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A Comparative Facebook Content Analysis between Romanian and Western European Airline Carriers

Author

Listed:
  • Bogdan AVRAM

    (Lucian Blaga University of Sibiu)

Abstract

This research aims to investigate the different social media strategies adopted by the airline companies from two European regions. In the attempt to land more customers on their social media runway, drive more sales from social media content, increase customer satisfaction through a high response rate or increase their brand awareness, the airlines combine creativity and high-quality ideas to better promote their products and services to customers all around the globe. The paper analyses the content (number of fans, posts, number of likes, the dynamics of comments, response rate) on the Facebook pages of Tarom, Blue Air, Wizz Air, Lufthansa, Austrian Airlines, KLM International and Air Europa on a one week period (10th February – 18th February 2014) and successful practices on social media. The paper also aims to provide solutions for airlines to better connect with their passengers and effectively use the social media environment to increase sales and customer satisfaction.

Suggested Citation

  • Bogdan AVRAM, 2014. "A Comparative Facebook Content Analysis between Romanian and Western European Airline Carriers," Expert Journal of Marketing, Sprint Investify, vol. 2(1), pages 28-36.
    • Handle: RePEc:exp:mkting:v:2:y:2014:i:1:p:28-36
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    References listed on IDEAS

    as
    1. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
    2. Hanna, Richard & Rohm, Andrew & Crittenden, Victoria L., 2011. "We're all connected: The power of the social media ecosystem," Business Horizons, Elsevier, vol. 54(3), pages 265-273, May.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Stuhldreier, Sanja Maria, 2024. "Unlocking (re)purchase potential through corporate responsiveness on social networks: The role of perceived customer orientation," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).

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    More about this item

    Keywords

    customer satisfaction; customer loyalty; social media; social networks; airline companies; response rate; Facebook; Tarom; Blue Air; Wizz Air; Lufthansa; Austrian Airlines; KLM; Air Europa;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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