This research project investigates the impact of social media on consumer purchase decisions, using Easy Jet as a case study. The report begins with an introduction outlining the research questions, which include the significance of social media in Easy Jet's marketing, factors affecting user decision-making, and strategies to improve current marketing. The research methodology employs a qualitative approach, utilizing questionnaires to gather data. The report details the research design, approach, data sampling (with a sample size of 40), and collection methods, including both primary and secondary sources. The research philosophy is interpretivism, with ethical considerations for respondent confidentiality. The findings are presented thematically, analyzing responses to questions regarding the impact of social media marketing, effective social media tools, benefits of social media marketing, and challenges faced by businesses. The analysis includes frequency counts and interpretations, providing insights into consumer behavior and preferences. The report concludes with recommendations and areas for further consideration.
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