Social Media Usage and Airline Marketing: Survey Results and Analysis

This report presents the findings of a survey conducted on 24 participants regarding the impact of social media on airline marketing strategies. The survey explored participants' social media usage, their engagement with airlines on social media, their reliance on online reviews, and their preferences for special offers. Key findings include the prevalence of Facebook and Instagram usage among participants, the varying degrees to which they consult online reviews before booking flights, and the influence of positive social media reviews on their decision-making. The report also highlights the types of promotions that attract customers, with discounts on flight prices being the most preferred. The analysis reveals insights into customer behavior, preferences, and the effectiveness of different social media strategies in the airline industry. The report concludes with an interpretation of the data and its implications for airline marketing practices.

4. Results, Discussion and interpretation of questionnaire
Introduction
This section has been focused on discussion and results of the data collected from
online survey. The survey participants have been 24 and close ended questions
have been added in the survey questionnaire.
Figure 1:
Consent: I am over the age of 18 and consent to answering this survey
Agree; 100%
Agree Disagree
The question was about airlines using social media as a tool for marketing their
services and offerings, hence it was compulsory to choose participants who are
using social media and ethically above the age of 18. We can see that total 24
participants were taken into consideration as a part of survey and all the participants
are above the age of 18 and eligible to fill the survey.

Figure 2:
What type of social media do you use the most (Select one from the below
options)?
Facebook Twitter Instagram Snapchat Pinterest None I do
not use any
form of
social
media
Other
(WhatsApp
)
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
62.50%
8.30%
70.80%
12.50%
20.80%
0.00% 4.20%
Options Responses Responses % Total Responses
Facebook 15 62.50% 24
Twitter 2 8.30% 24
Instagram 17 70.80 % 24
Snapchat 3 12.5 % 24
Pinterest 5 20.80 % 24
None of them 0 0 % 24
WhatsApp 1 4.20 % 24

As per the figure 2 which has represented the collected data from the
mentioned question. Among 24 participants has responded to this question in which
62.50 % of people has expressed that they use Facebook, 8.3 % of people has
expressed that most of the time they uses the Twitter, Instagram users are in the
percentage of 70.8, 12.5 % of the people had responded to express their interest
towards Snapchat, Pinterest users are of 20.8 % and along with the WhatsApp users
are of 4.2 %. From this analysis it has been also noticed that every participant who
took part in the survey uses social media and no participants stated they do not use
any form of social media, figure 2 shows 0%. After conducting this survey, it is quite
visible that due to the aspects of accessibility, availability as well as the user-friendly
aspect has invoked the usage of Instagram and Facebook in the targeted population.
However, it has been also noticed that due to the adoption of new features including
traditional social networking feature offering 'Status' option, the utilization of Pinterest
and Snapchat has also engaged a significant scale of users. Followed by this it has
been later noticed that the utilization of use of Facebook and Twitter is suprisingly
low. Thus, from the analysis of this survey result it can be stated that most of the
population opt to utilize the most user friendly and effective application in order to be
active and most people use Facebook and Instagram as their preferred social media.

Figure 3:
Do you read comments, posts, reviews or Tweets before you book a flight with
an airline?
Yes; 37.50%
No; 62.50%
Yes No
Options Responses Responses % Total Responses
Yes 9 37.50 % 24
No 15 62.50 % 24

Analysis:
As per the figure 3 shows which has represented the information gathered
from the mentioned survey it has stated that among 24 survey participants has
responded. Among those 24 participants 37.50 % of population has expressed that
they do follow the comments and posts related to the airline during the time of flight
selection along with that 62.50 % of population has expressed that they do not
concentrate on the comments, posts and review during the time of selecting a flight
for journey. According to the 37.50 % of participants of the survey has mentioned
that the reason behind following the reviews and comments on that airline helps
them to get idea about possible services from that service provider. However, almost
62.50% of the population among the respondents has stated that most of the reviews
present in the webpages related to any service provider is fake and promotional.
According to their point of view there is no necessity to read the comments, posts
and reviews related to any airline during the time of booking any flight. Thus, this
survey has helped has helped the researcher to understand the impact of comments
and reviews present in any services as this plays an important role to attract or
disappoint the customer.

Figure 4:
Do you use social media to like or follow airlines you fly with?
41.70%
58.30%
Yes No
Options Responses Responses % Total Responses
Yes 10 41.70% 24
No 14 58.30% 24

Analysis:
The above table and figure 4 has represented the result determined from the
mentioned survey, which has asked that whether the people follow or like the airlines
they fly with on social media or not. From the analysis it has been noticed that
among the 24 participants but there were 24 people who completed the survey - ten
people (41.5%) said they do like and follow airlines they fly with, however 14 (58.3%)
said they do not like and follow airlines they fly with. They have also mentioned that
this provide the current status about any particular service provider as well as it
offers an effective communication medium to between the customers and service
provider. However, 58.30 % of respondents had expressed that as there are several
limitations of social media present related to the fake feedback, wrong news and
unnecessary notification, thus they do not follow or communicate with the airlines on
the social media. Thus, from the analysis of this result it can be stated that, however
there are several benefits of social media in terms of communication and promotion
there are still few people present who are highly concerned about the drawbacks of
social media.

Figure 5:
How often do you use social media to look at online reviews for airlines?
Very Rarely Rarely Neural Often Very Often
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
17.40% 17.40%
47.80%
17.40%
0.00%
Series1
Options Responses Responses % Total Responses
1 Very rarely 4 17.4% 24
2 Rarely 4 17.4% 24
3 Neutral 11 47.8 % 24

4.Often 4 17.4% 24
5 Very often 0 0 % 24
Analysis:
As per the figure 5 results present in the above table represents that gathered
information, where it has included around 24 participants and asked about how often
they do utilize the social media to review the online reviews for Airlines. As a result of
that it has been noticed that among those 24 people, all people had provided their
opinions related to this topic. Among those 24 people 17.4 % of people has stated
they use social media to check the reviews on the Airlines services for at least very
rarely., 17.4 % of people had stated that they uses social media to check the reviews
on the Airlines services for at least rarely 47.80 % of people had stated that they
uses social media to check the reviews on the airlines services for at least neutral
17.40 % of people had stated that they uses social media to check the reviews on
the airlines services for at least often, 0 % of people has stated that they uses social
media to check the reviews on the airlines services for at least very often., Thus,
from the analysis of this result it can be stated that there is a significant scale of
population present who use social media to check the reviews of airlines for about
very often.

Figure 6:
Have you ever provided an online review (feedback) after using an airline?
37.50%
62.50%
YES NO
Options Responses Responses % Total Responses
Yes 9 37.50 % 24
No 15 62.50 % 24

Analysis:
As per the figure 6 information present in figure 6 it represents the responses of
the targeted population which has been gathered from the survey in which it has
asked about whether they post any review after using the services from any airlines.
During the time of data collection. Among those 24 people 37.50 % of people had
expressed that they do post comments on the social media about their experience.
However, 62.50 % of people has expressed that they do not post any review on the
social media about their experience. From the analysis of the collected answer the
reason behind these reactions has been noticed, which has stated that the 37.50 %
of people thinks that their feedback will be beneficial to the new customers in order
to get the overview of the services quality and type. Along with this they think that it
will also provide benefits to the Airline services by enhancing their marketing
impression. Apart from these people 62.50 % of people has expressed that they
have not posted any comments or reviews on the social media about the services of
any airline. The reason behind this action is they think that reviewing any service or
posting any comments on social media related to the service of airlines. According to
their point of view social media comments and reviews are not important for Airlines.
They think that it does not have any effect on the services of the airlines or similar
services provider. Thus, they chose to skip the feedback part. Along with that few
people proof read and ensure this related to providing feedback after using an
airline.

Figure 7:
Do positive social media reviews help you decide what airline to use?
YES; 62.50%
NO; 37.50%
YES NO
Options Responses Responses % Total Responses
Yes 15 62.50% 24
No 9 37.50% 24