چكيده به لاتين
Considering the importance of social media marketing analysis, it is very important to pay attention to the brand and its special value and find suitable solutions for its promotion in order to increase organizational profitability.
In this study, the effect of paid-out activities on the level of user participation, its impact and brand image and its awareness on organizational brand promotion and analysis of user behavior for its use in the airline industry is analyzed and analyzed. A total of 335 passengers were considered as one of the users of the Instagram social network that used airlines. The data collected were analyzed using a confirmatory factor analysis model. The results showed that doing marketing activities on the Instagram social network has a direct impact on increasing the participation rate of users towards that airline, but increasing consumer participation does not lead to an organizational brand promotion, but brand image contradicts brand awareness, which will increase brand equity. In addition, the results showed that there is little brand loyalty to the company's choice, and there is usually no link between loyalty with the choice of the airline, but the brand image will have a direct impact on the decision. The results of this study are expected to be used as influential results in the development and promotion of social media marketing in the aviation industry.
Keywords: social media, social media marketing activities, consumer participation, brand equity, consumer behavior, tourism industry.
