A Consumer Study on the Effects of Social Media in Airline Marketing
This quantitative descriptive non-experimental study examined how airline marketing is more effective in regional markets than the entire U.S. The scope of the research included both legacy and LCC airline carriers in the U.S. Southeast regions and their use of new media to market their services to both leisure and business travelers. A sample of 384 frequent airline travelers completed a survey instrument to determine service quality in the industry with a focus on regional markets. The results of the normative, multiple regression, and inferential statistics revealed whether airline marketing is more effective with a regional or national focus.
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