Customer responses to advertising social media choices when choosing an airline: a case study of low-cost airlines in Thailand

Faculty of Liberal Arts, Rajamangala University Thanyaburi of Technology, 39 Moo 1, Klong Hok, Rangsit Nakhorn Nayok Rd., Thanyaburi, Pathum Thani, 12110, Thailand

^* Corresponding author: nisara_p@rmutt.ac.th

Abstract

This study examines customer responses to advertising media choices when choosing an airline. The authors employed quantitative research that obtained the basic information about passengers' choices of airlines via an online Google form and in-person questionnaire distribution at the airports. As a result, this study's number of valid responses was 209, with a 50.20% age range between 18-30 years old. The results found that passengers tend to watch social media, use the web rather than offline media, and consume online application platforms on mobile applications, e.g., Facebook, YouTube Channel, Line application, and Instagram. Online advertising and social media are closely associated with consumer lifestyles. The most important social media that customers respond to when choosing an airline ticket is Facebook, followed by Instagram and Line application because it connects customers to the airline website conveniently and creates better interaction with customers. At the same time, Offline media is considered a minor virtual channel that affects customer response.