The purpose of the research was to shed light on the interrelatedness between Instagram and corporate reputation, on the one hand, and customer service expectations, on the other. A conceptual model was proposed to be tested in the context of the civil aviation economy. A national flagship airline company was chosen in which to conduct the research. An online questionnaire was made available, and 283 responses were collected. Partial least squares structural equation modelling (PLS SEM) was used to test the research hypotheses derived from the literature. The novelty of the work is in the scarce research found when scrutinising the literature on possible links between Instagram and airline corporate reputation. The study found a positive correlation between social media usage and corporate reputation in the airline sector. Future research needs to replicate this study across other airlines to ascertain the external validity of the current study and its potential for extrapolation.

这项研究的目的一方面是阐明 Instagram 与企业声誉之间的相互关联，另一方面是客户服务期望。提议在民航经济背景下测试一个概念模型。选择了一家国家旗舰航空公司进行研究。提供了一份在线问卷，并收集了 283 份答复。偏最小二乘结构方程模型 (PLS SEM) 用于检验从文献中得出的研究假设。这项工作的新颖之处在于在审查有关 Instagram 与航空公司声誉之间可能联系的文献时发现的稀缺研究。该研究发现，社交媒体的使用与航空业的企业声誉之间存在正相关关系。