Samenvatting

This research is an opinion-based case study to find out how Unique Rand Card can use social media as a
cost-efficient way to reach out to its target markets in order to overcome late brand awareness. Social
media has been chosen as a marketing tool as it attracts mostly younger people, who are in line with UR
Card’s target group, travelers between 18-35 years.
The factors that are believed to influence awareness among target groups about the brand are the
choice of social media channels, the frequency with which these channels are used, as well as the
influence of social media in the travel stages. Trustworthiness of the information published on social
media also played a big role.
Travelers as well as travel agents were interviewed to gain their opinions in this field as well as to find
out what social media channels they use for product information, as well as how often they use it and
what kind of information they think is trustful.