3.

1 Research Method

This research has used the exploratory research method that aims to intend of exploring the
research questions and does not intend to offer a conclusive solutions to the existing problems.
The use of the exploratory research method has a key role on increasing the understanding of the
research problem. While conducting the exploratory research, it will help in willingly changing
the direction of the new data and new insights.

3.2 Approach

The research has specifically used the deductive approach will be use, Quantitative data will be
collected and analyzed through proper statistical technique.

3.3 Sampling Design

The research has focused on using the simple random sampling that choose a sample among
population for a wide range of selecting research objectives. Using the simple method provided
the equal likely chance to all the member of population. This research has removed the bias from
the selection procedure and should result in representative samples. In the theoretical approach,
using the random sampling is easy to understand, though, a little difficult to perform in practice.

For the empirical research dedicated to tourism products and services advertising, Facebook site
was selected as the social media advertising platform. Many reasons support this choice. Firstly,
Facebook enjoys great popularity around the globe with more than 800 million users (Maiz et al.,
2016). According to official statistics of Facebook (2017), an average of 1.37 billion daily users
are active on the web site. Such a number of Facebook users and visitors, makes it easy to find
adequate respondents (Dao et al., 2014) for the study. Furthermore, Facebook, captures the
largest part of social media advertising revenues over the world (eMarketer, 2017) as it offers a
wide range of advertising options (promoting a Facebook page, Page post link, Domain ads, etc.)
while allowing consumers to react immediately by adding a “like”, posting a comment (Logan et
al., 2012) and even sharing the ads. Finally, according to Kiráľová and Pavlíčeka (2015),
Facebook is the most used social media site in tourism communication strategies and among
existing social media networks, Facebook seems to have the business potential (Kasavana et al.,
2010) to make tourism companies reaching their marketing and advertising goals.
3.4 Data Collection

According to eMarketer (2016) Companies in travel industry spent $5.96 billion on social media
advertising in 2016 and they would increase in 2017 spending, especially on Facebook
advertising. The target population of this study is Facebook users. The data were collected in
Pakistan. Facebook has become extremely famous in Pakistan and it is among the most popular
sites in the country. The data of this study is collection to constitute a proportionate quota sample
of Pakistani Facebook users. A web-based questionnaire including questions about their
perception of “page post link” related to tourism advertising on Facebook, was created and
posted through tourism-related groups and tourism and travel-related pages on Facebook. Since
the data was collected from a single source, a possible common method bias may occurs. To
reduce this potential risk, procedural remedies recommended by Podsakoff et al. (2012) were
followed including the counterbalance of the questions order, the guarantee of the questionnaire
anonymity and responses confidentiality as well as the reduction of evaluation apprehension by
insuring respondents that there are no right or wrong answers and, thus, they should respond as
honestly and spontaneous as possible.

3.4.1 Primary Data Collection Method

The research will use the primary method to collect and gather the information from the
respondents. Primary research includes generating the evidences from first hand without getting
into the secondary or used sources.

3.4.2 Instrument of data collection

In consideration to the primary research, the study has used the close-ended questionnaire
to acquire the data and information on dealing with the customer complaints. In questionnaire,
the first section based on demographics, the second section deals with the customer complaints
and the last section deals with the management of the customer’s queries. Moreover, the close-
ended questionnaire supported in keeping the data aligned to the research questions and overall
research objective.

3.4.3 Sample size

 Sample size is the selection of the small group or cluster from the entire population that
chosen for assessment and examination. The research has focused on using the sample size of
100 respondents that helps in acquiring good and reliable outcomes. Sample size need to be large
enough that can provide a reliable, authentic, and trustworthy outcomes for the research
objectives.

3.5 Statistical technique

This research has specifically focused on using the regression method to formulate and
analyse the collected data. Primarily, the data was transferred to SPSS and regression testing
conducted to determine the impact of independent variables on the dependent variables. In this
research, the study has used 5 different independent variables (a) procedural justice, (b)
interactional justice, (c) distributive justice, (d) customer efforts, and (e) quality of service
solution. Whereas, customer satisfaction taken as the moderate or mediate variable. Beside this,
three dependent variable going to be tested in the framework that includes (a) customer loyalty,
(b) cross purchase preference, and (c) Word of mouth.