Purpose: To provide empirical evidence of the extent to which 50 of the world’s largest passenger airlines use the social media site twitter.

    Design/methodology/approach: Original empirical data on the presence and usage of 50 airlines’ official twitter accounts was accessed.

    Research limitations/implications: Research demonstrates the extent to which airlines are using twitter as a communications tool and suggests that some airline are not currently utilising twitter to its full extent.

    Practical implications: The research provides information on current twitter use and penetration, thus enabling airlines to benchmark their performance in this social media channel.

    Originality/value: The paper provides an original empirical insight into a growing phenomenon which is currently underreported in academic literatures.


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    Titel :

    @doesyourairlinetweet? An empirical examination of the use of twitter by 50 international airlines


    Beteiligte:
    Lucy Budd (Autor:in)


    Erscheinungsdatum :

    2012




    Medientyp :

    Aufsatz (Zeitschrift)


    Format :

    Elektronische Ressource


    Sprache :

    Unbekannt




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