A Study on Social Media's Impact on Consumer Behavior: Thomas Cook

This report examines the impact of social media on consumer behavior, focusing on Thomas Cook's marketing strategies within the travel sector. The research investigates how social media platforms influence consumer choices, using a thematic approach to analyze data collected from respondents. Key themes include the prevalence of social media usage, its role in information gathering and service reviews, and its influence on purchasing decisions. The report presents recommendations for organizations to enhance their competitiveness, including training and development, and effective promotional strategies. The research highlights the importance of social media in shaping consumer behavior and providing competitive advantage. The report concludes with a list of references.

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.