Research on evaluation system of social media´s advertising effect from the air traveller´s perspective

Nowerdays, a lot of Chinese airlines not only use Micro blog, Wechat, Renren and other social media as a propagation platform for advertising, but also for product and brand promotion. This phenomomon is more and more popullar. Based on this fact, this paper analyses the social media´s advertising effect, and establishes the evaluation indicator system. With investigation, the paper has taken a result of air travelers´ evaluation of social media´s advertising effect. We hope this study could provide theoretical basis for airlines when they take advantage of social media.