Research Project: Social Media's Impact on Thomas Cook's Consumers

This research project investigates the influence of social media on consumer behavior, using Thomas Cook as a case study. The report begins with an overview of the research project, including its objectives, factors influencing project selection, and a comprehensive literature review covering the concept of social media, its effectiveness, and its impact on consumer buying behavior. The study explores the factors that shape consumer choices and the benefits of social media marketing. The research methodology, data analysis, and research evaluation techniques are detailed, followed by conclusions and recommendations. The report examines resources needed for research, data collection, and analysis, offering insights into how social media strategies impact consumer decisions within the travel industry. The project aims to understand how social media influences consumer perceptions and choices, providing valuable insights for businesses like Thomas Cook to enhance their marketing strategies and customer engagement.

Research project
(The use of social media and its impact on consumer behaviour:
A study on Thomas cook)

Table of Contents
TASK 1............................................................................................................................................1
1.1 Research project outline specification...................................................................................1
1.2 Factors that contribute into the process of research project selection...................................2
1.3 Literature review....................................................................................................................2
Concept of social media...............................................................................................................3
Effectiveness of social media and its benefits.............................................................................4
Consumer buying behaviour........................................................................................................5
The impact of social media on the choices of people..................................................................6
Reasons which influences the consumer behaviour....................................................................7
1.4 Research project specification...............................................................................................7
1.5 Appropriate plan..................................................................................................................10
TASK 2..........................................................................................................................................11
2.1 Resources which are required to carry out research............................................................11
2.2 Research investigation.........................................................................................................12
2.3 Record and collated data......................................................................................................14
TASK 3..........................................................................................................................................16
3.1 Research evaluation techniques...........................................................................................16
3.2 Data analysis........................................................................................................................17
3.3 Conclusion and recommendations.......................................................................................26
TASK 4..........................................................................................................................................28
Covered in PPT..........................................................................................................................28
REFERENCES..............................................................................................................................29

TASK 1
TITLE: The use of social media and its impact on consumer behaviour: A study on Thomas
cook.
1.1 Research project outline specification
In the modern time, some business organizations use marketing strategies in order to
enhance their performance at the market area as compare to other players. By using these, they
will be able to increase brand awareness which can help them in creating a good perception in
the minds of customers (Yates and Paquette, 2011). Social media is a kind of platform which is
used by corporations in order to share information with their consumers. An enterprise can
bridge a communication gap by using such social networking sites like Twitter, Yahoo,
Facebook, LinkedIn. People can share information with others in the form of images, videos,
blogs so that so that effective communication can be established. It is an effective channel which
can help the firm in enhancing their brand image which lead them towards success.
The present research project is based on Thomas cook which is a travel company and it
offer package holidays to their clients. They are focusing on their social media marketing
strategies so that they can gain the attention of people from all over the world. By using such
kind of social networking sites, the position of travel agency is get improved as compare to their
competitors. Number of employees who are working in such firm are approx. 21,940. They
provide an option that people can save their booking on their website so this may help them in
attracting people towards their services (Yin and et. al., 2015). So, researcher conducted analysis
in order to identify the impact of such social networking techniques on the choices of people. For
this, some methodological techniques have been used so that more effective or efficient outcome
can be achieved.
The current field of study is beneficial theoretically as well as practically as through this an
enterprise will be able to know about their customer’s expectations that they are satisfied with
the services or not. When their requirements are identified then people will be able to perform
well at the work environment. Along with this, the issue is social media and its impact on the
customer’s behaviour which is going to be addressed in the current research project. So, by using
some tools this issue can be resolved in an efficient way. In order to complete a project an
appropriate structure has been followed which explain introduction, literature review, research
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methodology, data analysis, conclusion and recommendations. By following this, the overall
field of study can be conducted in an appropriate way which can help the researcher in identify
the significance of the social media.
1.2 Factors that contribute into the process of research project selection
Some factors are their which can help an individual in order to select a research project. If
all these aspects are considered, then researcher will be able to perform well and specified
objectives can be accomplished (Gikas and Grant, 2013). Some of these important aspects are
like knowledge, skills, experience, scope, cost, budget, interest, access to information and so on.
Knowledge and experience should be there in an individual related to the topic as through this
they will be able to conduct the field of study in more successful way. Along with this, some
skills and competencies should be there within a researcher so that they can perform their
operations effectively. If a person has high competencies, then they will be able to resolve
research questions in an innovative or creative way.
The budget should be prepared for the research project so through this spending level can
be controlled and expenses can be reduced to some extent. The cost of the study should be low
so that success can be achieved after conducting such kind of analysis. Information related to
social media and consumer’s behaviour is available on internet as this topic is on boom so
through this effective evaluation can be performed (Korda and Itani, 2013). Along with this, I
have some interest in this topic as through this my knowledge is also get improved. Time is also
an essential factor which needs to be considered by an individual so that targets can be
accomplished and research questions can be resolved.
1.3 Literature review
In the current section of research project, information can be gathered on the basis of
secondary resources. Some of these resources are like books, internet, journals, articles. Along
with this, by reviewing different literatures the understanding of concept can be increased so in
this way research can be carried out effectively. Through this, authenticate or reliable data can be
gathered so in way effectiveness of social media techniques can be evaluated. Furthermore, the
impact of such networking sites on customer’s behaviour can be identified which can help them
in achieving the goals.
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Concept of social media
According to the views of Tess (2013) some online social networks are there on which
people can make their profiles and then they can share information with each other. Such kind of
techniques help the companies or corporations in order to establish a two-way communication.
When this get improved then an enterprise will be able to know about the needs and demands of
the people. Due to such kind of interaction, social media can affect the choices of people in both
positive as well as negative manner. On the other hand, it has been analysed by Laroche and et.
al., (2012) that through social media, a firm can perform its operations globally, transparent,
interactive and real time which can affect the workplace expectations. By using such kind of
networking sites, an enterprise will be able to perform well at the marketplace as compare to
their competitors. Some different forms of activities are used by organization under this concept
like blogging, forums, products reviews, bookmarking and so on. Through this, they will be able
to attain success.
Leung and et. al., (2013) stated that social networking sites are the modern communication
channel that can be used by firm in order to promote their services in market. There are many
people who are using such sites as their communication medium so in this company can target
their customers which will be beneficial for both consumers and firm. The brand awareness can
be increased in the market so people will be able to know different features and benefits of
products and services. Apart from this, it can be analysed by Goh, Heng and Lin (2013) that
there are some traditional channels like TV, radio, newspaper, magazines and so on. But through
this, firm will not be able to approach a large target audience so public relations cannot be
improved. By adopting the modern strategies, overall brand image can be improved which can
help them in gaining the attention of people. So, a strong base of service users can be created and
they will be able to achieve competitiveness in the market as compare to different players.
As per the views of Couldry (2012) there are some factors which can affect the choices of
people and due to which their perceptions can also be changed. Some of these factors are like
prices, packaging of products, quality, innovativeness and so on. By reviewing all these aspects,
it can be evaluated that how customer’s needs and expectations can get changed. This kind of
approach can also act like a marketing strategy for a firm so using this a company will be able to
increase their sales and profitability level. This is vital, as through this they will be able to
improve their image in the minds of the service users.
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Effectiveness of social media and its benefits
Dabbagh and Kitsantas (2012) stated by that social networking media is a channel through
which companies can interact with their employees. Customers can also post their views or
opinions regarding to the services that are offered by different travel agency. This may highly
affect the brand image of organization and this can help them in grabbing the opportunities so
that they can globally perform their operations. By using these kind of strategies, an enterprise
can build their social networks in an effective way so in this way they can build a strong base of
consumers.
It has been confronted by De Vries Gensler and Leeflang (2012) that an effectiveness of
social media can be evaluated on the basis of some factors like it is cost effective, meeting
human needs, brand loyalty and so on. By using such kind of approach, a company can provide
some rewards and benefits to their loyal customers. Along with this, if consumers will get such
kind of things then they feel an important part of the firm which can enhance their satisfaction
level. Social media is a kind of marketing approach which is cheaper than traditional approaches
like radio, television, magazine, newspaper and so on. Now a days, it become easy for the clients
as they can read the reviews about the particular products and firm. Apart from this, social
networking is a kind of marketing strategy which can help the travelling agency in order to build
brand loyalty among people. Through this, it can be evaluated that social networking sites
directly contributes into the high brand image of the company. Along with this, the most
important thing for this as this is live and customers will be able to know about the different
situation which are conducted at the workplace. So, in the way the effectiveness of social media
can be evaluated.
According to the views of Heller Baird and Parasnis (2011) there are some benefits which
are achieved by an organization after implementing the social media marketing strategies. Some
of these benefits are like it can increase the brand recognition in the market so all people will be
able to know about the different features and benefits of services which are offered by travelling
agency. By using social media, all regular customers can be converted into potential buyers as
they will be able to get some rewards. If social presence of a firm will get improved, then
through this they can reach to their target audience. When satisfied people share their experience
on social media networking sites then this can also help them in creating the perceptions about
the company as these can add richer experience. Along with these, companies will be able to
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know about the valuable insights of their consumers so this will be beneficial for an enterprise as
they can offer service to their end users as per their choice. It has been analysed by Kietzmann
and et. al., (2011) that if some clients face bad experience with the company and after that if they
will post their experience then it will affect the brand image of agency in negative manner.
Consumer buying behaviour
According to the views of Kim and Ko (2012) consumers buying behaviour is a kind of
process that is used to select, buy, dispose and use the products in order to satisfy their own
expectations and requirements. The buying behaviour of people can be related to their attitude,
beliefs, values and culture. The choices of an individual can be changed on the basis of market
segments. The market segmentation is based on some aspects like geographical, psychological,
behavioural and demographic. Apart from these, the current social or physical environment can
also affect the decisions which are made by a person at the time of purchasing.
On the contrary, it has been explained by O'Keeffe and Clarke-Pearson (2011) that there
are some steps which are involved at the time of making the decisions related to purchasing.
These are divided into 5 stages like problem identification, information search, evaluation of
alternative, purchase decision and post purchase evaluation. Problem recognition is the first step
where people make their decisions when they have any desire or want. If they face any problem,
then process for purchasing the goods can get start. When issues are identified then consumer has
to search for the relevant information which can fulfil their needs and demands. In the third
stage, alternatives have been identified related to features and benefits of the products so by
evaluating different options they can fulfil their requirements. In the fourth stage, after making
some alternatives now they have to make purchase and these decisions can get affected through
gathered information. The last stage of post purchase decision in which an individual compares
their perceptions regarding to the products with their expectations.
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Source 1: Marketing & Buyer Behaviour - the Decision-Making Process. 2015
The impact of social media on the choices of people
As per the views of Shirky (2011) some consumers are there which admire different social
or online groups and these people can affect the choices of different people. An individual makes
decisions within the environment where they are living with their social groups. In the past era,
consumers make their buying decisions on the basis of the data which is collected from
newspaper, magazine, radio and so on. But now a days, social media a tool which can be reach to
mass media as through this they all will be able to know about the different services which are
offered by Thomas cook. On the other hand, there are some groups like primary, secondary,
formal, informal and virtual groups. Primary are the people who are in close relationship with the
individuals, secondary are related to social group, virtual are the online committee groups which
influence the behaviour of people.
Stelzner (2011) explained that there are many people who are using such social networking
sites for their own reason. For example, some young person who spend lot of time on such
networking sites. So, Thomas cook can directly approach to these individuals so that strong
customer base can be created. Some of the companies post their advertisements on such sites like
Facebook, twitter, yahoo, YouTube etc. When an individual click on that advertisement than
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through this their ranking on the search engine optimization can be increased. Along with this,
choices of individuals are also get affected as if they will get the services as per their choices
then they book their tickets for holidays. It has been analysed by Tufekci and Wilson (2012) that
sometimes these social media can affect the choices of people in both positive as well as negative
manner. Like if an individual will get services as per their expectations then their satisfaction
level can be increased. Along with this, if any person shares their negative experience on their
website then this may affect their choices and they will not purchase services from respective
firm.
Reasons which influences the consumer behaviour
As per the views of Goh, Heng and Lin (2013) there are some specific reasons which can
affect the choices of consumers. The first one is word of mouth communication, in which a
person share their experience with others and tell them about the different services of particular
firm. This is more effective approach as through this, customer’s choices are get influenced and
due to which the brand image of firm can also be improved. This is also a kind of marketing
approach as company can use this as their promotional tool. The another reason is customer’s
interaction on social networks, as they can share their opinions and views regarding to their
services that they purchased. So, such online interaction can influence the choices of people
regarding to the products. Apart from this, it can be analysed that such kind of reasons like
communication, marketing, these can affect the choices of people in positive manner so this may
lead an enterprise towards success.
1.4 Research project specification
Aim: To investigate the impact of social media on the behaviour of consumers - A study
on Thomas cook.
Research objectives: Some objectives are there which has been framed by researcher so
that overall impact of social media can be identified. Some of these objectives are stated below:
 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. To recommend some strategies through which an organization will be able to achieve
competitiveness at the market area.
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Research questions: There are some questions which has been made on the basis of
objectives so that effectiveness of social media can be evaluated. Some questions are as follows:
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?
Research methodology
It is a process that is used to collect the data related to field of study so that business
decisions can be formed in an effective manner. This type of methodology includes various tools
and techniques which will be helpful in order to conduct the overall research. In this, researcher
has to select an appropriate approach so that they can evaluate the impact of social media on the
choices of people. After this, the justification is also given of different kind of methods so that its
validity and reliability can be ensured. By adopting such kind of methodological approaches, the
research questions can be resolved in an effective way.
Research design: Design is a blueprint of the current field of study which can set a path for
researcher so that overall research can be conducted in an effective way. By using this, relevant
data can be gathered and it can be analysed in order to accomplish objectives. Some research
design is like exploratory, descriptive, casual, case study and so on (Cecez-Kecmanovic, 2011).
In this current project, descriptive has been followed through which the significance of social
media techniques and consumer behaviour can be evaluated. This is more appropriate for this as
others will not be able to drawn the effective conclusion. Like exploratory cannot identify the
significance of such techniques and through a cause and effects relationship should be
established which is not possible in this.
Research approach: An appropriate approach provides a direction to the researcher so that
outcomes can be achieved without getting deviate from path. Inductive and deductive are two
types of approaches which can be used as per the requirement of project (Geerts, 2011). In
deductive, hypothesis has been formed which test the validity of assumptions and on the basis of
that decisions are made. But in inductive, a new is formulated on the basis of observation. So,
this is used in the current project as through this generalised outcome can be derived.
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Research philosophy: It is a most essential part of the research as through this the data can
be analysed and evaluated in an appropriate way. In this some assumptions are framed by the
researcher based on the current project so appropriate information can be collected.
Interpretivism and positivism are three different philosophies (Mackenzie and et. al., 2012).
Positivism is used to test the hypothesis by using some mathematical tools and techniques. Here,
in the present research project interpretivism has been follow in which perceptions of different
respondents are identified. By using this, it can be evaluated that how social media techniques
can affect the choices of people so that effective conclusion can be drawn.
Data collection techniques: It is a type of systematic process which can be used in order to
collect the data related to topic. On the basis of this, more valid and authenticate data can be
gathered from appropriate sources. Here in the current study, both primary and secondary
sources have been used in order to carried out further evaluation. Primary is related to the
surveys which are conducted at the market area. Some of these investigations are like interview,
questionnaire, focus group and observation (Neuman and Robson, 2012). In this study,
questionnaire has been used in which researcher asked some open ended or close ended. On the
other hand, secondary sources are related to the articles, books, internet, past research papers,
journals and so on. Through this, the reliability can be ensured in more appropriate way and it
can be analysed that social media can affect the choices of people.
Sampling technique: A survey cannot be conducted on a large population so for this,
researcher uses a sampling technique. Through this, a small sample can be extracted from the
population and investigation has been performed on them. There are two types of sampling like
probabilistic and non-probabilistic (Pierre, 2012). So, here in the current study random sampling
has been used by researcher which comes under. By conducting the investigation on sample size,
the specified aim and objectives can be met effectively. The sample size is 20 and survey is
conducted on the customers who purchases the holiday packages.
Data analysis: It is a process that is used by researcher in order to analyse or interpret the
data in an effective manner. There are various evaluation techniques which comes under
qualitative or quantitative methods (Snyder, 2012). Here, the data is analysed on the basis of
qualitative approach. In the current research project thematic analysis has been used in which
themes are formed and graphs are made on the basis of opinions which are given by respondents.
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By implementing this, it can be investigated by researcher that how social media can affect the
choices of people.
Ethical consideration: Some ethical practices are followed by researcher while conducting
the study in an appropriate way. For this, the personal information of any respondent is not
shared with anyone and no one is forced to give answer the following questions. Along with this,
credit is also given to the different authors who have conducted research on same topic. So, in
this way ethical considerations have been adopted which can ensure the efficiency.
Validity and reliability: It is another part of research which is focused on the overall
validity and reliability of the projects (Vaioleti, 2016). Validity can be ensured by getting the
authenticate information from some sources. Along with this, its reliability can be matched when
outcome will be same in every situation. So, in this way valid data can also be ensured when an
appropriate sample size has been selected.
Research limitation: Some limitations are their which encountered while conducting the
study in an appropriate way. These limitations are as follows:
 It is a time consuming process as this will take time in order to search the information on
the basis of primary and secondary sources.
 The current sample size is small so different reviews of the people will not be gathered in
timely manner.
 The cost is also get increased after conducting the survey at market area so due to this the
overall expanses are get enhanced.
1.5 Appropriate plan
An appropriate plan can be formed by the researcher in order to divide the roles and
responsibilities. So, for this a Gantt chart can be formed which shows all the activities with their
start and finish time (Nayak and et. al., 2013). It is a kind of visual representation of the
activities. Along with this, all the tasks can be accomplished in timely manner and due to which
efficiency can be maintained. There are some advantages of making a plan like through this
overall activity can be performed appropriately. Along with this, it is very easy to understand as
this can give the clarity of dates on which it is going to be completed. Through this, time can also
be managed of different activities so that operational efficiency can be achieved. There are some
other reasons also behind why this chart is constructed while making a research project. It helps
in evaluating the time which gets wasted during duplication of activities. Apart from this it also
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aids researcher in allocating appropriates time for different activities which has to be performed
as through this tool prioritising of task can be done. This way work which is more important can
be given more attention and overall work will be finished within the time limit provided. Given
below is the work break down structure for the research project:
TASK 2
2.1 Resources which are required to carry out research
Resources can help the researcher in order to carried out evaluation in an efficient way.
Primary and secondary resources are there through which data can be gathered related to field of
study. Primary are the first hand information which is collected on the basis of various surveys
like questionnaire, interview, observation, focus group and so on (Liu, Liu and Liu, 2013). In
interview, a researcher asked questions to respondents through face to face interaction so that
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they will be able to identify the impact of social media on consumer’s choices. On the other
hand, in questionnaire some set of questions are asked to the people so that their views of
particular topic can be evaluated. In observation, researcher directly observe the behaviour of
people and on the basis of that they can assess the effectiveness of social media and its benefits
for the firm. So, by using these an effective outcome can be drawn which will help them in
conducting the research effectively.
Secondary resources are related to various journals, books, internet, articles, past research
papers and so on. By reviewing these different sources, the more authenticate or reliable
information can be derived which help the researcher in conducting the evaluation. On the basis
of these, a base can be created so this may help them in achieving the goals and questions can be
resolved. After referring these, it can be investigated that how social media can affect the choices
of people and their behaviour (Hussein, 2015). Along with this, a relationship between two
factors like social media and customer’s behaviour can be established which will help them
identifying the factors which are influencing their choices.
Along with primary and secondary resources, some other resources are also there like
physical, financial and human which help the researcher in order to conduct the study. Financial
are related to cost, capital and budget of the project. Human resources are the people who help a
researcher in order to accomplish the specified goals and objectives.
2.2 Research investigation
The investigation has been performed on the basis of questionnaire in which questions has
been asked by the researcher to their respondents (Hair and et. al., 2012). In this, some open
ended and close ended questions are included so evaluation can be performed in more successful
way. There are some advantages of using this kind of survey like it is easy to administered and
the related cost of this approach is low as compare to other. Through this, information can be
gathered in standard format by using this kind of investigation approach. In this, people have
time to give the answer for the questions so they will be able to give the appropriate answer on
the basis of their experience. Here, a small sample size has been selected by the researcher which
is 20 and the overall survey is conducted on the customers who are using the services of Thomas
cook. By using this, their views and opinions can also be gathered which will help them in
analysing the information. The questionnaire is stated below:
Questionnaire
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Name: _____________
Age: _____________
Gender: _____________
Q1. Do you use social media networking sites?
 Yes
 No
Q2. How often do you use social networking sites?
 Multiple times a day
 Once in a day
 Several times a week
 Once in a week
 Rarely
Q3. For what kind of reasons do you use social networking sites?
 To share thoughts with others
 To find the information about services
 To keep in touch with other people
 Others
Q4. In your opinion, why do you follow brands on social media?
 To read reviews about the services
 To get some rewards and offers
 To communicate with the brands
 To get some updates
 Others
Q5. Which communication media channel influence your choices more?
 Social media
 Newspaper
 Poster
 Television advertisements
Q6. Do you use networking sites in order to compare the services of one company to another?
 Yes
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 No
Q7. Are you satisfied with the services that are provided by Thomas cook?
 Highly satisfied
 Satisfied
 Neither satisfied nor dissatisfied
 Dissatisfied
 Highly dissatisfied
Q8. How often do you purchase services after reading the positive comments on networking
sites?
 Never
 Rarely
 Sometimes
 Frequently
 Always
Q9. On the basis of your experience, will you recommend the services to your friends and family
members?
 Yes
 No
 Don’t know
Q10. Recommend some strategies and approaches so that Thomas cook can achieve competitive
advantage at the marketplace?
______________________________________________________________________________
2.3 Record and collated data
Data which is gathered from different respondents can be recorded or collected in the form
of frequency table. This table shows the options and their frequency that how many people are
agreed or disagreed. It is the responsibility of researcher to interpret the data and make graph. So,
in this manner it can be analysed that how social media can influence the choices of people.
Q1. Do you use social media networking sites? Frequency
Yes 14
No 6
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Q2. How often do you use social networking sites? Frequency
Multiple times a day 7
Once in a day 5
Several times a week 3
Once in a week 2
Rarely 3
Q3. For what kind of reasons do you use social networking sites? Frequency
To share thoughts with others 4
To find the information about services 7
To keep in touch with other people 7
Others 2
Q4. In your opinion, why do you follow brands on social media? Frequency
To read reviews about the services 7
To get some rewards and offers 3
To communicate with the brands 2
To get some updates 7
Others 1
Q5. Which communication media channel influence your choices
more?
Frequency
Social media 13
Newspaper 3
Poster 2
Television advertisements 2
Q6. Do you use networking sites in order to compare the services Frequency
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of one company to another?
Yes 15
No 5
Q7. Are you satisfied with the services that are provided by
Thomas cook?
Frequency
Highly satisfied 9
Satisfied 4
Neither satisfied nor dissatisfied 2
Dissatisfied 3
Highly dissatisfied 2
Q8. How often do you purchase services after reading the positive
comments on networking sites?
Frequency
Never 2
Rarely 3
Sometimes 8
Frequently 4
Always 3
Q9. On the basis of your experience, will you recommend the
services to your friends and family members?
Frequency
Yes 10
No 5
Don’t know 5
TASK 3
3.1 Research evaluation techniques
Evaluation is a kind of approach which can be used by researcher in order to evaluate the
significance or worth of the research by using some set of standards (Allwood, 2012). By using
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this, the specified aim and objectives can be accomplished in an effective way which will help
the researcher in order to make relevant decision for the field of study. The purpose of this is to
gain the knowledge about the study so that future changes can also be established effectively.
There are some research methods or approaches which can be used in the project like qualitative
or quantitative. Here, in the current research qualitative has been used so for this thematic is
more appropriate. In this kind of technique, some themes are formed and their graphs has been
made so that interpretation can be performed effectively.
After from this, there are formative as well as summative evaluation techniques which can
be used by researcher so that effective analysis can be performed (Brutzer, Höferlin and
Heidemann, 2011). In formative, evaluation is performed during the development and in
summative evaluation has been performed after completing the project. So, here in the current
research project summative has been followed by researcher so that interpretation can be done in
an effective way.
3.2 Data analysis
The qualitative research approach is used in the current project where data has been
collected through various surveys. Along with this, thematic approach is followed where
different graphs are made on the basis of themes. Through this, it can be analysed that how social
media can influence the choices of consumers. Some graphs are made on the basis of frequency.
Theme 1: People uses social networking sites.
In the present era, there are many people who are using social networking sites as their
communication medium. As they all share information with each other in the form of image,
video and so on. Now, an enterprise also uses these networking sites in order to establish a two-
way communication with their consumers. By using this, they will be able to attract number of
people towards their services.
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Findings: When survey has been conducted then on the basis of that it can be interpreted
that people have their different opinion regarding to the social media. There are 70% respondents
who are agreed that they are using social media networking sites. Along with this, 30%
consumers say they don’t use social networking sites. So, in this manner it can be concluded that
large number of people are there who uses such kind of sites.
Theme 2: Consumers uses social media in multiples times a day.
Many people are there who uses social networking sites like twitter, Facebook, LinkedIn
and so on. They spend lot of time on these sites so that they can fulfil their requirements and
wants. If people spend more time, then it is beneficial for organization as they will be able to
reach their target audience.
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Findings: When researcher asked question to their respondents that how much time they
spend on such social networking sites like Facebook, Twitter etc. There are approx 35% people
who says they uses such media multiple times in a day, 25% says that they use once in a day,
15% goes with an option of several times a day, 10% says they use once in a week and other
15% says they uses social media rarely. So, in this manner it can be concluded that there are
many people who uses these sites so this will be helpful for the firm.
Theme 3: For sharing thoughts and find information about services, people uses social
networking sites.
People uses social networking sites for their specified reason so that they can fulfil their
needs and demands in an efficient manner. Some of these reasons are like to share their thoughts,
to communicate with each other and so on.
Findings: After getting the information from primary resources, it can be interpreted that
people uses social netwking sites as per their own reason. Some respondents like 20% are their
who uses such sites in order to share their thoughts, 35% uses to find out the information related
to services, 35% uses in order to keep in touch with other people and 10% are using for their
other reasons. So, in this way it can be concluded that customers uses networking sites in order
to find information about different services of Thomas cook and to keep in touch with people.
Theme 4: Customers uses social media in order to get some reviews about the services and
to get some updates.
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Some customers are there who are following a particular brand on networking sites like
Facebook and Twitter. They follow such kind of brands so that they can identify the special deals
which are offered by them to their customers. There are many benefits which are associated with
this as through this the satisfaction level can also be increased in an efficient way. This is also
beneficial for the business organization as they can grab the attention of different clients.
Findings: After conducting the survey at the marketplace, it can be analysed that people
follow brands on social media so that they can fulfil their expectations and requirements. There
are approx 35% people uses such sites like Facebook, yahoo, Youtube, LinkedIn in order to get
the reviews of the services that are offered by Thomas cook. Along with this, 15% people are
their who uses networking sites in order to get some offers and rewards, 10% are using so that
they can communicate with the brands. Furthermore, 35% customers follows brands os that they
can get the updates and other 5% have some other reasons for using the networking sites. In this
manner it can be summaried that respondents uses such sites so that they can get some updates
and reviews. So, companies have to post some blogs on different media so that positive images
can be created in the minds of people.
Theme 5: Social media channel influence the choices of people more.
There are many channels which can be used by business organization in order to establish
communication. Some traditional media are like television, radio, newspaper, magazine and so
on. These are not that much effective as through this company will not be able to reach their
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target audience. But by using such modern channels like social media, firm can target number of
people which will help them in gaining the competitive advantage.
Findings: When a survey has been conducted on targeted sample then they give their
different opinion on same question but most of the responses are same. There are approx 65%
people who are agree with the social media that this influence the choices of people more. Along
with this, 15% customers says newspapers, 10% thinks poster and other 10% says television
advertisments can affect the choices of clients. So, in this way it can be concluded that social
media is the more influencing factor which can change the perceptions of people reagrding to the
services which are offered by Thomas Cook. Further, this needs to be considered by firm that
they have to take care of the positive responses.
Theme 6: Yes, consumers uses social networking sites in order to compare the services
among different industries.
Sometimes, people are using social media networking sites so that they can compare the
services of many companies. By analysing their brand image, comments on website, public
image customers can purchase services from respective organization.
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Findings: From the above graphical representation, it can be indicated that people uses
social networking sites so that they can fulfil their own expectations. There are approx 75%
respondents who are agreed over this statement that they are using social networking sites so that
they can compare the services of two different companies. Along with this, there are 25%
respondents who says they don’t use such kind of networking sites for comparing the services of
industries. So, by using this they will be able to buy more effective services which can help them
in satisfying their needs or demands. Companies should also have to focused on the strategies or
approaches so that they can gain the atttention of people as compare to other competitors.
Theme 7: People are highly satisfied with the services that are provided by Thomas cook.
When an enterprise offers services to their customers then some people are satisfied or
some are dissatisfied. The satisfaction level among people can be analysed if they will get
services as per their choice. If they will not be able to get services as per their choice then due to
this dissatisfaction level can be increased.
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Findings: When researcher conducted a survey at the marketplace then different
responses can be collected from the people. By conducting this kind of analysis, it can be
evaluated that many people are their who are satisfied or dissatisfied with the services of Thomas
Cook. There are approax 45% respondents who are highly satisfied, 20% are only satisfied, 10%
have no reaction over this statement, 15% customers are dissatisfied and other 10% are highly
dissatisfied with the services that are offered by Thomas Cook to their consumers. So, coducting
the investigation, it can be interpreted that clients are highly satisfied with the holidays packeges
and other services which are offered by travel agency. Companies have to maintain their
startegic position in the market area so that they will be able to gain the attention of people and
their satisfaction level can be enhanced.
Theme 8: Consumers sometimes purchase services after reading the positive comments on
networking sites.
The purchasing behaviour of an individual is based on some factors like price, quality,
good reviews and so on. If consumers will post some positive comments on site then through this
their brand image can be improved and these can influence the buying behaviour of other people.
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Findings: After analysis the views and opinions of different respondents in survey, it can
be interpreted that positive comments on sites can affect the choices of people in only positive
manner. As there are aproax 10% customers who says they never purchase services after reading
the positive comments on such networking sites. Along with this, 15% respondents says rarely,
40% consumers says sometimes, 20% says frequently and other 15% users stated that they
always buy the services after reading the comments of people on the particular sites. So, it can be
concluded that positive comments are necessary as through this people’s perceptions can be
changed in positive way. This needs to be considered by the company so that they can improve
their image at the marketplace as compare to other competitors.
Theme 9: People will recommend the services of Thomas cook to their friends and family
members.
There are many strategies which are adopted by business organization so that they will be
able to increase awareness. A Word of mouth is more appropriate marketing approach which can
help the company in enhancing their brand image. People can share their experience with their
friends and family members.
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Findings: On the basis of primary resources or survey, it can be concluded that different
people have their own opinion and views regarding to this statement. They all have their own
experience which can be identified on the basis of services which are consumed by them in order
to fulfil their requirements. There are aprox 50% respondents who are agreed that they will
recommend services to their friends and family members. Along with this, approx 25% people
says no on this statement and other 25% end users don’t give any reaction over this statement.
So, by identifying this it can be concluded that maximum number of reespondents says they will
recommend servicves to their friends and family members. This may also help the firm in
imroving their image at the marketplace as compare to other industries.
Theme 10: Many respondents recommend the startegies for Thomas Cook so that they can
achieve competitiveness.
Findings: This is a open ended question which is asked to the respondents so that
company can identify their needs and as per those desires they will be able to offer services.
Customers can suggest different approaches to the company so that they can sustain their
competitive advantage. Out of 20, 8 users stated that the firm should be more active on the social
networking sites so that users will be able to get response on immediate basis. Along with this,
other suggested that blogs should be posted by an enterprise on continous basis so that people
will be able to know about them and their services. These approaches are very helpful for an
organization as they will be able to fulfil the expectations of different people in an effective way.
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3.3 Conclusion and recommendations
From the above findings and analysis, it can be identified that social media a kind of
platform which can be used by a person in order to share some information with others in the
form of images, videos, blogs and so on. These methods are attractive and help in influencing the
decision of customers as well as of other users. There are various social networking sites like
Twitter, yahoo, YouTube, LinkedIn. All these sites are popular and are capable of facilitating
effective communication between organisation and the potential market. In this modern era,
companies can use these sites as their marketing strategy. By using this, the brand awareness of
firm can be improved in the market area so people will be able to know about different features
of the services and their benefits. This kind of strategy or technique help the travel agency in
promoting their services at the marketplace. Feedbacks can also be received from the customers
using same techniques and therefore can be used in order to deliver better quality services.
There are some factors which can affect the buying behaviour of people while purchasing the
services. Price, quality, experience, brand image plays an important role in influencing the
choices of customers. Before purchasing the products, first customer conducts an analysis that
these fulfil their requirements or not. When their demand and specified services are get matched
then their satisfaction level can be achieved. Along with this, information related to field of study
can also be collected from both primary as well as secondary. In order to get some knowledge
about social media and its impact, different literatures are reviewed so that current research can
be carried out in successful manner. On the other hand, primary data can be gathered from
survey which is conducted on the marketplace. By conducting this, a relationship between
different social networking sites and buying behaviour of individual can be established in an
effective manner.
Some methodological tools and techniques are used so that it can be evaluated that how
social media can affect the choices of people. An individual makes a purchase after reviewing
different sites, their services and packages. Some of these methods are like research approach,
philosophy, data collection, design, sampling and data analysis. Responses of people are get
identified through questionnaire. Along with this, the information which is gathered from them
can be analysed on the basis of thematic approach. The data can be analysed in an effective
manner that there are approx. 70% people who are using social networking sites so Thomas
Cook can reach to them and they will be able to perform promotional activities effectively.
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Furthermore, it can be summarized that social media can affect the choices of people in
both positive as well as negative manner. As through this, they will be able to get the products as
per their choice. Along with this, if someone post their bad experience on networking sites then
through this their satisfaction level is get affected. Thomas Cook have to focus on these so that
they can implement strategies in an effective way.
Recommendations
Some recommendations are there which can be used by business organization so that they
can achieve competitiveness in more successful manner. By using these, Thomas Cook will be
able to achieve success which can help them in accomplishing their objectives. When these new
approaches have been adopted by firm then they will be able to attain suitability as compare to
other competitors. These recommendations are given in this section with their justification and
some of these are like:
Training and development: There are some training programs which are conducted at the
workplace so that core competencies of all employees can be enhanced. When these practices are
performed then after these staff members can handle their clients in more effective way. It is
very necessary to conduct such programs so that people of workplace will be able to know about
the effectiveness and benefits. It is the responsibility of higher authority that they have to provide
training to their employees as per their need. Along with this, the firm have to hire an expert who
will provide training to the workers.
Promotional and advertisement strategy: Thomas Cook have to focus on some promotional
strategies so that brand awareness can be increased in the market. There are many people who
are not aware about the social networking sites so they will not be able to know about different
offers and services of travel agency. For this, a campaign should be conducted by the firm in
order to increase the sales so that high revenues can also be generated. In order to perform this,
they have to identify all the factors of marketing mix like price, place and so on. Through this,
the company can perform its operations in more effective or efficient manner. Along with this,
by putting an advertisement on different media the overall awareness can also be increased
which can lead an enterprise towards success.
So, by adopting these recommendations firm will be able to perform well as through this
they will be able to achieve their aim and objectives. If an enterprise will follow such kind of
recommendations, then their performance can be improved in more effective manner. In order to
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adopt such kind of techniques, the travel agency first have to identify the needs and demands of
their staff members. After that they have to implement strategies and approaches so that their
overall performance can be improved. This will also raise the competitive advantage of
organisation which is very much important in the present competitive world.
From the above report it is not possible for a researcher to meet all expectation and objectives in
an effective manner. Therefore, there are further scope of research due to limited number of
participants. Additional, it is not possible for a researcher to cover all aspects and need to be
improved various aspects in the future research project. The time limit was less and as the scope
of research is wide it was required that more time is given so that all the quality aspects could be
covered. Financial barrier was also there as limited budjet was given which further restricted
quality of overall results presented.
TASK 4
Covered in PPT
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