An investigation of the role of Social Media marketing in forming customer perception within the UK tourism: A case study of Jet2Holiday
CHAPTER 1: INTRODUCTION
1.1 Background
Social media marketing is stated as a strategy which assists the business to use the social media platforms to promote their product and services among the consumers (Bazrkar et al, 2021). This marketing technique facilitates in connecting customers to businesses which aids in fulfilling their needs and wants. Presently, it is the most significant marketing strategy which aids in humanizing business and supports in attracting the large number of customers. Social media marketing assists in overcoming geographical barriers and supports organization in gaining the global reach. This strategy helps in boosting the customer engagement, develops their loyalty, enhances brand visibility and leads generation which assists in maintaining the long term stability of business entity. Social media marketing plays a crucial role in sustaining competitive edge as it help in quickly and easily connecting with customers. Moreover, this strategy helps in monitoring content of competitor’s post and aids in determining frequency of post which guide organization in adopting adequate customer’s engagement tactics as to form positive customer’s perception (Chowdhury et al, 2024). Social media marketing plays a significant role in improving search engine result page (SERP) which eventually help in increasing conversion rate.
There are various sources of social media marketing that includes advertisement through Twitter, Instagram, Facebook, LinkedIn, Tiktok, YouTube and Snapchat. Moreover, it is two way marketing strategy which aids customers in easily clarify their doubts and confusion leading to boosting overall sales (Moedeen et al, 2024). Jet2 holiday is the British Tour operator and Holiday provider, established in the year of 2007 by Philip Messon. The firm offers its services in numerous countries that include Turkey, Morocco and Europe. Jet2Holiday also provides large variety of services such as transportation, accommodation and tour packages. The firm earned annual revenue of 5033.5 million pound in year 2023 and has market share of 20% (Description of Jet2Holiday, 2024). Customer perception implies for the feelings, beliefs and opinion an individual have regarding a brand. Customer’s perception and decision are influenced by the large number of factors that eventually impact the overall firm’s profitability. Product quality, pricing strategies, cultural norm and beliefs, company’s values, marketing strategies and individual characteristics are various factors that eventually impact on customer’s perception. The current report is based on analysing the influence of SMM on overall perception of customer within Jet2holiday.
1.2 Statement of the Problem
The current topic is based on analysing the role of Social media marketing in forming customer’s perception within Jet2 Holiday. There is continuous shift in the marketing strategies of company and focus has been paid over utilising social media sites for creating awareness. Moreover, organization’s overall profitability and sustainability is depended on the customer’s perception regarding particular brand and product. Presently, customer perception is usually formed after critically analysing information available on the online platform (Ibrahim, Aljarah and Ababneh, 2020). Further, it has been determined that 65% of total customer take tourism decision after going through the firm’s website, social media’s post & information (Role of SMM on customer’s perception, 2024). This creates a necessity to evaluate the impact of SMM in forming the customer’s perception. For shedding light on the SMM’s impact on customer perception, thematic analysis will be used by the researcher.
1.3 Research Aim and Objectives
Aim:
The aim behind initiating current study is to determining the influence of SMM in holding customer’s decision within Jet2 Holiday.
Objectives:
- To study the concept of social media marketing and its importance.
- To determine factors influencing customer’s perception within tourism industry.
- To evaluate the interrelationship between the SMM and customer’s decision within Jet2Holiday
- To suggest competent strategies to Jet2holiday for enhancing efficiency of SMM.
1.4 Research Questions
- Q1: What is SMM and its significance within the tourism industry?
- Q2: Which factors are influencing the customer’s perception within Jet2Holidays?
- Q3: What is the relationship between SMM and customer decision making?
1.5 Significance of the Study
The current study will contribute toward creating awareness regarding the influence of SMM on customer’s perception. This will guide Jet2 Holiday to take necessary steps by which social media presence could be enhanced (Alghamdi and Wahid, 2024). Further, all the other entities within tourism industry will also able to determine factor impacting on customer’s perception based on which necessary actions could be initiated. Moreover, this study will also provide information regarding measures that should be incorporated within SMM which aid Jet2 Holiday in easily attracting target customers.
1.6 Definition of key terms
- Social Media Marketing- Social media marketing is defined as the use of technology to promote the services of the business among the consumers with the intention of increasing sales.
- Customer decision-making- it is defined as a process through which the consumer takes a particular decision be selecting from the various alternatives available to them.
- Customer perception: This is refers to the opinion, beliefs and feeling of the customer related to particular brand. It also implies to process in which customer analysis all the aspect related to product and brand based on which meaningful image has been formulated.
1.7 Chapter Summary
Chapter 1: Introduction
This chapter will outline the overview of the research topic along with the aim and objectives and the rationale for selecting the topic.
Chapter 2: Literature review
It will include the in-depth analysis of the research topic and will be supported with the views of different scholarly articles and authors. It will also include critical analysis of the topic which aids in identifying all the positive and negative aspect related to the topic.
Chapter 3: Research Methods
This will include the evaluation of the various methodologies available to complete the dissertation and the selection of the methods for the current study. It will also include the reason behind selection of particular method and the role of selected method in answering question.
Chapter 4: Data analysis and findings
It will outline the analysis of the data collected and the finding relating to the current study will be outlined.
Chapter 5: Conclusion and Recommendation
This chapter will provide a brief summary of whole thesis and recommendations for improving the same will also be provided.
CHAPTER 2 LITERATURE REVIEW
2.1 Introduction to the Literature Review
Literature review refers to the comprehensive study of the published information as to identify all the positive and negative aspect of the topic. The current chapter will include critical analysis of social media marketing and its importance’s in tourism industry. Moreover, it disclosed all the theories related to customer’s perception and interrelationship between customer’s decision and SMM strategies within tourism industry.
2.2 Review of Related Key Concepts
According to Mason, Narcum and Mason (2021) SMM implies to process of utilizing social media platform for engaging customers, build brand and driving website traffic. It is the digital marketing technique which leverages the power of social media network to attain branding and marketing goals. Jamil et al, (2022) stated that social media marketing aids in building brand reputation and goodwill which ultimately end up enhancing firm’s profitability. According to survey conducted by Sprout Social Index, 93% of customers believe that organization should maintain adequate online culture as to develop their interest (Significance of Social media marketing, 2025). This marketing strategy supports firm to easily connect with their audiences by developing authentic and attractive content which aids in boosting overall goodwill.
Also, Li, Larimo and Leonidou (2021) explicated that SMM support in managing overall cost and expenses of the organization which contribute towards higher profitability. This marketing strategy support in eliminating cost related to TV commercials, agency fees, printing ads cost and media expenses leading to enhancing profits. For example: It has been recorded that there is 75% reduction in Jet2 Holiday’s marketing expenses after shifting towards SMM which aids in boosting profitability (Reduction in cost due to SMM, 2024). Cheung et al, (2021) stated that SMM helps in optimizing search engine ranking which help in enhancing overall website traffic. Social media platform provide an opportunity to share valuable, user-friendly and attracting content that support in boosting visibility and higher SEO ranking. This also facilitates organization in attracting numerous customers which ultimately boost firm’s overall sales.
In support of above findings Khan (2022) articulated that Social media marketing support in creating strong competitive edge within industry that eventually aids in attracting numerous customers. This marketing strategy helps organization in evaluating competitors’ strategies and aids in identifying their strengths and weaknesses based on which necessary actions could be initiated. For example: Jet2Holiday utilize social media marketing with the aim offer attractive discount and offers to customer which end up creating competitive edge. Further, Social media marketing support in conducting market research, determining customer’s problem, promotes firm’s culture and thereby increasing customer’s engagement. Dolega, Rowe and Branagan (2021) claimed that social media marketing help in providing effective customer services leading to developing customer’s loyalty. This platform supports in quickly responding to customer’s queries and timely resolving their issue which help in boosting overall satisfaction.
2.3 Review of Relevant Studies
Based on the view point of Rachmad (2022), SMM create both positive and negative impact on customer’s perception which influences overall firm’s financial position. This marketing strategy supports in clearly defining firm’s product and services that aids in brand awareness. Moreover, this method support in reaching out to larger target market and aids in easily responding to customer’s queries which help in forming customer’s perception. For example: Jet2Holiday promotes #BoostMysocial campaign with Social media which offer discounting travel options to customers and thereby boost overall sales. On the contrary point of view, Moslehpour et al, (2021) claimed that Social media marketing raises confidentiality and secrecy risk for the organization that could result in misuse of materialistic information. Further, competitors could use firm’s valuable information to mislead customer that impact on organization’s overall reputation and goodwill.
Moslehpour et al, (2021) articulated that social media marketing is one of the significant methods to gain trust and confidence of customer which help in boosting overall sales. Organizations are involved towards utilizing influencer marketing and share real life experiences of their customer which help in gaining other’s trust. Moreover, social media marketing provide customer with an opportunity to share their views and perception that could be analysed by others based on which decision could be taken. On the other hand, Erlangga, Sos and Erlangga (2021) explicated that many customer or rivals deliberately provide negative comment and feedback on organization’s site as to hamper firm’s reputation. This deliberate action could result in forming negative image in mind of customer and eventually impact on their overall purchasing decision. However, this two way marketing strategy could result in losing large number of customer which eventually impact on firm’s overall financial position.
Along with this, Kuncoro and Kusumawati (2021) stated that social media marketing promotes transparency by offering two way communication channel which help in forming positive impact on customer’s perception. This marketing strategy provide opportunity to share behind the scene content and define firm’s values, intension and practices which aids in developing their trust and support in taking accurate decision. For example: Jet 2 Holiday is involved towards regularly communicating with its customer and use AI to quickly respond to their queries leading to higher satisfaction.
On the contrary point of view, Santos et al, (2022) stated that many organization provide faulty information regarding firm’s functioning and involved in Green washing cases that reduces customer’s trust. Along with this, organization usually misguide customer through influencer marketing which impact on customer’s motivation. Moreover, an organization does not accurately respond to customer’s queries which lead to negatively impacting on their overall perception. For example: Jet2Holiday have integrated AI chatbots in customers services which sometime fails to understand customer’s issue and thereby provide inaccurate response. Further organization has introduced AI conversational search which help website visitor to interact with content and aids in better experience. Beside this, Massidda, Piras and Seetaram (2022) stated that SMM support in reducing firm’s overall cost that help in offering goods and services at lower prices then competitors. Consequently, this help in attracting large number of customers which ultimately boost overall profitability of business entity.
2.4 Review of Relevant Theories
In the views of Pop et al, (2022) there are certain theories of SMM which are assistive to the company in correctly attracting consumers. For the businesses to be successful, the effective use of social media theories must be made so that new and potential consumers can be attracted towards the business. For the effective influencing of the perception and decision-making of consumers, compliance with Social Penetration Theory is needed. It is particularly because of the reason that this theory states that when the company shares frequent information with consumers, then trust develops and as a result, this relationship also becomes strong. Thus, AlShawabkeh, Nuseir and Aljumah (2021) stated that it results in influencing the consumers and they decide in favour of the company. It is due to the reason that when the consumer frequently sees the advertisement on the social media platforms then they get attracted towards it. Thus, as a result of this, Jet2 holiday undertakes the use of SMM as this helps the company in attracting more consumer towards buying the product or services of the company.
On the other side, Khan et al, (2022) argued that when clear and continuous communication is not present between the company and the consumer then it will affect the working well. Based on the Social Network Theory, it is necessary that good relation must be present among the company and consumers. It is due to the reason that consumer is much attracted with the working of the company. This theory states that the application of the theory ensures that all the factors motivating the consumer to buy the product or avail the services of Jet2 holiday are followed well. For instance, for Jet2 holiday, there are certain factors which influence the consumer mindset before finalising the decision. The quality of the service provided by the company is the major factor which influences the decision of the consumer to whether to use the services of the company or not. In support of this Abbasi et al, (2024) stated that brand image is another factor which influences the decision-making of consumers. It is due to the reason that when the brand image is strong then automatically the consumers will be attracted to use the services of the company. For example, if brand image of Jet2 holiday is not good then new and potential consumers will not be coming to avail the services of the company.
Moreover, Rather (2021) also stated that online reviews and consumer reviews are another factor which affects the perception of the consumer before making any decision. It is because of the reason that according to the current trends the consumer first checks the online reviews of the companies and then makes the decision. This online presence is improved based on the Influencer Marketing Theory within which the company collaborates with different influencers to attract the consumers. Thus Gaffar et al, (2022), for this it is necessary that a good online presence is made by the company and only positive reviews are posted on the social media accounts so that it positively impacts and attracts consumers. For instance, the customer reviews of the company are good and the website traffic is also good then it will ensure that more consumer are attracted towards the company and eventually the sales will increase.
2.5 Literature Gap
In the past many studies have been undertaken on the different types of social media marketing and how it increases the brand awareness of the company. But not any study has been conducted based on assessing the fact that how the use of social media marketing changes or forms the perception of the consumer towards the product or the service. So the present study will emphasise understanding how social media marketing can influence the decision-making of the consumer. Moreover, this study will address the gap by listing out how social media platforms can be used to attract new consumers and this will motivate them to buy the products and services of the company frequently.
2.6 Chapter Summary
By summing up chapter, it has been identified that SMM support in creating brand awareness, developing brand reputation, aids in reducing expenses and boost organization’s overall profitability. Further, customer’s perception is impacted by social, economic, personal, technology and psychological factors. Moreover, SMM helps in promoting transparency and support in gaining customer trust and confidence and thereby impact on their perception.
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Online
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Reduction in cost due to SMM. 2024. Online. Available through: < https://www.upgrowth.in/social-media-marketing-pricing-cost-of-smm/ >
Role of SMM on customer’s perception. 2024. Online. Available through: < https://www.researchgate.net/publication/368374461_Effects_of_Social_Media_Marketing_on_Consumer_Perception_in_Liverpool_UK#:~:text=The%20research%20collected%20quantitative%20data,increasing%20use%20of%20the%20internet.>
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