The impact of Air Arabia Social Media Tactics on the Airline’s Communication with Customers

Abstract

Many global companies have turned to social media as critical marketing tools in reaching targeted consumers. Air Arabia is one of the companies that use social media to communicate with and engage its customers. This study evaluates the role of social media platforms in Air Arabia's effective online communication and consumer engagement. It aims to determine the airline's social media marketing strategy and analyze users' experience on its platforms to determine appropriate social media marketing strategic plans for both existing and potential customers. The data obtained from Air Arabia social media accounts reports between January and November 2019, including Twitter, Instagram, and Facebook reports, are systematically analyzed. The findings indicate that Air Arabia's strategic utility of social media channels provides the company with a competitive advantage over its rivals, as the employees came to believe that marketing through social media platforms contributed to increasing the company's revenues, according to statistics. The results further indicate that despite this advantage, the company still needs to improve the performance of its social media strategy, including the marketing approach, engagement, and customer loyalty.