The first and most frequently used medium by customers is www.jetblue.com, JetBlue's main website where customers can purchase tickets and explore the airline's special offers ( JetBlue Airways, n.d.). This main site is also the primary means used by customers to purchase tickets and can be used in conjunction with mobile applications on smartphones resulting in seamless airline ticket purchasing (JetBlue Airways Corporation, 2015). In addition to the main website, JetBlue uses social media such as YouTube, Twitter, Facebook and Instagram to advertise its services and interact directly with customers in real time (Gianatasio,