To Analyze the Implications of Social Media on Consumer Purchasing

This research project analyzes the implications of social media tools on consumer purchasing habits and decision-making processes, with a specific focus on EasyJet. The report begins by outlining the research background and rationale, emphasizing the growing influence of social media platforms like Facebook, Instagram, and Twitter on consumer behavior. A comprehensive literature review synthesizes existing research on social media's impact on brand recognition, brand loyalty, and the role of online advertising. The study employs a qualitative research methodology, utilizing a descriptive research design and an inductive approach to analyze data collected from a sample of EasyJet customers. The project also addresses ethical considerations and includes a timeline for research activities, from defining objectives to data collection and analysis. The findings aim to provide insights into how social media affects consumer choices and offer recommendations for businesses like EasyJet to enhance their marketing strategies and improve their market positions.

RESEARCH PROJECT

Table of Contents
1.1 Background of research area.................................................................................................1
1.2 Reason for selecting this topic..............................................................................................1
1.3 Literature review ............................................................................................................2
1.4 Research methodology..........................................................................................................4
1.5 Appropriate timeline of research activities for agreed investigation....................................5

Title :- “To analyse the implication of social-media tools on consumers purchasing habits and
decision making process”.
1.1 Background of research area
It is very essential part of research program that highlights the overview of research. The
main aim of this research is related with analysing the social media impact on consumers
decision making process and their purchasing habits. Researcher has prepared research
questionnaire which provide information related to all relevant term associated with research
project. Easy jet is a UK based organisation and they execute their working in airway industries.
They can run their business activities all over the world and provide services across more then 30
countries with all most 820 routes. Easy jet was established in the year of 1995 and their main
branch is located in Landon Luton airport, UK (Chu, 2011). They are using low cost carrier
model for gaining high profits as compared to their competitors. In the year 2017 it was
analysed that almost 11,655 employees are working in order to provide airway services to all the
potential customers.. Their net income is 325 Euro in year 2017. Researcher has formulated aim
and objectives of research requirement for conducting investigation. In this project report,
analysing some important tools and techniques for carry out research work. Researcher has
provide time line for competing all research activities in a give time frame.
Researcher is set goals and objectives that represent needs and wants of this project. Some
important objectives of this research are as follows:
 To analyse the value and importance of various social-media channel.
 To identify various factor which are affecting decision making of customers.
 Recommenced various ways by which firm has improve their position at market place.
1. The main research question are frame as follows:
2. How to analyse the value and importance of various social-media channel.
3. How to identify various factor which are affecting decision making of customers.
4. Recommenced various ways by which firm has improve their position at market place.
1.2 Reason for selecting this topic
The chosen theme is “To analyse the implication of social-media tools on consumers
purchasing habits and decision making process: A case study on Easy jet”. There are several
reason for choosing this topic are lot of people are use social-media platform for interacting with
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their friends and family members. Some popular social-media platform are Facebook, Instagram,
what's app, twitter, LinkedIn and more. At different type of social-media platform different types
of customers are available. An organisation are analysing their target segment first and then they
selecting appropriate social-media site accordingly. So, as a result this is very essential tool of
marketing through this companies can offer their product and services to large no of customers at
market place (Goodrich and De Mooij, 2014). Easy jet can utilise these information in their
airline activities. Through social-media platform companies are promoting and advertising their
product and services at appropriate channel in order to change user perception and attitude
toward firms services and goods.
1.3 Literature review
This session are providing thoughts and opinion of various authors and scholars related to
research project. Researchers are gather some relative information on their topic that is already
available at market place in the form of news, articals, books, journals etc. Airlines industries
have sensitive in nature as they have totally depend on customer interest as well as their
perception and attitude to ward companies product and services. The aviation firms have focus
on their passengers needs & wants and accordingly provide services. Airline companies has
survived in this industries with their differentiated product and services in compare to
competitors. Consumers purchasing decision has influenced by firms promotional activities and
advertisement messages. So that firm has selected appropriate social-media channel for
implementing their marketing strategies.
Significance of social – media and tools to improve the current marketing positing of Easy Jet
According to the study of (Hudson, and Thal, 2013) it is evaluated that social media tools
are beneficial for the people of overall economy as they are connecting people all around the
globe. In order to use the tools of social media Easy Jets are not only focused on creating
commerce but there can be connection among all the employees thus services can be provided at
maximised level in the economy. This is an important factor in order to deliver best online
services to their potential customers in order to offer them products. According to the study
report it is analysed that 71% customers who are travelling are having positive experience while
they are booking tickets with the help of online platforms and this is the most convenient tools
which helps them to easily book their tickets.
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According to the study of (Ioanăs and Stoica, 2014) it is stated that importance of social media
tools can be understand with the help of following factors which are evaluated below as:
Increased brand recognition: The online systems are valuable in order to provide effective
services to Easy Jet as persons can easily recognize them. The customers can be easily attracted
if there are positive comments of users in respect to their services and deliverables. Thus social
media helps in enhancing profitability of firms as people are recognising their services before
they make plan to travel to their destinations.
Improved brand loyalty: The brands which are related with online platforms are given higher
importance and value by their users. The potential people can retain loyalty and trust with the
firm if they make plans to explore their products at online mode.
Act as tool of inexpensive advertisement : This is the most inexpensive tools by which firms
can easily make plans in order to promote their products at market places. People can review the
rating which are offered by the people who have availed their services and this helps in attracting
other customers thus enhancing their sales and profitability ratios. Thus there money will be
saved and they can easily carry out their operations effectively.
According to the views of (Rapp and et. al., 2013) it is evaluated that there are different
tools used by firms for promoting their goods at market areas thus establishing strong positions
from their rivalry firms. The various marketing tools are Facebook, Twitter, Canva, Viral Heat
etc. There are approx 3 to 4 million business in the whole economy who are using social media
tools in order to promote their goods at market places. This is an important factor by which firm
can easily sustain their strong positions at market places. The study of (Solomon, 2014) revealed
that Canva are instruments which are used for designing graphics and these are based on cloud
computing. This is an important factor in order to design an attractive page of face books in very
few minutes and even in seconds. On the other hand viral-heat and twitter are also used in order
to design advertisement and convey the informations in an effective manner which captures
attention of customers thus enhancing their profitability.
Factors influencing customers' decision making behaviour
According to the study of (Wang, Yu, and Wei, 2012) it is stated that there are various
factors which are having impact on the decision making factors of customers. The various factors
consist of quality of products or services offered, brand value of firms, brand popularity,
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advertisement on social media, word of mouth from those customers who have already used the
services.
The customers are attracted towards the corporations which are executing their operations
on online mode such as What's App, Twitter, Facebook etc. This is the best platforms where
customers can share their experiences how they feel about the services which are offered by Easy
Jet. This is the beneficial method by which firms can choose the right options so creating
awareness among public with the help of social media tools.
1.4 Research methodology
This is the most important method of research as they are supporting the overall working
of the research in order to achieve best and effective results. The researcher uses various tools
and techniques in order to collect informations which are valid and reliable. The real facts and
figures are identified for collecting data which are useful for the study. The different research
methodologies which are used for the present research are evaluated below as:
Research method
There are mainly two types of research methods which are evaluated as qualitative and
qualitative. The qualitative method are based on the general thoughts and views of public thus
the data which is taken into consideration is based on these factors. This factor is practical by its
nature thus uses different sources of data collection such as questionnaire, interviews etc.
The quantitative data are based on numerical values. The major effectiveness of this
method is related with collecting quantitative data, the past performances can be compared with
the present data (Kim, and Ko, 2012). It is evaluated that quantitative data are based on
numerical values and the observations are quantifiable. The calculation of mathematics is done
by using statistical tools in order to attain effective and valid outcomes.
In the present research qualitative data are used for executing research operations in order
to develop and execute effective outcomes for the overall research operations. This is beneficial
factors in order to make true and correct decision for analysing research topic.
Research design
This factor is related with those strategies which are chosen in order to integrate different
factors which are linked with the study in systematic and planned manner, this is beneficial in
order to ensure that all issues are stated in effectual and planned ways. There are majorly three
types of research design used such as descriptive, exploratory and experimental research design.
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In the current research descriptive designs are used in order to carry out valid conclusion for
analysing purpose.
Research approaches
There are mainly two types of research design used one is inductive and the other is
deductive. In this study qualitative methods are used thus inductive approach are more applicable
The inductive research is based on development of new theories that are based on the gathered
data. Deductive approach is based on testing the theory with its predetermined aims and
objectives.
Data sampling
This is known as the statistical method which is used in order to choose and select the
best methods so that valid informations can be collected which are beneficial for the study. The
probabilistic and non probabilistic data collection methods are used in order to test the utilization
of data. In the present study purposive sampling which comes under probabilistic sampling are
used as it help sin determining the correct sample from the total number of population which
exist all around the globe (Pookulangara and Koesler, 2011). In this research data of 30
employees are collected who are using the services of Easy Jet on regular basis.
Ethical consideration
This factor is very important factor as they can easily solve the problem which are faced
by the researcher in their overall operations. The data which is collected by investigator should
be valid and reliable by nature. Thus moral values should be taken into consideration while
performing the business activities.
1.5 Appropriate timeline of research activities for agreed investigation
The plans and strategies are formulated in order to effectively carry out all the business
operations of Easy Jets which are evaluated as
Designing aims and objectives : The aims and objectives are designed on the basis of the
research topic. There should be sufficient time required in order to design research aims and
objectives. These are the main factors on the basis of which the overall research operations will
be executed effectively.
Preparation of primary data source : The data is collected from customers for the first
time and there after questionnaire are prepared on the basis of their reviews.
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Data collection: The data for the research is completed with the help of collecting
informations from both the primary and secondary sources of data collection. Secondary sources
of data includes books, journals, magazines, newspaper etc.
Data analysis: This is an important factor as the data which is collected should be
analysed in order to draw effective and valid outcomes. This helps in drawing valid conclusion
for the overall research (Rapp and et. al., 2013).
Conclusion and recommendations: This is the last step when the overall research
operations are completed then the researcher can draw valid conclusions and given
recommendations in order to achieve effective results for the overall research project.
Work break down structure and Gantt chart
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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. and et. al., 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. and et. al., 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. and et. al., 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.
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