Research Project: Social Media Influence on EasyJet Consumer Purchases

This research project investigates the impact of social media on consumer purchases and decision-making, specifically focusing on the airline EasyJet. The report begins with an overview of the research area, highlighting the significance of social media in marketing and its influence on consumer behavior. It outlines the objectives, research questions, and methodology, including a literature review that explores the views of various authors on the topic. The literature review covers the importance of social media, tools to improve marketing, and factors influencing consumer decisions. The research employs a qualitative methodology using an inductive approach with purposive sampling to gather data. The project also addresses ethical considerations and provides a timeline for research activities. The report aims to determine the importance of social media channels, demonstrate factors influencing customer decisions, and recommend tools for EasyJet to improve its marketing presence. Key findings suggest that social media plays a crucial role in brand recognition, loyalty, and cost-effective advertising for EasyJet, influencing consumer choices through factors like brand value and online reputation.

RESEARCH PROJECT

Table of Contents
1.1 Background to research area............................................................................................1
1.2 Stating the reason of selecting the topic...........................................................................2
1.3 Literature review..............................................................................................................2
1.4 Research methodology.....................................................................................................4
1.5 Appropriate timeline of research activities for agreed investigation................................6
REFERENCES................................................................................................................................9

Title : - “To ascertain the impact of social media influence on consumers' purchases and their
decision making : A case study on Easy jet “.
1.1 Background to research area
This is an important section of research programme that highlights the overview of
investigation. The primary motto is to represent the impact of social media on the purchasing
power of consumers and how this tool helps them in taking their decisions regarding the same.
Apart from this , there are some research questions are formulated that is going to answer
regarding all the relevant terms associated with the theme of the project. Easy jet is a famous
British airway organisation which is operating their business under lower cost carrier model. It
was established in the year of 1995 and now offering domestic as well as world – wide services
in more than 820 routes within 30 or more countries (Wang, Yu and Wei, 2012). Its headquarter
is located at London Luton Airport and they are comprising of around 11,655 employees in
2017. they are earning as a net income of approx. 325 Euro in the year of 2017 (Rapp and et. al.,
2013). In addition to this, aims as well as objectives are also formulated that is showing real
requirement of conducting this investigation. Besides this, some of the important techniques of
carrying out research has also been discussed in this project. Apart from this, timeline of
different investigating activities is going to be mentioned so that this work of investigation can
be completed with in given time frame easily.
Some of the key objectives of this research is stated below that is representing the need of
accomplishing this research :
 To determine the importance of social media channels
 To demonstrate the factors which can influence customers' decision making
 Recommend some tools through which Easy jet can improve its marketing presence.
In addition to this main research questions are framed below :
 What is the significance of social – media in marketing of Easy Jet ?
 What are those factors that effect on decision making of users ?
 Give some tools for improving the current marketing positing of Easy Jet.
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1.2 Stating the reason of selecting the topic
As herein the chosen theme is “To ascertain the impact of social media influence on
consumers' purchases and their decision making : A case study on Easy jet “. There are various
reasons of choosing this topic as the people existing in this entire world are connected
completely with social media's application now a days. So, as a result this has become an
eminent tool of marketing which is having the ability to draw attention of large number of users
towards products and services that is being by offered by all companies. Thereby, researcher
thought this is a hot topic that needs to be explored appropriately so that Easy Jet can utilise this
knowledge in their business activities of airlines (Solomon and et. al., 2014). They can thus,
determine which tools should be applied in context to advertisement of their deliverables in order
to change the views of users and attracting them towards their company's services and goods.
1.3 Literature review
This is considered as one of the eminent parts of this project as it provides thoughts and
opinions of numerous of authors or scholars regarding the topic of research. According to the
view point of Hutter and et. al. (2013), airline is considered as one of most sensitive industry as it
totally depends on the trust as well as interest of consumers. It is known as a client oriented
process wherein if aviation companies concentrate to meet the demands of passengers, then only
they can survive in such a world that is full up of rivalries. Therefore, it can be said that
decisions of users in context to purchasing or taking use of services of specific firm impacts fully
on their turn over and brand improvement.
Significance of social – media and tools to improve the current marketing positing to Easy Jet
Bruhn, Schoenmueller and Schäfer (2012) stated that it is 2017 and social media has been
growing at wrap speed or rate. By providing business's brand the touch of social – media, Easy
jet can not only create more commerce but could also connect easily with their users in better
ways and service would be offered to them at high level. This also aids in making healthier
online marketing. This has been observed that 71 % of passengers are more probable to suggest a
brand to others if they are having a positive expectations as well as experiences with it on online
platform.
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(Source : Growth of social media users, 2017)
According to Castronovo and Huang (2012), importance of social-media can be represented as
well as understand by following points easily :
Increased brand recognition : People can identify Easy jet by using online system. They could
get attract if they visualise positive comments of different users regarding their services and
deliverables. Thus, clients can make their decision of purchasing or travelling with this venture
efficaciously after recognising them on social media.
Improved brand loyalty : Brands which are being engaged with online platforms has been
enjoying high fidelity from their users. People can trust Easy jet easily when they explore their
luxurious services and products on such platform.
Act as tool of cheapest advertisement : This at the same time treated as most inexpensive
techniques of doing promotional activities as people involved with social media are by default
examining the services that is being delivered by Easy jet and hence their advertisement is
getting carried on through this only. So, there is no need to invest large sum of money towards
the same.
As per the thought of Chu (2011), there are various tools that can be used for promoting
marketing and establishing a strong position against competitors. Some of them are Twitter,
Facebook, Viral-heat, Canva , etc. There are approx 2 millions businesses that are using
Facebook as a promotional tool in order to promote their goods and services. Thus, Easy jet can
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Illustration 1: Growth of social media users

also take its help and strengthen their market positioning in effect-able manner. On the other
hand, Goodrich and De Mooij (2014) says that Canva is a free graphic designing instrument that
is based on cloud. By this company can design an attracting Facebook post in few seconds. In
addition to this venture can use twitter and viral heat also in order to do advertisement and
conveying information about their deliverables and services in an eye catching way.
(Source : Statistics of social media users)
Factors influencing customers' decision making behaviour
According to Hudson and Thal (2013), there are different factors that impacts on decision
making nature of users. Some of them are “ brand value of company, quality of products or
services offered by them, popularity of that brand on applications of social-media, mouth
advertisement done from the experienced users who have already taken servicing of that product
and many more.
Consumers attracts towards those corporations which are famous on online platforms
such as Facebook, What's app, Twitter, etc. as large number of clients have shared their positive
as well as negative experiences about their journey. By this way they easily choose right one and
therefore Easy jet should focus towards use of social-media at higher level.
1.4 Research methodology
This section is treated as most important part of investigation as it is supporting directly
towards the entire report towards its accurate direction for getting decent results at last.
Therefore, drawing correct conclusion, investigator have to use various techniques of gathering
information. Herein different methodologies are presented for collecting relevant data by
considering real facts and figures.
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Illustration 2: Statistics of social media users

Types of research
There are usually two types of researches that are qualitative and quantitative methods.
The former one is wholly based on the thoughts and views of common public and aggregation,
analysation or interpretation of information is done on the ground of the same (Ioanăs and Stoica,
2014). This is very much objective or practical in nature and uses several procedures of
collecting applicable data that are interviews, designing questionnaire on the basis of
interrogation, etc.
On the other side, the latter one that is quantitative is completely founded on numeric
facts or figures. The main purpose of it to evaluate the quantity and perform comparability of it
with past information or situations which will provide an idea to do proper things for the future.
This is to be noted that quantitative research is mainly connected with numerical expression and
experimental observation of quantifiable relationship. Here - by , a branch of mathematics
known as statistics is being utilised for doing mathematical calculation and attaining proper
outcomes.
Thereby , it is to be noted that Qualitative methodology of research is going to be used
for the current topic of report as it will provide effective feedbacks and views point of clients.
This would aids in making correct decisions in context with the topic of research.
Research design
This simply refers to the entire strategy that is chosen for integration of various
components of the study in a logical and consistent manner , hence insuring that investigator has
efficaciously addressed all the problems of research. This has been examined that there are
generally three types of research design named as experimental, descriptive and exploratory
(Kim and Ko, 2012). Now in accordance to the given theme of investigation, descriptive design
is most suited as conclusion can be effectively drawn from this.
Research approaches
This part of project is classified into two types which is deductive and inductive structure.
As herein, qualitative method of research is going to be used, therefore, inductive approach is
considered as more appropriate for this. There is key difference between inductive and deductive
approaches. Inductive one is associated with the formation of new theory that can be performed
as per the accumulated data. On the contrary, deductive is nothing but a testing and aimed
theory.
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Data sampling
This is generally a statistical method that is being utilised for choosing, manipulating and
evaluating a symbolic collection of data points in order to explore several structures and trends in
larger information. Probabilistic and non – probabilistic methods of testing can be utilized for the
same. In this current project, purposive sampling activity is going to be used as this is a part of
probabilistic sampling technique that would assist in taking correct sample from total population
existing in globe (Pookulangara and Koesler, 2011). In this case, researcher is selecting the
specimen of 20 representatives who are the potential as well as regular customers of Easy Jet.
Ethical consideration
This area is very crucial as this helps in solving issues and hindrances which would rise
while carrying out this research. Workers of research should assure their respondents that the
collection which they have assembled is authenticate and private in nature. So, moral values
must be conformed while conducting this task.
1.5 Appropriate timeline of research activities for agreed investigation
The appropriate schedules is going to be adopted for the motive of carrying out this
research for Easy Jet airway : Designing aims and objectives : The first and foremost step is to develop practical aims
and objectives on the ground of topic of this project. Researcher will need around 5 days
for making this. It is essential to keep concentration on devising applicable aims and
objectives as full research reckon on this and is going to be accomplished as per that. Preparation of primary data source : In this part, interrogation from consumers is
carried out and after that questionnaire is designed in accordance to the feedbacks
received from them. Data collection : After that data is collected from primary as well as secondary sources.
Secondary sources considers journals , books, different websites present over internet nad
many more. Data analysis : Analysation of collection is being happened here so that each individual
existing in Easy Jet can realise or understand about the theme and take correct decision
according to the knowledge acquired from this.
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 Conclusion and recommendations : After carrying out the whole research activities, the
next or final job is derived conclusion as well as suggestion from this and it is performed
by researcher or their team members only as they are familiar about the same.
Work break down structure
Gantt chart
Critical path
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REFERENCES
Books and journals
Bruhn, M., Schoenmueller, V. and Schäfer, D.B., 2012. Are social media replacing traditional
media in terms of brand equity creation?. Management Research Review, 35(9), pp.770-
790.
Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness, 6(1), p.117.
Chu, S.C., 2011. Viral advertising in social media: Participation in Facebook groups and
responses among college-aged users. Journal of interactive advertising, 12(1), pp.30-43.
Goodrich, K. and De Mooij, M., 2014. How ‘social’are social media? A cross-cultural
comparison of online and offline purchase decision influences. Journal of Marketing
Communications, 20(1-2), pp.103-116.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2),
pp.156-160.
Hutter, K., Hautz, J., Dennhardt, S. and Füller, J., 2013. The impact of user interactions in social
media on brand awareness and purchase intention: the case of MINI on Facebook.
Journal of Product & Brand Management, 22(5/6), pp.342-351.
Ioanăs, E. and Stoica, I., 2014. Social media and its impact on consumers behavior. International
Journal of Economic Practices and Theories, 4(2), pp.295-303.
Kim, A.J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research, 65(10),
pp.1480-1486.
Pookulangara, S. and Koesler, K., 2011. Cultural influence on consumers' usage of social
networks and its' impact on online purchase intentions. Journal of Retailing and
Consumer Services, 18(4), pp.348-354.
Rapp, A., Beitelspacher, L.S., Grewal, D. and Hughes, D.E., 2013. Understanding social media
effects across seller, retailer, and consumer interactions. Journal of the Academy of
Marketing Science, 41(5), pp.547-566.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). Pearson.
Wang, X., Yu, C. and Wei, Y., 2012. Social media peer communication and impacts on purchase
intentions: A consumer socialization framework. Journal of interactive marketing,
26(4), pp.198-208.
Online
Smith. [Online]. Available through : <https://www.lyfemarketing.com/blog/importance-social-
media-business/>.
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