Managing Successful Business: Digital Tech Impact on Virgin Holidays

This report examines how Virgin Holidays utilizes digital technology, particularly the Adobe campaign, to enhance its communication processes and marketing strategies. It assesses the impact of social media engagement, customer satisfaction initiatives, and profit generation efforts. The project plan covers aspects of cost, scope, time, quality, risk, and resources, using a work breakdown structure and Gantt chart for project management. Research methods, both qualitative and quantitative, are applied to analyze data and provide recommendations for improved customer engagement and increased sales. The report also reflects on the value of the research in meeting objectives and improving learning and performance.

MANAGING SUCCESSFUL BUSINESS
THE IMPACT OF DIGITAL TECHNOLOGY ON THE COMMUNICATION PROCESS OF
THE VIRGIN HOLIDAYS
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Table of Contents
1.0 INTRODUCTION............................................................................................................................................... 3
LO1............................................................................................................................................................................... 4
DEVISE PROJECT AIMS AND OBJECTIVES FOR A CHOSEN SCENARIO........................................4
PRODUCE A PROJECT MANAGEMENT PLAN THAT COVERS ASPECTS OF COST, SCOPE,
TIME, QUALITY, COMMUNICATION, RISK AND RESOURCES..........................................................5
PRODUCE A WORK BREAKDOWN STRUCTURE AND A GANTT CHART TO PROVIDE
TIMEFRAMES AND STAGES FOR COMPLETION................................................................................... 8
LO2............................................................................................................................................................................. 11
CARRY OUT SMALL-SCALE RESEARCH BY APPLYING QUALITATIVE AND
QUANTITATIVE RESEARCH METHODS APPROPRIATE FOR MEETING PROJECT AIMS
AND OBJECTIVES............................................................................................................................................ 11
LO3............................................................................................................................................................................. 14
ANALYSE RESEARCH AND DATA USING APPROPRIATE TOOLS AND TECHNIQUES.........14
COMMUNICATE APPROPRIATE RECOMMENDATIONS AS A RESULT OF RESEARCH AND
DATA ANALYSIS TO DRAW VALID AND MEANINGFUL CONCLUSIONS...................................23
LO4............................................................................................................................................................................. 24
REFLECT ON THE VALUE OF UNDERTAKING THE RESEARCH TO MEET STATED
OBJECTIVES AND OWN LEARNING AND PERFORMANCE.............................................................24
CONCLUSION......................................................................................................................................................... 26
REFERENCES......................................................................................................................................................... 27
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1.0 INTRODUCTION
Virgin Holidays is one of the UK’s topmost holiday company established in the year 1985.
The company works on the principles of the entrepreneurial spirits and passion towards
innovation among the customer and benefit communities around the world (Den Hertog, et
al. 2010). The use of the technology in the travel and tourism sector creates an exciting
opportunity for the business with disruptiveness. The holiday packages that are introduced
by the virgin holidays helps them to gain the information of the customer at every stage of
the sales cycle and it inspires them progressively.
Virgin Holidays traditional approach to communicate with the customers can often be
reached out with the help of most simple communication method i.e. transactional
messages, plain text emails from an outdated reservation engine. The revolutionary change
in the use of the digital technology named Adobe has aligned the organization to centralize
their channels and department with the single scalable solution (Opelt, et al. 2013). The
Marketing goals of the organization can put the customer experience with the centre of
everything they do.
The assignment focuses on the Adobe campaign of the virgin holidays which are
significantly posted on the social media for the purpose of the marketing of the
organization and develop a long-term strategy for the business. The exploration of the
creative campaign and reach out to the travellers with more engaging communication can
help the Virgin Holiday to consolidate the customers to pre-book to the holiday packages
and upgrade their experiences.
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LO1
DEVISE PROJECT AIMS AND OBJECTIVES FOR A CHOSEN SCENARIO
The customer services and aims that are targeted by the Virgin Holiday experiences to be
the most successful transatlantic tour operators and market leader for travel and tourism
in the other different regions of the world. The customer those who are passionate about
travelling finds the way of creating the best holiday packages across the world with the
help of virgin holiday. It can present the on-going way of dealing with the customer and
their specific requirements (Achtenhagen, et al. 2013). The aims and objective to carry out
the project for influencing the customers in order to increase their sales can be done
through their marketing campaign Adobe. The key aim of the study is to produce the
awareness in the people by attracting them towards the exciting offers. The use of the
social media can engage the people and connect them worldwide. The objectives of the
study are:
 Customer Satisfaction: To evaluate customer satisfaction by providing best
packages to their customer
 Effective Communication: To provide discounted offers to the customer those who
are using social media tools such as Facebook
 Profit Generation: To promote the campaign like Adobe campaign in order to
increase the sales of Virgin Holiday
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PRODUCE A PROJECT MANAGEMENT PLAN THAT COVERS ASPECTS OF COST,
SCOPE, TIME, QUALITY, COMMUNICATION, RISK AND RESOURCES
The project plan covers different stages of the management which helps in identifying
scope, time, and communication, Quality, Risk and Resources of the organization. Digital
and social media has changed the way of performing the business activities. It has added
the stimulating economies and driven consumption with the most crystal clear way of
doing business (Gebauer, et al. 2010). The utilization of the Product life cycle helps in
optimizing the situation of the project. Following are the phases that are identified under
the PLC cycle are:
PROJECT IDENTIFICATION
The project covers working prospects of the Virgin holiday which utilizes Adobe Campaign
as the comprehensive method for adapting the change in the management activities and
promoting their services across the world.
PLANNING PHASE
The planning phase provides different measures of the project. They are:
 SCOPE OF THE PROJECT: The project helps in boosting the sales of the holiday
packages offered by the Virgin Holiday. It can also help in gaining the customer base
and generating revenue with the discounted offers (Achtenhagen, et al. 2013).
 IDENTIFICATION OF RESOURCES: The value proposition of the Virgin holidays is
enhanced with the help of the financial exposure from the revenue which is
generated. The human resources and intellectual property of the organization helps
in building the blocks and assets of the business. The fund collected from the
promotional events and revenue of the business along with the support of finance
banks tied up with the company is the major resource for boosting the performance
of the company (Achtenhagen, et al. 2013).
 SCHEDULE DEVELOPMENT: The scheduling of the project helps in gaining the time
duration to complete the task of pre-booking of the customer holiday packages in
order to manage the sale in the peak business time.
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ACTIVITIES DAYS 1 2 3 4 5 6
INITIATE
PLAN
EXECUTE
CONTROLLING
CLOSE
 BUDGETING/COST: The financial statistic of the project can help in sustaining the
advantage of the business through the marketing or promotional activities. The
concept of the promotional selling helps in incurring the demand and supply of the
services (Gebauer, et al. 2010). The business can help in generate profit with the
attainment of the objectives within the fund provided to the project.
COST OF THE PROJECT IN MILLION
FIXED COST $246 MILLION
MATERIAL COST $15.99/ MONTH
CONFIDENTIAL DETAILS FOR THE RESEARCH
FROM OTHER SOURCES
$0.56
TOTAL BUDGET $ 438.44/ PER YEAR
Table 1: Cost Management
Source: Gebauer, et al. 2010
 RISK ANALYSIS: In case of the marketing, if the products or service that are offered
for the low prices are not provided to the customer at those effective prices which
were schedule can result in risk for the stakeholders and organizational planning
(Ahmed Dine Rabeh, et al. 2013). The promotional over social media is cost-effective
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but the data can be misused by the users and can present the negative aspect of the
business.
PERFORMANCE PHASE
The project budgeting was forecasted to $438.44 million per year but the actual cost for
promoting the Adobe campaign took around $546.12 million. This has subjected to risk
factors which are generally constructed in order to build up the resources within the time
duration. The evaluation of the use of the social media tools for effective promotion
requires proper strategy and stages to execute the plan. For example- the customers
receiving a personalized email as to book their appointment for the trip. The location and
data can guide them to the nearest retail office and can easily provide them 100% retail
appointment (Ahmed Dine Rabeh, et al. 2013).
The campaign encourages the people’s engagement in the outstanding the success with an
uplift market through the rates of 300%. The Virgin Holidays can send the email to the
customer with the local weather forecasts and sunny weather details for the vacation in
particular duration. The campaign can reach to the increase in the click-through rates by
67% and increase in the appointment to only 50% (Hull, et al. 2011). Further, the campaign
was also widely shared on the social media in order to increase the margin by 22% which
rose to 33% with the outstanding support from the customer and make the Adobe
campaign easy for the marketers as well as for customers.
CLOSURE PHASE
Virgin Holiday focuses on the Adobe campaign in order to provide the better view of
channels through which they enable the CRM team through which the direct measure of the
margin and revenue from the communications. The single campaign promoted with the
retail agent to call the customer to encourage a response. The customer experiences
enabled the organization to create different multi-touch communication point in order
leverage the huge amount of the personality (Den Hertog, et al. 2010). The travel market is
ever changing and increases the demand of the customer with the booked high-end holiday
services.
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PRODUCE A WORK BREAKDOWN STRUCTURE AND A GANTT CHART TO
PROVIDE TIMEFRAMES AND STAGES FOR COMPLETION
The essential elements for the Virgin Holidays to transform the customer experience can be
based on creating a seamless experience with customer interaction on the holiday with the
return of the services. The Merkle helps in implementing the Adobe campaign for the Virgin
Holidays as to deliver the best possible way to attract a number of the travellers.
WORK BREAKDOWN STRUCTURE
The work breakdown structure helps the team to sizable understood the implementation
of the phases of the campaign. The project, however, consolidates the flows of the Adobe
campaign into entire working day along with the technical specialist in the e-mail
campaign. The promotional activities are carried out in the form of posting the pamphlets
of the discounted offers and other survey experiences on the page on the Facebook or any
other social media sites (Drucker, 2012). The best possible way to communicate with the
customer is through pay per click advertisement directed with the links from the sidebar
on the social media sites.
Figure 1: Work Breakdown Structure for Virgin Holiday
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Source: Higgins, et al. 2012
GANTT CHART
ACTIVITIES/
MONTHS
1 2 3 4 5 6 7 8 9
INITIATION OF
PROJECT
ORGANISATIONAL
ALIGNMENT
FEASIBILITY
CHECK
CONSTRAINTS
HUMAN
RESOURCE
REQUIREMENTS
PROJECT
SCHEDULE
BUDGET
ESTIMATION
RISK
MANAGEMENT
ETHICAL AND
OTHER ISSUES
CHANGE IN
MANAGEMENT
ACTIVITIES
COMMUNICATION
MANAGEMENT
PRODUCTS AND
DELIVERABLES
APPROVALS AND
FINAL EXECUTION
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The Gantt chart helps in gaining the timeframes and stages of the project. The execution of
the project can be measured with the help of the stages pre-determined with the help of the
chart.
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LO2
CARRY OUT SMALL-SCALE RESEARCH BY APPLYING QUALITATIVE AND
QUANTITATIVE RESEARCH METHODS APPROPRIATE FOR MEETING PROJECT
AIMS AND OBJECTIVES
According to Scott et al. (2017), the impact of the digital technology has minimized the
traditional way of booking the travel measures. The marketing in the business is
particularly providing the wide array of inward flow of capital revenue, human capital and
skills along with the tourist and so on. The Virgin Holidays has utilized the Adobe
technology to promote the destination places and nature of the promotion means has
changed with this rapid invention.
By Ryan (2016), the e-Marketer report of 2015 has forecast that the UK would be the first
to become the topmost digital advertiser of the products and services. Virgin Holidays has
provided new heights to the digital advertising with the equated expenditure of 50% of the
total advertising on the Social media sites. The adoption of the mobile technologies has
rapidly attracted people towards the social media. It can be foreseen that the increase in
the advertising of the ratio of the social media platform like Facebook has provided
different stances on the business expenditure across the world.
According to the Virgin Holidays (2018), different technologies have been examined within
the Virgin Holidays for promoting their services. They are using the Twitter helps them to
track and manage their database of the multiple e-mail accounts from our Smartphone’s.
The Virgin Holidays has played an integral part in the company’s ongoing digital
transformation.
It has been experienced by Ginger Conlon (2014) that the changes from the digital
transformation have led to enhancement of the performance of the Virgin Holidays to 149
per-cents in the total attributed revenue from communication over the past three years.
The online holiday travel booking by the customer was increased with the help of the social
media promotions through which the ever-increasing demand of the customer has been
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met. The way to create a better customer experience can drive up with the NPS and
revenue through which the personalization at scale. The Adobe Campaign helps in personal
communication and drive urgency with the customer satisfaction. The adobe campaign is
the quick and easy way to use the team with the long-term strategies.
According to Virgin Holiday's tailor to the travel communications can increase the revenue
of the contextual messages and engage with cross-channel messages. The fellow
professionals coordinate their work with the help of the LinkedIn (Pearce and Gretzel,
2012). The other way of promoting the products and services can be entitled to sharing
photos and stories along with the help of the Snap Chat and WhatsApp.
The challenges help in improving the customer experiences are measured with the help of
the personalized way of delivery services for communication (Ryan, 2016). The way to
improve the internal efficiency can help in reducing the complexity of the multiple
campaign management tools and workflows. They help in keeping the customer engaged
with the slow purchase cycle and high efficient services.
The primary analysis of the study can help in maximizing the profit and productivity of the
business. The questionnaire and survey method is applied while conducting the primary
analysis of the research for the Virgin Holiday.
RESEARCH QUESTIONS
1. Do you use Social Media While travelling?
o Yes
o No
2. Among the following, which social media platform is used by the customer for
planning their holiday?
o Facebook
o Twitter
o Instagram
o Google+
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3. According to the Virgin Holidays, the highest form of advertising the people trust
the most:
o Adobe Campaign
o Word of Mouth
o Online Reviews
o Paid Ads
4. Which age group people often use social media for getting the review of the
organization?
o Less than 24
o 24-39
o 40-55
o Over 55
5. What is the impact of social media on the marketing strategy of the business Virgin
Holiday in the UK?
o Positive
o Negative
o Neutral
6. What is the impact of the social media on the customer satisfaction in the business
of the Virgin Holiday in the UK?
o Satisfied
o Dissatisfied
VALIDITY, RELIABILITY AND ACCURACY
The validity of the information is relevance with the appropriate use of the questions and
directness and strength of association of the concepts of the study. The creative way to
communicate the travellers can be enlisted as the critical factor in delivering the campaign
quickly and efficiently.
Reliability of the research can be based on the consistency of the authentic, genuine,
trustworthy and unfailing data which is gathered with the help of the services offered by
the organization (Pearce and Gretzel, 2012). Accuracy can be attained in case the customer
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regularly book the travel services from the Virgin Holiday which requires regular updates
from the consequent reduction in the number of the services that are offered by them.
LO3
ANALYSE RESEARCH AND DATA USING APPROPRIATE TOOLS AND
TECHNIQUES
The Virgin holidays has collectively sent the questionnaire to gain the survey for the
research utilizing the primary data collection method. This method was applicable used to
enhance the tools such as sampling of the people. The sample size of 100 people has been
recorded to whom the Virgin holiday has sent the e-mail in order to gain the market
current status (Ryan, et al. 2011). This helps them in developing the strategies such as
campaign strategy for the pre-booking of the holiday services.
Do you use Social Media While travelling?
 Yes
 No
Response Table
Total Yes No
100 65 35
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USE OF THE SOCIAL MEDIA WHILE TRAVELLING
0
10
20
30
40
50
60
70
USE OF SOCIAL MEDIA WHILE TRAVELLING
YES
NO
Axis Title
Axis Title
Figure: Use of Social Media While Travelling
Source: Higgins, et al. 2012
The use of the social media as an effective tool for the people those who prefer travelling is
recorded to be positive. Around 65% of the people prefer to post on the Facebook,
Instagram and other media profiles (Hudson, et al. 2012). However, there are few people
which do not prefer to be socializing effectively while travelling.
Among the following, which social media platform is used by the customer for planning
their holiday?
 Facebook
 Twitter
 Instagram
 Google+
The response rate of the planning holiday requires prevalence of the reviews of the
services offered by the organization. This has been propounded that the customers across
the world are connected with the help of the social media tools. The reference to the
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Facebook is recorded to extremely high while promoting the products and services. This
helps the people as well as organization to communicate their message in an effective way.
The twitters are the best sharing platform for the multinational companies but are
extensively used in case of recruiting and another prospective purpose (Ginger Conlon,
2017). The role of the Instagram has added provided a platform to publish the creative
features of the organization. This can be effectively maintained.
Response Table
Total Facebook Twitter Instagram Google+
100 55 20 15 10
55%
20%
15%
10%
SOCIAL MEDIA PLATFORM
FACEBOOK
TWITTER
INSTAGRAM
GOOGLE PLUS
Figure: Social Media Platforms
Source: Gebauer, et al. 2010
According to the Virgin Holidays, the highest form of advertising the people trusts the
most:
o Adobe Campaign
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o Word of Mouth
o Online Reviews
o Paid Ads
The most trusted form of advertisement by the people/customer is the online reviews but
now a day a new form of the marketing is taking place instead of the online reviews that
are Adobe Campaign (Drucker, 2012).
Response Table
Total Adobe Word Of Mouth Online Review Paid Ads
100 45 14 31 10
The Adobe campaign is the excessive tool through which the online marketing and storage
of the services i.e. cloud storage can be positively undertaken by the organization
effectively.
ADOBE WORD OF MOUTH ONLINE REVIEW PAID ADS
0
5
10
15
20
25
30
35
40
45
50
HIGHEST TRUSTED TOOL
Axis Title
Figure: Highest Trusted Tool
Source: Drucker, 2012
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Which age group people often use social media for getting the review of the organization?
o Less than 24
o 24-39
o 40-55
o Over 55
The most effective age groups that are attracted towards the social media are people
belonging to the age group less than 24 years. They are viewers and target audience for the
organization in order to promote their sales (Hull, et al. 2011).
Response Table
Total Less than 24 24-39 40-55 Over 55
100 59 21 10 10
SOCIAL MEDIA AGE-GROUP
LESS THAN 24
24-39
40-55
OVER 55
Figure: Age-group Users of Social Media
Source: Opelt, et al. 2013
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What is the impact of social media on the marketing strategy of the business Virgin Holiday
in the UK?
o Positive
o Negative
o Neutral
The impact of the social media technology on the marketing strategy plays an important
role in the business of the virgin holiday in the UK is effective (Opelt, et al. 2013). This can
gain the more customer base and has helped in generating profitability of the business.
Response Table
Total POSITIVE NEGATIVE NEUTRAL
100 65 25 10
POSITIVE
65%
NEGATIVE
25%
NEUTRAL
10%
IMPACT OF SOCIAL TOOLS
Figure: Impact of Social Media Tools
Source: Den Hertog, et al. 2010
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What is the impact of the social media on the customer satisfaction in the business of the
Virgin Holiday in the UK?
o Satisfied
o Dissatisfied
The costumes are very well satisfied with the campaigns and other services offered by the
Virgin Holidays. Their level of satisfaction has reached the high peak while exploring the
activities and products
RESPONSE TABLE
Total Satisfied Dissatisfied
100 66 34
Satisfied Dissatisifed
0
10
20
30
40
50
60
70
66
34
IMPACT OF SOCIAL MEDIA ON CUSTOMER SATISFACTION
Figure: Impact of Social Media on Customer Satisfaction
Source: Cliff Saran, 2017
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The accurate and validated use of the services helps Virgin Holiday suffers the low-profit
margins. The virgin holiday uses the simplest tool that helps in maintaining their customer
base which was previously stored in 44 tables and other expertise forms of opportunities
to reorganize the customer data.
The concept of the Positivism helps in defining the customer preference and virgin
holidays ways of doing business (Gebauer, et al. 2010).
Figure: Social Media Changed the Business Process
Source: Achtenhagen, et al. 2013
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The agile business has big data which helps in enhancing the performance and reorganizing
the customer base with the help of the providing the teams with the opportunity of
satisfying the customers.
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COMMUNICATE APPROPRIATE RECOMMENDATIONS AS A RESULT OF
RESEARCH AND DATA ANALYSIS TO DRAW VALID AND MEANINGFUL
CONCLUSIONS
The appropriate analysis of the study can be conducted with the help of the qualitative and
quantitative analysis of the communication with the customer can be improvised with the
help of the Adobe Campaign. However, Adobe is the Reader through which the brochure,
pamphlets of the company is provided with the online dating with the best information on
the where to stay and what to do (Ahmed Dine Rabeh, et al. 2013). There are certain
recommendations to the organization.
The technology on which business is aligned stack with that of the airline. The Virgin
Holidays uses Salesforce to build their omnichannel. This can be released with the result of
the marketing efforts and uplift with the open rates from the E-mails sent to the consumer.
The modern communication approaches such as social media can help in meeting the
business challenges of the organization. This can also configure with the risk tech
companies.
Social media has evolved many ways through which the generations and eras can
communicate with each other. They can help in understanding the brand perception
towards their consumer. The buying behaviour of the consumer and their opinions,
experiences and knowledge can be gained with the help of the social media as the
communication channel.
They can also admire different social media platform unlike only Facebook (Higgins, et al.
2012). The Services they offer such as the full accessible properties, entrance to the
exclusive lounges and free entry to the Disney land can all help in developing the new
measures for the company.
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LO4
REFLECT ON THE VALUE OF UNDERTAKING THE RESEARCH TO MEET STATED
OBJECTIVES AND OWN LEARNING AND PERFORMANCE
As alluded to above, one of the fundamental change in the Virgin Holidays marketing
department has been experienced is that the growth of the digital channel. It has increased
rapidly with the ever-changing demand of the services. The profound effect of the social
media such as Facebook on the consumer has enabled them to gain appropriate approach
to the business of the organizations. Although, the holy grail of demonstrable project
management can actively manage the rigorous change in the quantitative and qualitative
efforts that are made by the Virgin Holiday (Cliff Saran, 2017). The strong indisputable and
strong evidence-based services can be configured with the change. The way social
networks have diverted the personal and professional life of the person is anticipated with
the greater influence. The on-going rise in the social media can provide an average rate of
the business with the virtual breakdown of the services. The regardless change in the
nature, scope and size of the organization has influenced the working structure of the
organization. The social media has instantaneously driven their target audience about
launches, innovations, sales and promotions. The Facebook help the people in connecting
with each other in an effective way.
The business opportunity can synergize with the Facebook promotional activity can
associate with brand building. Virgin Holiday, however, using the Social media sites as the
platform can provide their product and services with the personal impression of the brands
(Gebauer, et al. 2010). The process is favourable with the perception of the brand and
shapes of the purchase in the decision-making of the organizational strategy. I have
personally monitored that the social media sites are becoming the customer service arm of
the business through which the people can directly connect and send their feedback and
response to their profile within the expected time-limit. This can also foster an effective
way of managing the business and the users with the process of the managing the business
and reputation of the company with the fostering brand loyalty (Cliff Saran, 2017). With the
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help of social media, products and services of the companies can attain the actual value and
brings about the profitable revenue for the business. The way to establish value
proposition in the minds of the consuming public can process with the tedious as well as
need to build awareness and trust among the consumer and satisfying them (Pearce and
Gretzel, 2012). The processes help blatantly their target audience and dramatically
communicate with the business and providing the opportunity to the business with their
brands and messages.
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CONCLUSION
It can be concluded that the relationship between the brand and consumer has
dramatically changed the business prospect of the Virgin Holiday with the impact of the
social media. With the help of the social media, exposure to the business has been
increased. It has engaged the businesses to use the social media platform for promoting
and encouraging the consumer to visit web properties. It has also gained loyal fans such as
B2B marketers with multiple decision-making stages and B2C marketers to mark their
business interest with the target audiences. The social media has helped in growing the
social signals and creating the brand page which helps them to rise up in search ranking.
The product helps in eventually creating awareness and convert into more customer
followers. The people also tend to be more familiar with the description of the reviews of
the goods in the long go. For Virgin Holiday, the social media has provided them with a
means through which they can offer tough competition to the other popular organisation in
the certain field. It has also increased their profitability and level of satisfaction among the
customer.
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