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Ways and effectiveness of social media utilization by airlines

Josef Zelenka   ORCID icon orcid.org/0000-0001-6678-0722 ; Department of Recreology and Tourism, Faculty of Informatics and Management, University of Hradec Králové, Czech Republic;
Jan Hruška, ; Department of Economy, Faculty of Informatics and Management, University of Hradec Králové, Czech Republic

Puni tekst: engleski, pdf (155 KB) str. 227-238 preuzimanja: 267* citiraj
APA 6th Edition
Zelenka, J. i Hruška,, J. (2018). Ways and effectiveness of social media utilization by airlines. Tourism: An International Interdisciplinary Journal, 66 (2), 227-238. Preuzeto s https://hrcak.srce.hr/202749
MLA 8th Edition
Zelenka, Josef i Jan Hruška,. "Ways and effectiveness of social media utilization by airlines." Tourism: An International Interdisciplinary Journal, vol. 66, br. 2, 2018, str. 227-238. https://hrcak.srce.hr/202749. Citirano 20.09.2020.
Chicago 17th Edition
Zelenka, Josef i Jan Hruška,. "Ways and effectiveness of social media utilization by airlines." Tourism: An International Interdisciplinary Journal 66, br. 2 (2018): 227-238. https://hrcak.srce.hr/202749
Harvard
Zelenka, J., i Hruška,, J. (2018). 'Ways and effectiveness of social media utilization by airlines', Tourism: An International Interdisciplinary Journal, 66(2), str. 227-238. Preuzeto s: https://hrcak.srce.hr/202749 (Datum pristupa: 20.09.2020.)
Vancouver
Zelenka J, Hruška, J. Ways and effectiveness of social media utilization by airlines. Tourism: An International Interdisciplinary Journal [Internet]. 2018 [pristupljeno 20.09.2020.];66(2):227-238. Dostupno na: https://hrcak.srce.hr/202749
IEEE
J. Zelenka i J. Hruška,, "Ways and effectiveness of social media utilization by airlines", Tourism: An International Interdisciplinary Journal, vol.66, br. 2, str. 227-238, 2018. [Online]. Dostupno na: https://hrcak.srce.hr/202749. [Citirano: 20.09.2020.]

Sažetak
This research was motivated by growing significance of social media in airline marketing. The basic research question was to determine the role of social media in the marketing of the world's top airlines. The social media selected for the analysis include Facebook, YouTube, Twitter, Flickr, Instagram, Pinterest, Google +, LinkedIn and Sina Weibo. The criteria used for social media selection included their nature, degree of utilization in travel and tourism according to published studies, a global ranking based on a number of users, and their dynamic development in the last two years. The analyses were based on publicly accessible data published on the selected airlines' websites and their official social media. Airlines' social media groups were assessed by means of various quantitative metrics – total viewer ratings, number of contributions by airlines, number of responses by subscribers, the year when the group was established, the interconnectedness of the social media groups to the corresponding airline website. Management of these groups was assessed as well as the content of airline communication in its social media groups. The most significant findings, which should be verified on a more representative sample, include the fact that all the selected airlines wield groups on Facebook, YouTube, Twitter, Instagram and LinkedIn.

Ključne riječi
social media; airlines; YouTube; Facebook; Instagram; viral marketing

Hrčak ID: 202749

URI
https://hrcak.srce.hr/202749

Posjeta: 492 *