Analysis of Social Media Marketing and Consumer Behavior: Thomas Cook

This report analyzes the marketing strategies of Thomas Cook Group PLC, focusing on their use of social media platforms like Facebook, Instagram, and Twitter to influence consumer decisions. The analysis reveals that Facebook is a key platform for informing customers about packages, while exploring new destinations is a primary motivator for travel. The report also examines the impact of user-generated content, particularly on TripAdvisor, and the influence of online marketing and email campaigns on customer choices. The findings indicate a strong influence of online marketing service quality and email packages on decision-making, highlighting the importance of these channels in attracting customers and driving sales. However, the report also acknowledges the limitations of certain marketing efforts, such as the impact of user-generated content on some consumers.