Social Media Marketing Strategies: Air Arabia as a Study

Abstract

Social media marketing is one of the best tools used by different companies to reach targeted customers. The main objective of the research was to assess social media marketing strategies in Air Arabia airlines and its productivity in interacting with potential and loyal clients. The study objectives include: to determine the social media marketing strategy used by Air Arabia and to assess the effectiveness of social media marketing strategic plans for current and future clients. The study adopted a qualitative approach. In order to attain the target, content analysis was used as the data collection method, which was taken from the social media channels reports provided by air Arabia social media executives. The data were thematically analyzed to gain a better understanding of the data collected. The study findings indicated that the company’s social media strategy is based on posting regular content that is mainly videos and photographs, with increased interaction on photos. The company’s Facebook account has the highest number of subscribers. The main reason for using social media marketing was to tap the new technology in their business, thus drawing in a pool of customers online. The study concluded that Air Arabia gained a competitive advantage over other airlines due to its strategic use of social media. Air Arabia’s main strategic plan for communicating with its customers was to build loyalty, thus increasing its competitive ability in the traveling industry. The main recommendation from the research is for Air Arabia to create its brand to the target market and listen actively to their clients online to expand its customer base. Overall, the social media strategy of Air Arabia is effective in achieving its goal.