Research on evaluation system of social media's advertising effect from the air traveller's perspective

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Nowerdays, a lot of Chinese airlines not only use Micro blog, Wechat, Renren and other social media as a propagation platform for advertising, but also for product and brand promotion. This phenomomon is more and more popullar. Based on this fact, this paper analyses the social media's advertising effect, and establishes the evaluation indicator system. With investigation, the paper has taken a result of air travelers' evaluation of social media's advertising effect. We hope this study could provide theoretical basis for airlines when they take advantage of social media.