An investigation of the role of Social Media marketing in forming customer perception within the UK tourism
CHAPTER 1: INTRODUCTION
1.1
Background
Social media
marketing may be defined as a strategy which emphasizes on using online
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 determine the influence of
SMM in holding customer’s decision within Jet2 Holiday.
Objectives:
Ø
To study
the concept of social media marketing and its importance.
Ø
To
determine factors influencing customer’s perception within tourism industry.
Ø
To
evaluate the interrelationship between the SMM and customer’s decision within
Jet2Holiday
Ø To suggest competent strategies to Jet2 holiday
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 towards 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 other entities within the
tourism industry will also be 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 aids Jet2
Holiday in attracting the target customers effectually.
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 aims at determining critical
information related to the topic which aids in widen overall understanding. 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 supports in creating strong competitive edge within industry that
eventually aids in attracting the 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 supports in conducting the 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 helps 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 into 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 consumers are attracted towards the company and
eventually the sales will increase.
With the compliance with the various theories of SMM, the
perception and decision-making are changed for the consumers. For instance, the
use of SMM assists in guiding the decision-making of consumers. Engel-Kollat-Blackwell
model is the one which focuses on three stages that is present situation,
desired state and pathway for moving from one state to another. With the help
of SMM models, the company has to focus on addressing these stages and as a
result the consumer will be influenced to buy the product and services of the
company.
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 by the tourism businesses to
attract new consumers. Earlier the tourism industry has also not much focused
on paying attention to how SMM drive the perception of consumers. But after
effective use of SMM this has increased and as a result the focus of this study
will be much on the tourism sector as currently the travelling and leisure
activities has increased.
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.
CHAPTER
3: RESEARCH METHODOLOGY
3.1.
Introduction to Methodology
Research
methodology implies the rules or methods that aid in understanding information
related to the specific topic (Taherdoost, 2022). The chapter will include
differential research methods that assist in identifying the impact of SMM on
forming the customer’s perception. It will also provide the rationale and
significance of the selected method in the current study.
3.2.
Methodological Framework: Application of Onion Model
3.2.1. Research Philosophy
Research
philosophies consist of a different set of assumptions and beliefs that are
used for conducting the study. This philosophy has been broadly classified into
two types: interpretivism and positivism (Kamper, 2020). For determining the
role of social media marketing in forming the customer’s decision,
interpretivism philosophy has been selected. This method offers a nuanced
understanding related to the social context & phenomena and thereby
provides better results. Moreover, this method explores human perception and
behaviour, which aids in understanding all the crucial aspects of research
topic.
3.2.2.
Research Approach
Research
approach offers a detailed overview of diverse procedures and steps used to
gather, measure and analyze the data (Mulisa, 2022). In the field of research
inductive and deductive are the two main approaches that scholars can undertake
for evaluating the research problem. In the context of determining the
influence of SMM on consumer opinion, an inductive approach has been followed
by the scholar. This method offers an opportunity to form new assumptions,
theories, and thereby provide prominent results. Moreover, the inductive
approach supports expanding current knowledge by forming condition-specific
theory and thereby offers better insight about the topic.
3.2.3.
Research Strategies/Design
A research
strategy refers to the kind of information that is gathered for addressing
research questions and objectives. Qualitative and quantitative strategies are
the two main differential research strategies that scholar can select according
to the nature of the issue being investigated (Hasan et al, 2021). In the
context of the current study, the researcher has concentrated on utilising a
qualitative method. This method has been selected as customer perception
related to social media marketing could be effectively recorded in textual
form. Moreover, this method supports understanding the reason behind particular
belief, perceptions and opinions, which aids in enhancing overall knowledge
about the topic. Additionally, this method does not promote stringency which
aids in exploring critical aspects of the research issue effectively.
3.2.4.
Choices
Research choice
implies the different methods and approaches that are used for identifying
wider information related to the topic (Suri, 2020). Exploratory and
descriptive researches are two types of research choices. In the present study,
exploratory research has been selected, which aids in determining the key
concept and assists in understanding the complex phenomena. This method also
supports in establishing cause and effect relationships between the variables,
such as SMM & customer perception and thereby enhances overall
understanding.
3.2.5.
Time horizons
Time horizon
indicates the duration and timeframe in which all the data is collected and
analysed (Char, Abràmoff and Feudtner, 2020). Two different parts of the time
horizon include cross-sectional and longitudinal time horizons. In the context
of the present study, cross sectional time horizon has been selected which aims
at analysing data at a particular period. This method has been selected
as it aids in initiating study in comparatively less time and cost and thereby
overcoming constraints.
3.3
Data Collection Techniques
Data collection
refers to the process of accumulating information related to facts,
instructions, beliefs, and concepts systematically. There are two techniques
for gathering data, which include primary and secondary data collection
(Newman, Guta and Black, 2021). Primary data collection encompasses gathering
original information by conducting topic topic-specific study. Secondary data collection implies to process of
gathering data from the study that was conducted with other objectives. In the
context of determining Social media marketing influence on customers;
perception emphasis has been laid over utilizing secondary method that offers a
huge quantity of data in a limited time and cost. This
method aids in exploring the perception and opinion of the diverse scholars and
thereby discovering critical aspects related to the topic. Along with this, secondary data support in exploring
crucial information which could be missed out in primary study. In this regard, Google Scholar and University Library Portal have
been used to access the large number of books, scholarly articles and journals.
Further, researcher has ignored all
the books and journals which were published before 2020 as it lack reliability
in the current time. Moreover, researcher has evaluated all the books and
journals on the basis of keywords such as SMM, customer perception and buying
behaviours which aids in gaining highly valid information. Beside this,
researcher has evaluated scope, timeliness and original objective of past
studies which aids in collecting most accurate data.
3.4
Analytical Techniques and Procedures
Analytical
techniques refer to the systematic process of arranging and interpreting data
to form an accurate conclusion. There are two crucial types of analytical
techniques, which include SPSS and the thematic approach (Tamminen and Poucher,
2020). For determining the impact on customers’ preferences from SMM, the
researcher has opted for a thematic approach. This method has been selected as
the current study is based on qualitative data, which could be best analysed
through a thematic approach. The thematic approach supports identifying common
trends and patterns within qualitative information and thereby forms the most
accurate conclusion. In this context,
the six-step method has been followed, which includes familiarization, coding,
developing, reviewing & defining themes, and conclusion. In this regards,
themes will be formulated while referring to research questions which be
analysed through diverse books and articles. Moreover,
pie charts and bar graphs have been formulated that aid in interpreting the
complex data and forming accurate conclusions effectively.
3.5 Ethical Issues
Lack of
confidentiality, potential of harm and discrimination are diverse ethical
issues encountered during research. To
overcome this issue, researcher has stored all the collected information in
digital manner that restrict access of unauthorized people and thereby
promoting confidentiality. Along with this, researcher does not include
personal information from past studies which aids in maintaining ethnicity.
Moreover, researcher has critically analysed data before selection that aids in
deducing any scope of biasness in the study. Besides
this, a full reference list has been attached at the end, which cites sources
of all the secondary studies and acknowledges the efforts of other scholars.
3.6
Chapter Summary
By summing up
the chapter, the researcher has used a qualitative study, which supports
gaining an in-depth understanding regarding respondents’ beliefs and
perceptions. Further, inductive and interpretivism philosophy has been used to
gain a holistic viewpoint of the study. Moreover, diverse books and journals have been collected from
university portal, BNU library and Google scholar that are evaluated for
secondary data. A thematic approach has been used for
analysing data and gaining insight into the study.
CHAPTER
4 ANALYSIS AND DISCUSSION OF RESULT
4.1
Introduction
Data analysis
refers to the process of evaluating dataset for drawing conclusion related to the
particular topic (Abduova, Seidualin and
Rustemova, 2023). It is one of the pivotal processes
which aids in determining the patterns & trends in qualitative data and
thereby supports in taking decision. The
current chapter will include in-depth information related to the topic which
helps in identifying the impact of SMM on customer perception. It will indicate the
major impact of social media marketing in forming most accurate customer
perception.
4.2 Interpretation and Analysis of Results: Implication of
the Results for Practice
Concept of social media marketing and its significance
It has been identified from secondary data that social media
marketing aids in creating awareness related to the firms product which
eventually drives sales. Further, Jet 2 Holiday is having 865K followers on
Facebook, 136.1K followers on twitter and 345K followers on Instagram (Jet2.com& Jet2Holiday, 2025). This
helps firm in easily conveying information to the large target market which
aids in boosting overall sales (Alghamdi and Wahid 2024).
(Source: Social
media in Tourism industry. 2025)
Along with this, social media marketing plays a crucial role
in reducing overall Cost and expenses of the business entity that aids in
boosting the firm’s profitability. Jet 2 Holiday has adopted SMM which aids in
reducing broadcasting expenses, printings and designing cost that leads to
enhancement of overall profitability. SMM helps organization in easily sharing the
large amount of information at fewer expenses that aids in reducing overhead cost
and thereby escalates profits. In
addition to this, SMM supports organization in gaining competitive edge which
eventually leads to maintaining long term stability (Khaki and Khan,
2024). With the help of SMM, Jet 2
Holiday is capable in optimising SEO which enhances the firm’s visibility and
thereby attracts numerous customers.
Factors influencing customer perception
On the basis of past studies, it has identified that price is
major factor influencing on customer’s perception (Balova et al,
2022). Jet2Holiday has concentrated over
reducing fuel cost that enhances affordability of larger target market.
Moreover, firm has introduced diverse discounts which help in attracting
numerous customers. On the other hand, Quality is another significant element
that impact on customer’s perception. Jet 2 Holiday has emphasised over
integrating automation in its operation and customer services which aids in
boosting customers satisfaction.
(Source: Factors
impact customer’s perception. 2025)
Further, focus has been paid over offering high quality
services that assists in fulfilling the customer’s needs and thereby form
positive image. In accordance with this, influencer’s suggestions and
recommendation also has long lasting impact on customer’s perception (Yamagishi
et al, 2021). In the current times,
customer’s decision is highly influenced by their role models that impact the firm’s
sales. Jet2 Holiday had undertaken partnerships with various regional
influencers which help in attracting the larger target market.
Interrelationship between SMM and customer perception
Social media marketing plays a significant role in creating
brand awareness and promoting firm’s services which aids in forming customer’s
perception. Jet 2 Holiday is involved towards showcasing engaging and
attractive content on social media sites which develop positive image in customer’s
mindset (Jet2 Social media marketing,
2024). This eventually instigates customers to utilize such services which in
turn enhance overall firm’s financial position (Minazzi, 2022). Contrarily, organization generally offers
misleading information on social media sites which reduces customer’s trust and
confidence. Jet2 Holiday has been accused for not clearly stating all the
crucial information related to discounts which hampers overall perceptions.
Along with this, SMM aids in providing user generated content
to customer that assists in identifying real life experience of others and
thereby clarify doubts (Jet2 Holiday SMM
initiative, 2025). Jet2 Holiday is involved towards regularly sharing user
generated content that promotes transparency related to the firm’s services and
thereby form positive image. However, it has found out that many customers
provide inaccurate and faulty information on firm sites that negatively impact
on other’s perception (Widiantoro, 2023). Moreover, influences
are involved in paid partnership with Company due to which they did not offers
most accurate feedback that hampers customer’s mindset.
4.3
Discussion of the Results in Relation to the Literature
From the
secondary data, it has been identified that the large number of customers are
following brand on social; media platform. Jet2holiady has more than 337K
followers on Instagram indicating firm’s efficiency in attracting customer (Follower of Jet 2 holidays on Instagram, 2025). This could be supported form LR where it can be stated that firm
could share the large number of information on this platform which aids in enhancing
the sales. Along with this, it has been identified that Jet 2 Holiday focuses
on minimizing the overall cost of their services and also enhances quality which
ultimately aids in forming the customer’s perception. In secondary research,
author also explicated that customer generally focuses on gaining maximum
benefit by incurring the particular cost (Bahurmuz and Al-Kubaisy,
2022). In addition to this, Jet 2 Holiday is involved
towards offering user generated content on this website which aids in defining
real life experience of the customers (Jet
2 Holiday social media marketing, 2024).
This marketing
strategy helps in gaining individual trust by sharing the customer’s experience
which aids in forming the other’s perception. In this support, it has professed
that individual generally reviews other comment as this information is related to
one’s personal experience which supports in forming the overall perception (Gdonteli, Athanasopoulou and Papaiakovou, 2023). However, many customers share misleading information and faulty
comment which create adverse impact on other’s mindset and overall perception (Ibrahim et al, 2024). Along with
this, it has been identified that Jet2Holiday accused for sharing misleading
information on website and social media platform which negatively influences the
overall mind-set and beliefs. Besides this, organization shares information
related to the sustainable initiative but fails to align with such claims which
result into losing the customers trust (Faulty
marketing of Jet 2Holiday, 2025). This could be
supported form LR where it has been stated that customer’s generally do not trust
on social media content rather evaluate information from diverse others sources
which aids in gaining the most accurate and reliable information.
4.5
Chapter Summary
By summing up the
chapter, it has been identified that majority of customer uses social media
platform and follows brands and company.
Further, price, accessibility and quality are three major factors
impacting on customer’s buying decision. Along with this, influencer
recommendation and customer’s reviews are access through social media sites
which help in taking accurate decision.
CHAPTER 5: CONCLUSIONS AND DISCUSSION
5.1 Introduction
Conclusion
implies to process of synthesis key point of the study that enhances overall
understanding related to the topic. The current chapter will summaries crucial
points of study which aids in identifying the impact of SMM in forming overall
perception of the customers. It will also discuss various limitations of the
study and provides strategies by which existing issue could be overcome.
5.2
Summary of Study
By summing up
the research it can be stated that SMM has long lasting impact on overall
perception and mindset of customers within Jet2Holiday. SMM plays a significant
role in reducing overall cost of the business entity and thereby enhancing
overall profitability. I can be summarized that Jet2Holiday’s marketing
expenses was reduced by 75% as organization need not to incur cost for
printing, promotional merchandiser and broadcasting fees. This helps
organization in easily attracting large number of customers at minimal cost
which boost firm’s overall profitability and financial position. Further, Jet 2
Holiday is aligning with Social Penetration theory due to which firm is
involved towards regularly sharing attractive content on social media sites
which helps in developing strong relation with the customer. This strong
relationship supports in managing customer’s loyalty with the business entity
and thereby escalating overall organization’s profitability and financial
position.
It has further revealed that Jet2 holiday is
aligning with Engel-Kollat-Blackweell model based on which firm addressed the customers’
present situation, pathway and desired stages. Along with this, it has been identified that
SMM support organization in offering user generated content that promotes
transparency and thereby aids in attracting the large number of customers
towards business entity. Price is another major factor which influencing the overall
perception of customers. Each customer evaluates the worth of product and
services in comparison to price which eventually impacts their satisfaction.
SMM helps in reducing the overall cost of operation of business entity and aids
in attaining economies of scale which eventually lower overall price of
product. This helps in enhancing affordability of numerous customers and
thereby forming their positive mind-set & perception. Besides this, it can
be inferred that customer’s perception is highly influenced by overall
accessibility of the customers. SMM fulfils this requirement by offering a
platform through which customer could easily communicate with organization that
contributes towards clarify all doubts and queries.
Moreover, this
platform supports in sharing user generated content and aids in discovering experience
of existing customer which supports in taking accurate decision. It also has been
identified that customer’s perception is hugely influenced by overall quality
of product and services. SMM helps customer in identifying original quality of
product and services by evaluating comments at website. This helps in
determining organization’s capability in aligning with their promises which
eventually impacts on overall perception and mindset of customer. Influencer marketing
and recommendation also has huge impact on overall customer’s perception
related to the product. Jet2Holiday is involved towards hiring numerous influencers
with the aim of creating awareness regarding the firm’s product and services in
the larger target market.
Customer
generally trusts suggestion and recommendations of influencers which end up
boosting overall sales and profitability of business entity. SMM also helps in
developing brand loyalty by regularly communicating with existing and potential
customers that help in forming overall buying decision. On the other hand, it
has determined that influencer generally provide information based on their
contract with business entity that mislead customer related to firm’s product
and services. Moreover, companies are majorly involved towards Green washing
cases as to create positive and good image in the market that reduces customer
trust towards SMM. It can be seen in the research study that Jet2Holiday had
been accused for offering faulty information related to utilization of SAF fuel
in their operation that hampers overall trust and confidence of customers.
Further, customer claimed that there is huge difference in the quality of
services in real life as compared to SMM.
This
incapability in offering adequate information defines firm’s unethical working
which negatively impact on overall perception and mindset of the customers.
Along with this, it has determined that customer reviews on Social media
platform are not always true which confused custom in taking decision. Many
customers intentionally offers faulty comment on the firm’s website due to any
of personal reason which misguide others regarding firm’s services and thereby
hampers their overall buying decision. In addition to this, SMM also leads to higher
expenses and cost of the business entity. Firm generally hire influencers and
undertake celebrity endorsement to attract the numerous customers which
eventually boost marketing cost and creates affordability issue for the majority
of customers. This situation ultimately results into reduction in the overall firm’s
sales and thereby decreases the organization’s profitability.
5.3
Implications of the study (practical, social and scholarly)
The current
study supports in enhancing understanding related to SMM impact on customer’s
mindset which assists organization in taking the most accurate decision. This
study also helps other tourism organization in formulating accurate SMM
strategies that ultimately support in attracting all customers. Current study
will help customers in identifying all the misleading and unethical activities
that initiated by the business entity which assists them in taking accurate
decision (Ibrahim et al, 2024). Further, preset study will act as a point of reference which helps
other scholars in conducting future study. This will also help in elaborating
past studies based on which future research could be initiated.
5.4
Limitation of the Study
There were
various obstacles and issues which create issue in successfully carrying out
current study. Lack of adequate time, physical and monetary resources were
crucial limitations that hamper overall quality of research. Due to time
constraint, researcher was unable to use primary research which develops issue
in gaining original information. To overcome same, secondary data has been used
that aids in exploring view point of diverse experts in limited time frame.
Further, researcher has not utilized SPSS or other software due to high cost
that create issue in easily establishing relationship between both variables.
However, thematic approach has been used that aids in discovering common trends
and patterns within qualitative data and thereby forming most accurate
conclusion.
5.5
Recommendation for Future Research
After critically
evaluating all relationship between customer perception and SMM, it has
identified that Jet2Holiday should integrate various strategies which are as
follows:
Ø Manager should involve towards avoiding any type of misleading and
faulty information as it has huge impact on overall satisfaction of customers.
Organization should only define accurate information related to firm’s product
and services which promotes transparency and thereby forming positive
perception and mindset.
Ø Firm should involve towards sharing attractive content on regular
basis which aids in maintaining long term relationship with customers (Chyrak et al, 2024). This aids in creating
awareness related to all new services which help in generating leads.
Ø Along with this, manager should regularly communicate with customer
that aids in easily clarifying their doubts and queries. This also defines the firm’s
concern over addressing customer’s concern which ends up developing positive
image in the mind of customers. Moreover, firm should conduct live session that
aids in direct communication with the potential customer which in turn forms
accurate perception.
Ø Besides this, organization should involve in sharing user-generated
content that helps in defining the customer’s experience (Corral de Zubielqui and Jones, 2023).
This help in building customer trust and confidence towards firm’s services that
eventually boost overall sales and profitability of business entity.
Ø Further, organization should introduce the latest technology such as
AI, augmented reality in social marketing strategy. This helps in creating
personalized content and offer accurate recommendation to customers which
eventually boost their engagement (Bari et al, 2025). This will help in easily converting leads into customers and
thereby escalating firm’s sales.
Ø Moreover, Jet2 Holiday should adopt 50:30:20 strategies that aids in
offering accurate content to targeted audience. In this, organization should
concentrate over offering 50% of value driven content, 30% curated content and
20% promotional information (Bartoloni and Ancillai,
2024). This together help in managing customer engagement
which aids in maintaining long term relationship with them.
Ø Furthermore, manager should
focus over undertaking regular feedback regarding efficiency of SMM. Customer
should be motivated to share their experience from firm’s marketing strategy based
on which necessary actions could be initiated. This will help in addressing
their obstacles which contributes towards creating positive impact on
customer’s mindset.
5.6
Conclusion
By summing up
the chapter, it has identified that SMM has huge impact on perception of
customers. It has determined that SMM create brand awareness, reduces cost and
enhances accessibility and thereby forming accurate perception. Further lack of
time and cost were major constraint of study which was overcome through secondary
data and thematic analysis. Further, Manager should regularly communicate with
customers, provide attractive content and ignore misleading information which enhances
SMM efficiency.
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