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

Stephan Knoblich, Andrew Martin, Robert Nash, Paul Stansbie

Research output: Contribution to journalReview articleResearchpeer-review

1 Citation (Scopus)

Abstract

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
Volume17
Issue number2
DOIs
Publication statusPublished - 2017

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airline industry
social media
marketing
industry
market conditions
air traffic
customer
paradigm
Airlines
Airline industry
Social media marketing
market
economics
Industry

Cite this

Knoblich, Stephan ; Martin, Andrew ; Nash, Robert ; Stansbie, Paul. / Keys to success in social media marketing (SMM) – Prospects for the German airline industry. In: Tourism and Hospitality Research. 2017 ; Vol. 17, No. 2. pp. 147-164.
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Keys to success in social media marketing (SMM) – Prospects for the German airline industry. / Knoblich, Stephan; Martin, Andrew; Nash, Robert; Stansbie, Paul.

In: Tourism and Hospitality Research, Vol. 17, No. 2, 2017, p. 147-164.

Research output: Contribution to journalReview articleResearchpeer-review

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