Abstract This study explores branding and advertising strategies in the global airline industry, focusing on how message appeal and digital platform selection influence audience engagement. Drawing on Integrated Marketing Communication (IMC) and emotional branding theories, the research employs a mixed-methods design that combines quantitative content analysis and qualitative sentiment analysis. A total of 160 social media posts and 480 user comments were collected from Turkish Airlines, Emirates, Ryanair, and Lufthansa between 2020 and 2024 across YouTube, Instagram, TikTok, and X. The quantitative analysis revealed significant differences in engagement rates across airlines and platforms, with Turkish Airlines achieving the highest average engagement (5.6%), followed by Ryanair, Emirates, and Lufthansa. Humorous and storytelling appeals generated some of the strongest audience responses, particularly on TikTok. The qualitative findings indicated that emotional resonance and cultural relevance were key drivers of positive sentiment, while sustainability messages fostered brand trust rather than viral popularity. The study contributes to the literature by extending IMC and brand equity models to the aviation context, illustrating how emotional, ethical, and experiential dimensions interact in digital airline communication. Managerially, it highlights the importance of data-driven personalization, a consistent brand voice, and responsible storytelling to sustain engagement and trust in the post-pandemic period.
Selen Bilginer Halefoğlu (Sun,) studied this question.