The impact of social media marketing initiatives (SMMAs) on consumer reaction and brand equity in the airline sector is examined in this research. 302 travelers who utilized airline-managed social media participated in a survey, and structural equation modelling was used to evaluate the data gathered. The findings showed that trendiness was the most crucial SMMA element and that airline SMMAs significantly impacted both brand image and brand awareness. Furthermore, the findings showed that brand image had a substantial impact on online word-of-mouth and commitment, and brand awareness had a big impact on commitment. By examining the relative significance of each SMMA component and assessing the impacts of SMMAs, it is anticipated that the study's findings will serve as foundational information for the creation of airline SMMA strategies.