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

Bogdan Avram
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Bogdan Avram: Lucian Blaga University of Sibiu

Expert Journal of Marketing, 2014, vol. 2, issue 1, 28-36

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.

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 (search for similar items in EconPapers)
JEL-codes: M11 M30 M31 (search for similar items in EconPapers)
Date: 2014
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