Engaging Customers on Airline Brand Fan Pages

by Stephanie Hui-Wen Chuah & T.Ramayah

Publisher - UPM Press

Category - General Academics

In today’s digital age, social media is more than a platform for likes and shares. It is a powerful space where brands and customers build lasting relationships. This book explores how airline brand fan pages (BFPs) transform online interactions into deeper engagement, loyalty, and even brand citizenship behaviors. Drawing on Uses and Gratifications Theory and branding insights, it unpacks motivations that drive customers to connect with airlines online, from entertainment and information seeking to self-identity and community building. It also shows how corporate social responsibility (CSR), when authentically aligned with brand values, fosters self–brand identity, strengthens life meaning, generates intrinsic rewards, and encourages frequent thought of the brand. Offering both theoretical depth and practical strategies, the book equips academics and practitioners to turn digital connections into competitive advantage.

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