Impact of airline social media marketing on purchase intention:Evidence from China using PLS-SEM

Social media has emerged as a pivotal marketing instrument and a platform that facilitates connections between consumers and businesses. In the intense market competition among peer airlines and high-speed rail services, the effective and efficient use of social media can provide a competitive edge...

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Detalles Bibliográficos

Principais autores:	Liyi Xia, Yuchao Xu, Yahua Zhang, Hongwei Jiang, Bo Cui
Formato:	Artigo
Idioma:	Inglês
Publicado:	Elsevier 2024-12-01
Series:	Transport Economics and Management
Assuntos:	Social media marketing China airline market Purchase intention Perceived value PLS-SEM
Acceso en liña:	http://www.sciencedirect.com/science/article/pii/S2949899624000194
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