Impact of Social Media Marketing on TUI Travel Customer Awareness

This report presents an analysis of the impact of social media marketing on TUI Travel, focusing on customer awareness and brand loyalty. The research, conducted on a qualitative basis, utilizes questionnaires to assess the influence of social media on customer behavior. Key findings reveal that customers spend a significant amount of time on social networking sites, with Facebook being a preferred platform for marketing. Advertisements on social media platforms are shown to enhance brand awareness and influence customer decision-making, providing detailed information for comparison among different brands. The study also acknowledges the impact of customer feedback and reviews, including negative comments, on consumer decision-making. The report concludes that social media marketing, particularly through platforms like Facebook, is an effective and cost-efficient method for promoting TUI's services and fostering customer engagement.

Topic: To assess the influence of social media marketing on the customer awareness of the companies operating in
travel and tourism sector: A study on TUI Travel
Theme 1: Customers spend 3-5 hours daily on social networking sites Theme 2: Facebook is the most effectual and attractive medium of
SMM
Theme 3: Advertisements placed on social networking sites have influence on
customer’s decision making
Theme 4: social media advertisements develop awareness about services
offered by TUI
Theme 5: Advertisements placed by company on Facebook, twitter etc provides
enough information about packages to the customers
Agree Strongly agree Neutral Disagree Strongly
disagree
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% of responses
Theme 6: Advertisements on social media facilitates comparison among
different brands
Yes No
0%
10%
20%
30%
40%
50%
60%
70%
80%
% of responses

Theme 7: Customers agreed that negative comments on social media sites
place adverse impact on decision making
Agree Strongly
agree Neutral Disagree Strongly
disagree
0%
5%
10%
15%
20%
25%
30%
35%
40%
% of responses
Conclusion
From the above study, it can be concluded that Social
Media Marketing is considered as one of the best and cheapest
form of marketing among all other marketing channels. Social
media marketing helps in promoting and advertising the products
and services which a company such as TUI is providing. With the
help of social media platform such as Facebook, Pinterest,
Twitter etc. Company can create customer brand loyalty. The
research project has been done on Qualitative basis. It has
formulated various questionnaire in form of themes to ascertain
the impact of social media marketing. A conclusion has been
drawn that on a daily basis about 3-5 hours is spent by customers
on surfing on social networking sites of which Facebook is liked
by 40% customers for social media marketing process.
Advertisement posted on social media platforms is helping
companies like TUI in creating brand awareness, influences the
decision-making as well as buying behaviour of customer as
detailed information is provided by company in this
advertisement. It also facilitates comparison among different
brands. Social media advertisement allows customers to give
feedback and product review which sometimes creates negative
impact on decision making of customers.