Tipología de padres
EL JOVEN Y EL PARACAÍDAS
There are some limitations of the study: on one hand, the findings, apply only to the specific geographical context (India) and, therefore,
cannot be generalized, nor compared, especially with other national markets having contrasting cultural /behavioural characteristics; on the other hand, due to resource constraints, the sample size could not be large enough. As far as the sample is concerned,a bigger sample
with spatial and occupational stratification may be chosen for further
research to conduct a more robust and rigorous analysis. 3. Conclusion
By and large, travellers in their information search about various aspects of travel, use social media now-a-days at various stages of their travel planning. The user generated content readily available
on different social networks play a significant role in influencing a
Sanjukta Ganguly
service. Whether it is a destination choice or choice of buying a ticket or booking accommodation at a particular hotel or savouring the local
as well as exotic delicacies of a specific place, social media acts as
an information repository for all such questions. The photos shared by friends and family not only act as an information source but also inspires the travellers to visit such places to enjoy similar positive experiences. It is important to note that photos and experiences shared by friends and relatives have an edge over the other categories of companions because of the extra credibility/familiarity factor. On the other hand, visual impact of negative experiences deters the travellers to go for such travels. Suggestions inform of comments, reactions,
reviews etc. also have a high influence on the travellers motivating
or demotivating them to go for similar experiences depending on the positive or negative nature of the suggestions.
Ratings about the various aspects of travel by other users on
social media, are observed to have a slightly lesser influence on the
consumer mind owing to the existence of a majority of altruistic posters who tend to give similar ratings based on ratings already given
earlier by others(Moe & Schweidel, 2014). Contrariwise, influence of
visual features and descriptive content on social media are observed to be more dominant on the consumer’s mind than the other features. Psychologists observe that pictorial visuals and audio-visuals have great erregistration, penetration and retention in human mind than printed text. However, promotional campaigns offering special offers and
discounts are found to have more influence on the people belonging to older age groups. Therefore, the extent of influence of the social
media features on the consumers explored in this study can help the marketers to prioritise the features of social media they should focus on to understand their customer choices, preferences and will help them to fathom customer expectations, based on which they should design and improvise their offerings. On the other hand, keeping a constant track of feedback shared on social media will help them revisit their offerings and identify the areas for improvement that will eventually lead to higher customer satisfaction and loyalty. With
Journal of Social Work and Social Development, Volume 09, Number 1 & 2, 2018
purchasing power increasing among the younger age groups, proper marketing mix should be designed to attract them.
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Journal of Social Work and Social Development, Volume 09, Number 1 & 2, 2018