Airlines and corporate sustainability initiatives: Unrecognised value

Dixie Button, Doreen Mcgunagle, Laura Zizka and Patti Clark
Additional contact information
Dixie Button: Embry-Riddle Aeronautical University, USA
Doreen Mcgunagle: Embry-Riddle Aeronautical University, USA
Laura Zizka: EHL Hospitality Business School and HES-SO University of Applied Sciences Western and Arts, Switzerland
Patti Clark: Embry-Riddle Aeronautical University, USA

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 3, 272-286

Abstract: In this research the authors sought to better understand the formal and informal (social media) communication channels utilised by 28 airlines worldwide. The primary motivations focused on how the airlines communicate sustainability and corporate social responsibility (CSR) initiatives to stakeholders, and the resulting impact, if any, on corporate reputation. To better align the stakeholder segments of the airlines, the airlines were segmented into two categories: full-service carriers (FSCs) and low-cost (no frills) carriers (LCCs). Data analyses from 28 airlines worldwide were conducted to determine whether FSCs or LCCs gain higher engagement in their formal and informal communication of CSR/ sustainability initiatives. Although the results were mixed, the study finds that, regardless of type of airline category, the communication of CSR/sustainability efforts enhances stakeholder engagement and improves corporate reputation regardless of type of communication channel. These findings, which transcend the aviation sector, highlight the importance of using both formal and informal channels to communicate inter alia customer service initiatives. Highlights include the application of CSR/ sustainability social media communication practices to a selected group of international airlines and how such practices correlate with the United Nations’ Sustainable Development Goals, in the airline context. Finally, based on the research results, the paper presents recommendations to improve the communication of CSR/sustainability goals and hence corporate reputation.

Keywords: airline sustainability; social media; corporate reputation/social responsibility; sustainable development goals (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/8182/download/ (application/pdf)
https://hstalks.com/article/8182/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2023:v:11:i:3:p:272-286

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().