Social Media as a Marketing Tool: Its Effectiveness in Promoting Arline Business

In the digital era, social media is playing a significant role in creating impact on businesses. Its use as a promoting tool on airline business is no exception. In addition to traditional marketing tools, airlines today, have started using digital tools to reach out towards masses (Keith A. Quesenberry Harvard Business Review 2016). Airline business have their official pages on social media sites such as Facebook, twitter, LinkedIn and also promote themselves through e-commerce service providers (Bendik Bygstad - Norwegian School of IT 2010). This helps them to gain competitive advantage and promote customer engagement (Dokyun Lee et al. The Wharton School 2013). This paper explores social media role in e-commerce by systematic review of literature. The findings of the study throws lights on how effective is social media as a tool in promoting airline business. The paper opens discussions on extent to which promotions through social media influence customers in their purchase decision. Keywords: Airline, Digital Marketing, Facebook, Instagram, Social media, Twitter