Abstract
The purpose of the study is to monitor the digital sales promotion shares of S7 Airlines, information about which was published on social networks, and to analyze the collected data. In the article, the authors analyzed the digital tools and technologies that S7 Airlines used as part of the strategy of integrated marketing communications to build interaction with target groups on social networks and provide social impact during the period of restrictions caused by the COVID-19 pandemic. Based on information in the public domain – comments and actions (views, likes, reposts), the reaction of the audience to messages was investigated. As a result of the analysis, the authors determined with the help of which the airline implements a digital communications strategy, assessed the social impact on communication processes with passengers, which have changed in the pandemic.
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