Discussion

國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

make differences in perceived trustworthiness, recommendation, and willingness to share information with others online. Also, the fact that the target chose for this research was homogenous in regard to their demographic characteristic (international students studying in Taiwan), may also have diminish the possibilities of finding differences in perception towards social media with demographics as an intervening variable.

5.1 Discussion

The purpose of this study is to provide a descriptive basis for understanding the relational and communicative basis of social media. The findings reported here can also be used by researchers, practitioners, and communication professionals as a foundation for claims about effectiveness of the use of social media as a marketing tool for other industries beside the travel industry, providing new perspectives and solid grounds for future research.

This study contributes to the communication field by filling in the gap in research regarding social media and travel-related decision making. It has shown the spectrum of social media and how people make use of them by dividing the travel experience in three stages (before, during, and after), providing valuable information that can be used for the creation of tourism marketing campaigns and for future research that may lead to better understand the reasons for using certain social medias. The research also provides new information that complements previous studies regarding trustworthiness towards social media and the perceived usefulness that leads to the willingness of sharing information online.

Thus, this study confirms the growing importance of social media in the tourism industry for travel-related information search. These findings can help in understanding and creating campaigns focused on multiple specific targets to achieve and, ultimately, increase tourism-related businesses awareness in the consumer’s mind.

50

‧ 國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

The research also contributes into expanding current literature by investigating variables that influence perception of social media and developing a more comprehensive framework. The variables are analyzed using different statistical methods, providing evidence that of how travel planning is influenced by information credibility, consumer satisfaction and trustworthiness.

Previous literature showed that social media can be a powerful communication tool and influences purchasing decisions. Consumers are buying based on recommendations from social media (Forbes & Vespoli, 2013). Nelson (2012) gathered information from different sources to show that consumers are 71% more likely to make a purchase based on social media referrals (Hubspot) and social networks influence nearly 50% of all IT decision makers.

Also, out of 53% of consumers who said they use Twitter to recommend companies or products in their Tweets, 48% bought that product or service (SproutSocial). 49% of

consumers use Facebook to search for restaurants (Mashable), and 74% of consumers rely on social networks to guide purchase decisions (SproutSocial).

Fauser (2011) conducted a research study regarding the impact of social media on touch points during the consumer’s purchase decision journey. Key points resulting from this research were:

- Consumers felt that information sharing, collaboration and relationship building was necessary to support ongoing communication

- Social media marketing allowed organizations the opportunity to be in the position to offer additional sources of information regarding product benefits, product features and provide real time feedback to consumers.

- Social networks, particularly Facebook were found to be most suitable

information sharing platform at the beginning of the consumer purchase decision as many consumers relied on social recommendations

51

‧ 國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

- Many consumers used Facebook reviews and ratings (“likes”) as the means to seek recommendations, peer advice and find product information.

The relationship between social media and consumer decision-making present that social media affects advertising attitudes, brand attitudes, and purchasing intentions of consumer. According to Taining (2012), it will not necessarily affect consumer’s decision-making, but might possess a mediating effect. Therefore, social media can build brand attitudes that affect buying behavior. Consumers have influence and can facilitate the acceptance of a brand in virtual market places through social media (Mangold & Faulds, 2009). As well, social networks were considered the most influential platforms in terms of social media as it served as an “all-purpose” medium to engage with consumers at all stages of the consumer decision journey (Fauser, 2011). Peneycad (2013) research showed that 72%

of people trust complete strangers just as much as people they know when it comes to making a purchase decision, and 81% say that posts by their friends on social media influence their purchases.

This thesis investigates travel-related information found in social media, but there are also other categories beside tourism that may be influenced by these websites. Even though previous research showed the influence of social media on consumer behavior and purchasing decision regarding other products or services, the particular case of how travel planning is influenced by social media was only investigated superficially. The present study is consistent with what was found by previous research and gone further by investigating the effects of social media on travel planning. Future research can use the findings of this study to discuss and go deeper into the understanding of consumer behavior towards other

industries. A combination of quantitative and qualitative research methods is suggested for future studies regarding social media and consumer behavior.

52

‧ 國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

The growing importance of social media in today’s world will increase its relevance for reaching consumers as a convenient marketing tool. Social media platforms offer immense possibilities for fostering relationships with consumers in an online environment (Vinerean & Cetina, 2013). The analysis of consumer behavior is also central for marketing success, especially since most potential consumers are using the internet and different online socializing tools. The results of this study contribute to the practice of online marketing campaigns related to the tourism industry by giving insights in how to engage with a specific type of audience in order to maximize the effect of the online marketing strategy.