EFFECTS OF SOCIAL MEDIA USE FOR COMMUNICATION ON THE AIRLINE CUSTOMERS’ PURCHASE INTENTIONS

Authors

  • Nisara Paethrangsi Rajamangala University of Technology Thanyaburi
  • Ploywarin Sangsomboon Rajamangala University of Technology Thanyaburi
  • Wanlapa Jandaboue Rajamangala University of Technology Thanyaburi
  • Parnkan Vijitsanguan Rajamangala University of Technology Thanyaburi
  • Parida Brahmaputra Rajamangala University of Technology Thanyaburi
  • Sombat Teekasap Rajamangala University of Technology Thanyaburi

Keywords:

Social Media Communication, Airline Customer, Purchase Intention, Brand Awareness

Abstract

Social media has become an essential communication tool for enterprises, including airline industries. Therefore, this study aimed to investigate the effects of social media communication on airline customers’ purchasing intentions by deploying a quantitative questionnaire survey from 305 airline customers with experience in using social media communication of airlines. Data were analyzed by using a structural equation model (SEM).

The results revealed that brand awareness was derived from Advertising Appeals (ADP), Marketing Messages (MMS), Word-of-Mouth (WOM), and Online Customer Reviews (OCR). Advertising Appeals (ADP) were the most significant impact on airline customers’ purchasing intentions.

References

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Published

2024-02-01

How to Cite

Paethrangsi, N., Sangsomboon, P., Jandaboue, W., Vijitsanguan, P., Brahmaputra, P., & Teekasap, S. (2024). EFFECTS OF SOCIAL MEDIA USE FOR COMMUNICATION ON THE AIRLINE CUSTOMERS’ PURCHASE INTENTIONS. Journal of MCU Social Science Review, 13(1), 334–341. Retrieved from https://so03.tci-thaijo.org/index.php/jssr/article/view/264555

Issue

Vol. 13 No. 1 (2024): Vol. 13 No. 1 January - February 2024

Section

Research Articles

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