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Attracting User Social Media Engagement: A Study of Three Budget Airlines Facebook Pages

In: Information and Communication Technologies in Tourism 2013

Author

Listed:
  • Rosanna Leung

    (Caritas Institute of Higher Education)

  • Markus Schuckert

    (The Hong Kong Polytechnic University)

  • Emmy Yeung

    (HKU SPACE Po Leung Kuk Community College)

Abstract

The role of social media has changed from information delivery to distribution channels. Budget airlines have used their Facebook pages to delivery promotional materials connect new customers, invite user engagement, and information distribution. One of the main purposes of wall posts is to invite user involvement. The results in this study indicated users interested on commenting wall posts which were “fresh”, that means posts published within two days. In order to increase user engagement, airlines should keep publishing new wall posts so as to encourage users to “like” or “share” these information with their network. The company responses were not significant, only five, 14 and 17 responses were found for Air Asia, Easy Jet and Jet Blue respectively. The outcome of the study questions the role and suitability of social media tools for marketing purpose in the airline business especially in relation to other segments within tourism industry.

Suggested Citation

  • Rosanna Leung & Markus Schuckert & Emmy Yeung, 2013. "Attracting User Social Media Engagement: A Study of Three Budget Airlines Facebook Pages," Springer Books, in: Lorenzo Cantoni & Zheng (Phil) Xiang (ed.), Information and Communication Technologies in Tourism 2013, edition 127, pages 195-206, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36309-2_17
    DOI: 10.1007/978-3-642-36309-2_17
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    Citations

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    Cited by:

    1. Punel, Aymeric & Ermagun, Alireza, 2018. "Using Twitter network to detect market segments in the airline industry," Journal of Air Transport Management, Elsevier, vol. 73(C), pages 67-76.
    2. Prados-Peña, Mª Belén & Crespo-Almendros, Esmeralda & Porcu, Lucía, 2022. "COVID-19 and social media communication strategies: A comparative study of the effectiveness of Facebook posts during the lockdown and the “new normal†in the airline industry," Journal of Air Transport Management, Elsevier, vol. 103(C).
    3. Lee, C.K.M. & Ng, K.K.H. & Chan, Hing Kai & Choy, K.L. & Tai, W.C. & Choi, L.S., 2018. "A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong," Journal of Air Transport Management, Elsevier, vol. 73(C), pages 46-57.

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