Impact of Social Media and Mobile Tech on Verdant Leisure (TLH342)

This report investigates the impact of social media and mobile technologies on the performance of Verdant Leisure, a UK-based company offering self-catering lodge and caravan holidays. The study aims to evaluate the development of these technologies and their influence on the organization. The report includes a literature review that defines social media and mobile technologies, explores their benefits such as improved communication, brand loyalty, and cost-effective marketing, and analyzes their impact on customer relations, marketing strategies, information accessibility, and overall organizational performance. The findings emphasize the importance of social media for reaching a wider audience, enhancing customer engagement, and gaining market insights. The discussion section proposes new social media strategies to optimize Verdant Leisure's online presence. The conclusion summarizes the key findings, highlighting the significance of integrating social media and mobile technologies for etourism success.

Etourism TLH342
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Table of Contents
Introduction......................................................................................................................................3
Literature Review –..........................................................................................................................4
Concept of social media and mobile technologies......................................................................4
Benefits that will be rendered by social media as well as mobile technologies on Verdant
Leisure.........................................................................................................................................5
Impact on performance of Verdant Leisure with the usage of mobile technologies and social
media...........................................................................................................................................6
Findings – ........................................................................................................................................8
Concept of social media and mobile technologies......................................................................8
Benefits that will be rendered by social media as well as mobile technologies on Verdant
Leisure.........................................................................................................................................8
Impact on performance of Verdant Leisure with the usage of mobile technologies and social
media...........................................................................................................................................9
Discussion - ...................................................................................................................................10
New Social Media Strategies – .....................................................................................................11
Conclusion – .................................................................................................................................14
References......................................................................................................................................15
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Introduction
The digitally mediated technologies that are accountable for facilitating creation along
with sharing of ideas, information along with other forms of expression through virtual networks
and communities is referred to as social media. It is a computer based technology that is
accountable for facilitating sharing of thoughts, information and ideas by building of networks.
Organisation opts for making use of different platforms with intent to reach maximum people
within peculiar frame of time (Ada, Stansfield and Baxter, 2017). To acknowledge the concept of
etoursim, Verdant Leisure is taken into account that are delivering their services across UK.
They provides their customers with self-catering lodge along with caravan holidays. This report
will provide an insight into different aspects associated with social media and the manner in
which they create impact on the ways in which services are being delivered by them.
Research aim
“To evaluate the development of social media along with mobile technologies on the
performance of organisation.” A study on Verdant Leisure
Research objectives
 To understand the concept of social media and mobile technologies
 To explore the benefits that will be rendered by social media as well as mobile
technologies on Verdant Leisure
 To analyse the impact on performance of Verdant Leisure with the usage of mobile
technologies and social media
Research Questions
 What is the concept of social media and mobile technologies
 What are the benefits that will be rendered by social media as well as mobile
technologies on Verdant Leisure
 Analysis of the impact on performance of Verdant Leisure with the usage of mobile
technologies and social media
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Literature Review –
Concept of social media and mobile technologies
According to Altinay and et. al, (2017), social media implies distinct forms of electronic
communication that takes place among users via creation of online communities for sharing
information, ideas, personal messages and many other aspects. This denotes applications and
websites that are formulated with intent to share information quickly within the real time
scenario in an efficient manner. The people have opted for making use of social media via their
mobile phones in order to have easy access to services ( Altinay and et. al., 2016). There are
different platforms that are generally used by people for having interaction with various people
by making use of different channels such as Facebook, Instagram, LinkedIn and many more
through which people communicates irrespective of distance that prevails among them.
As per Çakıroğlu, Gökoğlu, and Öztürk (2017), firms also makes use of social media
for reaching people. An instance can be taken to understand the concept like marketing team of
the firm can make use of social media to post about their offerings. The rationale behind doing so
is to provide them with awareness about the offerings of organisation. It is done to captivate
people and make them aware about what services of the peculiar firm. In addition to this, mobile
technologies provides a precise channel for communicating with different entities either within
the organisation or from outside. This means that it will be easy to share information among
them via easy channels and this will also enable them within carrying different organisational
functionalities within the given frame of time as per the requirements (Çakıroğlu, Gökoğlu, and
Öztürk, 2017). Further, firm will also have an option to design agile solutions through which
they can collaborate with each other and have a sustainable pace with the usage of mobile
technologies.
Mobile technologies refer to kind of technology that is utilised via cellular
communication along with distinct aspects. Basically, it implies any device that possess internet
capabilities and have access to them from anywhere as per their convenience. They comprises of
tablets, laptops, smartphones and even some iPods. Mobile technology involves two way
portable communication devices they are: networking technology and computing technologies
that connects them. Mobile technology is internet-enabled device that is mobile telephones,
notebook computers, GPS navigation devices and various others. The communication network
enables them to connect with devices that are also referred to as wireless technologies. Mobile
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technologies along with social media have critical impact on the ways in which organisation
deliver their liabilities. It provides both the entities that is customers along with users to have
smooth access to different services. This implies that organisation have adequate channels that
will enable them to reach ample of customers in easy manner by the usage of these channels.
Social media provides different mediums from which users can have adequate
information and even can post the details related with anything on what they are comfortable
with (Chowdhury and et. al, 2020). On the other hand mobile technologies provide an easy
medium for having access to these kind of mediums in an affirmative manner.
Benefits that will be rendered by social media as well as mobile technologies on Verdant Leisure
According to Cunha (2019), social media has formulated a way for sending messages of
brand to appropriate person at peculiar instance of time. This acts as an asset for organisation for
being successful while carrying out operations related with marketing and reaching maximum
people with intent to attain organisational goals within desired frame of time. In addition to this,
different benefits that Verdant Leisure can attain by opting for social media and mobile
technologies are mentioned below: Easy communication: Customers can communicate in easy way with organisation that
enables them to have direct communication with employees of firm. Social media
denotes networking as well as communication platform that aids within creation of voice
for the organisation (Cunha, 2019). Customers appreciate what is being posted on these
channels as they can have personalised response instead of automated messages that are
being given by chatbots. With reference to the customers social media and mobile
technologies provides them with opportunity for publicly illustration of compassion that
is being possessed for the customers. Improvised brand loyalty: It is crucial for organisation to develop loyal customer base
as satisfaction of employees have critical role within the sales that takes place within the
organisation. It becomes important for them to engage employees in regular manner with
customers in order to develop healthy bond among them. It is crucial for firm to execute
social media marketing for getting attention from influential customers. Gain marketplace insight: This is regarded as valuable asset of social media within the
market. Social media provide enhanced way to acknowledge thoughts of customers by
having direct interaction with them (Curran and et. al, 2017). This acts as
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complementary tool for gaining information that will enable them within having relevant
information about the industry. In addition to this, mobile technologies lead to
generation of impression and this enables to measure the conversions depending upon
posts that have been made on the different platforms. It will provide what is being done
by their competitors in the marketplace so that accordingly they can formulate strategies
by considering all these aspects. The rationale behind doing so is that it will allow them
to identify what they are doing and must opt for having better options through which this
can be accomplished in better manner. This will further enable them within having
enhanced market shares and possess competitive edge.
 Cost-effective: Social media marketing provides organisation with option to have cost
efficacious advertisement strategies. Users can create as well as sign up free of cost on
all the social media platforms. Thus, from point of view of organisation they can opt for
having paid promotions of their offerings in comparison to the marketing tactics. This is
critical advantage as it provides significant return on the investment that is being made
(Fichten and et. al, 2019). In addition to this, it will lead to furnish bigger budget for
different marketing along with business expenses. By considering this aspect the Verdant
Leisure must formulate the strategies.
These are certain benefits that can be attained via Verdant Leisure by opting for social
media and mobile technologies while delivering their functionalities. Apart from the aspects that
have been stated there are many aspects that will lead firm to ensure that they are able to render
their liabilities within the marketplace as per the requirements of their potential customers.
Impact on performance of Verdant Leisure with the usage of mobile technologies and social
media
According to Kane (2017), organisations are opting for building up as well as
maintaining different public pages on the social media for improvisation of social network
salience with rationale to amplify interest of customers towards their organisation. Internet acts
as a mediator among mobile technologies and social media through which both the entities that is
customers and organisation on the whole can have relevant services within the specified time
frame (Kane, 2017). For improvising overall performance of the private as well as public sector
it is apt to make use of mobile technologies along with social media platform as this will allow
them to deliver relevant services as per the required standards. It will provide them with
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enhanced effectiveness, satisfaction, diffusion of ICT and accurateness within their strategies for
reaching growth. This can be understood by considering following aspects: Customer relations & services: Social media have altered the relationship in between
customers and organisation on the whole by creation as well as allowing two-way
interaction. The website will provide Verdant Leisure with two-way communication and
this also enables them to interrelate with prospectus customers for boosting sense of
closeness among their customers. For an instance when organisation will conduct
promotional marketing then customers can make use of mobile technologies for
accessing that post (Law, Chan and Wang, 2018). This means that brand reliability
along with reliability can be attained by the organisation affirmatively. Marketing: For Verdant Leisure, this aspect will act like a asset as this allows them to
reach targeted audiences with minimised cost, reach interested individuals irrespective of
geographical locations and at the same time this will enable to build up probable
customers. Here, Facebook pages can be created and many more. Additionally, it has
been identified that organisations within the market tends to use live video streaming or
any other video tools for carrying activities of marketing. The activities that can be
carried out by the Verdant Leisure comprises of engaging customers by sharing
appropriate content on the social media. Information accessibility: The mobile technologies enable organisations as well as
customers to have easy access to information that can be of new trends prevailing within
the marketplace, feedback on the product, users, industrial information and their needs.
Thus, organisations can efficiently render organisational to public promptly with usage of
social media. Different stakeholders of the Verdant Leisure go through the social
networking for finding what all consumers have reviewed before they actually bought
any product from the latter.
 Organisational performance: The corporate adoption renders benefits along with
affirmative relationship among adoption of social media for enhancing corporate
performance. Firms act as a response to alterations and will be obliged wit individuals so
that they can deal with related challenges in the regular manner (Tarute, Nikou and
Gatautis, 2017). In addition to this, certain feedbacks will also be attained by making use
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of social media and by considering those aspects accordingly alterations can be carried
out.
It is identified that there is overall affirmative impact that will; be created by utilisation of
social media and mobile technologies while delivering services within the marketplace. In
addition to this, users will be able to have access to the precise information that is made public
by the Verdant Leisure (Villanti and et. al, 2017).
Findings –
Concept of social media and mobile technologies
Through conducting above analysis it can be determined that social media is considered
as different forms of electronic communication which take place between users through
developing online communication in order to share ideas, information or personal messages and
many others. This also denotes websites as well as application which are developed with intent to
share information in quick manner in the real time scenario in proper way. In current time people
use social media through mobile technologies or applications as that help them in keeping them
updates as well as it is one of the mostly used network for conducting communication from one
place to another in effective manner. There are numbers of social media channels which a
company adopt in order to conduct their work effectively or promoting their products and
services effectively such as Facebook, Instagram, LinkedIn and many more through which
people communicates irrespective of distance that prevails among them. On the other mobile
technology is considered as kind of technology which is utilized through the cellular
communication along with the distinct aspects. It mainly implies in any device which posses
capabilities of internet as well as it have access from the any where and at the any time. Mobile
technology is internet-enabled device that is mobile telephones, notebook computers, GPS
navigation devices and various others. In current time almost every person as well as companies
are depend upon the social media as well as mobile technologies in order to conduct
communication or business activities in effective manner.
Benefits that will be rendered by social media as well as mobile technologies on Verdant Leisure
By conducting evaluation of above described topics it is understand that social media
formulated the way use in order to send messages of brand to potential audience at the peculiar
instance of time duration. It is considered as an essential assets which help a company in
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attracting more and more customers and it also aid them in increase their sales as well as
profitability ratio. There are numbers of benefits attain by a company by implementing social
media as well as mobile technologies at their workplace such as it leads to easy communication.
According to this, customers can effectively communicate in easy way with organisation that
enables them to have direct interaction with employees or customer support staffs of firm. Social
media denotes networking as well as communication platform that aids within creation of voice
for the organisation. In addition to this, it also leads to improvement in brand loyalty, it is so
because when an customer get products and services according to their need as well as demand
they able retain with firm. So by social media and mobile technologies companies able to
develop effective relation with customers which help them in attaining their desire goal and
objectives. Along with this, there are several other benefits of social media as well as mobile
technologies such as gain marketplace insights as well as it is cost effective method.
Impact on performance of Verdant Leisure with the usage of mobile technologies and social
media
By conducting evaluation of above mentioned topic it can be determined that mobile
technologies and social media help a company in conducting their work in effective manner as
they able to attract more and more customers which help in increase sales and profitability.
Internet acts as a mediator among mobile technologies and social media through which both the
entities that is customers and organisation on the whole can have relevant services within the
specified time frame. Moreover, by adopting social media and mobile technology a company
able to attract more and more customers and it also help in attaining company goal successfully.
There are several impact of social media as well as mobile technology such as it help in
conducting more effective marketing activities through which company can attract more and
more customers or audiences in potential market. In addition to this, it also aid in develop
effective customer relation and services which help company in retaining customers for a long
time duration in effective way. Moreover, mobile technologies enable organisations as well as
customers to have easy access to information that can be of new trends prevailing within the
marketplace, feedback on the product, users, industrial information and their needs.
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Discussion -
By carrying out literature review and findings, it has been identified that social media
refers to aggregation of internet based communities that enables users within carrying out
interactions among each other via being online. This comprises of user-generated content, wikis
and web forums. There are different social media platforms like Facebook, Twitter, LinkedIn,
Pinterest and Instagram that are being utilised via organisation along with their customers in
precise manner. Basically, through its utilisation Verdant Leisure will have the means through
which they can interact with people by creation, sharing as well as exchange of ideas within the
virtual networks and communities.
Mobile technologies implies cellular communication that enables different entities to
communicate with one other easily. Both the terms that is social media and mobile technologies
are associated with one other. For an instance, organisation can make use of social media for
making any posts and then customer will utilise mobile technologies for having access to that
information (Zhang, Omran and Cobanoglu, 2017). Verdant Leisure will be able to have
adequate benefits by making use of both these aspects like organisation can make use of both for
making people aware about what is being delivered by them, channels through which customers
can have them and many more aspects. In addition to this, they can also identify the requirements
of the customers by taking into consideration the feedback given by the latter. Basically, social
media provides organisation with platform that will allow them to reach ample of people within
given frame of time. This also enables firm with acknowledgement of what is being done by
others so accordingly Verdant Leisure can formulate strategies for being competitive in the
marketplace.
It has been identified that social media as well as mobile technologies enable organisation
along with their customers with means to reach other in the healthy manner. This leads firm to
have affirmative impact on attainment of customer loyalty and will also be able to retain them for
longer duration of time. Marketing becomes very easy and irrelevant cost is also eliminated, the
reason behind this is that almost all the individuals are active on the social media. Thus, firm can
have multiple viewers of their services and they need to formulate strategies through which they
can convert this number (that is views) in sales that will take place. The critical assets are impact
that will be laid on the firm with the usage of mobile technologies and social media are: grown
brand awareness, enhancement within the traffic, promotion of services and products. Apart from
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this Verdant Leisure will be able to create brand recognition, generation of conversion across the
brand, connect with audiences in affirmative manner, gather information from the audiences to
enhance their offerings and many more.
It has been acknowledged that by opting for these concepts it will be easy for customers
to know what is being delivered by particular firm and reviews of their customers. In addition to
this, it important that both positive as well as negative feedbacks will be attained but both of
them must be considered in healthy manner ( Altinay and et. al., 2016). The reason behind this is
that the negatives will enable them to grow and by addressing those feedbacks they might be able
to turn them into their regular and loyal customers. This clearly specifies that firm can furnish
their liabilities by considering these aspects. Management of Verdant Leisure have to ensure that
they keep an eye on their competitors so that they can be aware about what they are doing.
Though none of the firm illustrate their strategies but this will also provide them within
significant advantage and latter can utilise relevant method for being a head from their
competitors.
New Social Media Strategies –
Social media strategies is considered as plans and strategies which is adopted by a
company in order to promote their products or services at the potential marketplace as well as it
is done by company by using different social media channels (Bernacki, Greene and Crompton,
2020). This generally guide a person or company to conduct action in proper way so that they
attain their desire goal and objectives successfully. There are several social media strategies
which a company adopt in order to promote their products and services at the potential
marketplace. In respect of Verdant Leisure is conducting their business operations and functions
at the self-catering lodge along with caravan holidays. They may adopt numbers of social media
strategies for attaining goal, from which some main strategies are mentioned below:-
 Start using chatbots – According to this social media strategy a company need adopt
chatbot as that help in conducting communication with customers or potential audiences
as well as it also help in resolving issues of customers or audiences so that they attain the
desire goal and objectives (Xiao and et. al., 2020). In respect of Verdant Leisure, there
must add new feature to their social media account through which customers can easily
contact with the support system who help by resolving issues or in taking proper
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decision. By this social media strategies respective company able to attract customers as
well as retain them for long time.
 Develop personalized experience for customers – In current time almost every
company is adopting this strategies as that will help company in attracting as well as
retaining customers for long time. It is so because when a customer get personalized
experience they get attract with the firm which leads to development of an effective
relation with the company and customers. In respect of this, Verdant Leisure may adopt
new feature to their social media sites according to which customers can provide their
requirement by the chatbot then accordingly respective company support system provide
them packages. This social media strategy help Verdant Leisure to attract more and more
customers and retain them for long term.
 Develop an effective content marketing strategy – Content writing is considered as
prominent form of the marketing for long time but in this companies are adopting
innovation and creativity so that they can attract more and more customers for the long
time. It is also determined that the high quality SEO content help a company in bringing
the right customers at the right time (Wong, Lai and Tao, 2020). So in context of Verdant
Leisure when they adopt this social media strategy they able to attract more and more
customers towards them which help them in enhancing sales as well as profitability ratio
in successful manner. In respect of this company must post new, innovative and creative
content on the regular basis as that attract customers.
 Develop a community for audiences – In order to become famous at the social media a
company need to conduct those work through which they can enhance their audiences. In
respect of this it is essential for a company to adopt those strategies through which they
can attract customers and show ensure that they are not just robot. So in respect to
maintain communication with customers a company may adopt numbers of strategies. In
respect of Verdant Leisure they may adopt several modes in order to conduct interactive
communication with customers on social media such as asking questions from audiences.
In addition to this company may ask them about their need, requirement and expectation
as well as respective company may also share newsworthy information other than
information related to their products and services.
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