Effect of Facebook eWOM on brand image and purchasing intention of low-cost airline in Thailand

This research proposal aims to analyze the effect of Facebook eWOM on the brand image and purchasing intention of low-cost airlines in Thailand. The study will focus on the impact of eWOM on brand awareness and consumer decision making. It will also explore the role of social media, particularly Facebook, in the airline industry. The research objectives include examining the effect of eWOM on brand image, understanding consumer perception of social media in the airline business, and analyzing how Facebook influences airline choices for travel to Thailand.

Effect of Facebook eWOM on brand image and purchasing intention of
low-cost airline in Thailand
Submitted By:

Contents
Chapter 1.............................................................................................................................................3
Introduction.........................................................................................................................................3
1.1 Introduction.........................................................................................................................3
1.2 Background Information..........................................................................................................4
1.3 Research Question.....................................................................................................................4
1.4 Research Objectives..................................................................................................................5
1.5 Contribution to Existing Knowledge........................................................................................5
Chapter 2.............................................................................................................................................5
Literature Review................................................................................................................................5
Chapter 3.............................................................................................................................................8
Research Methodology........................................................................................................................8
3.1 Research Design.........................................................................................................................8
3.2 Population..................................................................................................................................8
3.3 Sample Size & Sampling Technique.........................................................................................9
3.4 Data Collection..........................................................................................................................9
3.4 Instrument of Data Collection..................................................................................................9
Chapter 4............................................................................................................................................10
Data Analysis and Interpretation.....................................................................................................10
Chapter 5............................................................................................................................................10
Conclusion & Recommendations.....................................................................................................10
References..........................................................................................................................................11

Chapter 1
Introduction
1.1 Introduction
The research proposal will construct a framework for the essential understanding and
analysis of electronic Word-of-Mouth or eWOM methods. The selected online social media
site is Facebook. The effect of eWOM via Facebook on brand image and purchasing intention
of low-cost airline in Thailand will be analyzed. The paper will specifically look into the
already finished work on the eWOM effects on the brand awareness of a particular sector and
how consumers tend to prefer one thing over the other based on this tactic. Moreover, a
research design will be proposed for better study and analysis of the effects of Facebook
eWOM.
The advancement in technology and the wide spread use of Internet has increased the
popularity of a new marketing tool which is known as the electronic word of mouth (eWOM).
Marketing tactics are changed by the Internet which traditional marketing attract consumers
by approaching sales to funnel programs and trade shows which these techniques have lost
their effectiveness interaction of customer (Operana and Vinerean 2015) . Word of mouth is
the oldest forms of marketing strategy used by businesses. It can be considered as an effective
technique to spread the word about a brand and raise brand awareness and improve reputation
among the customers, other businesses and the general populace.
Customers utilize the social media and other tools abundantly to share and read upon
reviews about different products and services. The tourism and the transport industry are the
most heavily dependent on this form of marketing. By having the individual that is giving the
audit physically present before the potential purchaser, the data of the items and
administrations coming structure their mouth was viewed as in every case genuine. Then
again, eWOM did not enable buyers to settle on snappy and quick choices with respect to
purchasing. The eWOM is imperative for the smooth working and development of the airline
industry. An increase of 7.6% per year in the new air travelling pathways is projected especially in
the South East Asian region (Sirichareechai, 2018). A bounteous supply of data and surveys
related items and administrations were required before choice could be made. The carrier
business assumes a critical job for creating new markets everywhere throughout the globe
dependent on the necessities and needs of the buyers. The more decisions individuals have
when voyaging, the almost certain they are to pick minimal effort choices. Individuals will in

general choose while voyaging whether their movement was comfort or not, the
administrations sufficient or not and on the off chance that they sick be utilizing this
administration again or not.
1.2 Background Information
It is broadly perceived these days that air transportation has turned into a significant
resource of business encouraging the financial development of numerous nations. This is due
to the fact that airlines give opportunities to people to travel and connect quickly and easily
along with less cost (Atalik, 2007). The advancement of this transportation channel allows
people and businesses to unify groups of people to work for a common motivation and also to
access better supplies for an effective business administration around the world. Thus, it
eases the way organizations come together across borders and work alongside each other
(Huete-Alcocer, 2017). The airline industry plays an important role for producing new
markets all over the globe based on the needs and wants of the consumers (Vu Thi Thao,
2017). It makes easier distribution of products and service around the world along with a
generation of a huge amount of revenue. The advancement of technology and widespread use
of the internet has made this possible and allowed a huge growth in the avionic industry.
Social media has the power to make or break a business (Walanchalee Wattanacharoensil,
2015). Consumers always share their experiences whether good or bad on social media
platforms. On the other hand, the first thing a new customer does is look for reviews of other
people with the experience regarding a particular good or service before a purchase especially
the ones that incur a great cost. These views are easily available and accessible through social
media like Facebook, Twitter, company’s websites and blog posts (Bhattacharya, 2016).
Also, some research indicates that a lot of people consider the WOM especially the electronic
form to be much more reliable than other forms of media like television, radio ad ads (Nur
Thara Atikah Zainal, 2017). eWOM through Facebook is essential for the avionic industry to
flourish as it gives an opportunity to explore more marketing of the quality of services
provided, target a younger audience and build on a loyal customer base (Jingyu, 2013).
Therefore, it can be considered that eWOM is one of the major marketing strategies
that can-do wonders for a business especially for the ones in the avionic industry.
1.3 Research Question
These questions are to be addressed in this research:

1. What effect did Facebook eWOM had on the brand image and consumer buying
intention?
2. How do consumers perceive the role of social media like Facebook in the airline
business?
3. How Facebook affected the choices of the airline that they chose to travel to
Thailand?
1.4 Research Objectives
1. The study will focus on the effect of eWOM on the brand image of products and
service providers
2. A significant objective will be finding the impact of Facebook eWOM on consumers
‘decision making power and their perception of brands in terms of quality of goods
and services
3. The effect of Facebook eWOM specifically in the low-cost airline industry.
1.5 Contribution to Existing Knowledge
This research is focused towards helping marketers to set an effective marketing plans
and develop effective online relationships through consultation of the the data presented.
Thus, improving low cost airline industry by using Facebook eWOM.
Chapter 2
Literature Review
The growth and development of social media has improved consumer’s ability for finding
certain information regarding the functions and quality of different goods and services. They
can also share their user experience by utilizing eWOM. This improves the decision-making
power of the clients and also makes decision making easier.
A. Electronic Word-of-Mouth: (eWOM)
Krishnamuruthy and Ramesh Kumar (2018) define the phrase electronic word of mouth
result by customer expectation with organization. And then, Hennig-Thurau, Gwinner, Walsh
and Gremler (2004) support this as a message channel through which customers are sent both
positive and negative communication by people who have experiences with products and
services. The authors demonstrate eWOM uses customer expectation to share their
experiences on opinion via online channel. Reza Jalilvand and Samie (2012) reseached the
eWOM methods that are utilized to spread the word.

The various sub-methods include:
1. One to one method- A single consumer shares their experience of consumption with
another person. This can be done through Facebook Messenger or other messaging
tools.
2. One to many methods- This is when one person posts their opinions on a social
media platform as a story, blog post etc.
3. Many to many techniques- Experiences shared by a lot of people to another group of
people. Community group sharing is an example.
Furthermore, sharing done by customers that were more experienced in using the goods
and services has more value than of those that just started using. This is imperative to the
intentions of purchase by consumers.
B. Facebook Electronic Word-of-Mouth channel
Cheung and Lee (2012) motion that online customer opinions on social platforms depend
on the interaction of many customers. Their findings are important with channel of customer
influences with customer communication platforms. Customers utilize the social media and
other tools abundantly to share and read upon reviews about different products and services.
The advancement of technology and widespread use of the internet has made this possible
and allowed a huge growth in the avionic industry. Social media has the power to make or
break a business. Facebook is a one channel for customer interaction and perceiving news.
When on the internet, viewers come across a load of information related to products and
services along with organization’s ads and other marketing influences (Chetna Kudeshia
2017). This is mostly shared with other users with the intention to help and motivate them
based on their needs and wants. The increased development of Facebook as a social media
service for consumers and companies has made it imperative to form a basic understanding of
its effect on consumer’s intention of purchase and their decision in making one too (Motteh
Saleh Al- Shibly 2017). People who use Facebook on a regular basis for the purpose of
researching the market may become addicted to it and be more brand loyal. Thus, the
organization may need to keep an eye on the social media channels especially Facebook to
deal with such kind of people.
C. Online opinions
Qazi, Tamidymcholo, Gopal Raj, Hardaker and Standing (2017) state that opinions are
the customer feedback and are factor influencers of customer behaviour. Cao, Thompson, and
Yu, (2013); Chiou, Hsiao,&Su, (2014) also explain that customer feedback on product and
services of company impact with customer make decisions. Lerrthaitrakul and
Panjakajornsak (2014) support that the channel provides buyers to share their opinions and
recommendations into weblogs, product review websites such as on www.epinions.com,

www.tripadvisor.com, and www.virtualtourist.com. Their findings are important with other
online review on website which customer can easily access for reading review and
perceiving. Park, et., al (2007) explain that online consumer review on websites which
presented both positive and negative comments about products and services by groups of
consumers was one of the prime eWOM channels. Lerrthaitrakul and Panjakajornsak (2014)
research with customer decision making method of eWOM in Thailand support that process
do the consumers go through before deciding to buy products and services. It is found out
that consumes usually collect information about the products and service they are interested
to consumer.
It is usually done through various Phases that include:
 The before purchase phase.
 The buying phases.
 The after-purchase phase.
Customers who perceive information about in the before purchase phase the consumption
of different products and services through Facebook messages, posts, comments and images,
also gave back reviews in the after-purchase phase. The opinions were both positive and
negative in nature. Also, the surroundings have a significant role in the buyer’s decision for a
purchase. Their status in society, family and friends, preferences etc. played a major role. In
addition, the consumers went for believing the words of more experienced customers than
novice ones. Researches have shown that purchasers who were previously uninterested in a
certain brand, tend to lean more towards it because of eWOM (Marios D. Sotiriadis, 2013).
The reviews improve their inclination towards that brand more. As a number of online
platforms are used to get this information, it is generally considered to be honest. According
to Levy and Gvili (2015) eWOM through online sources provide righ and detailed
information that helps in establishing better opportunities for the intended target audience.
D. Brand image
Webster and Keller (2004) ; Reza Jalilvand and Samie (2012) and Mohd Sukiand (2015)
and Lau and Phau 2007 ; Sasmita and Mohd Sukiand (2015) share the same view Brand

image relate with attributes and benefits associated with firms and reflect their symbolic
meaning of consumption and identity in self-expression for making the brand unique and
different from the competition. Every interaction of customer and company enhances an input
to brand image (Reza Jalilvand and Samie 2012). The authors demonstrate companies can
increase commitment and credibility with customers from message or brand communication
to provide a kind of experience. Pind Jeng 2016 finding the research airline brand credibility
on consumer purchase intentions that airline credibility has related with customer intention
which the airline company express high trust with the customer lead to customers believe and
purchase the services and airline brand credibility has a positive impact on purchase
intention. There are finding, the credibility and volume of information from eWOM
determined whether the consumer accepted that information or not, regardless of the fact that
the information was positive or negative. The airline industry plays an important role for
producing new markets all over the globe based on the needs and wants of the consumers. It
makes easier distribution of products and service around the world along with a generation of
a huge amount of revenue.
Chapter 3
Research Methodology
This chapter is related to the collection and presentation of data for this project. The
data collected is based on quantitative research methods. The research method will depend on
collection of relevant and timely data in regards to the Word-of-Mouth tool and its
significance concerning the social media. The various significant aspects that will be focused
through the research methods are provided essentially.
3.1 Research Design
The research is based on the effects of Facebook eWOM on the representation of a
brand and the consumer’s decision to utilize the low-cost airline companies in Thailand. The
research will rely on questionnaires for data collection. The age and nature of visit for all the
clients will be kept constant. Also, the services provided by the airline will also be kept
constant. The survey questionnaire will be available online. The subjects under question will
be asked to participate in the survey as truthfully as possible without outside influences. The
collected answers will be analyzed and studied using different graphical methods.
3.2 Population
The population for this research is based on customers who have the minimum
exposure to travelling by utilizing inexpensive airlines functional in Thailand. They all have a
background in researching and browsing through catalogues of different airlines before
making a decision to choose which airline to travel from. They all would have used social

media platforms especially Facebook to check for other consumer’s experiences with the
relevant low-cost airline.
3.3 Sample Size & Sampling Technique
A sample size of 100 respondents would be used for the primary information. The
respondents would be airline customers that depend on the opinion of other similar
consumers on Facebook to review the airline services. Non-probability sampling techniques
are used to gather information from the exact people that matter for effective information
gathering concerning the study. The focus will be on gathering most relevant information
through reaching out to the right kind of consumers.
3.4 Data Collection
An online questionnaire will be developed and sent to the respondents for being filled.
The development of the questionnaires would be done on the basis of relevant questions that
can answer the crucial research questions. The various literatures concerning the eWOM
would be considered to make questions that matters most for maintaining the effectiveness of
the study. The issues faced by the airline service users would also be essentially considered.
This will make sure that the research method is reliable and valid for this particular research
type.
3.4 Instrument of Data Collection
An online survey form will be utilized. Respondents would be asked to fill this form
as truthfully as possible. The survey will have a series of question for each set of subjects.
The questions will range from the how social media eWOM and more specifically Facebook
influenced their decision of choosing a certain airline in Thailand. Additionally the belief of
the customer concerning this type of marketing and how much it has coerced their behaviour
would be asked. Questions will also include the thoughts of customers regarding the brand
image building using eWOM and the effects of both positive and negative eWOM. The
answers will range from 1 to 4 options starting from 1 which would be strongly disagree to 4
which would be strongly agree (Reham Elseidi, 2016).
The researcher will only take credit for the work performed by self. In case of the
works of other authors proper citations would be provided to give them due credit. The data
presented is not in any way misinterpreted, fabricated or counterfeit. The point of view
presented in this study is objective and unbiased. The opinion and beliefs of the researcher in
no way affect the experimental setup, the data findings and final results etc. The ideas and

finding of this research are completely the ideas of the researcher and in no way stolen from
any other research property.
Chapter 4
Data Analysis and Interpretation
Data analysis will be carried out with the help of statistics. A series of structural
equations will be developed to find out relationship between factors and the resulting
behavior from them (Randall E.Schumacker, 2008). This will be done to find the dependence
of certain variable with the factors that influence them. An independent variable and a
dependent variable will be assigned and their relationship will be studied in depth. Graphical
representation will also be utilized to produce a clear relationship. This will also bring into
light casual relationships between variables. All the research questions will then be analyzed
on the basis of this method and a suitable conclusion will be drawn.
Chapter 5
Conclusion & Recommendations
This research is based on the impact of Facebook eWOM on the decision-making
abilities of consumers and the brand image change of low-cost airline companies in Thailand.
The design proposed in this study will be focused towards highlighting the factors and their
effects on the consumer behavior and brand image. There might be constraints in the data
collection strategy as the exact population under study cannot be exactly determined so the
researcher will decide which consumer samples to take and which to discard to keep the
authenticity of the research and its results. The study will produce results through structural
equation methods which may have practical use for airline companies to determine what type
of eWOM strategy would work best for them. Moreover, they can base their marketing
strategy, customer services and online platforms on the research as well. This will improve
the customer base who wish to go through Facebook eWOM services to make decisions to
make a purchase as well.

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