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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

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&apos;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&apos; websites and their official social media. Airlines&apos; 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&apos;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&apos; websites and their official social media. Airlines&apos; 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

  • OECD FORD obor

    50204 - Business and management

Návaznosti výsledku

  • Projekt

  • 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

  • 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