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dc.contributor.authorMenon, R.G. Vishnu
dc.contributor.authorSigurdsson, Valdimar
dc.contributor.authorLarsen, Nils Magne
dc.contributor.authorFagerstrøm, Asle
dc.contributor.authorSørensen, Herborg
dc.contributor.authorMarteinsdóttir, Helena Gunnars
dc.contributor.authorFoxall, Gordon R.
dc.date.accessioned2019-12-23T10:26:44Z
dc.date.available2019-12-23T10:26:44Z
dc.date.issued2019-06-05
dc.description.abstractAirlines are increasingly using social media for initiating and sustaining consumer brand engagement through interaction and sharing. This study introduces a conceptual model on brand post engagement on social media and contributes to extant knowledge on the effectiveness of the determinants of such engagement in the airline industry. Facebook brand posts of a major Nordic airline published between 2011 and 2015 (242 posts), and Twitter brand posts from 2012 to 2016 (143 tweets), were collected, categorized and analyzed based on their design and content. Our models explain 52 and 58 percent of the variance in likes for Facebook and Twitter respectively. Our models also show strong results for shares/retweets and explain 42 and 53 percent for Facebook and Twitter, respectively. Moreover, the results show that an “entertaining” content is a key determinant of consumer brand post engagement on both social media platforms. The study points out the distinction between consumer brand post engagement on two of the biggest social media platforms and thus, provides a guide for the design and content of messages that could be used by airlines in building consumer engagement on Facebook and Twitter.en_US
dc.identifier.citationMenon RV, Sigurdsson V, Larsen NM, Fagerstrøm A.F., Sørensen H, Marteinsdóttir, Foxall GR. How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors. Journal of Air Transport Management. 2019;79en_US
dc.identifier.cristinIDFRIDAID 1703113
dc.identifier.doi10.1016/j.jairtraman.2019.05.002
dc.identifier.issn0969-6997
dc.identifier.issn1873-2089
dc.identifier.urihttps://hdl.handle.net/10037/16983
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.relation.journalJournal of Air Transport Management
dc.relation.projectIDAndre: Icelandair 215036en_US
dc.rights.accessRightsopenAccessen_US
dc.rights.holder© The Authorsen_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.subjectVDP::Social science: 200::Economics: 210::Business: 213en_US
dc.subjectVDP::Samfunnsvitenskap: 200::Økonomi: 210::Bedriftsøkonomi: 213en_US
dc.titleHow to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factorsen_US
dc.type.versionacceptedVersionen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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Attribution-NonCommercial-NoDerivatives 4.0 International
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 International