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This study investigates the impact of social media marketing activities (SMMAs) on airline brand credibility and purchase intention, utilizing Signaling Theory. It finds that trendiness, infotainment, and interaction positively influence brand credibility, while the absence of certain SMMAs can negatively affect it. The research emphasizes that effective management of SMMAs can enhance brand credibility and ultimately drive purchase intentions among airline customers.

Author

kofifahanini46

Language

EN