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

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 p...

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Main Authors: Chan, Tak Jie, Monteiro, Cassandra Nicole, Tengku Mohd Azzman, Tengku Siti Aisha
Format: Article
Language:English
Published: UPM 2021
Subjects:
H Social Sciences (General)
HF5717 Business communication
Online Access:http://irep.iium.edu.my/96596/6/96596%20-%20Customers%27%20perception%20of%20Air%20Asia%27s%20facebook%20marketing%20activities.pdf
http://irep.iium.edu.my/96596/
https://journalfbmk.upm.edu.my/ojs3/index.php/ajac
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spelling my.iium.irep.965962022-02-07T03:34:26Z http://irep.iium.edu.my/96596/ Customers' perception of Air Asia's facebook marketing activities: A case study of the aviation industry in Malaysia Chan, Tak Jie Monteiro, Cassandra Nicole Tengku Mohd Azzman, Tengku Siti Aisha H Social Sciences (General) HF5717 Business communication 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. UPM 2021-02-03 Article PeerReviewed application/pdf en http://irep.iium.edu.my/96596/6/96596%20-%20Customers%27%20perception%20of%20Air%20Asia%27s%20facebook%20marketing%20activities.pdf 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 https://journalfbmk.upm.edu.my/ojs3/index.php/ajac
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic H Social Sciences (General)
HF5717 Business communication
spellingShingle H Social Sciences (General)
HF5717 Business communication
Chan, Tak Jie
Monteiro, Cassandra Nicole
Tengku Mohd Azzman, Tengku Siti Aisha
Customers' perception of Air Asia's facebook marketing activities: A case study of the aviation industry in Malaysia
description 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.
format Article
author Chan, Tak Jie
Monteiro, Cassandra Nicole
Tengku Mohd Azzman, Tengku Siti Aisha
author_facet Chan, Tak Jie
Monteiro, Cassandra Nicole
Tengku Mohd Azzman, Tengku Siti Aisha
author_sort Chan, Tak Jie
title Customers' perception of Air Asia's facebook marketing activities: A case study of the aviation industry in Malaysia
title_short Customers' perception of Air Asia's facebook marketing activities: A case study of the aviation industry in Malaysia
title_full Customers' perception of Air Asia's facebook marketing activities: A case study of the aviation industry in Malaysia
title_fullStr Customers' perception of Air Asia's facebook marketing activities: A case study of the aviation industry in Malaysia
title_full_unstemmed Customers' perception of Air Asia's facebook marketing activities: A case study of the aviation industry in Malaysia
title_sort customers' perception of air asia's facebook marketing activities: a case study of the aviation industry in malaysia
publisher UPM
publishDate 2021
url http://irep.iium.edu.my/96596/6/96596%20-%20Customers%27%20perception%20of%20Air%20Asia%27s%20facebook%20marketing%20activities.pdf
http://irep.iium.edu.my/96596/
https://journalfbmk.upm.edu.my/ojs3/index.php/ajac
_version_ 1724072860837740544
score 13.211869

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