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

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