Abstract
The emergence of new media has changed the way how airlines interact with the public. This study analyzes how airlines use one of the most popular new media platforms, Facebook, to manage public relations, communicate with customers and diversify their sales channels. This topic has not been covered by scientific literature so far. This paper uses content analysis to identify types of content provided by airlines on their official Facebook pages and extent of services offered (customer service, flight booking applications etc.). It focuses on Facebook pages of 250 largest airlines by number of passengers. The study shows that airline Facebook pages contain limited information and are not substitutes for airline websites. Three fourths of airlines enable users to post content. By replying to users’ posts, 68 % of airlines use FB as a customer service platform. The major determinants of whether an airline operates a FB page are airline size and its business model. Social networks play an increasingly important role in marketing and customer service of airlines. We expect the usage of social media by airlines to further increase in the future as a direct result of increasing importance of “generation Z” on the market.
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
