Case Study 16: Cathay Pacific Airways Using LinkedIn for Brand Building

Hsiao-Pei (Sophie) Yang ()
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Hsiao-Pei (Sophie) Yang: Coventry Business School, Coventry University

A chapter in Marketing Cases from Emerging Markets, 2014, pp 159-162 from Springer

Abstract: Abstract Consumers are adopting increasingly active roles in co-creating marketing content with companies and their respective brands. In turn, companies are looking to online social media and campaigns in an effort to reach consumers where they ‘live’ online. However, the challenge facing many companies is that although they recognise the need to be active in social media, they do not truly understand how to do it effectively. This case study highlights a best-practice organisation and its successful efforts to leverage social media in reaching an important audience of business consumers. Specifically, this case study explains Cathay Pacific Airways, a Hong-Kong based airline, used LinkedIn successfully for brand building and it points out how companies can maximise the potential of social media to better meet customers’ needs.

Keywords: Social Medium; Social Media Platform; Business Traveler; Business Class; Marketing Approach (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36861-5_21

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DOI: 10.1007/978-3-642-36861-5_21

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