Customers' perception of Air Asia's facebook marketing activities: A case study of the aviation industry in Malaysia

Chan, Tak Jie and Monteiro, Cassandra Nicole and Tengku Mohd Azzman, Tengku Siti Aisha (2021) Customers' perception of Air Asia's facebook marketing activities: A case study of the aviation industry in Malaysia. Asian Journal of Applied Communication, 11 (2). pp. 1-15. E-ISSN 2682-7506

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Abstract

The airline industry has become one of the most crucial industries that contribute to the nation’s economy. In times of the unforeseen pandemic, this crucial economic sector has been one that was severely impacted. Thus, this research aims to examine the dimensions of Facebook marketing activities perceived as prominent by the consumers of Air Asia. A quantitative survey research design was conducted whereby a total of 137 valid responses was achieved through the purposive sampling technique. The results indicated that trendiness was the most prominent Facebook marketing activities perceived as prominent by the customers. The results of this research may be used by the airline company to further examine the importance of each social media marketing activities and formulated their branding marketing strategy. Future studies may expand this study by testing various outcome variables that may contribute to the marketing communication and advertising scholarship.

Item Type:	Article (Journal)
Additional Information:	4622/96596
Uncontrolled Keywords:	Advertisements; Aviation industry; Interactivity; Social Media Marketing Activities; Trendiness; Word-of-mouth
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5717 Business communication
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication
Depositing User:	Dr Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen
Date Deposited:	07 Feb 2022 11:34
Last Modified:	07 Feb 2022 11:34
URI:	http://irep.iium.edu.my/id/eprint/96596

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