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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/11430

Title: @doesyourairlinetweet? An empirical analysis of the use of twitter by 50 international airlines
Authors: Budd, Lucy C.S.
Keywords: Airlines
Communication
Social media
Twitter
Marketing
Issue Date: 2012
Publisher: OmniaScience and the author
Citation: BUDD, L.C.S., 2012. @doesyourairlinetweet? An empirical analysis of the use of twitter by 50 international airlines. Journal of Airline and Airport Management, 2 (2), pp. 124 - 135.
Abstract: 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.
Description: This article was published in the open access journal, Journal of Airline and Airport Management [provided on a Attribution-Non Commercial 3.0 Creative commons license].
Version: Published
DOI: 10.3926/jairm.10
URI: https://dspace.lboro.ac.uk/2134/11430
Publisher Link: http://dx.doi.org/10.3926/jairm.10
Appears in Collections:Published Articles (Civil and Building Engineering)

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