O engajamento on‑line do consumidor em mídias sociais de serviços turísticos: uma análise comparativa entre as companhias aéreas brasileiras a partir de suas fanpages

Abstract

The overall objective of the research was to analyse how air companies engage with their clients in their respective fan_pages of their regions. The methodology used was critical discourse analysis of air companies fan‑pages. This is exploratory‑descriptive research, with a qualitative approach and the study of multiple cases as a research strategy. The results show that airline fan pages need greater updating, video posts, longer postings, and greater reponse to their users.