Dr. LAW Chi Hang, ColinColinDr. LAW Chi Hang2025-07-222025-07-222025In Law, M. (Ed.). (2025). E-business unplugged: Enhancing interactive online experiences with live streaming and social media (pp. 164-185). Hong Kong: Hong Kong Shue Yan University; Dr. Francis Cheung Business Analytics Research Centre.9789887104704https://www.hksyu.edu/flipbook/DFCBARC-E-Book_20250228/DFCBARC-E-Book.pdfhttp://hdl.handle.net/20.500.11861/24031This study aims to analyse airline e-commerce platforms comprehensively by focusing on their deelopment, evolution, and impact on the airline industry. By examining their adaptations, this study seeks to gain insight into how these platforms have effectively responded to the industry's dynamic nature and its customers' evolving preferences. The transformative journey of Singapore Airlines serves as a prominent case study because it showcases the significance of digital transformation in redefining customer experiences and achieving remarkable success. Analysing Singapore Airlines' innovative approach shows that the company has demonstrated the importance of attaining technological advancements and leveraging digital platforms to drive growth and set new industry standards. This study provides valuable insights for businesses across sectors by emphasising the need to adapt and harness the power of e-commerce to thrive in the modern airline business environment.enAirlinesCompetitive LandscapeDigital TransformationE-commerceTechnological AdvancementBook Chapter