Airlines Communication Social media Twitter Marketing
OmniaScience and the author
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.
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.
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].