Airline Facebook pages - a content analysis

Abstract

Purpose: The emergence of new media has changed the way how airlines interact with the public. This study analyzes how airlines use one of the most popular new media platforms, Facebook, to manage public relations, communicate with customers and diversify their sales channels. This topic has not been covered by scientific literature so far. Methods: This paper uses content analysis to identify types of content provided by airlines on their official Facebook pages and extent of services offered (customer service, flight booking applications etc.). It focuses on Facebook pages of 250 largest airlines by number of passengers. Results: The study shows that airline Facebook pages contain limited information and are not substitutes for airline websites. Three fourths of airlines enable users to post content. By replying to users' posts, 68 % of airlines use FB as a customer service platform. The major determinants of whether an airline operates a FB page are airline size and its business model. Conclusions: Social networks play an increasingly important role in marketing and customer service of airlines. We expect the usage of social media by airlines to further increase in the future as a direct result of increasing importance of "generation Z" on the market. © 2013 The Author(s).