Keys to success in social media marketing (SMM) – Prospects for the German airline industry

Stephan Knoblich, Andrew Martin, Robert Nash*, Paul Stansbie

*Corresponding author for this work

Research output: Contribution to journalReview articleResearchpeer-review

10 Citations (Scopus)
264 Downloads (Pure)


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.

Original languageEnglish
Pages (from-to)147-164
Number of pages18
JournalTourism and Hospitality Research
Issue number2
Publication statusPublished - 2017


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