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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