Keys to success in social media marketing (SMM): prospects for the German airline industry.

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

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.

Citation

KNOBLICH, S., MARTIN, A., NASH, R. and STANSBIE, P. 2015. Keys to success in social media marketing (SMM): prospects for the German airline industry. Tourism and hospitality research [online], 17(2), pages 147-164. Available from: https://doi.org/10.1177/1467358415610415

• Journal Article Type: Article
• Acceptance Date: Oct 27, 2015
• Online Publication Date: Oct 27, 2015
• Publication Date: Apr 1, 2017
• Deposit Date: Sep 16, 2016
• Publicly Available Date: Sep 16, 2016
• Journal: Tourism and hospitality research
• Print ISSN: 1467-3584
• Electronic ISSN: 1742-9692
• Publisher: SAGE Publications
• Peer Reviewed: Peer Reviewed
• Volume: 17
• Issue: 2
• Pages: 147-164
• DOI: https://doi.org/10.1177/1467358415610415
• Keywords: Social media; Marketing; German airline industry; User generated content
• Public URL: http://hdl.handle.net/10059/1732