Ways and effectiveness of social media utilization by airlines
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F18%3A50014436" target="_blank" >RIV/62690094:18450/18:50014436 - isvavai.cz</a>
Result on the web
<a href="https://hrcak.srce.hr/202749" target="_blank" >https://hrcak.srce.hr/202749</a>
DOI - Digital Object Identifier
—
Alternative languages
Result language
angličtina
Original language name
Ways and effectiveness of social media utilization by airlines
Original language description
This research was motivated by growing significance of social media in airline marketing. The basic research question was to determine the role of social media in the marketing of the world's top airlines. The social media selected for the analysis include Facebook, YouTube, Twitter, Flickr, Instagram, Pinterest, Google +, LinkedIn and Sina Weibo. The 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. The analyses were based on publicly accessible data published on the selected airlines' websites and their official 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. The most significant findings, which should be verified on a more representative sample, include the fact that all the selected airlines wield groups on Facebook, YouTube, Twitter, Instagram and LinkedIn.
Czech name
—
Czech description
—
Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Tourism
ISSN
1332-7461
e-ISSN
—
Volume of the periodical
66
Issue of the periodical within the volume
2
Country of publishing house
HR - CROATIA
Number of pages
12
Pages from-to
227-238
UT code for WoS article
000437523600008
EID of the result in the Scopus database
2-s2.0-85051439268