O impacto da digitalização no marketing  da empresa Linhas Aéreas de Moçambique (LAM) sede, na cidade de Maputo: Um estudo da relevância da marca

This study investigates the impact of digitalization on the marketing strategies of Linhas Aéreas de Moçambique (LAM) and its relevance in the market, focusing on the city of Maputo from 2020 to 2023. The research analyzes how the digital transformation influenced consumer behavior and expectations, the digital strategies adopted by LAM, and brand perception in an increasingly competitive and globalized scenario.Digitalization, accelerated by the COVID-19 pandemic, prompted LAM to rapidly adopt digital tools such as online reservations, social media marketing, and customer service via digital platforms. The study reveals social media as the primary source of information for customers, surpassing the official website in some aspects. However, the website remains a reliable source of information, and recommendations from friends and family continue to influence purchasing decisions.The relevance of LAM's digital presence in the choice of airline for regional and international flights was unanimously recognized by respondents, highlighting the importance of maintaining a solid and active presence on digital platforms. The research also identifies areas for improvement, such as the need for more personalized and interactive digital marketing campaigns, website and app optimization, and more relevant and engaging content on social media.In summary, digitalization has transformed LAM's marketing landscape, requiring the company to invest in innovative and personalized digital strategies to meet customer expectations and maintain market relevance. LAM must continue to monitor digital trends and adapt its strategies to stay ahead of the competition and provide the best possible experience for its customers.