Evaluation of airlines‘ companies marketing communications in social media

Abstract

Development of internet technology and the increasing use of social networks around the world have changed the ways people communicate and exchange information. With the advent of social networking sites, businesses around the world began to use this new communication channel. The importance of marketing communication is now undeniable, especially for those businesses whose market success is driven by consumer feedback, conversations, links. Undoubtedly airlines companies are assigned for this market. Constantly growing use of social networks for marketing communication led to a growing interest of researchers in this subject. More and more research are oriented towards social networks, however a relatively small proportion of them analyse airline marketing communications on social networks. This article presents the results of marketing communications on social networks for the 20 largest European airlines companies. The results of the marketing communication content analysis showed that airlines are actively using various social networking platforms. After finding that airlines have the most followers on the most popular social networks ((Facebook, Instagram, Twitter), highlighted the need to strengthen marketing communication and in others, less popular, but airline specifics compliant social networks.