Let’s Be Social at 30,000 Feet!

social_mediaco-author: Ana Maria Munar

This exploratory article maps airline use of social- media platforms. Four categories are suggested to describe firms’ overall behavior on social- media platforms. The authors categorize the content that 12 airlines post on two well-known social- media platforms using the Promotional Marketing Mix framework. Airlines are categorized as full-service or low-cost carriers and by their number of posts. The results show that there is a wide variety of use among all types of carriers, and that airlines should formulate clear, inclusive marketing strategies for their social- media presence to improve cohesion.

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