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HI6008 Impact Of Social Media Marketing On Consumer Behavior

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HI6008 Impact Of Social Media Marketing On Consumer Behavior

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Course Code: HI6008
University: Holmes Institute

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Country: Australia

Describe objectively what happened in the learning processGive the details of what happened in the learning process. Answer the question: ‘What you did, read, see, and hear?

Social media helps with tourism which is a two-way communication and a proper interaction platform for the industry of Nepal. With different evaluation information, the travelling decisions are made with proper experience and satisfaction at the time of travelling. The results clearly show about how the interactivity, service quality and the effectiveness of information is managed and have a significant effect on the positive influence on tourism with consumer adoption intention. The higher the tourism, the better is the customer education level, mainly for the industry of Nepal. With the progress using social media, there is a complete emergence of Web 2.0 and mobile internet. The internet users communicate with information publishers and other internet users. The user management helps in guaranteeing the flow, income and proper development for consumers who are interested in Tourism of Nepal. The social media influence the corporate assets and the consumer behavior with setting roles for social media where the medium is about consumer information searching. The characteristics are determined with reciprocity, cooperation, interactivity and participation.
Project Objectives
The main objective for the project is to focus on social media marketing and its impact on the consumer behavior in the Nepal tourism industry. The discussion will be on the different factors and the models where the project aims to find the methods through which different challenges can be met easily and effectively.
Project Scope
The scope of the project is wide. The social media has been a major boon for the tourism industry where the interaction is done through internet, with proper customization and handling the vast information resources which are provided through tailored search and content for the users. The web soon has been a effective means for the potential tourists to search the information, primarily for Nepal. With existence of different online resources, the information which is coming from the other customers tend to have experienced the products and the people are then willing to provide the information from the preferred source in context to travel related decision making. The Internet provides the consumers with the communication platform which is similar to the word-of-mouth that helps in empowering the consumers. It also enables the content sharing and connection with increased importance in tourism.
Literature Review
The social media has been able to bring a major influence for the adoption intention and decision making for the tourism consumer. The social media focus on interactive, multimedia & hypertext which tends to distinguish it from the traditional standards. The social media has a major impact on the quality of service, interaction, effectiveness of information and participation which directly has a positive effect on the tourism consumer adoption intention of Nepal. The effect of sharing and connectivity is not significant, where the higher the tourism for consumer education level, the more is about paying attention to the different characteristics that involve the openness and sharing (Sigala, 2016). The connectivity is determined through using social media and then engaging in the correlation with the adoption. The internet and the virtual communities have been able to bring a major transformation for the consumers, societies and the corporations. The communication abilities include different users who are able to work with same interests, views and hobbies. The users who tend to make use of the online formats are able to communicate and share the ideas for a particular product, and service. The unique aspects for the social media are the immense popularity which includes the consumer behavior from information acquisition to post purchase behavior like the statements or the behavior which are dissatisfying for a particular product. The noticeable factor is that how the tourism industry is able to bring a change through online networks, mainly in Nepal. The social websites help in engaging and interacting with the different potential customers who are able to build a major and important relations with other potential customers (Hudson et al., 2015). The industry needs to work on differentiating the company and brand mainly through communicating with distinctive advantages and product positioning. The higher level of efficiency is determined with social media which is then compared to the traditional communication channels. Here, the orders are set to success with online patterns and how the management of others strategy is done with following different other directions. The higher level of efficiency is determined with corporate presence in social networks with granting likes by the users and other leading postings of positive and negative messages.
The major contribution is that:

Social Media has been able to focus on the different variables that affect the consumer adoption intention of tourism (Xiang et al., 2015).
The investigation includes influences related to 8 social media characteristics that include the adoption intention and then focusing on illuminating the effects from different social media patterns.
The demographic variables for the consumers in Nepal focus on the social media characteristics and the adoption intention as well.

The term social media includes the concept of the service through content management, on Twitter, Facebook, and Instagram (Zeng et al., 2015). Here, the concepts are related to how social media brings the change in interaction between individuals and information channels. It allow the users to create content and then communicate with other people. The social media is a platform for social networking tools which include the product of social progress and technology which includes the combination set for interpersonal relationship and media. The interaction of social media is through Internet based digital media that depends mainly on handling the software operations. The groups focus on personal opinions and understanding along with handling the sharing experiences which differs from the traditional media that gives the priority for particular factual reports and news (Dijkmans et al., 2015). 
Characteristics of Social Media and its impact on Nepal tourism industry
The social media holds different categories where the diversification of platform helps in analyzing the choices for the consumers. The information included is mainly to understand the different characteristics that tend to highlight about the service quality which is a tourism consumer process. The interactivity is the direct interaction and the communication is done through focusing on mobile QR code and mobile business circles which has a major effect on the consumer behavior. The connectivity is determined with aggregates of different kinds of information through links and content push. The influence of user’s trust affect the decision-making process of individuals (Cantallops & Salvi, 2014). The information effectiveness marks the degree for consistency between information of the consumers for tourism in Nepal, with using the social media platform. The higher the information effectiveness, the better is the reliability that it provides. The customers tend to work on increased degree of trust.
The participation is important that involves the social media at different material aspects which includes the tourism consumer participation and higher probability of adopting the information as well. The information openness is determined with consumers availability. The consumers need to understand and then grasp information with the attention to focus on degree of information openness. The consumers need to be related to enhance confidence with choosing the tourist products without confirming the reliability as well (Harrigan et al., 2017). Hence, sharing information, mutual communication and then handling the users with subjective expertise will help in working and focusing on circle sharing for their feelings and information.
Advantages of social Media
Social Media and Tourism Consumer adoption in Nepal
Considering the rapid development of the internet, social media has been working on improving the information technology where the consumers are also able to accept to the new technologies. The theory highlights about the system usage which is through behavioral intention and how one is able to perceive to the usefulness and the usage attitude. They are mainly to focus on external variables with handling the perceived convenience. The suggestion for consumer behavior intention is determined through the information technology. Hence, if the consumers adopt to the intention of social media strongly, then they are likely to spend more time on researching about Nepal tourism along with the comments from people, through Facebook, Twitter and Instagram. The study of tourism includes consumer motivation and demands under web 2.0 where the need is to develop a proper consumption of tourism model with cognitive needs and search for information (Horner et al., 2016). The conceptual framework helps in illustrating a proper relationship for the tourists, search engine and the other network tourism.
Here, the demographics are based on travel demands and how consumers tend to log on the social media platforms for searching information. The social media websites help in providing the users with the two-way communication and easy interaction platform as well. According to the implications, social media in the form of blogs has been an important and efficient factor to handle the access, accommodation and attractions. It is important for the Nepal tourism, to properly discuss about the needs and the weather of the place. Hence, social media is the best place to seek help from (Chung et al., 2015). As per the study, the consumer behavior is important as it enables the marketers to work on providing better insights for the influence from consumers at different stages. The focus and critical evaluation is done through proceeding with critical review that attempts for Motivation phase. The major concepts include the perspectives of the study to consumer behavior which include cognitive consistency paradigm, multi-attribute attitude models as well.
The tourism related models are important for the tourism industry of Nepal. Here, the products are mainly the services and the inheriting of intangible nature with high speed aspects that leads to necessitating the high-risk decision process. The identification of factors are done through vacation consumer behavior where:

The purchase for the tourism services is mainly due to the product nature which involves the different decisions and the sub-decisions like the destinations, activities and the mode of transport (Narangajayana et al., 2017).
The vacation decisions for Nepal are generally dynamic as it includes the spreading and involvement of the deadlines that are defined for the long-term process with usual duration set for a long time (Kim et al., 2015).
The tourism and holiday trips to Nepal require time, thinking and talking ability with proper and extensive planning as well.

There are investigations based on the consumer behavior which is mainly into the broader categories and limited the scope for studying through specific aspects of behavior and decision making. It includes the factors like motivation, information research and family decision making. The concepts are not considered to be only aim for style but also, they affect the macroeconomic models that attempts to explain about the other travel related behaviors. The social media is important for analyzing the tourist attitude which is then confirmed by increased purchase and then recommending to the other users. The building of the service-based brands with focusing on unique value proposition for customer experience. The tourists need to work on reliable sources and how one is able to reduce the uncertainty and then creating expectations for finding a particular destination (Kim et al., 2017). With uncertainty of the tourist services, the traveler need to obtain information with making right decisions, with using social media than marketing advices.The effective standards include the self-presentation with self-disclosure that includes the identifying the networking websites with Facebook, LinkedIn, blogs and the content communities (Kim et al., 2016). There are different number of social media, which is changing and is important for encouraging the role of users and travelers with sharing travelling experiences. The social media tend to continue and impact communication with positive or negative factors depending on the subjects with type of communication. For the travelling consumers, the frequency to make use of the social media has a positive effect on adopting the intention to a particular event. Here, the specific performance is where tourism consumers tend to make use of social media with stronger adoption intention (Luo & Zhoung, 2015). The results of the service quality and information effectiveness reflects on the material differences for the tourism consumers with different levels of income. At the time of making travel plans to Nepal, the individuals check social media with high service quality websites to check the reviews and minimize their troubles or difficulties.
Disadvantages of Social Media
The problems with social media is that it leads to major lack of emotional connection where the people are not able to have a quality conversation. There are problems with decreased face-to-face communication skills with inability to hear and respond with a thoughtful message as well. With tourism industry, social media will have a major impact on the resources where it becomes difficult to manage the resources, and then respond to the feedback or producing effective new content. The hiring or training the staff and then paying at the cost for creating video or image content is also a problem (So et al., 2016). The ineffective use like using it for the network to push the sales without any engagement with the customers and then failure to respond to the negative feedback as well. With this, there is also not a clear marketing or a social media strategy that can lead to reduced benefits in the business. The additional resources are needed for the management of online presence with immediate needs and daily monitoring. The risks of unwanted and inappropriate behavior includes the bullying or harassment and a great exposure has a risk of attracting some unforeseen circumstances. It can lead to the leakage of information or hacking some of the personal information. The major issue with social media is that it has started leading to the diminishing of understanding and thoughtfulness where there are inceptions related to running the ability to communicate properly. The facilitation of laziness which creates a skewed self-image about developing and posting the pictures where an individual is not looking good. It reduces the closeness with the family as most of the people in the family are spending their time on watching a movie or chatting on the Internet. This leads to major distractions as well (Phillips et al., 2015).
According to the study, the social media by tourism consumers have been in the survey where the travel purpose of the tourism is to include sightseeing travel and the entertainment travel. The tourism consumers mainly focus on the internet world of mouth of tourism where the commodities are involved in the price information, travel guides etc. (Minazzi, 2015). The survey is about focusing on information which includes dimensions related to the demography variables which affect the tourism consumer extent and the social media characteristics. The consumer with higher level of education generally tend to pay more attention to social media with sharing and connectivity. It includes higher level of tourism consumers who tend to take service quality and information effectiveness, into account.
Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, pp.41-51.
Chung, N. and Koo, C., 2015. The use of social media in travel information search. Telematics and Informatics, 32(2), pp.215-229.
Dijkmans, C., Kerkhof, P. and Beukeboom, C.J., 2015. A stage to engage: Social media use and corporate reputation. Tourism Management, 47, pp.58-67.
Harrigan, P., Evers, U., Miles, M. and Daly, T., 2017. Customer engagement with tourism social media brands. Tourism Management, 59, pp.597-609.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Hudson, S., Roth, M.S., Madden, T.J. and Hudson, R., 2015. The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, pp.68-76.
Kim, M.J., Lee, C.K. and Bonn, M., 2016. The effect of social capital and altruism on seniors’ revisit intention to social network sites for tourism-related purposes. Tourism management, 53, pp.96-107.
Kim, S.E., Lee, K.Y., Shin, S.I. and Yang, S.B., 2017. Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo. Information & Management, 54(6), pp.687-702.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on hotel performance. International Journal of Hospitality Management, 44, pp.165-171.
Luo, Q. and Zhong, D., 2015. Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites. Tourism Management, 46, pp.274-282.
Minazzi, R., 2015. Social media marketing in tourism and hospitality (p. 87). New York: Springer.
Narangajavana, Y., Fiol, L.J.C., Tena, M.Á.M., Artola, R.M.R. and García, J.S., 2017. The influence of social media in creating expectations. An empirical study for a tourist destination. Annals of Tourism Research, 65, pp.60-70.
Phillips, P., Zigan, K., Silva, M.M.S. and Schegg, R., 2015. The interactive effects of online reviews on the determinants of Swiss hotel performance: A neural network analysis. Tourism Management, 50, pp.130-141.
Sigala, M., 2016. Introduction to Part 1. In Social Media in Travel, Tourism and Hospitality (pp. 29-32). Routledge.
So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2016. The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), pp.64-78.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22, pp.244-249.
Zeng, B. and Gerritsen, R., 2014. What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, pp.27-36.

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