International Journal of Neutrosophic Science IJNS 2690-6805 2692-6148 10.54216/IJNS https://www.americaspg.com/journals/show/1913 2020 2020 College of Communication and Media Al Ain University Abu Dhabi, United Arab Emirates Reneh Abokhoza Business School Al-Ahliyya Amman University, Jordan Ashraf Jahmani This study examines the effect of social media marketing activities on passenger retention through brand image in the airline industry in the case of Fly Emirates. The survey included a sample of his 758 passengers traveling to Dubai from destinations around the world. The questionnaire was randomly distributed, and data was collected and returned from his 455 passengers. The purpose of this study is to examine the effect of social media marketing activities (trendiness, entertainment, interaction, word of mouth, and customization) on passenger retention through mediated brand image. This study applies structural equation modeling (PLS-SEM) to investigate the relationship among the constructs in the proposed model. These aspects are modeled using the neutrosophic decision-making trial and evaluation laboratory (DEMATEL) approach. The DEMATEL models the fuzziness related to domain specialists generating judgments inside the DEMATEL as single-valued neutrosophic numbers, while also handling the causal linkages among elements of social media marketing activities. The study concludes that all dimensions of social media marketing activities (trendiness, entertainment, interaction, word of mouth, and customization) have a positive effect on brand image. The findings also confirmed that brand image plays a mediation role between social media and passenger retention, with a positive brand image being associated with increased passenger retention. The study found that without effective social media marketing, Fly Emirates loses passengers, and brand image is a key driver of passenger retention. The study recommends that Fly Emirates, looking to improve passenger retention, invest heavily in attractive social media marketing activities in the marketing innovation segment. 2023 2023 161 176 10.54216/IJNS.210214 https://www.americaspg.com/articleinfo/21/show/1913