Impact of social media marketing activities on brand equity and customer response in the airline industry

The main purpose of this study was to identify the impact of social media marketing activities on brand equity and customer response in the airline industry. This is an applied descriptive study and is one of the field studies. And since we are looking for a relationship between the research variables, this research is a correlational one. Statistical population includes all customers referring to Mahan Hopi Company which are 401 people selected according to Morgan table. Data collection tool was Sue and Park (2018) questionnaire. Data were analyzed using descriptive and inferential statistics using SPSS and PLS software. The results indicate that social media marketing activities have a positive impact on brand equity at Mahan Airlines. Social media marketing activities have a positive impact on customer loyalty at Mahan Airlines. Brand equity has a positive impact on customer loyalty at Mahan Airlines. Customer loyalty has a positive impact on word-of-mouth advertising at Mahan Airlines. Brand equity plays a mediating role in the impact of social media marketing activities on customer loyalty at Mahan Airlines.