link between social media and its impact on the choices of
people.

Research questions
Q1. What are the social media techniques?
Q2. What factors can affect consumer’s behaviour?
Q3. What is the relation between social media and consumer behaviour?
Q4. What ways are there through which an organization will be able to gain
competitive advantage?

Data analysis
 Data analysis is a kind of process that is used by researcher so that information
which is gathered from respondents can be interpreted in more effective manner.
 Here, in the current research project thematic approach has been used so that
data can be presented in the form of graphs.

Theme 1: People uses social networking sites.

Theme 2: Consumers uses social media in multiples times a day.

Theme 3: For sharing thoughts and find information about
services, people uses social networking sites.

Theme 4: Customers uses social media in order to get some reviews
about the services and to get some updates.

Theme 5: Social media channel influence the choices of people
more.

Theme 6: Yes, consumers uses social networking sites in order to
compare the services among different industries.

Theme 7: People are highly satisfied with the services that are
provided by Thomas cook.

Theme 8: Consumers sometimes purchase services after reading the
positive comments on networking sites.

Theme 9: People will recommend the services of Thomas cook to
their friends and family members.

Recommendations
There are some recommendations which can be followed by an organization so
that they will be able to sustain their competitiveness. Some of these are like:
 Training and development
 Promotional and advertisement

References
Brutzer, S., Höferlin, B. and Heidemann, G., 2011. June. Evaluation of
background subtraction techniques for video surveillance. In Computer Vision
and Pattern Recognition (CVPR), 2011 IEEE Conference on (pp. 1937-1944).
IEEE.
Cecez-Kecmanovic, D., 2011. Doing critical information systems research–
arguments for a critical research methodology. European Journal of Information
Systems. 20(4). pp.440-455.
Dabbagh, N. and Kitsantas, A., 2012. Personal Learning Environments, social
media, and self-regulated learning: A natural formula for connecting formal and
informal learning. The Internet and higher education. 15(1). pp.3-8.

Thank You !!!