Questionnaire Analysis Report: Social Media Marketing for Airlines

This report presents an analysis of a questionnaire exploring the use of social media in airline marketing. The survey, with 24 participants, investigates social media usage patterns, the influence of online reviews, and customer perceptions of online security. Key findings reveal that Instagram and Facebook are the most popular platforms, with a significant percentage of respondents considering online reviews before booking flights. While a considerable portion of participants don't actively follow or engage with airlines on social media, positive reviews heavily influence their choice of airline. The report also highlights the importance of discounts and promotions in attracting customers and emphasizes the need for enhanced online security measures to protect customer data. The analysis concludes by suggesting improvements in online security, such as stronger passwords and private browsing options, to build customer trust and confidence in airline booking systems.

Results, discussion and interpretation of questionnaire
Consent: I am over the age of 18 and consent to answering this survey
Responses : 24
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.
1. What type of social media do you use the most (Select one from the below options)?
Responses 24
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On asking which type of social media they use the most, it observed that almost 70% of the
participants are using Instagram, followed by facebook with 62%. The reason is Instagram is
the recently introduced and facebook is considered as the oldest networking amongst all
options. Hence it is important for a company to market their brand name on facebook and
Instagram to reach the most population. They can also use Pinterest, snapchat and twitter
respectively to promote their airline services. Participants are also using Whatsapp nowadays
regularly. A link of message can also be forwarded on the same. Now a day’s it’s easy to
reach the target market via social networking sites than magazines and newspaper
irrespective of age of the participants. Everybody is available on some or the other social sites
Berthon, et al., (2012).
2. Do you read comments, posts, reviews or Tweets before you book a flight with an
airline? *
Responses: 24
When we asked a question whether they read comments, posts, reviews or Tweets before
booking a flight with an airline, 37% of the participants say yes to the questions. Means 9 out
of 24 participants tend to check the review and comments to have better idea about the
airlines they are going to select, the journey time and the safety throughout the flying hours.
There are almost 60% of the participants who do not check about any review or comments
while booking the flights. That means either they tend to book the flights which are of lower
price & any other factors does not affect their decision or they fly with particular airline every
time and they are well aware about their safety and comfort measures. One more reason can
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be derived from the response is that respondent does not aware about such feedback system
and ignore the comments and reviews given by passengers.
3. Do you use social media to like or follow airlines you fly with?
Responses : 24
When we asked participants whether they like or follow the page of the airline by which they
flew recently, almost 60% of the respondents deny the statement. Only 40% of the people
likes or follow the page of the airlines that are recently being used by them. Hence number or
likes and followers would give you temporary advertising.
4. How often do you use social media to look at online reviews for airlines?
Responses : 23
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When we asked the respondents whether they use social media to check the online reviews
for airlines before they fly, almost 50% of the total respondents were neutral with the
statement, that means they check for the review if time permits, they don’t go on social sites
and intentionally check for the review section. There are 35% of the respondents who rarely
or very rarely use social media to check the feedback of the airlines. There were 17% of the
participants who occasionally login to social sites for reviewing the performance of the
airlines; they are going to fly with Mangold, and Faulds, (2009).
5. Have you ever provided an online review (feedback) after using an airline?
Responses : 24
Till now we asked whether participants check the review online before flying with the
airlines; now we have asked whether they fill the feedback from online and provide review to
others. Almost 60% of the respondents say no, they don’t provide online interview. Only
40% if the respondents say yes to the question asked and they regularly give the feedback
after every fly in order to share their experience with others.
6. Do positive social media reviews help you decide what airline to use?
Responses : 24
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Here, 62% of the respondents say that positive social media reviews help them decide what
airline to use. On the other side, 37% of the participants are indifferent with the social site
review.
7. What special offers/promotions would you use when booking a flight? (Click as many
as apply)
These questions assess the most effective promotion technique which can be used for airlines
frequently; more than 70% of the users say that they tend to look for more discounts on flight
prices while booking the flight. There are 36% of the total respondents says that they may opt
for extra luggage weight discount after the cash discount. Furthermore, the tactic of cash
back, rewards points and discounts on hotel accommodation also attracts more customers.
The least preferred option is to get discount of booking extra legroom. It has been studied that
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social media promotion is one of the favourable cost effective way to promote the brand
image (Grimme, 2011).
8. Do you think airlines need to protect customer's personal data more?
Responses : 24
There are 95% of the participants who feels that airline companies need to enhance their
cyber security, hence they say that airlines need to protect their customer data more precisely
and accurately. 5% of the respondents are ok with recent cyber security Hvass and Munar,
(2012).
9. Have you ever been hacked or had security problems online?
Responses : 24
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There are 20% of the respondents who says that they had experienced the lack of privacy or
data leaking while using the site. These can be resolved by adopting the advanced security
tools like Firewall, Antivirus, Encryption and many more. Their accounts have been either
hacked or faced security problems of cybersecurity. 80% of the respondents did not face any
problem till now. Piller, Vossen, and Ihl, (2012).
10. Do you think airlines need to improve online security for booking/paying for flights?
Responses : 24
However, there are 80% of the participants who did not face any security problem till now as
per the question no 9, here there are 95% of the respondents says that the airlines need to
improve their online payment security. That means passengers expect to have high level and
advanced cyber security in order to protect their net banking login id and password Liang and
Turban, (2011).
11. How do you think online security could be improved for booking flights? (Click as
many as apply)
Responses : 23
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The question gave different options to the respondents as to how online security could be
improved for booking flights. 60% of the total respondents say that via passwords the
personal information can be protected. 35% users say that the private data can be protected
via secret answer or private browser. The intent of available option is to enhance the online
security of the airlines websites.
References
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., (2012) Marketing meets Web 2.0,
social media, and creative consumers: Implications for international marketing
strategy. Business Horizons, 55(3), pp.261-271.
Grimme, W., (2011) The growth of Arabian airlines from a German perspective–A study of
the impacts of new air services to Asia. Journal of Air Transport Management, 17(6), pp.333-
338.
Hvass, K.A. and Munar, A.M., (2012) The takeoff of social media in tourism. Journal of
vacation marketing, 18(2), pp.93-103.
Liang, T.P. and Turban, E., (2011) Introduction to the special issue of social commerce: a
research framework for social commerce. International Journal of electronic
commerce, 16(2), pp.5-14.
Mangold, W.G. and Faulds, D.J., (2009) Social media: The new hybrid element of the
promotion mix. Business Horizons, 52(4), pp.357-365.
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Piller, F.T., Vossen, A. and Ihl, C., (2012) From social media to social product development:
the impact of social media on the co-creation of innovation. Die Unternehmung, 65(1), pp.
12-14.
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