@doesyourairlinetweet? An empirical examination of the use of twitter by 50 international airlines

Journal of Airline and Airport Management

Lucy Budd¹ 

[1] Loughborough University

关键词: airlines;    communication;    social media;    twitter;    marketing;   

DOI  :  

学科分类：社会科学、人文和艺术（综合）

来源: Universitat Politecnica de Catalunya

【 摘 要 】

Purpose:To provide empirical evidence of the extent to which 50 of the world’s largest passenger airlines use the social media site twitter. Design/methodology/approach:Original empirical data on the presence and usage of 50 airlines�? official twitter accounts was accessed. Research limitations/implications:Research demonstrates the extent to which airlines are using twitter as a communications tool and suggests that some airline are not currently utilising twitter to its full extent. Practical implications:The research provides information on current twitter use and penetration, thus enabling airlines to benchmark their performance in this social media channel. Originality/value:The paper provides an original empirical insight into a growing phenomenon which is currently underreported in academic literatures.

【 授权许可】

Unknown