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Komunikacja portów lotniczych na Facebooku w sytuacji kryzysu pandemii COVID-19 na przykładzie działalności Lotniska Chopina w Warszawie

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  • Agnieszka Wilczyńska-Strawa

Abstract

Przyjęto, iż port lotniczy jest podmiotem gospodarczym, który w warunkach silnej konkurencji musi aktywnie wykorzystywać dostępne narzędzia marketingowe dla osiągania celów rynkowych i dostosowywać je do zróżnicowanych potrzeb i preferencji klientów indywidualnych i instytucjonalnych. Z uwagi na bogatą paletę możliwości serwis społecznościowy Facebook został wskazany jako popularne i skuteczne narzędzie marketingowe. Dokonana została ocena aktywności portów lotniczych w przedmiotowym serwisie w postaci zaprezentowania wyników analizy porównawczej danych z bieżącej działalności z danymi z 2014 roku. Wskazano ogólną klasyfikację celów publikacji treści przez porty lotnicze za pośrednictwem stron firmowych na Facebooku. Na przykładzie Lotniska Chopina w Warszawie zdefiniowano sposób prowadzenia komunikacji z aktualnymi i potencjalnymi klientami w serwisie Facebook w sytuacji IV fali pandemii COVID-19. Procedura badawcza została przeprowadzona w sytuacji wprowadzenia ograniczeń w czasie jej realizacji, co zdeterminowało potrzebę dookreślenia dalszych kierunków badań dla zapewnienia szerszej perspektywy oceny i większej wiarygodności osiągniętych rezultatów badawczych.

Suggested Citation

  • Agnieszka Wilczyńska-Strawa, 2022. "Komunikacja portów lotniczych na Facebooku w sytuacji kryzysu pandemii COVID-19 na przykładzie działalności Lotniska Chopina w Warszawie," Nowoczesne Systemy Zarządzania. Modern Management Systems, Military University of Technology, Faculty of Security, Logistics and Management, Institute of Organization and Management, issue 1, pages 37-62.
    • Handle: RePEc:aou:nszioz:y:2022:i:1:p:37-62
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    References listed on IDEAS

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    1. Graham, Anne, 2009. "How important are commercial revenues to today's airports?," Journal of Air Transport Management, Elsevier, vol. 15(3), pages 106-111.
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