Research Project 1: UKCBC - Social Media Marketing's Influence

This research project explores the impact of social media marketing on the sales of the travel and tourism sector, specifically focusing on Thomas Cook. The project begins by formulating research questions and objectives, examining factors influencing the research process, and conducting a critical review of existing literature on social media marketing. The methodology includes an inductive research approach with an interpretivism philosophy, employing an exploratory research design. Data collection involves both primary and secondary methods, including surveys and literature reviews, with qualitative data analysis using thematic analysis. The report details the research methodology, data collection, and analysis techniques, including the use of a Gantt chart for project management. Findings are presented, interpreted, and analyzed, with recommendations for improving social media marketing strategies to enhance sales in the travel and tourism sector. The research highlights the importance of social media marketing in the current competitive market and its potential to increase sales and profit.

Research
project
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Table of Contents
TASK 1............................................................................................................................................3
1.1 Formulate and record possible research project outline specifications ................................3
1.2 Factors that contribute to the process ...................................................................................3
1.3 Critical review ......................................................................................................................4
1.4 Research project specification...............................................................................................6
1.5 Gantt chart.............................................................................................................................7
TASK 2............................................................................................................................................8
2.1 Matching the resources efficiently to the research questions................................................8
2.2 Undertaking the proposed research investigation...............................................................11
2.3 Record and collect relevant data.........................................................................................12
TASK 3..........................................................................................................................................16
3.1 Research evaluation techniques..........................................................................................16
3.2 Interpret and analyse the results..........................................................................................16
3.3 Recommendation and area for further consideration .........................................................25
TASK 4..........................................................................................................................................27
CONCLUSION..............................................................................................................................27
REFERENCES..............................................................................................................................28
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TASK 1
1.1 Formulate and record possible research project outline specifications
In a competitive market there are many companies who are using new technologies for
increasing sales and profit. In order to accomplish company goals and objective firm need to
focus on effective social media marketing strategies which is begin popular in present time.
People are now highly active on social networking platforms, so it can be considered as one of
effective source by the from in order to increase sales (Aaker, 2006). The present research is
based on explore the influence of social media marketing to enhance the sales of travel and
tourism sector. It is essential for Thomas Cook to use new technology such as social media
marketing so that sales and profit can be increased.
Aim: To explore the influence of social media marketing to enhance the sales of travel and
tourism sector- A study of Thomas Cook
Objectives
 To understand the importance of new technology that is social media marketing
 To analyse the link between social media marketing and sales of Thomas Cook
 To evaluate the impact of social media marketing on sales of Thomas Cook
 To recommend strategies for improving social media marketing to enhance sales
Research questions
 What is the importance of new technology that is social media marketing?
 What is the link between social media marketing and sales of Thomas Cook?
 What is the impact of social media marketing on sales of Thomas Cook?
 What are the strategies for improving social media marketing to enhance sales?
1.2 Factors that contribute to the process
In the current research, there are components which can affect the investigator while
making selection of the research topic. Here, below are some factors that can directly affect the
researcher:
Semi structured topic given by the college- One of the main factor was known as the
instruction which is provided by the college for making selection of the topic. It can lead to the
semi structured interview of the respondents with this an instance.
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Self interest- To select this topic one of the reason is the self interest of the scholar. It is
a fact that attractive social media marketing strategies can easily grab attention of customers.
Along with this it also leads to influence the sales of the firm. Therefore, it leads to make easier
for the investigator to link the selected topic with the subject matters with the own set of
experience in related to the new technology (Badke, 2012).
Easy access to primary data: at last, it is easy for the investigator to get access of the
primary data on the selected topic which is one of another rationale to select this topic. It is an
considering fact that Thomas cook is operating its business at global level and it is important for
them to use new technologies for influencing customers (Bell and Bryman, 2003).
1.3 Critical review
According to the view of Chaffey (2008), social media marketing is playing significant
role in present time in respect to grab the attention of customers and influence them to make
purchase decision. There are many new technologies which are introduced in the market and
most of the companies have adopted them in order to carry out business activities. Many
companies who have switched from traditional method to the modern method of advertisement
due to the implementation of new technology (Chaffey, 2008). It leads to reduce the cost and
time of the firm and make easier for them to target large number of customers in less time. There
are many social networking platforms such as Facebook, Twitter, Instagram etc which are highly
in used by both customers as well as companies. Aaker (2006) that There are large number of
people who daily sign up on this social networking platforms and used more than 2 to 3 hours.
Therefore, doing advertisement on this is one of the effective method for the firm. Before using
social media as a marketing tool it is important for the firm to understand its significance and
features through which they can easily target large number of customers. Travel and tourism is
one of the fastest growing industry in the UK. Contradicting to this Blokdijk (2015) there are
many companies who are operating their business in this sector and give tough competition to
each other. Therefore, it is important for the firm to use social media so that they can enhance
their sales and profit. With the use of traditional method, it is not easy for tour companies to
target large customers. Social media help in connecting people from one place to another
whether they are far or near Chaffey (2016).
According to the Mitchell and et.al, (2012), with the use of social media marketing
company can influence customers to make purchase decision. It leads to provide chance to shows
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customers their offers and discounts. Along with this, firm can directly communicate with its
customers and resolve their issues and query. Hanafizadeh and Payam (2012) argued that social
media has changed the way of tourism marketing. There are most of the customers who do their
trip planning online through referring this ad they can easily make purchase decision. Facebook
recommendation also play signification role in making decision of tour trip Fleishman (2015).
On Facebook commendation feature provide chance to take advise from peers and friends. There
are many users who are collecting feedback from their networks related to each and everything
from hotels to travel ad to the destinations. Li and Kannan (2014)argued that there are many
travellers who are deliberately running social medial for planning their trips and it become a
massive sources of inspiration to travel without a destinations. Along with this, it is also one of
the effective customer services platforms for customers. Social media lead to provide effective
way through customers services can be provided. For example, any customer who is not satisfied
with the tour package can directly drop message on Facebook or comment on post (Li and
Kannan, 2014)..
Kimergård and et.al, (2014) state that for better sale performance company need to
engage themselves in social media. They should stay active 24 hours and post regularly so that
traffic can be increase. Along with this information can be provided related to the new tour
packages with the price so that customer can make decision of buying their product and services.
Social Media Marketing is tremendously affecting company and market as firm development and
execution are occurring at a galactic amount (Kimergård and et.al, 2014).. Web-based social
networking supports in creating business strategies. Online networking stages like, Twitter
Instagram, LinkedIn, Facebook and so on., demonstrate an open door for organizations to snatch
the consideration of the clients while creating a image of brand. Therefore, these social firm
enable organizations to utilize strategies to construct and make mark profiles such as fan pages,
challenges and so forth. By Social media advertising, one can make sense of the preferences and
inclinations of clients and in addition the most recent patterns embraced by the general
population. Web-based social networking advertising enables a brand/organization to construct a
solid online presence through inventive web-based social networking promoting procedures and
consumer loyalty. In this context study of Hall, (2016) explained, Facebook is a famous free
long range interpersonal communication site on which enrolled can make profiles, transfer
photographs and recordings, send messages and stay in contact with companions, family, and
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partners. Individuals can likewise make Facebook pages identified with organizations, brands,
and administrations. There are 2.07 billion month to month dynamic Facebook clients with an
expansion of 16% expansion year over year.
1.4 Research project specification
Research Methodology is essential chapter which provide various tools and methods that
help in carrying out research in a right direction. Here below are some of the method which will
be used by the scholar for the present investigation:
Research approach: It is considered as one of the important factor in the research methodology
which lead to provide right solution of the problem for reaching the aim. It is classified into two
types inductive and deductive (Khotri, 2008).. For the present research, inductive approach will
be used by the investigator so that impact of the social media marketing on the customers can be
evaluated.
Research philosophies: Research philosophies is another important aspect that help in analysing
the issues in an effective manner. There are two types of philosophies that is interpretive and
positivism. For the present research interpretivism philosophy will be used which help in
addressing the aims and objectives which are undertaken by investigator (Crowther and
Lancaster, 2012)..
Research design: Research design is one of the effective method that help in presenting the
findings in an appropriate manner. It is classified into three types descriptive, exploratory and
explanatory. For the present research, exploratory research design will be used in which
investigator will focus on uncovering all the issues which are provided in the research (Jackson,
2011).
Data collection: For the investigator it is important to collect the information related to the
selected topic which help in getting valid outcome (Blokdijk, 2015). There are various sources
from where information can be gathered such as primary and secondary. Primary information is
that information which is known as new and more reliable as because it is collected freshly. On
the other side, primary information is that which is existing and publish by other authors in their
books and journals (Saunder and et. al., 2007). These both information can help in developing
understanding related to the impact of social media on company sales and profit. For the present
research, both primary and secondary method will be used by the investigator for gathering large
amount of information. In primary survey method will be consider in which question will be
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asked from UKCBC students. On the other side in secondary books, articles and internet from
where information will be collected by the investigator (Hanafizadeh and Payam, 2012). Reason
for selecting the primary method is that it will help in gathering specific information which is
essential to get valid result.
Data analysis: Data analysis is one of the important part of the research in which all the
information which is collected from different sources is analysed. There are two techniques for
analysing the information qualitative and quantitative (Silverman, 2010).. For the present
research qualitative method will be used as it undertake non-numeric form. In these different
themes will be prepared on the basis of results and interpretation will be done. Along with this,
each theme will be supported with the tables and charts.
Sampling: Sampling is the method which help in making selection of targeted people from the
entire population for survey (Jackson, 2011). For the present research, investigator will use
random sampling method in which each student will be provided equal chances to being
selected. Here 50 UCKBC students will be selected through random sampling method.
1.5 Gantt chart
For the present study, to overcome the impact of time and cost it is important for the
scholar to produce a Gantt chart. In this all the activities will be organised in well appropriate
manner with the specific time. It can be demonstrated through below Gantt chart.
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Design
research
proposal
Prepare the
background
of research
and objective
Produce the
literature
review
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Focusing on
the research
methodologies
Collection of
information
by primary
and
secondary
resource
Analyse and
examine
collected data
Interpretatio
n of the
collected
information
Conclusion
and Feedback
TASK 2
2.1 Matching the resources efficiently to the research questions
In the current research there are many factors which are determined that can impact the
social media marketing strategies (Jackson, 2011). In order to conduct the entire research some
tools and techniques are used. Qualitative technique is undertaken by the investigator in which
several themes are prepared on the basis of results. Impact of social media marketing on
customers purchase decision will be analysed through questionnaire method.
Questionnaire
1.) Do you use social networking sites?
Yes
No
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2.) Are you aware of social media marketing strategies used by Thomas Cook?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
3.) The availability of social media has made you more informed about Thomas Cook when
making purchasing decisions?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
4) Do you respond to marketing message communicated via social media as compared to
traditional format?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
5.) Social media has ability to change your view about an Thomas Cook and its products.?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
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6.) Brand communications, such as fan pages and twitter accounts, negatively impact on my use
of social media?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
7.) Do you think that social media allows effective two-way communication between you and
Thomas Cook?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
8.) Would you use a social networking site to discover information regarding events or special
offers at a certain tour company?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
9.) Do you think luxury hotels should use social networking sites to inform customers of
special offers/events that may be of interest?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
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10.) Would any information, be it negative or positive, displayed on a social networking website
influence your decision to stay?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
2.2 Undertaking the proposed research investigation
Research strategy is the key procedure for gathering inside and out data about the point.
These exploration strategies are useful in meeting with the coveted goals.
Research Philosophy- -This can be characterized as worldview which bolsters being developed
of foundation, learning. Analyst needs to take support of various strategies that helps researcher
in examining the subject viably in various circumstances. Examiner needs to choose fitting
rationality according to the idea of examination. There are numerous kinds of methods of insight,
for example, positivism, Interpretivism, authenticity and so on (Kimergård and et.al., 2014).
Positivism rationality is straightforwardly connected with the objectivism. On other hand
interpretivism instrument is unique in relation to positivism approach in light of the fact that in
this technique analyst pay accentuations on conviction and qualities. With the assistance of this
current instrument's researcher can legitimize inquire about issues adequately and can make
legitimate inference identified with the investigation.
In the present research venture factors which impact fulfilment level of travelers, researcher has
taken help of interpretivism theory. This has bolstered the researcher in getting data about the
examination issues and doing the detail in successful way (Mitchell and et.al., 2012).
Research plan-Research outlines can be characterized as technique which are utilized by
researcher in gathering data and investigating measures. Graphic, exploratory and so forth are
different sorts of plan however researcher needs to run with most reasonable outline so
individual can create understanding about the topic (Kothari, 2011). In the momentum think
about on factor influence fulfilment level of travellers researcher has taken help of enlightening
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examination outline. It has bolstered in portraying each issue identified with the subject well
(Saunders, and et. al., 2007). By thusly specialist has turned out to be ready to give legitimate
answer of each exploration issues.
Research approach -It is another strategy for look into approach which bolsters in leading the
examination in exact way. Inductive and deductive are two primary methodologies and analyst
needs to choose the device according to the idea of research venture. Exhibit inquire about point
factors impact consumer loyalty is subjective in nature in this way analyst has adopted help
inductive strategy (Hanafizadeh and Payam, 2012). By utilizing hypotheses and models
researcher has turned out to be ready to clarify these focuses in compelling way (liles, 2009).
Information accumulation -It is considered as most imperative piece of research venture. By
gathering adequate and dependable data researcher can reach legitimate determination and can
meet the goals. In the present examination researcher has taken help of essential information
accumulation sources. Poll procedure has been utilized by scientist and by making inquiries
agents has gathered top to bottom data about variables that impact clients fulfilment level
(Hanafizadeh and Payam, 2012).
Sampling-It is another apparatus that backings in picking right examples the individuals who can
give right data about the topic. In the present investigation specialist has chosen arbitrary testing
systems and has chosen 50 clients as respondents haphazardly (Kimergård and et.al., 2014).
Information investigation -It is another instrument that can help in exhibiting the data in viable
way. Specialist has utilized topical examination instrument which has bolsters the researcher in
displaying point of interest in successful way by utilizing diagrams and outlines ( Mohr, 2011).
2.3 Record and collect relevant data
Theme 1: Students use social networking sites
1.) Do you use social
networking sites? No. of respondents
percentag
e
Yes 45 9000%
No 5 1000%
50 10000%
Theme 2: Students are aware of social media marketing strategies used by Thomas Cook
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