Impact of Social Media on Passengers buying Behavior with the moderating effect of Brand Loyalty
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Date
2024
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Publisher
UMT, Lahore
Abstract
The aim of this study was to investigate the impact of social media on passenger buying behavior,
with brand loyalty as a moderating factor, in Pakistan's airline industry. The aviation sector has
undergone significant changes due to technological advancements and evolving passenger
behavior. Social media and AI have become crucial tools for reshaping promotional strategies and
customer engagement. Using a quantitative approach, this research explores how these tools
influence passenger decisions and loyalty to specific airlines. It examines how social media
information and AI-driven recommendations affect customer choices and highlights the
importance of retaining loyal passengers in an increasingly competitive market. Analysis
demonstrate that social media significantly impact buying behavior and emphasize that brand
loyalty is crucial for passenger retention. Effective use of these tools can enhance customer
satisfaction, engagement, and loyalty, providing valuable insights for airlines to improve
marketing strategies. The study, based on a sample of 201 passengers who traveled at least five
times in a year, offers future research directions, such as exploring other moderating factors, long-term effects, and comparative studies across different industries and countries.