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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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Principais autores: Liyi Xia, Yuchao Xu, Yahua Zhang, Hongwei Jiang, Bo Cui
Format: Artigo
Sprog:Inglês
Udgivet: Elsevier 2024-12-01
Serier:Transport Economics and Management
Fag:
Social media marketing
China airline market
Purchase intention
Perceived value
PLS-SEM
Online adgang:http://www.sciencedirect.com/science/article/pii/S2949899624000194
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