Impact of Social Media on Purchase Intention of Airline Passengers: A Study in the Kingdom of Bahrain

Authors : Fatema Ahmed Alnemah.

Volume/Issue : Volume 4 - 2019, Issue 1 - January

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This research is based on Bahrain passengers’ perception on the impact of social media in airlines industry. The purpose of the study was to investigate the effects of the social media advertising in the airline industry. The social media advertising is done through the social media networks such as Facebook, Twitter, Instagram and Snapchat. The research was conducted through a survey, using the questionnaire as the research instrument. The respondents of the study are the students and other Bahraini citizens who have used social media on airlines. The used research instrument uses the five points Likert scale. The statistical tools used in the study are Multiple Regression Analyses and weighted mean. The study provides suggestions and recommendations from customer’s perception in solving the difficulties that employers face in social media advertising on airlines in the Kingdom of Bahrain.

Keywords : Social Media, Advertising, Airline Industry.


Paper Submission Last Date
30 - June - 2023

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