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

2014

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 Eur…

Lufthansasocial networksresponse rateTaromFacebookAir Europa.lcsh:Marketing. Distribution of productscustomer satisfactioncustomer loyaltysocial mediaKLMBlue Airjel:M11jel:M30jel:M31customer satisfaction customer loyalty social media social networks airline companies response rate Facebook Tarom Blue Air Wizz Air Lufthansa Austrian Airlines KLM Air EuropaAustrian Airlineslcsh:HF5410-5417.5airline companiesWizz AirExpert Journal of Marketing
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