Airline on Social Media

The significance of social media marketing in the dynamic airline industry is perceived to be linked with favorable word-of-mouth and customer engagement. This paper explores the use of social media by geographically diverse airlines and investigates how different airlines utilize different types of social media platforms to engage and interact with their audiences. Using manual data collection methods, the researchers gathered data from social media such as Facebook, Instagram, Twitter, LinkedIn, and TikTok, and categorized the data into coded groups (advertising, informational, customer care, interactive, entertainment, promotional) based on the nature of the posts. The findings from this study highlight trends in social media usage among airlines. The result of the research identified that Instagram is the platform that demonstrates the most interactivity between airlines and social media users. TikTok is a platform that airlines can seek to become more active on, as it has a large user base and is relatively new territory for airlines. It was found that promotional and advertising material was most effective on Facebook and Instagram, while posts in the entertainment category were most effective on Twitter and TikTok. On LinkedIn, posts in the categories of advertising, promotional, and informational most interacted-with standout airline's social media strategies. Furthermore, the study identifies what airlines use social media more depending on the airline business model and region of the airline operation. Likewise, the author identified the areas of future potential growth on social media in terms of marketing.

Key words: airlines, marketing, socialmedia, medial platforms, interaction, word-of-mouth
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