Social Media Marketing and its Impact on Branding: A Case Study of Air France

This paper discusses the impact of social media marketing on branding, with a case study of Air France. It covers the role of social media networks, traditional advertising methods, and challenges faced by companies. The paper also provides recommendations to increase brand awareness.

Running head: SOCIAL MEDIA MARKETING
Social media marketing and how it transformed the idea of marketing and reached all over
the world- Case Study of Air France
Name of the Student
Name of the University
Author Note

1SOCIAL MEDIA MARKETING
Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study.
I am indebted to my supervisor ……………………. whose guidance, advice and patience
have been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local
Education Authorities, for the time and help given throughout. Without their participation,
this research would not have been possible. In this context, I am also thankful to them, whose
research work helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or
completed! Your encouragement and support have never faltered; thank you.

2SOCIAL MEDIA MARKETING
Abstract
Social media marketing is the process through which the attention of the potential customers
can be gained in the social media sites. The marketing programs that are adopted for the
social media sites encourage the customers in reading the contents that are shared by the
companies. The level of interaction between these two has increased to a great extent due to
the use of social media networks, which has helped in marketing the products and services in
a proper manner as well. The social media platforms has gained popularity in the recent
years, which has helped the businesses to increase its level of productivity and brand
awareness in the market as well. It has also resulted for the company in shifting towards new
media from the traditional media networks that are present.

3SOCIAL MEDIA MARKETING
Table of Contents
1.0 Introduction..........................................................................................................................5
1.1: Problem Statement..........................................................................................................5
1.2: Organization background................................................................................................5
1.3 Aim of the study...............................................................................................................6
1.4 Research objectives..........................................................................................................6
1.5 Research questions...........................................................................................................6
2.0: Literature Review................................................................................................................8
2.1: Concept of social media..................................................................................................8
2.2: Social networking sites...................................................................................................8
2.2.1: Facebook..................................................................................................................8
2.2.2: Twitter......................................................................................................................9
2.2.3: LinkedIn...................................................................................................................9
2.2.4: Flickr........................................................................................................................9
2.2.5: YouTube.................................................................................................................10
2.3: The role of social media networks................................................................................10
2.3.1: Marketing with the help of social media................................................................10
2.3.2: Sales Funnel adoption in social media...................................................................11
2.4: Value and power of social networks.............................................................................11
2.4.1: Sarnoff’s Law.........................................................................................................11
2.4.2: Metcalfe’s Law......................................................................................................12
2.4.3: Reed’s Law............................................................................................................12

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2.5: Factors determining impact of social media on brand awareness.................................13
2.6: Online branding.............................................................................................................14
2.6.1: Disadvantages of online branding..........................................................................14
2.6.2: Brand equity...........................................................................................................15
2.7: Traditional channels of advertising...............................................................................15
3.0: Research Methodology.....................................................................................................16
4.0: Analysis and Findings.......................................................................................................17
4.1: Introduction...................................................................................................................17
4.2: Quantitative analysis.....................................................................................................17
5.0: Discussion and Conclusion...............................................................................................21
5.1: Discussion.....................................................................................................................21
5.2: Conclusion....................................................................................................................22
Reference List..........................................................................................................................23
Appendices...............................................................................................................................26
Appendix 1: Survey questions.............................................................................................26

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1.0 Introduction
Social media marketing is the process through which the attention of the potential
customers can be gained in the social media sites. The marketing programs that are adopted
for the social media sites encourage the customers in reading the contents that are shared by
the companies. This results in electronic word of mouth (E-WoM) so that the sales of the
companies can be increased to a significant manner (Scott). The social networking websites
allow the consumers in interacting with one another so that a better level of relationship can
be built. This enables the company in handling the complaints and feedbacks that are
provided by the customers in a proper manner. The networking sites also act as a direct
platform for the consumers in interacting directly with the companies with respect to the
products and services that are being offered to them (Lewis).
1.1: Problem Statement
The use of social networks has helped in transforming the level of connectivity
between the companies and the customers. The level of interaction between these two has
increased to a great extent due to the use of social media networks, which has helped in
marketing the products and services in a proper manner as well. The problem associated with
the social media networks are that it creates an impact on the branding of the company in a
positive or negative manner. The companies are also facing many challenges, which needs to
be minimized so that the management can be done accordingly and to determine the best
social networking tools that will help the companies in creating awareness of their brands
(Strauss, Judy and Raymond).
1.2: Organization background
Air France is one of the main flag carrier airships that has its headquarters in
Tremblay-en-France. The company is a subsidiary of the Air France-KLM Group and plays a

6SOCIAL MEDIA MARKETING
part in the global alliance of airlines. The airlines help the customers by serving in 36
destinations and specializes in cargo and passenger services. The global hub of the company
is located in the Charles de Gaulle Airport and the domestic hub of the company is located in
Orly Airport. The company has been using the social sites so that it can spread awareness of
its services among the customers. This has enabled them in gaining many new customers
with the discounts and offers that they are providing to the customers. However, in the recent
times it can be seen that the customers are not being attracted towards the company in spite of
the advertisements that are being done by them. This factor will be studied in thesis thesis
(Air France KLM).
1.3 Aim of the study
The thesis will help in shedding light on how the company can take up the
opportunities that are present in the social networking sites so that it can spread brand
awareness. The use f the right tools in social media network will also allow the company in
increasing the brand visibility.
1.4 Research objectives
The thesis will be based on the following objectives:
 To study the role of social media and its branding impacts
 To understand the challenges that the company face so that it can be reduced
 To understand the traditional advertising methods and its relevance today
 To provide suitable recommendation so that the social network sites can help the
company in increasing brand awareness
1.5 Research questions
The thesis will be done according to the following questions:
1. How does social media create an impact on the branding techniques?

7SOCIAL MEDIA MARKETING
2. What are the challenges that the company faces with respect to social media
marketing?
3. What is the importance of traditional advertising tools in the world at present?
4. What are the suitable recommendations that can be provide to the company to
increase brand awareness?

8SOCIAL MEDIA MARKETING
2.0: Literature Review
2.1: Concept of social media
The social media platforms has gained popularity in the recent years, which has
helped the businesses to increase its level of productivity and brand awareness in the market
as well. It has also resulted for the company in shifting towards new media from the
traditional media networks that are present. This has led the companies in facing multiple
challenges at the initial years in adapting to this technology. It has been seen that the
companies are shifting their focus gradually towards the online advertising methods so that
they can align themselves in a better manner with the modern buyers (Ryan).
Social media is a platform that helps the company to be connected with their
customers on a virtual platform so that the products and services that are launched by the
company can help in increasing the brand awareness. The social sites such as Facebook,
YouTube, Twitter, Flickr and LinkedIn has allowed the companies in advertising their
services to its customers and stay connected with them as well (De Mooij).
2.2: Social networking sites
2.2.1: Facebook
This site was launched in the year 2004 and currently has more than 800 million users
who are active on this platform. The site is also accessible also through the mobile devices
that has helped the people in staying connected with their friends and families located at
different places. The site is also available in different languages so that it can help the people
in conversing in their native languages. The company has also launched a new portal in 2011
for the marketers so that it can help them in showcasing their products and services to the
customers. Air France has to market the services in a proper manner through this platform so

9SOCIAL MEDIA MARKETING
that it can help the customers in understanding the varieties that are being offered to them
(Mulhern).
2.2.2: Twitter
This site was launched in 2006 and was quite the opposite of Facebook, as it helped
the people in getting the latest information regarding the topics that they find interesting.
After finding the interests, the users need to follow them so that it can help them in getting
more information when the company updates their portal. It has allowed many companies in
positioning their brands in the market through the feedbacks so that it can help in increasing
the market intelligence. The customer relationship marketing has also allowed in increasing
the direct sales so that the company can reach out to their customers directly. Air France uses
this platform to advertise their services so that it can help in lifting their brand name and
enhance the relationship with the customers (Jenkins et al.).
2.2.3: LinkedIn
According to Chaffey, this site was launched in the year 2003 so that the users can
share their knowledge and ideas with each other. It is responsible for operating the largest
network of professionals and covers more than 200 countries. The portal is available in
different languages so that professionals of different regions can have access to it. The portal
helps in providing access to variety of information such as the name and size of the company
and the job title for which the employees can be hired. Cathay Pacific Airway is a perfect
example that uses this portal, which has enabled them in sending messages to different people
so that their feedbacks can help the company to improve. They have been able to increase
their brand awareness in the market as well using this portal. Air France on the other hand has
not been able to capitalize through this site and needs to improve their portal so that potential
users can be attracted.

10SOCIAL MEDIA MARKETING
2.2.4: Flickr
This site helps in sharing photos that was launched in the market in 2004 and was
taken over by Yahoo! In the year 2005. The company is available in ten languages and has
more than 50 million users. It allows the users in uploading images and videos through the
Free and Pro account where the Free account allows the user in uploading 2 videos and 300
MB of images per month and the Pro account gives unlimited access in uploading photos and
videos. Air France does not use this portal as it does not help them in increasing their
customer base in the market (Leeflang et al.).
2.2.5: YouTube
According to Tuten and Michael, YouTube was created in 2005, which was primarily
a website to share videos that are inspirational and informative for the users. The company
uses HTML5 and Adobe Flash Video so that the video content can be generated for the user
and can be viewed by more number of people. Almost 5 billion videos are viewed on an
everyday basis and almost 800 million people visit the site on a monthly basis so that the
contents can be watched and shared. Air France uses this medium to advertise their products
and services so that it can spread awareness of the products among the customers.
2.3: The role of social media networks
Babin and William stated that one of the many characteristics of social media is that
this platform can be used by the people to initiate interactions and collaborate with others
based on the ideas that has been pitched. It also enables the users in sharing the content so
that the level of communication can be increased. The primary role of social media networks
is to increase the level of communication so that it can help in developing trust between the
customers and the business.

11SOCIAL MEDIA MARKETING
2.3.1: Marketing with the help of social media
Marketing is a function that helps in the process of creating, delivering and
communicating the values to the customers so that a healthy relationship can be developed
between the stakeholders and its organization. Internet marketing is an application that helps
in using the digital technologies in achieving the objectives of the company set for marketing.
It helps the company in identifying the processes for which internet can be used for
marketing so that the needs and wants of the customers can be analysed. The contribution
from the online revenue can also be anticipated so that the satisfaction among the customers
can be increased (Boone and David).
2.3.2: Sales Funnel adoption in social media
The relationship between online networking and brand has to be developed in a
proper manner so that it can make the business sustainable in nature. The companies need to
understand the network in an efficient manner, which will help in attracting the customers
due to better quality and increasing the prospects in the market as well.
The sales funnel is wider at the top and narrows down while reaching the bottom
portion. The marketers use this form of advertising so that it can help in presenting their ideas
to prospective clients and increase its level of marketing process (Hays and Dimitrios).
2.4: Value and power of social networks
The social network is a set of relationship that has the ability to grown in to complex
patterns in an enormous manner. The company may go online depending on various factors
such as establishing their brands or growing contacts with more number of people. The laws
of value-governance help in understanding the relationship between the patterns that are
present (Baker).

12SOCIAL MEDIA MARKETING
2.4.1: Sarnoff’s Law
This law was developed by David Sarnoff who was also the founder of National
Broadcasting Company (NBC). The law establishes the fact that the network value is directly
proportionate to the number of listeners who are eager to know more about the network. With
respect to the social network, it can be stated that more number of people can stay connected
with a particular brand with the help of social network (Chaffey and Paul Russell Smith).
Figure 1: Interpretation of Sarnoff's Law
2.4.2: Metcalfe’s Law
This theory was developed by Robert Metcalfe who was also one of the inventors of
Ethernet and founder of a firm specializing in networking known as 3com. The law states that
more number of users with the services allows the service to become a part of community.
This theory states that a new member makes the profile of the user more valuable (Aral et
al.).

13SOCIAL MEDIA MARKETING
Figure 2: Interpretation of Metcalfe's Law
2.4.3: Reed’s Law
This law was established by David Reed who had a specialization in the field of
computer networking. It establishes the theory that the impact of network value is done
through the recognition of supporting group of members. It also helps in the formation of
subgroups so that the communication flow is relevant and important information can be
passed through the network (Armstrong et al.).
Figure 3: Interpretation of Reed's Law
2.5: Factors determining impact of social media on brand awareness
Tsimonis, Georgios and Sergios stated that there are various factors that creates an
impact on the awareness of the brand. The first factor is the audience, as the company has to

14SOCIAL MEDIA MARKETING
understand the audience towards whom the advertising will be directed through the social
media. This will help in providing better level of exposure for the products and services in the
online platform as well so that sales can be increased. Another factor is known as influence,
which can be understood by the comments that are posted by the customers on the online
portal with respect to advertise that are being provided by the company on the social network
sites. The influence can be positive or negative depending on the reviews that are being given
by the customers.
Holt also stated that another factor that helps in determining the brand awareness is
engagement, which has to be determined through the number of responses that the company
gets with respect to the message that is being posted for the respective brand. The higher
amount of engagement suggests that the product or service is being consumed in a better
manner within the market. Action and loyalty is yet another factor that allows the customers
in increasing the level of consumption for the product or service that is being delivered by the
company. The loyal customers act as marketers who function without any payment for the
company to promote their brands on the social media platforms.
2.6: Online branding
Branding is a process of managing the struggles between the customers and the
company so that it can help in building up an efficient relationship between the two. Using
the social media allows the company in providing better experience to the customers with
respect to the product and service that they want to advertise.
The use of online branding allows the company in promising the customers with
respect to quality products and services, as the message is conveyed in a better manner. It
also helps in building up the trust among the customers, as the products that are being
delivered to them are of quality, which will help in satisfying their needs and wants. It also

15SOCIAL MEDIA MARKETING
allows the company in improving their services on a continuous manner from the feedbacks
that are provided by the customers to the company (Hudson, Simon and Karen).
2.6.1: Disadvantages of online branding
There are numerous challenges that the company also faces for establishing their
brands in the online portal. It results in devaluing the goodwill if the product does not match
up to the quality that has been shown in the online advertisement. It may result in the loss of
reputation for the company, which may also affect their level of sales in the market where
they are operating. The wrong way of advertising the products and services online also results
in loss of brand equity due to the poor way of structuring the information on the online sites
(Lamberton and Andrew).
2.6.2: Brand equity
Dibb and Marylyn stated that Brand equity is the value of the products and services
that are being given by the company in the market for the customers to purchase and consume
it. A positive brand equity results in increasing the level of loyalty among the customers with
respect to that particular brand, as more number of customers are willing to purchase it from
the market. Similarly, a negative brand equity means that the company may be at a loss due
to the inferior quality of products and services that they are offering in the market. It may also
result in increasing or decreasing the goodwill of the company. Brand equity is important in
cases when the product that is being used by the customers are visible to others. This
increases the chances of the product to be purchased repeatedly by the customers as well.
2.7: Traditional channels of advertising
Armstrong et al. stated that the traditional advertising channels are the old methods
that were used by the company in advertising their products and services before the invention
of internet. These traditional methods helped in the promotion of sales as well as increasing

16SOCIAL MEDIA MARKETING
the level of profit for the company. These traditional methods included television and radio as
well as print media so that it can help in attracting the customers towards the products and
services. These traditional methods helped the company in spreading awareness regarding the
brands that are available in the market.

17SOCIAL MEDIA MARKETING
3.0: Research Methodology
Figure 4: Research method
The research has been conducted following the necessary methods so that the data
analysis can be done properly. The researcher has taken the deductive approach where the
data has been analysed and proper recommendations have been provided (Mackey and Gass).
The positivism philosophy has been taken, as it has helped in gathering the factual knowledge
so that the statistics can be explained in a proper manner (Glesne). The descriptive design has
been chosen by the researcher so that the variables can be described through the analysis that
has been conducted (Brinkmann).
The data has been collected from 15 middle management employees so that they can
provide a better opinion regarding the social media marketing techniques. The sample has
been collected following the simple random technique, as it has allowed the participants to be
a part of the survey process in an equal manner (Flick).
Topic
Identification
Literature
Review
Research
Design
Data
Collection Data Analysis Thesis
Writeup

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4.0: Analysis and Findings
4.1: Introduction
This chapter has analysed the data that has been collected from the middle
management employees through the survey process. The data from the analysis has also been
interpreted by the researcher so that it can help in making the study more conclusive in
nature.
4.2: Quantitative analysis
No Yes
0
1
2
3
4
5
6
7
8
9
10
6
9
Social media platform
Figure 5: Social media platform
The survey has been conducted among the participants to know whether the company
uses any social media platform. It can be seen that most of the middle management
employees have stated that the company uses the social media platform for various purposes.

19SOCIAL MEDIA MARKETING
Advertising Connecting with
customers Content sharing Promotion of events
0
1
2
3
4
5
6
4
5
3 3
Activities
Figure 6: Activities
From this analysis, it can be seen that the participants were surveyed regarding the
activities that the company does in the social media sites. It was seen that most of the middle
management employees have agreed to the fact that the connecting with the customers is the
primary activity that is undertaken by the company.
On a monthly basis Once a day Several times
0
1
2
3
4
5
6
7
8
7
3
5
Usage
Figure 7: Usage

20SOCIAL MEDIA MARKETING
The middle management employees were also surveyed regarding the frequency of
using the websites to which they have stated that the company uses the sites on a monthly
basis that helps them in posting news on the social media networks.
Building relationship with
customers Effective way of marketing
the business Getting prospective clients
0
1
2
3
4
5
6
7
8
7
4 4
Benefit
Figure 8: Benefit
The participants were surveyed regarding the benefits that the organization will be
deriving through the activities that are being done in the social media sites. It can be seen that
most of the middle management employees have stated that the benefit of using the social
media sites is that it has helped in building relationship with the customers.

21SOCIAL MEDIA MARKETING
Competition is high Consuming time Does not help in increasing
the company profile
0
1
2
3
4
5
6
7
8
7
4 4
Disadvantages
Figure 9: Disadvantages
The survey was also conducted to gain insights regarding the disadvantages that are
associated with using the social media sites. It can be seen that most of the employees have
stated that the level of competition is very high, as many companies are advertising their
products and services with the help of social media.

22SOCIAL MEDIA MARKETING
5.0: Discussion and Conclusion
5.1: Discussion
It can be seen that the participants have agreed to the fact that the company uses the
social media platform for different purposes so that it can make the company visible to its
customers with respect to the products and services that are being offered (Fig. 5). Scott
stated that it has also helped the companies in eradicating the challenges that are present with
respect to traditional media. The company is also shifting its focus on a gradual manner to the
online method, which allows them in interacting with the customers in a proper manner.
Additionally, the participants have also agreed to the fact that the social media
platform is being used by Air France to connect with the customers in a proper manner so
that the services that are being offered by them can be taken in to note by the customers (Fig.
6). Ryan was also of the view that the use of Facebook, Twitter, Flickr and other social media
profiles has helped them in increasing the level of attractiveness in the market regarding the
products and services that are being offered in the market.
The participants were also surveyed regarding the frequency at which the company
uses the social media sites to which it was seen that the company uses it mostly on a monthly
basis so that it can be regularly update the customers and the social media users regarding the
services that are being provided (Fig. 7). Mulhern stated that the company uses it to share the
contents of the new product or service that is launched in the market so that it can help in
increasing its attractiveness.
The participants also said that the benefit of using the social media platform was to
build a better level of relationship with the customers. This will help in selling the services in
an efficient manner that is being offered by the company (Fig. 8). Leeflang stated that the
branding that is done by the company with the help of marketing channels in the social media

23SOCIAL MEDIA MARKETING
platforms will help in making the customers understanding the quality of the product so that
they can get a prior knowledge before availing its services.
The participants were also of the view that one of the major disadvantages for the
company in using the social media platform is that the level of competition is very high. This
has resulted in the advertising not being viewed by the customers and easily shifting to some
another alternatives (Fig. 9). Holt was of the view that it may also affect the goodwill of the
company, which will affect the overall sales of the company. The wrong method of
advertising may result in increasing the chances of loss of reputation in the market.
5.2: Conclusion
Thus it can be stated that the use of social media marketing is a new phenomenon that
has been researched in this study and has a huge potential in the market to change the face of
advertising and the level of technology. Air France needs to use the latest technologies so that
it can result in increasing the level of engagement among the customers so that the awareness
of the brand can be increased. This will help in increasing the attractiveness of the products
and services among the customers within the market.

24SOCIAL MEDIA MARKETING
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Appendices
Appendix 1: Survey questions
1. Does your company use any social media platform?
Yes
No
2. What activities do you do in the social media sites?
Connecting with customers
Advertising
Promotion of events
Content sharing
3. How often do you use the websites?
Several times
Once a day
On a monthly basis
4. How does the social sites benefit your business?
Building relationships with customers
Getting prospective clients
Effective way of marketing the business
5. What are the disadvantages of using social sites?
Consuming time

28SOCIAL MEDIA MARKETING
Competition is high
Does not help in increasing the company profile