The effect of perceived social media marketing performance on brand image the example of Libyan aviation sector

With this rapid rise of social media and new communication technologies affecting integrated marketing communication activities, businesses have to differentiate from each other while carrying out marketing communication activities by using social media to reach their existing customers, gain new ones, give trust, and protect their brand image. This thesis examines whether or not demographic information makes a difference in the positive or negative link between perceived social media performance and brand image. This research is a descriptive field study. Two scales will be answered in the survey using a 5-point Likert scale. The universe of the study is the consumers who have preferred Libyan Airlines. The created questionnaire will be carried out with 200 participants. Descriptive statistical methods will be used while analyzing the survey questions. The methods used are factor analysis, correlation analysis, ANOVA, and T-test. It was determined that there was no significant difference between the educational status of the participants and their perceived social media performance. It was determined that there was no significant difference between the income level of the participants and the perceived social media performance. Keywords: Aviation, Brand Image, Libya, Marketing, Performance, Social Media.