Influence of Social Media Marketing on Airlines

This dissertation explores the influence of social media marketing on airlines. It discusses the research methods used, including the choice of method for data collection. The importance of ethics in research and how ethical approval was obtained is also discussed. The validity and reliability of the research findings are examined.

Running head: DISSERTATION
Influence of social media marketing on airlines

DISSERTATION 2
Table of Contents
Describe and justify the research methods for data collection - theory (positivist?)
qualitative/quantitative...............................................................................................................3
Choice of method.......................................................................................................................6
Validity and Reliability..............................................................................................................7
How ethics is important within research, and how you ensured to gain ethical approval from
the Research Ethics Committee, how participants will remain anonymous/confidentiality and
comply with Data Protection, gaining consent........................................................................10
References................................................................................................................................11

DISSERTATION 3
Describe and justify the research methods for data collection - theory (positivist?)
qualitative/quantitative
The positive paradigm is based on philosophical ideas about the impactofsocial media
marketing on airlines. It emphasizes on observation and reason for comprehending the
behavior of humans. True knowledge relies on the experience of sense as well as could be
acquired by experiment as well as observation. Along with this, verified information is
received from the senses and it is known as empirical evidence (Gaur and Kumar, 2018).
Therefore, positivism relies on empiricism. Positive information relies on the natural scenario
as well as their properties with relations. It is interpreted via logical observation as well as
reasons (Voorhees, et. al., 2016).
It is evaluated that positivist thinker uses quantitative technique as a mean of generating the
understanding of the impact ofsocial media marketing on airlines. Hence, it could be
understood within the structure of principles as well as the assumption of science (Lai and
Hitchcock, 2015). It is addressed that positivism keeps the valid information is found only in
derived understanding as well as exclusive sources with authoritative understanding
associated with the impact ofsocial media marketing on airlines (Bagiran and Kurgun, 2016).
The key goal of science is to combine as well as organizes finding into a meaning related to
full pattern and theory that is viewed as tentative rather than ultimate truth. The theory is used
for modification and revision as new evidence. Positive paradigm is used to develop the in a
systematic manner with the support of qualification, which is essential to improve the
accuracy in the description related to parameters as well as judgment related to the
association between them. There are different Examples of positivism such as surveys,
correlation, and quasi-experimental (Ferrandi, Valette-Florence, and Fine-Falcy, 2015).
Qualitative method is beneficial for obtaining the depth and detail information regarding
research concern. It focuses on depth assessment as compared to assessing the ranks and

DISSERTATION 4
counts by recording behaviour, feeling, and attitudes. This technique is motivating an
individual to expand the responses and open up on new topic areas that is not primarily
considered(Lai and Hitchcock, 2015). In contrast to this, it is stated that data collection is
time consuming. Assessment of information may take longer period as compared to
quantitative investigation. Interpretation of outcome is biased as it may affect the perspective
of investigators. There is different method of conducting the qualitative research such as
focus group and interview. In this research, both methods would not be selected due to its
limitation(Gerow, Thatcher, and Grover, 2015).
Quantitative method is beneficial for research as it permits the broader investigation,
entailing the higher number of subjects and improving the generalisation of outcomes. In
contrast to this, there are some disadvantageous of using this method such as gathering the
data through this method takes longer time and includes smaller sample size(Lai and
Hitchcock, 2015). There are different illustration of using this quantitative research such as
observation and questionnaire. In this research, questionnaire is used but observation is not
selected in order to get reliable information.Under this investigation, the quantitative survey
is used to gather the information regarding research issues (impact of social media marketing
on airlines) by the survey. Positive paradigm is continued to influence the investigation for a
longer time. It was criticized due to the lack of subjective states of the individual (Babin, and
Zikmund, 2015). This is related to controlled and passive human behavior as well as
determined by the external atmosphere. Therefore, an individual could be dehumanizedrather
than individualism, intention, as well as freedom,is taken into consideration in interpreting as
well as inspecting social reality (Gerow, Thatcher, and Grover, 2015). As per the critics of
paradigm, objectivity should be replaced by subjectivity in the procedure of scientific inquiry.
This facilitates rise to naturalistic as well as non-positivism inquiry.
Nonpositivism

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This investigation focuses onthe social reality that could be interpreted by the individual
himself as per the ideological position that they possess. Therefore, knowledge is gained by
personally experienced as compared to acquire from and imposed from the external
atmosphere. There are multi-layers for gathering the reality and the single phenomenon is
having a different interpretation. It also focuses on verification of phenomenon when the
extent of knowledge is high with respect to the impact of social media marketing on airlines
rather than developing the specific relationship between the components as it may occur in
the positivismcase (Hair, et. al., 2017). Along with this, non-positivism could be considered
by a different school of thoughts. These are symbolic interactionism, ethnomethodology,and
phenomenology. All these schools focus on human interactions with the phenomenon in their
daily lives as well as recommends qualitative as compared to the quantitative approach in
assessing the impact of social media marketing on airlines (Henseler, Hubona, and Ray,
2016).
Along with this, there are different examples of non-positive approach such as qualitative,
ethnographical, case study, biographical and ethnographical approaches.
In the investigation, positivism approach is used because it stands for measurability,
objectivity, controllability, predictability,and rules of human behavior regarding the impact of
social media marketing on airlines (Bell, Bryman, and Harley, 2018).
The given table depicts the comparison between two phenomena of social reality such as
positivist and non-positivist paradigm:

DISSERTATION 6
(Sources: Pai, et. al., 2015).
Choice of method
In this investigation, both primary and secondary data collection methods will be used. The
primary data contains the quantitative information. It is collected by survey through
questionnaire. The secondary information is collected by different sources such as journal
articles, document, websites,and textbooks. This gathered data is used in the section of the
literature review. The quantitative information is collected by obtaining questionnaire
responses as it is beneficial for capturing the views and responses of participants who are
involved in the survey procedure (Xu, Chen,and Santhanam, 2015).
Questionnaires are selected as it is a good strategy for collecting the data from a high amount
of people and people who may not have the time for responding throughsurvey. It enables an
individual to take their time for reflecting about research concerns. Respondents can provide
their feelings and views privately rather than focusing on the possible reaction regarding the
investigation. There area high amount of people who will incline to provide socially
acceptable responses (Schoenherr, Ellram, and Tate, 2015).
An individual should be motivated to provide responses as honestly so as to eliminate the
investigators in order to draw a false conclusion from their investigation. In this investigation,
a close-ended questionnaire structure will be used as it creates interest among participants to
contribute to the survey. The limitation for the investigator is that they usually have a
moderately low response rate and an individual do not always responses to all questions
correctly (Boddy, 2016).
The questionnaire could be managed in different manners such as being sent by email
attachments, internet sites, handed out individually and managed to the confined audience.
An investigator may decide to manage the questionnaire in person that provides the benefit to
people who have complexities in writing as well as reading(Henseler, Hubona, and Ray,

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2016). In such manner, the respondent may feel that they are part of an interview as
compared to completion of the questionnaire because investigator noting downs their
responses on their behalf (Sekaran, and Bougie, 2016).
The random probability sampling would be selected as a homogenous set of people from the
general public and from the heterogeneous group. The questionnaire sampling tool would be
appropriate due to its effectiveness in being competent to be completed online or on
paper(Bell, Bryman, and Harley, 2018). The questionnaire helps to increase the
understanding regarding the use of social media and improving the social network in the
industry of airline. The sample size is chosen as 23randomly and researcher will be asking
question with family, and friends to complete the questionnaire. For this, monkey survey will
be used to conduct the questionnaire (Wang and Berens, 2015).
Validity and Reliability
Reliability is defined as consistency regarding the measure. There are different kinds of
consistency such as test-retest reliability, internal consistency as well as inter-rater
reliability(Sekaran, and Bougie, 2016).
Test-Retest Reliability
Test-retest reliability is defined as degree to which actual case is evaluated. For instance,
intelligence can be considered consistent across time. When an investigator measures a
construct for assuming consistent in across time, then obtain information should be consistent
in across time. Researcher would measure this reliability by assessing an individual’s ability
such as an individual who would be highly brilliant in current times would be highly able in
upcoming week(Hair, et. al., 2017). It indicates that good measures of aptitudecan be
produced roughly in the same scores for participants in upcoming periodbecause it does in
current times(Wang and Berens, 2015).
Internal Consistency

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Internal consistency is another reliability that shows the constancy regarding the responses of
individual in across the matters on the degreeof several items. For instance, an individual can
create set of bets in the context ofreplicated game about roulette as an extent of risk-seeking.
This gauge can be internally reliableat the level that are kept by participant bets in
consistently low or high as well as in across trials(Boddy, 2016).
Interrater Reliability
Inter-rater reliability is the level to which different observers are consistent in their judgment.
For instance, when researchers are interested in assessing the impact of social media
marketing on airlines then, they can make a video recording of participantsduring interaction
with one more student whom they canget-together for the primary time. The researcher can
have more viewers for watching the videos as well as rates the social skills of each
student(Schoenherr, Ellram, and Tate, 2015).
Validity
Validity is the degree at which the scorefrom measuring and representing the erratic they are
planned for. Different kinds of validity are used by an investigator for validating the
information such as content validity, face validity as well as criterion validity(Xu, Chen,and
Santhanam, 2015).
Face Validity
Face Validity is the degree to which dimension technique demonstrates on its face to
determine the erect in the context of interest. There isa high amount of individual who would
predict a questionnaire associated with self-esteem for involving the matters regarding
whether they observe themselves as a valuable individual. Hence, the questionnaire involves
these types of elements with high-quality face validity (Wang and Berens, 2015). For
illustration, by having a high amount of sample of people, the researcher may measure in-
depth information regarding research issues.

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Discriminant Validity
This kind of validity is the degree at which score regarding the measureis not linked with the
measure associated with method regarding variables that could be theoretically distinct. For
illustration, self-esteem can be broader attitude with respect to self that could be moderately
stabledultimately (Henseler, Hubona, and Ray, 2016). In this investigation, the secondary
sources of data are used and to ensure reliability, an investigator has considered all authentic
resources for conducting the investigation significantly.
How ethics is important within research, and how you ensured to gain ethical approval
from the Research Ethics Committee, how participants will remain
anonymous/confidentiality and comply with Data Protection, gaining consent
The use of ethics and value is significant and hence, the investigation sources are kept
confidential as well as the high amount of confidential information should be removed after
completion of investigation(Xu, Chen,and Santhanam, 2015). Therefore, it cannot be
misused. The researcher cannot force any participants for contributing tothe investigation.
Since, before conducting the survey, informed consent form will be given to participants so
they can demonstrate their willingness to participate in research.The investigation has
conducted only for academic intentions as well as not for increasing the commercial
advantageous. The respondent's consent form ensured that all respondents have provided
their consent. The research and material related data will be kept confidential by storing those
electronically withpassword that must prevent unauthorized access(Schoenherr, Ellram, and
Tate, 2015). In addition, ethical approval was gained via the ethical committee, participant
anonymous, and keeping confidential data by using data protection act.

DISSERTATION 10
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