Organic Social Media Marketing Solutions for Etraveli Group AB
Iskalachi, Olivia (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120323528
https://urn.fi/URN:NBN:fi:amk-2021120323528
Tiivistelmä
This research-oriented bachelor thesis aimed to gather knowledge about social media marketing to improve customer satisfaction and the overall business performance in the travel industry. The research objective was to build effective organic social media marketing solutions to generate website traffic and increase sales for the commissioning company Etraveli Group’s three demarked brands.
The thesis consists of an empirical study comprising a questionnaire study and theoretical framework. The theory section focuses on social media marketing theories, methods and trends, and COVID-19’s impact on consumer preferences and buying behavior in the tourism industry. The framework also included theories about measuring and improving customer satisfaction. When, the questionnaire study focuses on gathering quantitative data from the commissioning company’s current consumers. The questionnaire included multiple-choice questions about traveling-related buying preferences, customer satisfaction, and social media usage. The recommendations are constructed by using the secondary data gathered from the theoretical framework as well as the primary data from the questionnaire results.
The thesis results implicated that organic social media marketing improves website traffic increases exposure and sales. Additionally, social media is a key in building long-term brand loyalty and helping to gain real-time insights about the marketplace. The survey results highlighted that most of the respondents use social media in order to research and purchase products and services online.
This study's key findings and recommendations could be utilized by online travel agencies and marketing professionals to understand the impact of organic social media marketing when designing an effective marketing strategy.
The thesis consists of an empirical study comprising a questionnaire study and theoretical framework. The theory section focuses on social media marketing theories, methods and trends, and COVID-19’s impact on consumer preferences and buying behavior in the tourism industry. The framework also included theories about measuring and improving customer satisfaction. When, the questionnaire study focuses on gathering quantitative data from the commissioning company’s current consumers. The questionnaire included multiple-choice questions about traveling-related buying preferences, customer satisfaction, and social media usage. The recommendations are constructed by using the secondary data gathered from the theoretical framework as well as the primary data from the questionnaire results.
The thesis results implicated that organic social media marketing improves website traffic increases exposure and sales. Additionally, social media is a key in building long-term brand loyalty and helping to gain real-time insights about the marketplace. The survey results highlighted that most of the respondents use social media in order to research and purchase products and services online.
This study's key findings and recommendations could be utilized by online travel agencies and marketing professionals to understand the impact of organic social media marketing when designing an effective marketing strategy.