THE IMPACT OF SOCIAL MEDIA ON SAUDI AIRLINES' REPUTATIONSTUDY ON A SAMPLE OF RESIDENTS IN THE KINGDOM

Abstract

Abstract: The study aimed to measure the impact of social media on Saudi Airways' reputation. The IV comprises social media, and the DV is the corporate reputation. The affiliate variable includes three sub-variables: customer confidence, credibility, and customer satisfaction. The scope of application of the study is Saudi Airlines. The study community consists of all Saudi Airlines customers residing and working in the government sector in Riyadh. The size of the study community was 28.4 thousand workers. The study used a suitable sample method, with the minimum sample reaching 386 persons. The analysis unit consisted of a resident, a regular passenger at least once a year on Saudi Airlines, and working in the government sector in Riyadh. The study found that social media by Saudi Airlines customers is moderate. The corporate reputation was also moderated. The study also found a high impact of social media on Saudi Airlines' reputation. The study showed that social media influences corporate trust and credibility factors only. There is no effect on customer satisfaction with Saudi Airlines products.