The Influence of Social Media on Travel and Tourism: A Research Project

This research project delves into the profound impact of social media on the travel and tourism sector. It examines how social media influences consumer decision-making processes, from initial destination research to booking travel packages. The study explores the benefits of social media for travel and tourism organizations, including increased customer engagement, higher sales revenue, enhanced marketing reach, and greater awareness of new products and services. Through a combination of quantitative and qualitative data analysis, the project provides valuable insights into the role of social media in shaping consumer behavior and preferences within the travel and tourism industry.

The Influence of Technology in the
Travel and Tourism Sector
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Table of Contents
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................5
1.1 Formulate and record possible research project outline specifications.....................................5
Aims of the research........................................................................................................................5
Objectives of the research................................................................................................................5
Rationale of the research.................................................................................................................5
Research questions...........................................................................................................................6
1.2 Identify the factors that contribute to the process of research project selection........................6
1.3 Undertake a critical review of key references...........................................................................7
1.4 Produce a research project specification....................................................................................8
1.5. Provide an appropriate plan and procedures for the agreed research specification................10
Task 2.............................................................................................................................................11
2.1. Match resources efficiently to the research question or hypothesis.......................................11
2.2. Undertake the proposed research investigation in accordance with the agreed specification
and procedures...............................................................................................................................12
2.3. Record and collate relevant data where appropriate...............................................................16
Task 3.............................................................................................................................................17
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation (formative or
summative) is more appropriate for your research? Why?............................................................17
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3.2. Interpret and analyse the results in terms of the original research specification....................18
3.3. Make recommendations and justify areas for further consideration......................................24
Task 4.............................................................................................................................................26
4.1. Use an agreed format and appropriate media to present the outcomes of the research to an
audience.........................................................................................................................................26
Conclusion.....................................................................................................................................29
References List..............................................................................................................................30
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Introduction
Social media is a technology that enables an individual to interact, be in touch and share their
thoughts with the world easily and instantly. Social media comprises of blogs, social networking
sites, community sites, consumer review sites, internet forums and so on. Use of these internet
based technology that can be easily accessed using smart phones 24/7, has changed the face of
businesses and lead to a new era of forming relationship with customers. This research project
highlights the influence of social media technology on travel and tourism industry. This project
covers analysis about the ways social media affects the decision making process of customers.
Social media has facilitated the process of sharing information, thus customers can share their
valuable experience with their friends and family and influence their preferences and choices.
Therefore, it is necessary to understand the affect of social media technology on the customers
and its affect on the revenue generated by organizations. This research project aims to provide
complete analysis and investigation of factors that affect the consumer perception and the ways
these can be used for the benefit of tour operators.
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Task 1
1.1 Formulate and record possible research project outline specifications
Aims of the research
The main aim of the research is to analyse the extent to which cloud technology has influenced
the decision-making process of the consumers in the travel and tourism sector.
Objectives of the research
Given below are the research objectives-
 To analyse the ways in which social media affects the decisions making process of the
consumers
 To evaluate the extent to which social media has facilitated the consumers to take better
decisions and get more engaged in the travel and tourism sector
 To understand the impact of social media on the consumers and its effect on the sales
revenue of the travel and tourism sector
 To understand the factors related to perceived value of the customers of travel and
tourism sector through the usage of social networking process for different travelling
destinations
Rationale of the research
With the advent of social media in 21st century, the process of doing businesses has seen radical
change. Technology and social media has found application in every sector and its impact has
been profound. Travel and tourism is growing rapidly and is expected to have huge influence in
the global economy in coming decades. Organizations use social media in many ways for
promoting their products and services, spreading awareness and so on, thus, it is important to
investigate its influence on the consumers. This major aim of this research project is to evaluate
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the impact of social media on the decision-making process of consumers. This project will assist
organizations of different industries to identify various ways in which social media technology
affects consumer behaviour and perception. This information will be useful for formulating
improved strategies in future. Large corporations in travel and tourism sector can increase their
sales volume and, thereby their profit generating capabilities by properly understanding the
factors that influence the way customers perceive their products and services (Roy et al., 2017).
Research questions
 What are various ways in which social media affects the decisions making process of the
consumers?
 What are the ways in which social media assists consumers to take better decisions in
case of travel and tourism sector?
 What are the impacts of social media on the consumers and the sales revenue of the travel
and tourism sector?
 What are the factors that influence the consumer perception about the travel and tourism
sector through the usage of social networking process for different travelling
destinations?
1.2 Identify the factors that contribute to the process of research project selection
Social media is an internet-based technology that assists an individual to connect with friends,
family and meet new people. This technology allows its users to share ideas, data and
information with other people instantly; they can form communities and virtual networks to
promote and share their knowledge and ideas. Social media was developed with the single-
minded aim of developing a platform that allows high connectivity to its users and the fastest
mode of sharing information (Llodra-Riera et al., 2015). Websites like Face book, Twitter,
Instagram etc, have revolutionized the way people communicate and interact, and have billion
active users every day, such high amount of active users on these websites have attracted
corporations to use these platforms for connecting and interacting with their customers. With
advancement of mobile technology and telecommunication, there has been incredible increase in
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the number of users online in social media platforms (Hudson et al., 2015). Tourists share their
travel experiences on social media sites with their friends and family, they use it for doing
research, recommend and even purchase holiday packages on these platforms. Thus,
organizations can use this platform for marketing their products and services to customers on
24/7 basis. Thus, social media proves to be the most viable and effective tool for organizations
and firms to improve their brand image and thereby attract large number of customers.
Social media can take many forms as people can share photographs, videos, blog on different
topics and subject, business networks, virtual worlds, review and so on. Organizations can use
this tool for their advantage, they can find and engage with customers, increase their sales, use
this platform advertising and promoting their services, gauging recent trends etc. Therefore, the
impact of social media on businesses is significant (Fountoulaki et al., 2015). This topic will
evaluate various factors that influence the ways tour operators can avail this opportunity to boost
the effectiveness and efficiency of their business activities and operations. The influence of
social media on the travel and tourism industry is immense, although it has not revolutionized the
entire industry, but it has certainly brought changes the way organizations interact with
customers, vendors, partners and others. This project will provide a better insight on the subject
and implications of social media on travel industry in future. This topic has been chosen because
impacts of social media on the choices and preferences of consumers is an important area of
research, the information collected from this research will help the organizations to enhance their
businesses (Chan et al., 2017). Social media platform is expected to grow in near future, as the
number of daily users will increase, therefore good understanding of this is required to conduct
and operate businesses effectively and efficiently.
1.3 Undertake a critical review of key references
According to Jones et al., 2015, tour operators can utilize websites and social media platforms
for enhancing their businesses in underperforming locations. The outcomes and analysis show
that appropriate and meaningful web based advertisements and promotions of products and
services can have an affirmative effect on the business, resulting in improvement in total
revenue, awareness and the website traffic. This has been found to be true as internet based
technology offers the most cost effective method of communicating and interacting with
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customers and clients of different regions. These way tour operators can reach maximum
customers to promote their holiday packages with much less effort and expenditure. This is in a
way beneficial for customers as well as they will have many options to choose from, therefore
resulting in enhanced customer experience. Social media platforms offer organizations an
opportunity to expand their services and reach to customers at a global scale. According to Ge
and Gretzel, 2018, the major advantage of internet-based technology is that it allows customers
and users to purchase holiday packages online while sitting at their home and with the help of a
click of a button. This important feature of online shopping has transformed the way tour
operators conduct their business and market their new holiday packages. This has shifted focus
from distributing leaflets of holiday packages or providing advertisement on newspapers to
designing brochures and high quality images and spreading it on different relevant websites.
High amount of active users on social media platforms guarantees that the message will reach
customers and influence their choices. Tour operators can develop engaging and attractive videos
using high definition cameras and share it online, this has been observed to be the most probable
method of creating hype and gaining huge public attention towards a particular product or
service.
According to Edwards et al., 2017, the social media can help tour operators to identify the
present tourism issues in order to develop improved strategies and achieve a competitive
advantage. This can help in gaining insights about customer choices and preferences and take the
advantage of this consumer information for their benefits. Customers tend to give review and
recommendations to their friends and family depending on their own travel experiences, this way
information spreads through word of mouth communication, similarly tour operators can mediate
information through social media in order to alter and shape public view about a particular
tourist destination.
1.4 Produce a research project specification
Philosophy of the research
Philosophy of the research is significant as the quality of entire research project depends upon
the philosophy of the research. There are three possible philosophies available that a researcher
can follow in order to conduct and accomplish the research project effectively. These are
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positivism, interpetativism and realism. Positivism research philosophy is about conducting a
research depending upon the statistical figures and information along with consideration of
various facts. The interpetativism philosophy deals with the behaviour, feelings and sentiments
of people to complete the research project. The realism philosophy refers to the combination of
both the positivism and interpetativism philosophy in order to finish the research project.
To accomplish the objectives and goals of this research project, the researcher will use
positivism research philosophy. Consideration of actual figures and statistics will provide the
best possible way to conduct the research project effectively. The influence of social media on
the consumer behaviour is a broad subject, therefore requires analysis and investigation from
different angles. Thus, positivism research philosophy will be the effective and efficient way to
complete the project.
Design of the research
There are three different designs that are usually followed to prepare the research project, which
are exploratory, explanatory and descriptive. In exploratory design, the researcher prefers to
explore the topic or subject and provides no actual conclusion or solution related to it. While in
explanatory research design, the researcher assesses the impacts of changes and modifications on
the existing norms and processes (Taylor et al., 2015). This is usually chosen for a specific
situation or problem to explain various variables and patterns. In this research project, the
researcher will use exploratory design to make sure that the project is effective and will serve as
groundwork for future studies. This method allows the researcher to be flexible and adaptable to
changes while conducting the researcher.
Approach of the research
The researcher is required to choose a suitable approach depending upon the topic of the
research. Three approaches that a researcher can follow are inductive, deductive and abductive.
Deductive approach deals with using an existing theory to design a research strategy in order to
test the hypothesis; this allows measuring the subject quantitatively (Smith ed., 2015). In
abductive research approach, the researcher aims to choose the best method among many
alternatives for explaining the facts. It covers all the weaknesses of both inductive and deductive
approach. In inductive approach, the research project begins with detailed observations and then
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moves to generalisation of ideas. To complete this research project, the researcher will follow
deductive approach, as it helps to generalise research findings to some extent.
1.5. Provide an appropriate plan and procedures for the agreed research specification
Elements of
research
Philosophy
of the
research
Design of the
research
Methods of
data
collection
Approach of
research
Techniques
of sampling
Options
selected for
conducting
the research
Positivism
philosophy is
used
Exploratory
design is
used
Mixed
method of
data
collection;
primary and
secondary
Deductive
approach is
used
For
qualitative:
non-
probability;
For
quantitative:
probability
Table 1: Appropriate plan and procedures for conducting research
(Source: Created by the Learner)
The researcher will use positivism philosophy for conducting the project, as it is the most
effective method for completing this project. Deductive approach of research will be chosen by
the researcher to make sure that the facts and statistics are well used for conducting the project.
This will help the researcher to accomplish the goals and objectives of the project to be achieved
in the best possible way (Denzin, 2017). The researcher will be able to obtain the best result or
outcome with the help of deductive approach. The researcher will follow exploratory design for
evaluating the different areas related to the research project. The researcher will not provide any
sound conclusions or solution in the research project.
Ethical issues
While conducting the research, the researcher must keep few points into consideration so that the
project is not involved in any sort of ethical issue. The participants, who are involved in the
research project, should not be influenced or persuaded, in any manner. The researcher should
makes sure that no one is intimidated or forced to take part in the research project. The research
project involves dealing with much private and professional information of an organization or
individuals, therefore it is the responsibility of the researcher to take well care of such sensitive
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information (Bryman, 2016). The researcher must keep such information and data with high
level of secrecy and avoid sharing it with any person in future.
Task 2
2.1. Match resources efficiently to the research question or hypothesis
Secondary data collection:
Objectives Source
Objective1- Objective 4 Edwards, D., Cheng, M., Wong, I.A., Zhang, J.
and Wu, Q., 2017. Ambassadors of knowledge
sharing: Co-produced travel information
through tourist-local social media
exchange. International Journal of
Contemporary Hospitality Management, 29(2),
pp.690-708.
Ge, J. and Gretzel, U., 2018. A new cultural
revolution: Chinese consumers’ internet and
social media use. Advances in Social Media for
Travel, Tourism and Hospitality: New
Perspectives, Practice and Cases. Ashgate
Publishing, Ltd., NY, pp.102-118.
Jones, N., Borgman, R. and Ulusoy, E., 2015.
Impact of social media on small
businesses. Journal of Small Business and
Enterprise Development, 22(4), pp.611-632.
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Primary research has been executed by investigating 100 random customers of the travel and
tourism industry and 3 top-level managers of various travel and tourism organizations.
2.2. Undertake the proposed research investigation in accordance with the agreed
specification and procedures.
A detailed research has been done using both qualitative and quantitative data collection method,
in order to understand how social media has influenced customers in the travel and tourism
sector. Quantitative data analysis provides a quantified data and information based on numbers
or figures. This type of data is collected by conducting surveys by selecting a sample size in
random. As, the data collected from quantitative data collection method, another method known
as the qualitative data collection method is conducted by the researchers, so that they can obtain
much more valid and reliable information. In case of qualitative analysis, a detailed description
can be obtained. While conducting quantitative analysis, the researcher surveyed 100 random
customers who prefer travelling frequently and prefer social media websites and applications for
making decisions about their holiday plan. Researcher has carried out qualitative analysis by
investigating three top-level managers: Marketing Managers, Customer Relationship Manager
and Sales Manager of different travel and tourism organization.
Quantitative method of data analysis:
Q1. Specify the age.
Options given Number of
respondents
Total number of
participants
Percentage of the
respondents (%)
19 to 25 35 100 35
25 to 35 23 100 23
35 and 45 20 100 20
45 and above 22 100 22
Table 1: Age of the respondents
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Q2. Specify the gender.
Options given Number of
respondents
Total number of
participants
Percentage of the
respondents (%)
Male 41 100 41
Female 57 100 57
Others 2 100 2
Table 2: Gender of the respondents
Q3. How far do you agree that the social media have a great influence on the decision making
process of the consumers?
Options given Number of
respondents
Total number of
participants
Percentage of the
respondents (%)
Strongly agree 51 100 51
Agree 26 100 26
Neutral 2 100 2
Disagree 12 100 12
Strongly disagree 9 100 9
Table 3: Influence of social media on the decision making process of consumers
Q4. What according to you are the benefits of implementing digital technology in case of the
management and operations in different travel and tourism organizations?
Options given Number of
respondents
Total number of
participants
Percentage of the
respondents (%)
High level of
Customer
32 100 32
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Engagement
Higher Sales Revenue 10 100 10
Better Marketing 15 100 15
More Awareness
about the new
products and services
43 100 43
Table 4: Benefits of implementing digital technology in case of management and operations
in various travel and tourism organization
Q5. How frequently do you refer to social media sites before purchasing a travelling package?
Options given Number of
respondents
Total number of
participants
Percentage of the
respondents (%)
Very frequently 58 100 58
Frequently 19 100 19
Sometimes 21 100 21
Never 2 100 2
Table 5: Referring to social media sites before making purchasing decisions
Q6. Do you refer to the reviews on social media sites before buying a travelling package?
Options given Number of
respondents
Total number of
participants
Percentage of the
respondents (%)
Yes 69 100 69
No 31 100 31
Table 6: Reviews on social media sites before purchasing a travel package
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Q7. To what extent do these reviews influence your buying decisions?
Options given Number of
respondents
Total number of
participants
Percentage of the
respondents (%)
Highly influenced 45 100 45
Moderately
influenced
38 100 38
Neutral 4 100 4
Not at all influenced 13 100 13
Table 7: Importance of online reviews on the buying decision of customers
Qualitative method of data collection:
Q1. What is your opinion about using social media technologies to drive the sales of the
organisation?
The researcher has conducted qualitative analysis by investigating top-level managers of various
travel and tourism organizations. By investigating the managers, the researcher can collect much
more appropriate and reliable information, regarding how social media technology has
influenced the customers of travel and tourism industry. Through this question, the researcher
came to know about their opinion about using social media technologies, which helps to drive
the sales of various travel and tourism organizations.
According to the Marketing Manager of one organization, social media technologies have
highly influenced all kinds of marketing activities within the particular organization. Different
organizations use several methods for promotion purpose. According to the marketing manager,
the business organization uses media sharing networking technique. They create various
discussion forums, where customers are able to put their personal reviews regarding the products
and service of the organization. Through social media networking sites, consumers can get easy
access about all the products, services and offers provided by the organization and they can even
book their flights, accommodations and all other services online. According to the Sales
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Manager of an organization, social media has highly influenced the sales of that organization.
The ease of self-service through social media has increased the rate of purchase and thus
enhanced the sales and revenue of the organization.
Q2. Do you think that social media has influenced the decision making process of consumers?
According to the Customer Relationship Manager of an organization, most of the travellers
nowadays plan their travel, based on the reviews and shares in the social media networking sites.
The travel agencies have shifted their focus from one to one customer dealing to online
experience. People can access about all information about products and services provided by the
organization through their personal websites and various social media networking sites such as
Facebook, Twitter, blogs are sharing, social news and also through various reviews in social
networking sites in a much easier manner. People make their travel planning decisions after
following the reviews in social media sites.
2.3. Record and collate relevant data where appropriate.
The survey procedure is divided into four sections. Based on the procedures, the investigations
have been made by the researcher. The three procedures are discussed hereafter.
 Based on Demographics
All the respondents of the survey have participated willingly throughout the process of
investigating. The researcher has conducted questionnaires in order to get a demographic idea
about the respondents such as the age and gender of the respondents.
 Based on the influence of social media on decision making process of customers
The researcher has conducted surveys in order to understand the influence of social media on the
decision making process of customers. All the participants have responded positively to this.
According to the response of all the participants, it has been concluded that the social media
networking sites have highly influenced the customers to take proper decision while purchasing
any product or services offered by travel and tourism organizations.
 Based on the benefits of the implementation of digital technology, in case of
management and operations in different travel and tourism organizations
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This part of the research has helped the researcher to gain knowledge about how digital
technology has highly influenced the customers as well as all the entire travel and tourism
industry. The researcher came to understand about the benefits of the implementation of digital
technology regarding the management and operations in various travel and tourism organization.
Ethical Consideration:
The researcher has assured that no participants have been forced to respond to any survey
questions. All the data and any personal information recorded are kept safe and secured. Under
The Data Protection Act 1198, all the data and information has been protected.
Task 3
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation
(formative or summative) is more appropriate for your research? Why?
To evaluate this research design properly, it is very important to assess the research study
critically. In order to conduct the research study in an effective manner, it is essential to choose
the right research design, which includes options like explanatory, exploratory and descriptive
research designs. Among all the three methods of research design, researcher has used
exploratory method in order to carry out the research work successfully. Exploratory research is
used to explore all the research questions in details. This method is very flexible and it is
adaptable to any situation. This research method is very effective and it will help in the further
studies. By using exploratory research method, the researcher can identify any situation at an
early stage, which in turn helps to save time and resources. The researcher has used Positivism
philosophy in the research work. Positivism philosophy has been applied in this research work so
that the entire research work can be logically and scientifically relevant and can be verified.
The researcher has used both primary and secondary method of data collection, while conducting
surveys. Deductive approach of survey has been selected. Both primary and secondary sampling
technique has been used while conducting this research work. Sampling can be processed either
by using probability-sampling technique or by non-probability sampling technique. In this
research work, the research has selected probability-sampling technique to carry on the survey
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process, in order to gather all appropriate and reliable data regarding the influence of social
media technology in the travel and tourism industry.
3.2. Interpret and analyse the results in terms of the original research specification
Q1. Specify the age.
Figure 1: Age of respondents
This questionnaire has been conducted in order to have a brief idea about the age of the
respondents. After conducting the investigation, it can be revealed that maximum respondents
are from the age range of 19 to 25. 23% of people are from the age range of 25 to 35. 20% of the
respondents are lie between 35 and 45 and the remaining respondents are from 45 and above age
group.
Q2. Specify the gender.
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Figure 2: Gender of the respondents
This questionnaire has been conducted in order to know about the specific gender of the
respondents. 41% of the respondents are male. 57% of the respondents are female and the
remaining 2% are from other categories. Thus, it can be said that there are maximum number of
female participants. This demographic analysis will help the researcher to carry out with the
research work further.
Q3. How far do you agree that the social media have a great influence on the decision making
process of the consumers?
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Figure 3: Influence of social media on the decision making process of consumers
This questionnaire has been designed in order to know that how far do the customers agree with
the fact that social media have highly influenced the purchasing process and decision of
customers or not. After conducting the survey, it has been revealed that 51% of the respondents
strongly agree with this fact. 26% of respondents agree with this. Only 2% of the overall
respondents remained neutral and the remaining 9-12 % of people disagreed with this fact. Thus,
it can be concluded that most of the people refer to social media sites before making any decision
regarding the purchase of any products and services from the travel and tourism sector.
Q4. What according to you are the benefits of implementing digital technology in case of the
management and operations in different travel and tourism organizations?
20

Figure 4: Benefits of implementing digital technology in case of management and
operations in various travel and tourism organization
This questionnaire has been designed so that the researcher would be able to know that how the
implementation of the digital technology has has influenced and benefitted the management and
operations in different travel and tourism organizations. 32% respondents stated that
implementation of social media has involved high level of customer engagement. 10% people
stated that the companies are benefitted with higher sales and revenue. 43% of the respondents
stated that social media has generated more awareness about the new products and services of
any organization in the travel and tourism industry. Thus, the implementation of digital
technology has highly influenced and benefitted the travel and tourism to a huge extent.
Q5. How frequently do you refer to social media sites before purchasing a travelling package?
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Figure 5: Referring to social media sites before making purchasing decisions
This questionnaire has been designed in order to have brief idea about how frequently do the
customers follow the social media sites before purchasing any travel package. 58% of
respondents refer to social media very frequently. 19% refers frequently. 21% of the respondents
refer to social media sites sometimes for making decisions regarding tour package purchase. The
remaining 2% respondents never refer to the social media sites. Thus, after conducting this
survey, it can be concluded that people frequently refer to the social media networking sites
before purchasing any tour package from any tour and travel operator.
Q6. Do you refer to the reviews on social media sites before buying a travelling package?
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Figure 6: Reviews on social media sites before purchasing a travel package
This questionnaire has been designed so that the researcher will be able to know that whether the
customers refer to the reviews on social media networking sites before buying travelling package
or not. 69% of the respondents agreed that they follow the reviews before making any purchase
and the remaining 31% of respondents do not follow the reviews for talking any purchasing
decision. Thus, it can be said that, social media has helped people in their decision making
process during purchasing any products or services.
Q7. To what extent do these reviews influence your buying decisions?
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Figure 7: Importance of online reviews on the buying decision of customers
This questionnaire has been designed in order to know that to what extent the reviews on social
media influence the customers in their buying decision. 45% of the participants have responded
that they are highly influenced. 38% of the respondents are moderately influenced. 13% people
are not at all influenced from reviews on social media. As most of the respondents stated that,
they are highly influenced from the reviews. Thus, it can be concluded that the reviews in the
social media networking sites have highly influenced the buying decisions of customers.
3.3. Make recommendations and justify areas for further consideration.
After successfully conducting the research method, the researcher has provided appropriate
recommendations to all the travel and tourism organization so that they can provide quality
products and services to the customers in order to provide full customer satisfaction. People
nowadays are more self-dependent and according to recent trends, people want to book their own
accommodation and services. Thus, travel and tourism companies should implement certain
strategies so that they can meet the demands of the customers and provide full customer
satisfaction. Technology will also become advanced day by day and the organizations need to
adapt with the change, so that they can flourish in the near future and also meet the needs of the
24

customers. It is important for the business organisation to understand the importance of
implementing effective social media strategies and ensure maximum customer satisfaction.
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Task 4
4.1. Use an agreed format and appropriate media to present the outcomes of the research
to an audience.
26

27
Q4. What according to you are the benefits of implementing digital
technology in case of the management and operations in different travel
and tourism organizations?
Q5. How frequently do you refer to social media sites before purchasing a
travelling package?

28
Q7. To what extent do these reviews influence your buying decisions?
Q6. Do you refer to the reviews on social media sites before buying a
travelling package?

Conclusion
This research project investigates about interrelatedness between technology and consumer
behaviour in travel and tourism industry. The study helped to understand the importance of
social media technology and its impact on the ways businesses interact and communicate with
their customers. Social media platform provides an excellent opportunity to marketing managers
to develop customer friendly advertisements that are able to create high customer appeal and
strong desire to purchase their products and services. Social media due its incredible popularity
offers organizations a way to reach billion customers and clients around the world within a
second. This feature of social media gives immense power on the hands of organizations to
change and shape consumer thinking and perception about a certain product or service. The
project includes in-depth analysis of factors that influence consumer behaviour and the ways
organizations can use social media platform to drive their sales and profits.
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