The Impact of Social Media Marketing on Customer Decision-Making
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Added on 2020-12-29
The Impact of Social Media Marketing on Customer Decision-Making
Added on 2020-12-29
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Research Project
Table of ContentsTASK 1............................................................................................................................................3Research background:.................................................................................................................3Aim..............................................................................................................................................3Objectives....................................................................................................................................4Research Questions:....................................................................................................................4Research Rationale......................................................................................................................4Significance.................................................................................................................................4LITERATURE REVIEW................................................................................................................5RESEARCH METHODOLOGY.....................................................................................................7TIME LINE......................................................................................................................................8TASK 2............................................................................................................................................9TASK 3..........................................................................................................................................11RECOMMENDATION AND CONCLUSION.............................................................................19CONCLUSION.........................................................................................................................19RECOMMENDATION............................................................................................................19TASK 4..........................................................................................................................................20REFERENCES..............................................................................................................................21
Research ProposalTASK 1Topic: “To investigate the impact of social media marketing on customer decision-making inthe context of UK travel and tourism sector: A study of TUI”.INTRODUCTION Research background:With the beginning of 21st Century the digitization had started to crawl to make its path inthe marketing trends. There has been a digital revolution in the filed of marketing as the oldschool practices are now obsolete or less used over the digital marketing. One of the importantPlatform in digital marketing is the social media. Information available on various social mediaplatforms provides the data to consumers about tourist destinations and services provides and listof the things that excites modern day travellers. In this research project detailed analysis of impact social media marketing have of thebuying decision of the consumers is travel and tourism sectors will be carries on in context ofTUI. The organization is the largest group in providing the services of leisure, travel and tourism.In the present era the holidaymakers and technological advances have increased the personalizedtake off. The business provides personal services, hand-pick the hotels, make the experience ofthe consumers tailor made and provides cruise line services as well (Garrido-Moreno andLockett, 2016). This research project will get an insight over the decision-making process of theconsumers of TUI getting influenced and affected by the social media marketing. In this research project the inclusion are research aims, objective and question. Therationale and significance of the research topic is presented. A literature review criticallyanalysing the aspects of research objective and questions. The research methodology presents thetypes, approaches, philosophy and the methods of data collection both primary and secondary. Inthe past part of the research project data so collected is analysed to research to a set of outcomes.With this the projects if concludes and recommendations are provided.Aim“To analysis the effect social media marketing have on the consumer decision making in contextof Tourism Union International (TUI)”.
ObjectivesTo identify the trend of social media marking in travel and tourism sector In UK.To assess factors that impact customer decision-making in travel & tourism sector in UK.To determine role of marketing on social networks in influencing the buying decision ofTUI's consumer.To recommend unique approaches that TUI can use to influence buying behaviour ofconsumers.Research Questions:1.What are the trend of social media marking in travel and tourism sector In UK 2.What factors impacts buying decision of consumer of in travel & tourism sector in UK?3.What role does marketing on the social networks plays in influencing the purchasingdecision of TUI consumers?Research RationaleThe digital technology and social media marking is the key interest ares of the scholarand this influenced the researcher to select this research topic. For being working in the traveland tourism sectors for a time of 2 years as part-time job the research have developed an insightover the influencing powers of the marketing on the social media platform of the consumers andhow it directs their action and decisions (Kolb, 2017). The theme of the research being aninterest area of the researcher influenced the decision to select this research topic and will assistin completion of this research project effectively and efficiently. The online advertisement onsocial media across travel and tourism sector is wide spread in TUI and with this research isaimed at finding the factors that directly influence the decision of consumer to take the servicesfrom the organization the research have a keen interest in determined the potentiate of socialmedia marketing directing the decision of TUI customers.SignificanceThe present research projects is aims at finding out the effects of social media marketingover the buying behaviors of the costumers in context of TUI. The TUI is largest organization intravel and tourism sector. The preset tine being a digital era and a study of one if factors on thelargest travel company of the world, definitely will be helpful to those who are studying theeffect of destination, the research will assist the future scholar as they can refer it to know thetrends and effects. Moreover, This will also aid the writing the research, articles and journals to
the authors and bloggers to determine the current trends and effects of social marketing on thebuying decision of the consumers.LITERATURE REVIEWThe literature review of this research projects present the trends of social mediamarketing in the travel and tourism sectors of UK. With this the factors that impacting thedecision making of consumer in this sector of UK are critically reviewed. The roles marketingplays on social netbooks in influencing the decision of consumer of TUI is also reviewed. This isdone by presetting the views, opinion and perceptions of different authors on the points outlinedabove.Theme 1: The trend of social media marking in travel and tourism sector In UKAs per the views of the Roque and Raposo (2016) online social sites are the most popularsite on the internet at the present time. The second generation of services which are based on theweb are characterized by consumer generated content. In the new digital ear of the marketing,little communication is known to be effective. The social media interactions with the tourismbrands affect the consumers thinking and their mind set about various brand in this sector. Themarking on Scotia media influence the desire of the consumers with potential engagement andcollaboration with them. Through the social media markets can gain rich, unmediated consumers'insight with a facet pace and foster their loyalty through networking.On the contrary the author Hudson and et.al., (2015) is of the view that social media nowhas more influence over the travellers decision-making. More than 50% of the travellers in fromUK, US, Australia and Canada make their decision and travel plans by getting influenced formthe promotions and deals on social media. Many of the travel brands are adapting the marketingstrategies in line with the behaviours of the travellers (Tourism industry statistics for 2018 andbeyond, 2018). Almost 61% of the marketing budget is spent on the digital advertisementnowadays. 55% of the traveller have a tendency to like at least 1 Facebook page which is relatedto trips and planning. 83% of the traveller have mind set to travel with the brands that give morepersonalized experiences.Theme 2: Factors that impact customer decision making in travel & tourism sector in UKThe Khan and Callanan (2017) have an opinion that the decision-making process of theconsumer involves critical thinking of what they want, what they see and what is being offered tothem. One of the key factors that provoke the decision of the traveller is related with getting a
trip to desired destination under an affordable package plan. The brands which offerpersonalization services and market them of the social media platforms directly influence thedecision-making of the travellers. In addition to this the decision of the consumers under thetravel and tourism industry is directly linked with what they see as under digital marketing aspresent is time of digitization. This means the marketing through attractive and persuadingfactors directly effect the decision-making of traveller.Conversely, Xiang, Magnini, and Fesenmaier (2015) is of the view that Consumerbehaviour is one of the most vulnerable and changing concept areas in tourism. The taste,preferences, habits are some factors that guides the decision-making of the consumer. Thechanges this factors results due to changes in trends and by the promotions that see online onvarious platform of social media. The promotions consist about the travel plans and designationperson travel to along with the package deals. A traveller by seeing all this gets influenced tomake a plan to go on holidays as the promotion influence their willing to go on a tour.Theme 3: The role of marketing on social networks in influencing the buying decision ofTUI's consumer.According to Garrod and Fyall (2017) social media have changed the fundamental ofcommunication parameters to their target demographics. With change in time travel andhospitality sector in particular the rise of the internet and increased popularity of social channelshas altered the travel marketing. On then various social networking sites various tourism brandshighlight exciting package deals which can influence the interest of the travellers. Facebookpages and group attracts the attention of travel enthusiasts along with creation of onlinediscussion forums to exchange views about different tourist destinations. Through this onlinenetworking site signifiant information related with travels plans and destination flows from thetour operators and brands directly to the consumers so that they can make informed decision bygetting persuaded by such promotions and make a decision.On the contrary Pyke and et.al (2016) is of the view that one need inspiration to plan aholiday trip and check out the amazing holiday trips and destinations from the ads published onvarious platforms of the social media, specially the social networking sites. The onlineconversation is made tourism companies through Facebook, twitter and Instagram and provideoverwhelming holiday travel plans. Online travel agencies include a list of popular review siteshaving detailed information of hotels, tour packages and travel destinations that are popular
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