Ways and effectiveness of social media utilization by airlines
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
<a href="https://hrcak.srce.hr/202749" target="_blank" >https://hrcak.srce.hr/202749</a>
DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Ways and effectiveness of social media utilization by airlines
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
Ways and effectiveness of social media utilization by airlines
Popis výsledku anglicky
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.
Klasifikace
Druh
J<sub>imp</sub> - Článek v periodiku v databázi Web of Science
CEP obor
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OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
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Návaznosti
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Ostatní
Rok uplatnění
2018
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název periodika
Tourism
ISSN
1332-7461
e-ISSN
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Svazek periodika
66
Číslo periodika v rámci svazku
2
Stát vydavatele periodika
HR - Chorvatská republika
Počet stran výsledku
12
Strana od-do
227-238
Kód UT WoS článku
000437523600008
EID výsledku v databázi Scopus
2-s2.0-85051439268