EgyptAir’s Adoption of eWOM as a Marketing Tool: Opportunities Realized and Obstacles Encountered

Raouf, Hla; Elias, Wafaa Ahmed; Abdel Rady, Hussein Abdel Wahab

doi:10.21608/mjthr.2025.401210.1211

EgyptAir’s Adoption of eWOM as a Marketing Tool: Opportunities Realized and Obstacles Encountered

Document Type : Original Article

Authors

¹ MISR Travel

² Professor - tourism studies Department Faculty of tourism and hotels- Minia University, Egypt

³ Tourism Studies Department, Faculty of Tourism and Hotels, Minia University

10.21608/mjthr.2025.401210.1211

Abstract

As the airline industry becomes increasingly shaped by digital platforms and user-generated content, electronic word of mouth has emerged as a vital marketing tool. This study aims to examine EgyptAir’s adoption of eWOM strategies and evaluates both the opportunities it has realized and the obstacles it continues to encounter. The research focuses on EgyptAir utilizes online reviews, social media engagement, and customer feedback to shape its brand image and influence consumer decision-making. To achieve that, this study employed the descriptive-analytical approach, where a questionnaire was prepared and distributed online to a random sample of 407 EgyptAir staff: employees who have direct customer contact e.g. cabin crew, ground staff, customer service representatives, and reservation agents) are primary. Managers involved in training, quality control, and social media management are also crucial. The data were analyzed using descriptive statistics and SPSS V.25. The findings reveal several strategic benefits associated with eWOM adoption, including enhanced brand visibility, increased customer trust, improved service adaptation, and increased passenger engagement. These advantages contribute to EgyptAir's competitive positioning in a rapidly evolving digital landscape. However, the study also identifies critical challenges such as inadequate monitoring of digital conversations, limited integration of eWOM insights into CRM systems, and the risk of viral negative feedback. Moreover, organizational resistance to digital transformation and insufficient staff training hinders the airline’s ability to maximize the potential of eWOM. The study concludes by offering practical recommendations to enhance Egypt Air's digital marketing capacity and fully leverage eWOM as a strategic communication and branding tool.

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