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This study explores the influence of digital marketing strategies on brand loyalty among young airline passengers, specifically targeting Millennials and Gen Z individuals aged 18-35 years old. With the increasing reliance on digital channels such as social media, email marketing, and search engine marketing, it is crucial to understand how these strategies impact the customer-brand relationship, brand trust, and ultimately, brand loyalty. The research employs a quantitative approach, gathering data from 230 participants who are frequent users of digital platforms and have recent travel experiences with airlines. The findings reveal that social media marketing has the most significant impact on the customer-brand relationship, followed by email and search engine marketing. Additionally, the study confirms that brand trust acts as a critical mediator between digital marketing activities and brand loyalty. These results highlight the importance of tailored digital marketing strategies for airlines aiming to engage and retain young passengers in a highly competitive industry.

In recent years, the aviation industry has transformed significantly, driven by the increasing importance of digital technologies and social media for communication and marketing. The COVID-19 pandemic accelerated this transformation, posing unprecedented challenges to airlines. The present study investigates how Turkish Airlines, Qatar Airways, and Emirates adapted their social media strategies before, during, and after the pandemic. The research has a threefold focus: (i) assessing pre-pandemic social media strategies, (ii) examining strategy evolution during the pandemic, and (iii) comparing the effectiveness of these strategies before and after COVID-19. By exploring how these airlines leveraged social media to navigate pandemic-related disruptions and maintain vital connections with passengers, this study provides valuable insights. These findings hold significant implications for aviation stakeholders, marketing professionals, and researchers, shedding light on the evolving role of social media in crisis communication and marketing. The study uncovered interesting changes in how airlines use Twitter. After the pandemic, they started using more emojis, and their messages shifted from promoting services to expressing hope during the pandemic and back to promotions afterward. They played with visuals and hashtags. Pricing-wise, they offered discounts for students, different ticket options, and bundled services. In promotions, they focused on being environmentally and socially responsible, user convenience, and specific events. They mainly shared updates on flights, achievements, and travel advice. To engage people, they used quizzes, replied directly to customers, and targeted specific groups. For marketing managers, the study suggests being more customer-focused, emphasizing environmental and social responsibility, offering diverse pricing, celebrating milestones, and creating engaging content. Overall, the findings provide practical insights for adjusting marketing strategies in the ever-changing world of airlines, especially considering the challenges brought by COVID-19.