The effects of digital marketing strategies on customer satisfaction and purchase intention, and the mediating role of perceived value and brand awareness in the aviation industry

In the dynamically evolving landscape of the aviation industry, digital marketing strategies has become increasingly important. This study examines the interplay between digital marketing strategies, customer satisfaction, and purchase intention with a special focus on the mediating role of brand awareness and perceived value. The research covers airlines operating in Gambia. We collect data through a Google Form survey run to 310 passengers who fly at Banjul International Airport. We employ Smart PLS software for the analysis. The results show that there is a significant relationship between digital marketing strategies and customer satisfaction, influencing the purchase intention of passengers in Gambia. The findings also highlight the pivotal role of brand awareness and perceived value in mediating the impact of digital marketing on passenger behaviors. The study provides valuable insights for airlines operating in Gambia to enhance their digital marketing strategies, offering a localized perspective within the unique context of development in aviation.