TY - JOUR
T1 - Keys to success in social media marketing (SMM) – Prospects for the German airline industry
AU - Knoblich, Stephan
AU - Martin, Andrew
AU - Nash, Robert
AU - Stansbie, Paul
PY - 2017
Y1 - 2017
N2 - The continuous growth and economic contribution of Germany’s commercial aviation industry are directly linked to the implementation of new marketing practices. Especially in light of challenging market conditions and fierce competition within a highly segmented industry, new marketing paradigms assist airlines to overcome difficulties in order to promote their brands, products and services more effectively and in a circulated manner. In this regard, Social Media Marketing provides German airlines with a powerful set of marketing tools and multiple platforms to digitally gather, communicate, collaborate and share content with its customers. Despite a growing public awareness, an extensive review of current and relevant literature revealed that consumer perceptions on German airline organisations’ Social Media practices have not been examined. This paper aims to address this.
AB - The continuous growth and economic contribution of Germany’s commercial aviation industry are directly linked to the implementation of new marketing practices. Especially in light of challenging market conditions and fierce competition within a highly segmented industry, new marketing paradigms assist airlines to overcome difficulties in order to promote their brands, products and services more effectively and in a circulated manner. In this regard, Social Media Marketing provides German airlines with a powerful set of marketing tools and multiple platforms to digitally gather, communicate, collaborate and share content with its customers. Despite a growing public awareness, an extensive review of current and relevant literature revealed that consumer perceptions on German airline organisations’ Social Media practices have not been examined. This paper aims to address this.
UR - http://www.scopus.com/inward/record.url?scp=85028680280&partnerID=8YFLogxK
U2 - 10.1177/1467358415610415
DO - 10.1177/1467358415610415
M3 - Review article
AN - SCOPUS:85028680280
SN - 1467-3584
VL - 17
SP - 147
EP - 164
JO - Tourism and Hospitality Research
JF - Tourism and Hospitality Research
IS - 2
ER -