This dissertation was written as a part of the MSc in E-Business and Digital Marketing
at the International Hellenic University. It analyzes the relationship among Facebook
marketing activities, brand loyalty, and customers’ purchase intention. This study is applied in the case of a Greek airline company, Aegean Airlines. A survey was conducted
with a total of 200 respondents, not all of whom had prior experience with the Facebook
activity of the company. The results of the analysis of the data showed that there is a
correlation among social media marketing activities (SMMAs), brand loyalty and purchase intention. In addition to this, respondents with prior exposure in SMMAs had different behavior towards the brand than respondents without any exposure. These results
could be fundamental evidence for the importance of SMMAs in the airlines industry
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