Recent research on Social Media Marketing Activities (SMMA) in the airline industry emphasizes on areas of brand equity, but some research has looked into the function of brand equity in determining the impact of SMMAs on customers. This study aims to find out how service users and followers of Airline's Instagram social media profiles respond to SMMA, brand awareness, brand image, e-WOM and commitment. The data collection method in this study was done by distributing questionnaires to respondents as many as 386 service users and followers of the airline on Instagram social media. This study used Partial Least Square Structural Equation Model (PLS-SEM) to analyze data. Based on hypothesis testing, this study shows that SMMA has a significant positive effect on brand awareness and brand image. Furthermore, this study also reveals that brand awareness and brand image have significant positive effects on e-WOM and Batik Air airline commitment.

This research effort addresses the role of social media marketing activities, the compatibility with latest technology availability and perceived ease of use of social media and technological applications and systems to influence the attitude towards adoption that further enhances the marketing performance. The hotel industry of UAE is required to adopt the social networking sites and online marketing approaches instead of traditional marketing pattern to attract the customers on large-scale worldwide specifically. In addition, Due to Covid19 pandemic era, the need for online applications has increased dramatically to avoid the physical contact. The study contributes to the body of knowledge by explaining the role of social media marketing, its compatibility and ease of use to predict the attitude towards adoption that further influences the marketing performance. The study reported that social media marketing efforts, the compatibility of online applications and perceived ease of use influence the attitude towards the adoption of social networking sites significantly, moreover the marketing performance is influenced by inclined attitude of adoption network related applications.