@doesyourairlinetweet? An empirical examination of the use of twitter by 50 international airlines
PublisherEscola Tècnica Superior d'Enginyeries Industrial i Aeronàutica de Terrassa. Universitat Politècnica de Catalunya
Rights accessOpen Access
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.
CitationBudd, Lucy. @doesyourairlinetweet? An empirical examination of the use of twitter by 50 international airlines. "Journal of Airline and Airport Management", Desembre 2012, vol. 2, núm. 2, p. 124-135.