Exploring airline’s social media marketing trends : a comparative analysis

Abstract EN

This paper is a comparative analysis between the utilization of major social media marketing tools of leading international airlines.

The paper primary focuses on the travel and tourism-related initiatives launched by a selected number of airlines on their social media websites.

The leading social media marketing sites will form the scope of the research whew the airline campaigns of selected airlines will be interpreted.

The main objective of the paper is to explore various marketing ventures conducted by airlines in order to highlight similarities and disparities among them and explore the best practices.

Airline presence on selected social media sites (Faccbook-Twitter-YouTube) is also measured using several web-based criterions.