Challenges for brand value from social media in the airline industry
Samotolkova, Olga (2019)
Samotolkova, Olga
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201904124938
https://urn.fi/URN:NBN:fi:amk-201904124938
Tiivistelmä
With onset of the digital age, the world has become increasingly influenced by instant
global communications. There has been a transformation to the way companies and
customers communicate with each other in social media: use of modern communication
technologies becomes immense. Social media has become a ‘battleground’ where public
can get information and share own experience. Considering that International Air Transport
Association forecasts airline passenger numbers to double to 8.2 million by 2037, review
and study of user generated content and electronic word of mouth about customer
experience and decision journey for one of the world’s prominent airlines, is taken as an
aim of the research. Onwards, any airline can evaluate challenges brought by customers
and estimate its opportunities and integrity in terms of proper social media marketing
activities and communication that provide opportunities for building and reinforcing its
brand identity. The thesis is dedicated to analyzing modern communication technologies
for engagement initiatives with a customer in social media within the airline business,
examining effect of positive and negative electronic word of mouth and its challenges for
brand value. The goal would be to demonstrate for airline business that engagement
initiative with customers in social media is vital: it lets co-produce marketing content for
reinforcement and betterment of the airline brand. Furthermore, the objective would be to
contribute to knowledge on how through the correct use and analysis of user generated
content in popular social media platforms an airline can improve conversations with
travelers, customers and potential customers in social media, thereby increasing customer
service quality, brand awareness, have new customers acquisition through the medium of
social media tools and, subsequently, tend to increase sales and maximize revenue.
global communications. There has been a transformation to the way companies and
customers communicate with each other in social media: use of modern communication
technologies becomes immense. Social media has become a ‘battleground’ where public
can get information and share own experience. Considering that International Air Transport
Association forecasts airline passenger numbers to double to 8.2 million by 2037, review
and study of user generated content and electronic word of mouth about customer
experience and decision journey for one of the world’s prominent airlines, is taken as an
aim of the research. Onwards, any airline can evaluate challenges brought by customers
and estimate its opportunities and integrity in terms of proper social media marketing
activities and communication that provide opportunities for building and reinforcing its
brand identity. The thesis is dedicated to analyzing modern communication technologies
for engagement initiatives with a customer in social media within the airline business,
examining effect of positive and negative electronic word of mouth and its challenges for
brand value. The goal would be to demonstrate for airline business that engagement
initiative with customers in social media is vital: it lets co-produce marketing content for
reinforcement and betterment of the airline brand. Furthermore, the objective would be to
contribute to knowledge on how through the correct use and analysis of user generated
content in popular social media platforms an airline can improve conversations with
travelers, customers and potential customers in social media, thereby increasing customer
service quality, brand awareness, have new customers acquisition through the medium of
social media tools and, subsequently, tend to increase sales and maximize revenue.