Year: 2018
Type: article
Abstract: Th is research was motivated by growing signifi cance of social media in airline marketing.Th e basic research question was to determine the role of social media in the marketing of the world's top airlines.Th e social media selected for the analysis include Facebook, YouTube, Twitter, Flickr, Instagram, Pinterest, Google +, LinkedIn and Sina Weibo.Th e criteria used for social media selection included their nature, degree of utilization in travel and tourism according to published studies, a global ranking based on a number of users, and their dynamic development in the last two years.Th e analyses were based on publicly accessible data published on the selected airlines' websites and their offi cial social media.Airlines' social media groups were assessed by means of various quantitative metrics -total viewer ratings, number of contributions by airlines, number of responses by subscribers, the year when the group was established, the interconnectedness of the social media groups to the corresponding airline website.Management of these groups was assessed as well as the content of airline communication in its social media groups.Th e most signifi cant fi ndings, which should be verifi ed on a more representative sample, include the fact that all the selected airlines wield groups on Facebook, YouTube, Twitter, Instagram and LinkedIn.
Authors: Josef Zelenka, Jan Hruška
Institution: University of Hradec Králové
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3104534616