Results, Discussion and interpretation of questionnaire

This section discusses the results and interpretation of a questionnaire on airlines using social media for marketing. It includes participants' preferences on social media usage, online reviews, and special offers/promotions. The survey reveals insights on the impact of social media reviews and the importance of discounts in flight prices.

4. Results, Discussion and interpretation of questionnaire
Introduction
This section has been focused on discussion and results of the data collected from
online survey. The survey participants have been 24 and close ended questions
have been added in the survey questionnaire.
Figure 1:
Consent: I am over the age of 18 and consent to answering this survey
Agree; 100%
Agree Disagree
The question was about airlines using social media as a tool for marketing their
services and offerings, hence it was compulsory to choose participants who are
using social media and ethically above the age of 18. We can see that total 24
participants were taken into consideration as a part of survey and all the participants
are above the age of 18 and eligible to fill the survey.

Figure 2:
What type of social media do you use the most (Select one from the below
options)?
Facebook Twitter Instagram Snapchat Pinterest None I do
not use any
form of
social
media
Other
(WhatsApp
)
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
62.50%
8.30%
70.80%
12.50%
20.80%
0.00% 4.20%
Options Responses Responses % Total Responses
Facebook 15 62.50% 24
Twitter 2 8.30% 24
Instagram 17 70.80 % 24
Snapchat 3 12.5 % 24
Pinterest 5 20.80 % 24
None of them 0 0 % 24
WhatsApp 1 4.20 % 24

As per the figure 2 which has represented the collected data from the
mentioned question. Among 24 participants has responded to this question in which
62.50 % of people has expressed that they use Facebook, 8.3 % of people has
expressed that most of the time they uses the Twitter, Instagram users are in the
percentage of 70.8, 12.5 % of the people had responded to express their interest
towards Snapchat, Pinterest users are of 20.8 % and along with the WhatsApp users
are of 4.2 %. From this analysis it has been also noticed that every participant who
took part in the survey uses social media and no participants stated they do not use
any form of social media, figure 2 shows 0%. After conducting this survey, it is quite
visible that due to the aspects of accessibility, availability as well as the user-friendly
aspect has invoked the usage of Instagram and Facebook in the targeted population.
However, it has been also noticed that due to the adoption of new features including
traditional social networking feature offering 'Status' option, the utilization of Pinterest
and Snapchat has also engaged a significant scale of users. Followed by this it has
been later noticed that the utilization of use of Facebook and Twitter is suprisingly
low. Thus, from the analysis of this survey result it can be stated that most of the
population opt to utilize the most user friendly and effective application in order to be
active and most people use Facebook and Instagram as their preferred social media.

Figure 3:
Do you read comments, posts, reviews or Tweets before you book a flight with
an airline?
Yes; 37.50%
No; 62.50%
Yes No
Options Responses Responses % Total Responses
Yes 9 37.50 % 24
No 15 62.50 % 24

Analysis:
As per the figure 3 shows which has represented the information gathered
from the mentioned survey it has stated that among 24 survey participants has
responded. Among those 24 participants 37.50 % of population has expressed that
they do follow the comments and posts related to the airline during the time of flight
selection along with that 62.50 % of population has expressed that they do not
concentrate on the comments, posts and review during the time of selecting a flight
for journey. According to the 37.50 % of participants of the survey has mentioned
that the reason behind following the reviews and comments on that airline helps
them to get idea about possible services from that service provider. However, almost
62.50% of the population among the respondents has stated that most of the reviews
present in the webpages related to any service provider is fake and promotional.
According to their point of view there is no necessity to read the comments, posts
and reviews related to any airline during the time of booking any flight. Thus, this
survey has helped has helped the researcher to understand the impact of comments
and reviews present in any services as this plays an important role to attract or
disappoint the customer.

Figure 4:
Do you use social media to like or follow airlines you fly with?
41.70%
58.30%
Yes No
Options Responses Responses % Total Responses
Yes 10 41.70% 24
No 14 58.30% 24

Analysis:
The above table and figure 4 has represented the result determined from the
mentioned survey, which has asked that whether the people follow or like the airlines
they fly with on social media or not. From the analysis it has been noticed that
among the 24 participants but there were 24 people who completed the survey - ten
people (41.5%) said they do like and follow airlines they fly with, however 14 (58.3%)
said they do not like and follow airlines they fly with. They have also mentioned that
this provide the current status about any particular service provider as well as it
offers an effective communication medium to between the customers and service
provider. However, 58.30 % of respondents had expressed that as there are several
limitations of social media present related to the fake feedback, wrong news and
unnecessary notification, thus they do not follow or communicate with the airlines on
the social media. Thus, from the analysis of this result it can be stated that, however
there are several benefits of social media in terms of communication and promotion
there are still few people present who are highly concerned about the drawbacks of
social media.

Figure 5:
How often do you use social media to look at online reviews for airlines?
Very Rarely Rarely Neural Often Very Often
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
17.40% 17.40%
47.80%
17.40%
0.00%
Series1
Options Responses Responses % Total Responses
1 Very rarely 4 17.4% 24
2 Rarely 4 17.4% 24
3 Neutral 11 47.8 % 24

4.Often 4 17.4% 24
5 Very often 0 0 % 24
Analysis:
As per the figure 5 results present in the above table represents that gathered
information, where it has included around 24 participants and asked about how often
they do utilize the social media to review the online reviews for Airlines. As a result of
that it has been noticed that among those 24 people, all people had provided their
opinions related to this topic. Among those 24 people 17.4 % of people has stated
they use social media to check the reviews on the Airlines services for at least very
rarely., 17.4 % of people had stated that they uses social media to check the reviews
on the Airlines services for at least rarely 47.80 % of people had stated that they
uses social media to check the reviews on the airlines services for at least neutral
17.40 % of people had stated that they uses social media to check the reviews on
the airlines services for at least often, 0 % of people has stated that they uses social
media to check the reviews on the airlines services for at least very often., Thus,
from the analysis of this result it can be stated that there is a significant scale of
population present who use social media to check the reviews of airlines for about
very often.

Figure 6:
Have you ever provided an online review (feedback) after using an airline?
37.50%
62.50%
YES NO
Options Responses Responses % Total Responses
Yes 9 37.50 % 24
No 15 62.50 % 24

Analysis:
As per the figure 6 information present in figure 6 it represents the responses of
the targeted population which has been gathered from the survey in which it has
asked about whether they post any review after using the services from any airlines.
During the time of data collection. Among those 24 people 37.50 % of people had
expressed that they do post comments on the social media about their experience.
However, 62.50 % of people has expressed that they do not post any review on the
social media about their experience. From the analysis of the collected answer the
reason behind these reactions has been noticed, which has stated that the 37.50 %
of people thinks that their feedback will be beneficial to the new customers in order
to get the overview of the services quality and type. Along with this they think that it
will also provide benefits to the Airline services by enhancing their marketing
impression. Apart from these people 62.50 % of people has expressed that they
have not posted any comments or reviews on the social media about the services of
any airline. The reason behind this action is they think that reviewing any service or
posting any comments on social media related to the service of airlines. According to
their point of view social media comments and reviews are not important for Airlines.
They think that it does not have any effect on the services of the airlines or similar
services provider. Thus, they chose to skip the feedback part. Along with that few
people proof read and ensure this related to providing feedback after using an
airline.

Figure 7:
Do positive social media reviews help you decide what airline to use?
YES; 62.50%
NO; 37.50%
YES NO
Options Responses Responses % Total Responses
Yes 15 62.50% 24
No 9 37.50% 24

Analysis:
The above table and figure 7 present the results which are being gathered
from a survey of 24 people. The purpose of the survey was to determine the
importance of social media reviews in order to choose preferred flights for
themselves. Among those 24 people 37.50 % of them has said that the reviews of
social media have helped them to select their flights. However, around 62.50 % of
people expressed that there is no such impact present of reviewing the social media
comments in order to select the Airline services, as most of them think that the
reviews present in the social media is fake and the only purpose of this is to attract
customers towards their services. Thus, from the analysis it can be stated that
according to most of the targeted population there is no such impact of social media
posts and reviews on any services provider as those are most of the time
manipulated and not original. Thus, those comments cannot be trusted.

Figure 8:
What special offers/promotions would you use when booking a flight? (Click
as many as apply)
Discount for booking extra legroom
Discounts for flight prices
Discounts for Hotels and accommodation
Discount for extra luggage weight
Cash back incentives/ rewards
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
9.10%
72.10%
22.70%
36.40%
22.70%
Options Responses Responses% Total Response
Discount for
booking extra
2 9.1% 24

legroom
Discounts for flight
prices
16 72.7% 24
Discounts for
Hotels and
accommodation
5 22.7% 24
Discount for extra
luggage weight
8 36.4% 24
Cash back
incentives/ rewards
5 22.7% 24
Analysis
As per the figure 8, 72.7% of the participants have been preferring discounts for flight
prices rather than any other kinds of discounts. Maximum number of people are
utilising social media sites for booking tickets and they are expecting several
discounts in the flight prices from those sites. Internal reservation of tickets is
considered as the best applications of social media which is utilised by the industry
of aviation for selling as well as promoting tickets. They will prefer a particular site
which will be offering huge number of discounts in the price of flight. Hence, they
expect discounts in the price of flight rather than other kinds of discounts. Discount in
prices will be considered best for attracting a huge number of customers with the
help of social media. After discount for flight prices, discount for extra weight of the
luggage is considered to be most preferable for most of the participants. They expect
a lot in receiving several discounts in the price for each luggage which will be extra.
All participants will try to use certain sites of social media which will be offering
discount for the extra luggage which they will be carrying. Equal weightage has been
received from all the participants in getting discounts for hotels, accommodation and
for cash back incentives. On the other hand, minimum

Figure 9:
Do you think airlines need to protect customer's personal data more?
Yes No
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
95.80%
4.20%
Options Responses Response % Total Responses
Yes 23 95.8% 24
No 1 4.2% 24
Analysis

As per the figure 9, 95.80% of the total participants are thinking that it is very
much important for the Airlines to think about the need for protecting the personal
data of the consumers much more. Risks of losing personal data of the consumers is
considered as one of the biggest negative impact of the utilisation of social media in
aviation. This is a very serious problem which is faced by the sector of airlines as
they communicate with a huge number of consumers per day and there is a chance
of losing personal data as well as information of the consumers. Some of the main
issues or negative impact related the use of social media in aviation involves hacking
and some other crimes by the hackers. Most of the consumers have some concerns
regarding the protection of their personal information which they provide while
accessing social media sites for booking flight tickets online. Security is considered
as one of the crucial or important condition in the industry of airlines. Social media is
basically a platform where a number of hackers can enter with an ease into the
network of computers. Therefore, there remains a high chance that hackers may
enter anytime into the network of systems and access all the personal information of
the consumers unethically. Consumers may remain unaware about the fact that their
personal information have been hacked. Only 4.3% of the overall participants do not
want that airlines concern about the protection of their personal information. This
result is obvious, because almost everyone wants their personal data to be protected
as well as secured which they provide while accessing the social media sites in their
process of booking flight tickets.

Figure 10:
Have you ever been hacked or had security problems online?
20.80%
79.20%
YES NO
Options Responses Response % Total Responses
Yes 5 20.80% 24
No 19 79.20% 24
Analysis

According to the table and figure 10, of the 24 participants 5 or 20.8% are saying that
they were hacked or that they faced security problems online and 19 or 79.2% of the
participants in general have not yet faced any kind of problem of hacking or security.
Being hacked can lead to a feeling like a personal attack. It turns out that anyone
accessing Facebook, Instagram or any other social media site and the password
does not seem to be working properly. This leaves the consumer in such a condition
that they become totally unable to protect their most important accounts on the
internet. This type of worst-case scenario may trigger some feelings, such as nausea
and helplessness. Fortunately, actions can be taken in the face of vandalism, which
will be digital. If users find themselves locked out of their accounts, the major Internet
services have been prepared in a few ways to recover the account. The maximum
number of participants is experiencing these issues when they sign in to their
respective accounts. Therefore, huge risks are seen as associated with the use of
social media sites in booking airline tickets, because before booking tickets, any and
all users need to provide many personal details. Online payment remains a major
concern as there is still a high chance that hackers will hack the bank account
number and some other credentials needed during the payment. These types of
security-related concerns always remain in the minds of consumers while using
social media for booking airline tickets online.

Figure 11:
Do you think airlines need to improve online security for booking/paying for
flights?
Yes No
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
95.80%
4.20%
Options Responses Response % Total Responses
Yes 23 95.80% 24
No 1 4.20% 24

Analysis
As figure 11 and the table, 95.80% of the participants think that airlines need to
improve online security for booking or for paying for flights. A great improvement is
needed for securing all the personal information which is provided by all the airlines
for booking tickets online. Internet has always been thanked for booking travel
online. But it is very much important to remember to be very cautious while making
reservations on the internet. The number of phony booking websites of airlines are
growing as they are very successful in scamming consumers. Security is no longer
considered as an affair of one-machine. Security is required a lot for helping in
protecting all the devices as well as the personal information provided by the users.
Consumers who make reservations on phony airline websites are in fact setting up
for losing their money and credit card information may be stolen. Several cyber
criminals may be pocketing a huge amount of money by hacking all the essential
personal information of the users. This may lead to a huge loss of money of the
users and there is always a fear in the minds of the travellers. The majority of
participants therefore thinks that it is really very much essential for the airlines to
take steps for keeping all the personal information securely. There has been huge
number of people currently utilising online social media sites for booking flight
tickets. It is therefore a huge responsibility of the airlines for protecting all the
personal data of the users securely to reduce the chance of any kinds of risks of
being hacked. This will help in gaining even a large number of consumers as they
will not have any kinds of fear further.

Figure 12:
How do you think online security could be improved for booking flights? (Click
as many as apply)
Via a password Via a secret
password Via a private
browser Sign up as a
member
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00% 60.90%
39.10%
34.80%
4.30%
Series1
Options Responses Responses % Total responses
Via a password 14 60.9% 24
Via a secret 9 39.1% 24

password
Via a private
browser
8 34.8% 24
Sign up as a
member
1 4.3% 24
Analysis
As per the figure 12, about 60.90% of the overall participants think that online
security can be improved with the help a secure password which will be very difficult
for all the hackers to hack easily. Each and every consumer will have secure
password which will be such that the hackers will not be able to hack so easily.
Therefore, maximum of the consumers thinks that having a secure password for
each and every consumer will be a very good way for improving the security. On the
other hand, about 39.1% of the overall participants think that online security can be
further improved with the help of a secret answer. Each and every consumer will be
asked for a security question which they will answer, and this answer will be a
security key for their specific account. Such an approach will help the consumers a
lot in building string security for their set of personal information. This approach will
let the hackers in being unable to hack any kind of personal information as well as
several details of the credit or debit cards. About 34.8% of the total participants think
that security can be enhanced by having a private browser for booking flight tickets
online. This can also be another way of increasing the security of the consumer’s
information. On the other hand, only about 4.3% participants think that security can
be maintained by only signing up as a member.