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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

Authors

Stephan Knoblich

Andrew Martin

Robert Nash

Paul Stansbie



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.

Journal Article Type Article
Publication Date Apr 1, 2017
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
Institution 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
DOI https://doi.org/10.1177/1467358415610415
Keywords Social media; Marketing; German airline industry; User generated content

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