Impact of Social Media Marketing on Brand Awareness of UK Tourism Industry

TO IDENTIFY THE IMPACT OF SOCIAL
MEDIA MARKETING IN ENHANCING
BRAND AWARENESS OF UK TOURISM
INDUSTRY
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Contents
Contents...........................................................................................................................................2
Title..................................................................................................................................................3
Background......................................................................................................................................3
Literature Review............................................................................................................................4
Problem aim/statement (or research question(s)..............................................................................7
Research Methodology....................................................................................................................9
Timescale.......................................................................................................................................12
References......................................................................................................................................14
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Title
To identify the impact of social media marketing in enhancing brand awareness of UK tourism
industry
Background
Social media marketing is a type of digital marketing that helps an organisation in
promoting its brand in marketplace (Kayumovich and Kamalovna, 2019). It introduces to the use
of social networks and social media to market a service and product of company. There are
several platforms of social media marketing such as Facebook, Instagram, Twitter and many
others. All these are main platforms used by tourism industry for attracting larger number of
customers within minimum time period (Alghizzawi, Salloum and Habes, 2018). Current
research is based on the UK tourism industry that plays an important role in enhancing economic
growth of the United Kingdom. Hays Travel is a chosen travel agent that was founded in 1980 by
John Hays. Company is headquartered in Sunderland, England, UK (John, Larke and Kilgour,
2018).
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Literature Review
The concept of social media marketing
According to Baker, (2022) Social media marketing is defined as the area of marketing
which utilises social media sites and tools for completing digital marketing objectives. As per the
opinion of Chou, Oh and Klein, (2018), the concept of social media marketing involves
developing content for various social media platforms in order to promote the products or
services offered by the company, interact with consumers, build a digital community and
increase online traffic on the website of the company. All these objectives are facilitated by
social media marketing in the current age and support accomplishment of various digital
marketing objectives of the company (Social Media Marketing: The Ultimate Guide, 2022).
According to the Cinelli and et. al., (2020), social media refers to all those interactive
digital channels that assist in making, creating and sharing ideas, thoughts, interests and other
types of expression by virtual networks and communities. In simpler words, it is a computer-
based and internet based technology which give users instant electronic communication.
As per the opinion of Kross and et. al., (2021), social media marketing refers to the
procedure of using social media websites, channels and platforms for promoting a service or
product of the organisation.
According to the Chancellor and De Choudhury, (2020), digital marketing and e-
marketing have gained great importance in promoting commodities and products of the
organisation. This also assists in increasing the customer base by gaining attention of the
competitor's customers.
According to the Gottfried and Shearer, (2019), brand awareness is one of the marketing
terms that explains the degree of customer recognition of a commodity by its name. Forming and
making brand awareness is one of the important steps in advertising and promoting new
commodity or reviewing any older product.
As per the view presented by Anderson and Jiang, (2018), awareness of the company's
products involves the qualities that differentiate the commodity from its competition.
According to the Gao and et. al., (2020), as consumers are increasing their social media
usage on a daily basis the importance of social media marketing in attracting and interacting with
consumers is continuously rising. Social media marketing focuses on solely interacting with the
target audience two social media platforms in order to build virtual connexion with the target
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