Leveraging Social Media Marketing and Customer Engagement to Drive Purchase Decisions in the Modern Bus Transport Industry

Abstract

Over the past few years, the bus transportation industry has experienced significant changes in consumer behaviour, largely influenced by the rise of social media. Customers' interactions with businesses have changed as a result of social media platforms like Twitter, Instagram, and Facebook, which now have more power over their purchasing decisions than they had in the past. This phenomenon has increased recognition of the importance of social media marketing and promotion in the bus transportation industry. The objective of this research is to examine how social media marketing, promotion, and consumer involvement may be strategically integrated to enhance purchase decisions in the bus transportation sector. By utilizing the power of social media to interact with customers, share experiences, and provide feedback, this research is expected to increase customer satisfaction and loyalty. This research uses a quantitative approach with data processing using PLS-SEM (Smart PLS). Online questionnaires and in-person interviews with 210 bus transit users were used to gather data. The findings demonstrated that social media marketing significantly improves client involvement and promotion. Social media marketing initiatives may strengthen client connections, advertise services, and raise brand exposure. High customer engagement is also associated with customer satisfaction and loyalty. This study's strategic approach has the potential to significantly add to the body of knowledge on transportation marketing. By harnessing the power of social media, transportation agencies can increase purchase decisions and build a strong brand image.

Purpose: To investigate how to utilize social media platforms enhance bus transportation marketing, increase customer engagement, and ultimately boost purchase decisions

Methodology/approach: Quantitative research using PLS-SEM with data collected from online surveys and interviews Bejeu customers

Results/findings: Social media marketing positively influences promotion and customer engagement, leading to increased brand awareness, service promotion, stronger customer relationships, and ultimately higher customer satisfaction and loyalty.

Contribution: The study offers a strategic approach for transportation agencies to leverage social media for increased purchase decisions and brand image enhancement.