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.
@doesyourairlinetweet? An empirical examination of the use of twitter by 50 international airlines
2012
Aufsatz (Zeitschrift)
Elektronische Ressource
Unbekannt
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