Social Media Marketing Strategies and Frameworks

This assignment focuses on the essential aspects of social media marketing, including strategic frameworks, theories, and practices. It provides a comprehensive overview of social media marketing research, highlighting key concepts, tools, and techniques for effective online engagement and brand management. By analyzing various studies and expert opinions, this assignment aims to equip students with practical knowledge and skills to navigate the world of social media marketing.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulating and recording research project outline specifications......................................1
1.2 Identifying factors contributing to the process of research project selection........................3
1.3 Critical review of key references..........................................................................................3
1.4 Producing research project specification..............................................................................5
1.5 Providing appropriate plan and procedures for research specification.................................6
TASK 2............................................................................................................................................7
2.1 Matching resources to research questions.............................................................................7
2.2 Undertaking proposed research investigation with research specification...........................8
2.3 Recording and collating relevant data...................................................................................9
TASK 3..........................................................................................................................................12
3.1 Using ‘research evaluation techniques’ and appropriate type of evaluation for the research
...................................................................................................................................................12
3.2 Interpreting and analysing the results.................................................................................12
3.3 Making recommendations and justifying areas for further consideration..........................21
TASK 4..........................................................................................................................................22
4.1 Presenting outcome to audience by creating poster............................................................22
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

Topic: To analyse the influence of social media marketing on consumer decision-making in
Travel and Tourism Sector.
INTRODUCTION
Technology has become fruitful for travel and tourism sector. Present report deals with
Thomas Cook Group PLC engaged in travel business in UK. Report will analyse influence of
social media marketing on consumer decision-making and research objectives will be formulated
on the basis of it. Research proposal will be made and after that research implementation will be
assessed. Furthermore, by collecting data from respondents, research outcome would be attained
and presented over the audience at the World Tourism Market, Travel Tech show, London Excel,
November 2018. Tourism sector of UK is growth generator for economy. Social media
marketing with channels such as Facebook, Twitter, Instagram and related platforms. On the
other hand, research will be conducted on benefits of social media which influences the
consumer decision-making process. Thus, appropriate outcome of research will be carried out by
answering research questions by scholar.
TASK 1
1.1 Formulating and recording research project outline specifications
Travel and tourism sector is one of the highest revenue generating sector in UK leading
to economic growth in effectual manner. The information produced on internet has much
influence on consumer decision-making process in order to plan their trip. Digital technology has
completely changed the way for decision-making by customers as emergence of social media
platforms have increased interactivity with users. Social media marketing is a crucial tool in
present scenario as younger generation spends much time on online platforms and communicates
with other. Concept of consumer behaviour on decision-making procedure have greater impact
on company as digitisation has provided with useful insights in effective manner (What Is Social
Media Marketing?. 2018). On each step through internet, traveller plans his trip and then
approach to that organisation which offers lucrative packages and they make decisions thereof.
Social media marketing has impact on traveller decision-making process and they plan their trip
accordingly.
On the other hand, online reviews posted on social media platforms or on company's
website by previously visited customers have great impact on customers planning for a trip to
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desired destinations. In simple words, user-generated content has much influence over the
decision-making process. Social media provide easiest and most reliable source of information to
be given to customers which directly leads to effective and better decision-making by them in the
best way possible. Modern marketing through social media paves the way for reliable and cost-
saving mechanism for organisation imparting benefits to not only to customers in the form of
packages made available online but also saves lot of expenses incurred through traditional
marketing. Present research project will be based on Thomas Cook Group PLC which is
multinational tourism giant and focuses on influence of social media marketing on consumer
decision-making process.
Aim-
“To analyse the influence of social media marketing on consumer decision-making in
Travel and Tourism Sector. A study on Thomas Cook Group PLC”.
Research Objectives-
 To identify factors of social media marketing influencing decision-making by consumers
of Thomas Cook Group PLC.
 To analyse impact of social media marketing on consumer decision-making in Thomas
Cook Group PLC
 To make recommendations to improve services of Thomas Cook Group PLC through
social media marketing.
Research Questions
Q1. What are the factors of social media that influence decision-making by consumers of
Thomas Cook Group PLC?
Q2. What is the best way to improve services of Thomas Cook Group PLC through social media
marketing?
Q3. Why social media has stronger impact on consumer decision-making process?
Significance of study
The importance of social media marketing has largely influenced customers in making
travel decisions on online basis. The importance of study is to analyse how social media
marketing has paved the way for marketing which was once done traditionally and involved huge
expenses. Next is to assess whether expenditures are saved on the part of marketing by company.
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The study will be beneficial to organisation as a whole because useful insights will be gained
leading to attainment of stated marketing objectives.
1.2 Identifying factors contributing to the process of research project selection
The factors behind choosing this study are to provide deeper insight for gaining
knowledge as social media marketing is largely influencing company's objectives in a better way.
Another factor contributed to selection of this project is that how consumer relies on online
reviews made by travellers and then plan a trip.
Moreover, personal interests of researcher in conducting in-depth analysis of consumer
decision-making process in travel sector contributed for selecting this project. Feasibility of
study is determined as social media marketing has a direct impact on consumer decision-making
process and to analyse it, research project has been selected.
Moreover, it will provide benefit to organisation as it could improve its services and
factors can be analysed by which customers' plan for trip through social media influence. These
were some of the factors contributed to project selection.
Analysis will be provided with critical analysis where views of different authors will be
provides by which better understanding will get developed on social media importance for travel
and tourism industry where people likes in sharing new experience. Social media marketing is
important for this type of industry because people generally buys from brands they trust the most
and social media is the one which allow people to share experience of amazing qualities, share
pictures and videos by which helps in attracting more customers. These were some factors that
contributed to project selection.
1.3 Critical review of key references
Literature Review
Theme 1- Analysing the concept of social media marketing
As per the view of Tuten and Solomon (2017), social media marketing is a process or
concept in which it uses social media platforms and websites, like, Facebook, Twitter, etc. to
promote any services in the respective industry in order to achieve their target and objectives.
Nowadays this is the most popular and best way to promote any product or service in the market.
Social media marketing is very popular among youngster which contribute a lot in any business
organization. Pfeffer, Zorbach and Carley (2014); demonstrated that, this social media marketing
process can also have disadvantage as well, such as, it can make the process of marketing a little
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tough sometimes. As it is very difficult for the organization to make their employees friendly
with this method. This can affect their business activity a lot.
According to Ashley and Tuten (2015), internet has impacted the society to a large extent
that without it, becomes difficult for them to communicate with each other by using social media
platform. There are various sources that is available in social media, for example, Facebook,
Instagram, Twitter, etc. This can help the tourism sector to improve their performance by using
these social media marketing for promoting their services in market. This can help them in
increasing their sales as well. Felix, Rauschnabel and Hinsch (2017) stated that, by using social
media platform for marketing purpose it can impact their negatively as well. There are various
factors which are included in the social media marketing, for example, targeted consumers,
which can help an organization to increase their business in their respective industry. Building
relationship with the targeted customers is very important for your business. This process helps
in delivering service very quickly as well. It is basically realistic and measurable goals to
achieve. It becomes difficult for an organization to measure their success effectively. It also
gives less control as on social media platforms, multiple users can interact with a single piece of
content, which is a not a favourable condition for nay organization. Social media marketing can
sometimes becomes very difficult for the employees of an organization as they are unable to
understand the concept behind this process.
Theme 2- Studying the impact of social media marketing on decision making process of
customers
According to Minazzi (2015), for any industry it is very essential to maintain their
customers rate at good level. This will help in increasing their business and enhancing their
performance. This process is very useful in understanding the requirements and needs of the
customers by analysing their nature. With the help of this social media marketing it makes the
process of promotion very easy. By analysing the impact of social media marketing, it can help
an organization to attract more customers by putting some attractive and innovative on social
media platform. Leung, Bai and Stahura (2015) stated that, social media is a very huge platform
to connect with the customer and to understand their nature as well. This can also be an option
for the customers to post a complaint about any particular service or product. Due to this, it can
affect the decision making process of the customers, which can be both, in favour of the
organization or against them.
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Parsons and et.al. (2014) demonstrated that, there is a huge advantage of this process as it
help in interacting with their customers. This will help in analysing the needs and requirements
from the organization. On the basis of that it becomes easier for any company to deliver the best
services to their customers in order to make them satisfied. This process can also assist them in
increasing their customer sate as well which will ultimately increase their overall generated
revenue from their business. It offers an opportunity for the public to find you on social media.
As per the view of Ngai, Tao and Moon (2015), social media marketing is highly time
consuming. It takes a lot of time to come to a conclusion which can have a huge impact on the
management of the organization. There is a need of constant monitoring of the whole process
social media marketing effectively in order avoid any mistake.
Theme 3- Evaluating the influence of social media marketing on decision of customers of in
Travel and Tourism Sector
As per the view of Trainor and et.al. (2014), social media marketing is the best way in
order to attract their target customers. It also helps in building a good brand awareness and
engage with the users effectively. This way, it becomes easy for the business to improve their
brand image in the market by using social media marketing processes. There are various
application which can be used in order to evaluating the influence of social media marketing on
decision of customers. As this can impact any business and its performance as well. Vernuccio
(2014) stated that, day by day the web is getting crowded with more and more irrelevant
information and spams, which is a huge drawback of this social media marketing process. There
are chances that it can have irrelevant content posted by any customer. This can affect the
reputation of an organization. It should be carefully understood by the organization that more the
complaints more will be its impact on their performance in the industry.
Fuchs (2017) demonstrated that, before implementing this technology into the
management system of any company, they should thoroughly research on the pros and cons of
this process and how it can benefit them in reaching to their target customers, by their decisions
on their favour. This will help in responding to their customer complaints quickly and resolve
their issues as early as possible. There is a huge advantage of this process as there are several
formats which can be applied while promoting or advertising any service or product in market,
such as, text, pictures or images, videos, etc. This social media marketing process helps
customers to have a decision by providing them all the relevant information on internet. With the
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help of this they can make decisions. According to Pfeffer, Zorbach and Carley (2014), the most
important factor which has to carefully managed by an organization is that. While interacting
with the customers they should make sure that they do not hurt the sentiments of their consumers
in any context.
1.4 Producing research project specification
Research Type-
The research type is an important part of the research which is taken into consideration
that which among quantitative and qualitative, researcher will select. In present research, scholar
will take into account quantitative method as facts and figures will be assessed in a better way
(Leung, Sun and Bai, 2017). Hence, this research type will be taken for achieving objectives of
research.
Research Approach-
Research approach is a crucial part in identifying factors in order to scientifically prove
the study in effective manner. There are two types of approaches such as deductive approach and
inductive research approach which are widely used. Researcher will adopt deductive approach by
applying theory and making hypothesis, thus proving or rejection hypothesis for formulating
specific theory.
Research Design-
Research design provides complete plan by which direction is provided to researcher in
effective manner (Keegan and Rowley, 2017). Exploratory and descriptive research design both
are used by scholar for executing research in proper direction. Researcher will use exploratory
design in current study in order to explore facts regarding influence of decision-making process
by customers because of technology.
Sampling-
Simple random sampling technique is taken for representation of whole population which
is otherwise a tedious task for taking all population for conducting research. In present study, 30
customers of Thomas Cook Group PLC will be taken for assessing influence of social media
marketing on travel decision-making process.
Data collection-
Data collection is a vital task which will be taken from both primary and secondary
sources. For primary data, online questionnaire will be issued to 30 customers of organisation.
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While, for secondary data, books, journals and related sources for research purpose (Kumar and
Reinartz, 2018).
Data analysis-
Analysing data is required so that outcome can be presented in a better way. In current
study, thematic analysis will be done in presenting data in an accurate manner. It will be helpful
for the scholar in generating results in effective way with the help of charts which will enhance
visual representation of gathered data.
1.5 Providing appropriate plan and procedures for research specification
The project will get completed in 16 weeks of time which is listed in below timeline. It is
reflected that it is essentially required to complete project within stipulated time and thus,
research aim and objectives will be accomplished within 16 weeks. Gantt chart has been
prepared which shows schedule involving plan and track specific tasks so as to complete project
in stipulated time. Critical path system means that route by which project can be completed with
shortest time possible reducing longer duration.
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TASK 2
2.1 Matching resources to research questions
The research questions which are outlined are effectively complied with in order to get
desired results in the best way possible. Research questions such as what are the factors of social
media that influence decision-making by consumers of Thomas Cook Group PLC, what is the
10

best way to improve services through social media by company and why social media channel
has stronger impact on consumer decision-making process were raised for accomplishing
answers. In order to find solutions to these questions, primary and secondary data are being used
by researcher. Primary data has been accomplished by issuing online questionnaire to 30
respondents which are customers of Thomas Cook Group PLC. Moreover, this will help
researcher to identify the viewpoints of consumers in getting answers of research questions as to
why social media marketing changes consumer decision-making process (Kumar, Choi and
Greene, 2017).
On the other hand, secondary data which is an already collected data by some other
researcher for some purpose is known as secondary data. For answering to research questions,
books and journals, internet articles are being referred and that too from reliable sources. Hence,
both the resources matching research questions are taken into consideration.
2.2 Undertaking proposed research investigation with research specification
Research Type-
The proposed research being selected from research proposal is quantitative type. This
type of research has been implemented by scholar in order to get desired results. It has been
applied so as to gather numerical facts with regards to analyse influence of decision-making
process of customers due to social media marketing by Thomas Cook Group PLC.
Research Approach-
Approach is required to be taken into account for getting direction to specific theory from
general one. Thus, for accomplishing this, deductive approach has been used in present research
by the scholar to get appropriate outcome in effective manner. Research approach has provided
better results as specific theory is being formulated. This means that scholar has effectively
attained the outcome from it (Noel, Babor and Robaina, 2017).
Research Design-
The research design is one of the crucial part of research in hand so as to execute research
in proper direction in accordance to plan being formulated in research proposal. It can be
analysed that descriptive and exploratory both research designs are widely used. However, for
exploring facts regarding aim and objectives, exploratory design has been applied and
appropriate direction is being given in effective manner.
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Sampling-
All the population in the universe cannot be taken into account for attaining research. In
order to make it time-saving and cost-effective, sampling is used. In present research, simple
random sampling method of sampling has been applied by issuing online questionnaire to 30
customers of Thomas Cook Group PLC for gathering their viewpoints in effectual way.
Data collection-
Data collection is another important part of research implementation. Both primary and
secondary data are provided in order to collect data in the best way possible. Primary data has
been gathered through questionnaire from respondents (Wang, Z. and Kim, 2017). On the other
hand, books, articles, reliable journals are being taken for present research serving the need for
secondary data. Both the methods such as primary and secondary data as per the planned
research proposal have been taken into account.
Data analysis-
There are various data analysis methods by which data can be analysed in a better way. In
present research, thematic analysis has been used by the researcher for effective presentation of
data. Moreover, for presenting more accurately, graphs have been made so as to present data in
presentable manner.
2.3 Recording and collating relevant data
Questionnaire
Name-
Gender-
Age-
Demographic Profile-
Q1. Do you agree that social media platforms have impact on mindset of customers?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
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Q2. Do you believe that social media leads to influence decision-making process of customers
in Thomas Cook Group PLC?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q3. Which is the best suitable social media marketing platform adopted by Thomas Cook
Group PLC?
 Instagram
 Facebook
 Twitter
 Pinterest
Q4. What are the motives of people while selecting particular destination through Thomas Cook
Group PLC?
 Experience changed atmosphere
 Explore new places
 Releasing unnecessary stress
 Getting familiar with country's culture
Q5. Do you agree that sales are enhanced because of initiating social media marketing by
Thomas Cook Group PLC?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q6. Do you think that user-generated content on websites influences consumer decision-making
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process on performance of Thomas Cook Group PLC?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q7. Do tourist packages mailed electronically influences decision-making process by customers
offered by Thomas Cook Group PLC?
 Yes
 No
Q8. Do you agree that online websites and comments posted on it impacts your decision-
making process for particular destination?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q9. Do you get influence by online marketing service quality on the website of Thomas Cook
Group PLC?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q10. Please provide certain suggestions for improving upon services..........
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TASK 3
3.1 Using ‘research evaluation techniques’ and appropriate type of evaluation for the research
Research evaluation techniques are one of the important part of research in hand so that
appropriate method can be implemented and desired outcome can be accomplished. Summative
and formative assessment are both research evaluation techniques which can be used by
researcher. Formative means that learning can be enhanced in particular research by monitoring
performance and feedback is given. However, for present research, formative assessment is not
taken as in-depth analysis has been done which is possible by summative assessment as from it,
focus is to achieve end outcome within stipulated time.
In relation to this, summative evaluation has been found out in present research as main
focus is to analyse influence of social media marketing on consumer decision-making process in
effective manner. Moreover, it can be analysed that at the end of research project, true outcome
of the project can be achieved leading to provide answer to audience in appropriate format.
Hence, researcher can easily assess how social media marketing is helping Thomas Cook Group
PLC in attainment of desired goals.
3.2 Interpreting and analysing the results
Theme 1- Social media platforms have impact on mindset of customers
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Interpretation-
It can be interpreted from above chart that social media platforms have much impact on
customers' mindset up to a high extent. This is evident that 12 respondents Strongly Agree with
the statement as social media influences them to buy services from Thomas Cook Group PLC in
effective manner. Moreover, 9 agree with it. However, 5 respondents strongly disagree with the
same as they think that social media channels have less influence on them. Similarly, 4 disagree
with it.
Theme 2- Social media leads to influence decision-making process of customers in organisation
16

Interpretation-
The chart signifies that social media influences travellers' decision-making process up to
a high extent. Due to fact that, 13 participants strongly agree with it as it influences to take better
decisions by checking out packages of different travel business. Moreover, 6 agree with the same
statement. However, 4 strongly disagree and 7 disagree that social media marketing does not lead
to change in decision-making process.
17

Theme 3- Facebook is the best suitable social media marketing platform adopted by Thomas
Cook Group PLC
Q3. Which is the best suitable social media
marketing platform adopted by Thomas Cook
Group PLC? Participants
Instagram 9
Facebook 13
Twitter 5
Pinterest 3
Total 30
Instagram Facebook Twitter Pinterest
0
2
4
6
8
10
12
14
9
13
5
3
Participants
Interpretation-
It can be assessed from chart that Facebook as a social media platform is used by
organisation for influencing and marketing its services. This is because 13 participants have
answered that through Facebook, they are better informed about packages of company. While, 9
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replied Instagram is used and 5 have answered Twitter is utilised. Remaining respondents said
Pinterest is effectively used by Thomas Cook Group PLC.
Theme 4- Exploring new places is main motive of people in selection particular destination
Q4. What are the motives of people while
selecting particular destination through Thomas
Cook Group PLC? Participants
Experience changed atmosphere 8
Explore new places 11
Releasing unnecessary stress 8
Getting familiar with country's culture 3
Total 30
Experience changed atmosphere
Explore new places
Releasing unnecessary stress
Getting familiar with country's culture
0
2
4
6
8
10
12
8
11
8
3
Participants
Interpretation-
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It can be analysed that there are various motives by which people go on to vacations to
various destination. From the data gathered, 11 respondents answered exploring new places is
main motive for choosing destination by them through subscribing to Thomas Cook Group PLC
packages. On the other hand, 8 respondents each have replied that they go for releasing
unnecessary stress and for experiencing changed atmosphere. While, 3 said getting familiar with
country's culture is motive of them.
Theme 5- Sales are enhanced because of initiating social media marketing by Thomas Cook
Group PLC
Q5. Do you agree that sales are enhanced
because of initiating social media marketing by
Thomas Cook Group PLC? Participants
Strongly Agree 10
Agree 8
Strongly Disagree 7
Disagree 5
Total 30
20

Strongly Agree Agree Strongly Disagree Disagree
0
2
4
6
8
10
12
10
8
7
5 Participants
Interpretation-
It can be analysed that sales are enhanced up to a major extent as 10 respondents said
they are influenced because of marketing done through social media. 8 also agrees with same
statement. While, 7 strongly disagree and 5 disagree that increment in sales cannot be found of
Thomas Cook Group PLC because of social media marketing.
Theme 6- User-generated content on websites influences consumer decision-making process on
sales of company
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Interpretation-
It can be analysed that user-generated content available on websites have major influence
of decision-making process of customers. This is because 10 participants are in favour of it
which is the majority out of all options. 7 also agree with it. While, 6 people strongly disagree
and 8 disagree that user-generated content do not influence them and no effect is found on
overall performance of company.
Theme 7- Tourist packages send electronically influences travellers' decision-making process
Q7. Do tourist packages mailed electronically
influences decision-making process by
customers offered by Thomas Cook Group
PLC? Participants
Yes 19
No 11
Total 30
22

Yes No
0
2
4
6
8
10
12
14
16
18
20 19
11
Participants
Interpretation-
It can be interpreted that tourist packages which are mailed to customers in effective
manner leading to decision-making process. This is evident from the fact that 19 participants
have answered that Thomas Cook Group PLC mail various packages to customers and as a
result, it influences them to take decision whether to plan for trip or not. On the other hand, 11
respondents have answered that mails sent on email ids of customers have no influence on them.
Theme 8- Online website impacts decision-making process for particular destination
Q8. Do you agree that Online websites and
comments posted on it impacts your decision-
making process for particular destination? Participants
Strongly Agree 10
Agree 7
Strongly Disagree 8
Disagree 5
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Total 30
Strongly Agree Agree Strongly Disagree Disagree
0
2
4
6
8
10
12
10
7
8
5 Participants
Interpretation-
It can be interpreted that online website and comments on it impacts to take decision-
making as 10 of them strongly agree with it. 7 also agree with statement. On the other hand, 8
respondents do not agree that such websites have influence over them for selecting particular
destination.
Theme 9- Customers gets influence by online marketing service quality on the website of
Thomas Cook Group PLC
Q9. Do you get influence by online marketing
service quality on the website of Thomas Cook
Group PLC? Participants
Strongly Agree 10
Agree 9
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Strongly Disagree 4
Disagree 7
Total 30
Strongly Agree Agree Strongly Disagree Disagree
0
2
4
6
8
10
12
10
9
4
7
Participants
Interpretation-
It can be analysed from above chart that online marketing service quality on company's
website has major influence on customers as they get attracted towards it. 9 agree with the
statement as well. On the other hand, 4 and 7 respondents believes strongly disagree and disagree
respectively that service quality has no influence on them.
3.3 Making recommendations and justifying areas for further consideration
 Hereby it can be recommended that social media marketing has greater influence on
marketing activities of organisation.
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 This is evident from the fact that consumer decision-making process for planning a trip
has major influence on Thomas Cook Group PLC in order to enhance overall
performance.
 It is recommended to organisation that customers should be provided with lucrative
packages in order to attract people in effective manner.
 Moreover, it is also recommended that holiday packages should be offered at competitive
price or low price and advertisement should be posted on all social media platforms as it
primarily focuses on Facebook only as clarified from data analysis part.
 Thus, it is justified that Thomas Cook Group PLC should apply all these
recommendations in practice for increasing its customer base and offering quality
services to make their destination worthwhile to visit. This will lead to increase in
profitability and customer decision-making process will be directed towards packages of
company.
TASK 4
4.1 Presenting outcome to audience by creating poster
Covered in poster
CONCLUSION
Hereby, it can be concluded that technology has positively driven travel and tourism
sector up to a high extent. It is seen that social media marketing has major influence on consumer
decision-making process. It has been reflected from report that Thomas Cook Group PLC
provides advertisements on social media marketing as various platforms are used by it. Data
analysis has been carried out which reflects that social media has positive influence on travellers
as they take decisions on the basis of packages offered by businesses. Appropriate research
methodologies have been implemented and results are arrived with ease.
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REFERENCES
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Fuchs, C., 2017. Social media: A critical introduction. Sage.
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tools. Springer.
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