Research On Airlines' Social Media Marketing And Passenger Purchase Intention From The Perspective Of Brand Attitude

With the development trend of global economic integration,the competition of enterprises is no longer limited to the battle of products,services and prices,but the confrontation between brands.The birth of the mobile Internet has provided companies with a relatively low-cost display and interactive platform for expanding the market.The continuous development of information dissemination technology has made social media an important battleground for corporate marketing.However,in the wave of smart tourism,the ticket market is obviously lacking in vitality.Therefore,for airlines who want to increase the purchase willingness of passengers through online marketing,achieve brand value-added,and generate revenue for the company,it has great significance to use social media as a convenient and relatively low-cost marketing tool to promote aviation public products and improve customer relationships.However,judging from the current status of the use of the two major social media,WeChat and Weibo,there is great room for improvement in airline social media marketing.Therefore,from the perspective of brand attitude,this paper introduces the variable of customer perceived value to build a passenger purchase intention model based on airline social media marketing.This paper studies the influence mechanism of airline social media marketing factors,namely platform characteristics,information quality and marketing methods,on brand perception,customer perceived value,and passenger perceived value.This paper uses the empirical research method of questionnaire survey.Through mathematical statistical analysis of the questionnaire data,it is concluded that the platform characteristics and information quality in the social media marketing factors of airlines will have a positive impact on passenger brand attitudes and customer perceived value.Marketing methods will have a positive impact on customer perceived value,and brand attitude has a significant positive correlation with customer perceived value.The improvement of social media marketing factors will indirectly affect the two variables of customer perceived value and brand attitude,and has a positive impact on passenger purchase intentions.In addition,this paper uses a structural equation model to verify the passenger purchase intention model based on airline social media marketing.With the support of the actual survey results and empirical research results of airline social media marketing,this article summarizes that there are three main problems in airline social media marketing:(1)the interface of airline social media software is not high,(2)the lack of diversity in the form of social media marketing information release,(3)inadequate use of marketing methods such as public figure recommendations.Finally,on the basis of the 4R theory of relationship marketing,this paper innovatively puts forward the strategy of improving passengers' purchase intention based on airlines' social media marketing.The strategy is carried out from the four aspects of Relevancy,Reaction,Relationship and Reward.In view of the problems of airlines' social media marketing summarized above,constructive Suggestions are proposed on the platform characteristics,information quality and marketing activities of airlines' social media marketing.