Social Media Marketing Strategies in the UK Aviation Sector

This report critically analyzes the use of social media marketing approaches within the airline industry of the United Kingdom. It aims to analyze social media marketing theories and their application within the aviation industry, evaluate social media development and its implications within the UK aviation sector, and undertake primary research to gather opinions on the role and impact of social media. The research addresses the problem of deteriorating marketing effectiveness due to increased social media involvement, leading to difficulties in attracting consumers and maintaining high revenue margins. It explores how innovative social media strategies can be used to increase consumer base, inform them about services, and develop a positive brand image, ultimately driving consumer buying behavior and engagement. The report includes a survey questionnaire in the appendix to gather primary data on consumer perspectives.

Running head: SOCIAL MEDIA MARKETING IMPACT ON AIRLINES
What Is the Influence of Social Media Marketing on Airlines?
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1SOCIAL MEDIA MARKETING IMPACT ON AIRLINES
Table of Contents
1.Introduction...................................................................................................................................2
1.1. Background...........................................................................................................................2
1.2. Aim and Objectives..............................................................................................................3
1.3 Research questions.................................................................................................................3
1.4. Research Rationale...............................................................................................................4
References........................................................................................................................................5
Appendix..........................................................................................................................................6

2SOCIAL MEDIA MARKETING IMPACT ON AIRLINES
1.Introduction
1.1. Background
In the changing competitive business environment, socialmedia implementation serves as
most effective marketing strategies in attaining the objective of making as one of the increased
number of consumers aware of the business services offered by the airlines. Moreover, social
media marketingplatformsalso make it easier for the airlinesin theaviation industry to make
necessary planning for attaining objectives associated with increasing revenue margin and
attaining high consumer base than competitors (Hudson et al. 2015). Certainsocial media
marketing platforms such as Facebook, Twitter, Instagram and LinkedIn can facilitate the
airlinesto publisharticles, blogs along with sharing videos, pictures and links on the services
offered by them to grabattention of consumers from all over the world. Based on the explained
importance of social media marketing, the current research has an increased significance in
recognizing the ways in which implementation of social media marketing strategies and
platforms can act as effective marketingtool for airlines in UK.
Consumers are turning out to be highly particular about the airlines they select for travel
and tend to attain enough information on the airlines before making a decision to purchase a
ticket (Wattanacharoensil and Schuckert 2015). For this reason, it is considered important for the
aviation industrymarketers to have increased social media presence and put increased attention to
manage consumer responses. The suitable use of such social media platforms by the airline
companies can facilitate in developing highly engaging content in making its consumers perceive
that the business is highly reputable and trusted. Social media marketing platforms are used by
marketers of airline companies worldwide in streamlining their supply chain along with

3SOCIAL MEDIA MARKETING IMPACT ON AIRLINES
constantly communicatingto consumers regarding any newly introduced services (Zhu and
Chen2015). Social media marketingadvertisements through YouTube engagingvideos are
increasing popularity for airline and to promote their services all over the world. Focused on this,
it is evident that social media marketing can facilitate companies to increase demand for their
airline services as per the consumer needs.
1.2. Aim and Objectives
The aim of the research is to critically analyse use of social media marketing approaches
in the airlines industry of United Kingdom.
The objectives those are set in this research that is attained after completion of the study
are indicated below:
 To analyze the social media marketing theories along with their application within
aviation industry of UK
 To evaluate the social media development along with its implication within the UK
aviation sector
 To undertake a primary research in order to attain opinions on the social media role along
with analyzing the impact it has within aviation industry of UK
1.3 Research questions
 What are the different social media marketing theories?
 What is the application of social media marketing in Airline industry?
 What are the developments in social media in respect to aviation industry in UK?
 What is the impact and role of social media marketing on aviation industry in UK?

4SOCIAL MEDIA MARKETING IMPACT ON AIRLINES
1.4. Research Rationale
The research rationale has identified the existing research problem based on which the
current study will offer useful implications in facilitating marketers of UK aviation industry to
employ innovative social media theories in attaining competitive advantages (Bigne, Andreu
Hernandez and Ruiz 2018). The research problem identified that due to increased social media
marketing involvement in the current business era; the marketing effectiveness is deteriorating
that is resulting in lack of ability of the airline companies in attractingan increased consumer
base along with high revenue margin. The research problem further explained that lack of
innovativemarketingapproaches those are being brought by social media strategies; the aviation
companies are facing the issues of decreased profit and increased inability to attain suitable
competitive advantages.
Based on such identified researchproblem, the current research has an increased
significance in recognizing the ways in which implementation of social media marketing
strategies and platforms can act as effective marketing tools for airline companies in UK.
Moreover, the research also has a rationale in analusing the ways in which innovative social
media platforms can be used for facilitating the aviationcompanies to increase their consumer
base along with making them informed regarding their offerings and services with great
effectiveness (Higham et al. 2016). Moreover, the rationale of the research is also to make
marketers in the UK aviation industry aware that arranging most suitable social media marketing
platform is essential in developing a positive brand image. This can also facilitate the airline
companies in developing a positive brand image along with improving its existence in the global
marketplace which can positively drive consumer buying behavior and their level of engagement
with the company (Dessart, Veloutsou and Morgan-Thomas 2015).

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References
Bigne, E., Andreu, L., Hernandez, B. and Ruiz, C., 2018. The impact of social media and offline
influences on consumer behaviour. An analysis of the low-cost airline industry. Current Issues in
Tourism, 21(9), pp.1014-1032.
Dessart, L., Veloutsou, C. and Morgan-Thomas, A., 2015. Consumer engagement in online
brand communities: a social media perspective. Journal of Product & Brand
Management, 24(1), pp.28-42.
Higham, J., Cohen, S.A., Cavaliere, C.T., Reis, A. and Finkler, W., 2016.Climate change, tourist
air travel and radical emissions reduction. Journal of Cleaner Production, 111, pp.336-347.
Hudson, S., Roth, M.S., Madden, T.J. and Hudson, R., 2015. The effects of social media on
emotions, brand relationship quality, and word of mouth: An empirical study of music festival
attendees. Tourism Management, 47, pp.68-76.
Wattanacharoensil, W. and Schuckert, M., 2015. How global airports engage social media users:
A study of Facebook use and its role in stakeholder communication. Journal of travel & tourism
marketing, 32(6), pp.656-676.
Zhu, Y.Q. and Chen, H.G., 2015. Social media and human need satisfaction: Implications for
social media marketing. Business horizons, 58(3), pp.335-345.

6SOCIAL MEDIA MARKETING IMPACT ON AIRLINES
Appendix
Critical Analysis of use of Social Media Marketing on Airlines
1. Do you read Facebook comments, posts review or tweets before you book with an
Airline?
a. Yes No
2. Do you think airlines need to protect the personal data of consumers more ?
a. Yes No
3. What social media platforms do you use?
Face Book Twitter Snapchat Pinterest Others, please state…….
4. Do Social media reviews help you decide what airline to use?
a. Yes No
5. What are the special offers would you use when booking a flight?
a. Legroom b. Money on the flight price c. Complementary Food
6. Do you think that airlines need to improve their online security for flight bookings?
a. Yes b.No
7. How do you think that online security could be improved?
a. Passwords b. Data Encryption c. Safe Login Screen d. PCI compliance
8. Which social media platform do you prefer most in watching airline commercials?
a. Facebook b.Twitter

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9. How often do you use social media such as Facebook and Twitter to look at
company reviews?
a. Regularly b. Sometimes c. Not Often d. Never e. Other
10. Do you use social media to "like", "follow" or engage with companies or persons of
interest of Facebook, Twitter and other social media websites?
a. Brand Awareness b. Type and Variety of Posts
c. Personal Interests d. Recommendations
11. If someone you follow on social media tweets/posts about a company or person of
interest would you click on the tweet/post to find our more or ignore it?
a. Yes No