Effect of Facebook eWOM on Brand Image and Purchasing

Running head: EFFECT OF FACEBOOK EWOM ON BRAND IMAGE AND PURCHASING
EFFECT OF FACEBOOK EWOM ON BRAND IMAGE AND PURCHASING INTENTION
OF LOW-COST AIRLINE IN THAILAND
Name of the Student
Name of the University
Author Note

EFFECT OF FACEBOOK EWOM ON BRAND IMAGE AND PURCHASING1
Table of Contents
1. Introduction..................................................................................................................................3
Background information..............................................................................................................4
Research Question.......................................................................................................................6
Research Objectives.....................................................................................................................6
Existing Knowledge Contributions..............................................................................................6
2. Literature Review........................................................................................................................7
Electroning Word-of-Mouth (eWOM)........................................................................................7
EWOM channel through Facebook.............................................................................................8
Online Opinion and Purchasing intention....................................................................................9
Brand Image...............................................................................................................................11
3. Research Methodology..............................................................................................................12
Research design.........................................................................................................................12
Population..................................................................................................................................12
Sample Size...............................................................................................................................13
Sampling technique...................................................................................................................13
Data Collection..........................................................................................................................13
Data Collection Instrument........................................................................................................13
Research Timeline.....................................................................................................................14
4. Data Analysis and Interpretation...............................................................................................16

EFFECT OF FACEBOOK EWOM ON BRAND IMAGE AND PURCHASING2
5. Conclusion and Recommendations............................................................................................16
References......................................................................................................................................17

EFFECT OF FACEBOOK EWOM ON BRAND IMAGE AND PURCHASING3
1. Introduction
The research proposal would focus on providing an essential framework that can
facilitate the effective analysis, evaluation and understanding of electronic word-of-mouth
methods for generating brand image and customer’s purchasing intentions. The social
networking site Facebook has been selected as the focus online platform for understanding the
significance of eWOM methods. The study will be poised to understand the effect of eWOM via
facebook concerning the brand image and intention for purchasing for Thailand based low-cost
Airlines. The existing literatures concerning eWOM and it role in the creation of brand
awareness as well as brand choice would be consulted for the proposed study. A strong research
design that can help in the better analysis and evaluation of the subject matter would be
proposed.
There has been significant advancement in technology recently. This has led to the wide
spread use of the internet and growth in the popularity of new marketing tools. One such
marketing tool is the electronic word of mouth tool (eWOM). The marketing tactics have been
changed by internet through which a sales to funnel programs or trade shows have lost much of
their effectiveness of customer interaction (Skudiene, Auruskeviciene and Sukeviciute 2015).
However, it also has to be said that Word of Mouth is not new and in actuality is one of the
oldest types of marketing strategy. It is an effective technique through which efficiently word
can be spread in regards to a brand. This can further help to raise brand awareness and improve
brand reputation among customers, general public or other businesses.
Social media is utilized by the customers quite abundantly to share their opinions about
various goods and services that they use or want to use in the future. More people are dependent

EFFECT OF FACEBOOK EWOM ON BRAND IMAGE AND PURCHASING4
on social media reviews to get an outside idea of a product or service. People also rely on social
media to get honest opinions about the products that they use (Lever, Mulvey and Elliot 2017).
The transport and tourism industry has a significant online presence and greatly depends on this
form of marketing. An individual gives the audit physically by being present before the potential
buyer. The opinion of the person is trusted to be more genuine than the other feedbacks. The
eWOM method does not enable the potential buyers to settle for anything that might be snappy
or rash choices concerning purchasing. In a way the eWOM method becomes imperative for
smooth working and development of Airline industry. There has been an increase of 7.6%
annually in the pathways for air travelling that have been newly projected in the region of South
East Asia (Sirichareechai, 2018). There are much supplies of surveys and dada that have been
considered before the choices have been made. The needs and necessities of the buyers are
considered for the creation of newer markets concerning the airline business. In short, the newer
mediums of marketing are proving to be effective for the Airline business. When individuals
tend to have more choices available they tend to choose the airline that can provide them with
minimal effort voyage choices. Generally the choices are based on the factors of movement,
administration, in-flight service, lower or higher rates or whether the administration would be re-
utilized.
Background information
Presently, it can be said that air transportation is a significant resource building and
economy generating business. There has been significant financial development of the sector in
the current times. This has been the case of various nations across the world. It can be said that
Airlines have provided a very effective and convenient way for people to travel across the world
(Law 2017). The connectivity that has been generated has caused the sector to boom and provide

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significant customer satisfaction. The advancement of the airline businesses have provided
greater opportunities for people and groups to interact, businesses to grow and families to unite.
Organizations have been able to work together from different parts of the world due to the
transportation facilities that have been offered by the Airline services. A huge amount of revenue
is generated by the Airline businesses across the world. In a way airline businesses have been
responsible for the rapid globalization that is being witnessed nowadays. It is important to note
that the social media is also playing a huge part in the continuing growth of the Airlines industry.
Thailand is one of the rapidly developing economies of Asia with places such as Bangkok and
Phuket being significant economic hubs as well as travel destinations (Kontogeorgopoulos
2017). Hence the choices of the residents as well as people interested in visiting the country
become very important. For a very long time people have been depending on the social media for
gaining reviews about services they are interested in availing. Consumers more often share their
views on social media in regards to products and services. These are then reviewed by other
consumers to ensure their validity which ultimately affect their decisions in regards to the
services. Social media sites like Twitter, Facebook and other similar sites are increasingly being
used to review products and services (Levy and Gvili 2015). With the rapid growth in internet
users the eWOM can be a significant approach towards both understanding the user needs and
promoting the services among them. Also especially if Facebook is considered then eWOM
helps in reaching a large populations of the younger audiences and explore the marketing
opportunities that are present in regards to the same. Hence, eWOM through social media can be
considered to be one of the most effective tools that can improve service quality and business.