Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/43841
Title: How global airports engage social media users : a study of facebook use and its role in stakeholder communication
Authors: Wattanacharoensil, W
Schuckert, M 
Keywords: Airport
Customer orientation
Facebook
Smart phone
Social media
Web 2.0
Issue Date: 2015
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2015, v. 32, no. 6, p. 656-676 How to cite?
Journal: Journal of travel & tourism marketing 
Abstract: Examining airports’ use of Facebook, particularly the types of information they have provided to, and established with, users, this study was conducted using the framework of the five functional aspects: communications, promotions, product distribution, research, and management relationship building. The results show that the airports studied used Facebook for various aspects of communication with users, different airports concentrating on different areas. The study also supports previous findings in revealing a lack of strategic marketing, and showing that the limited uniformity of airports’ Facebook pages lessens the effectiveness of communication. The findings of this study benefit airports, especially those with limited budgets and limited human resources for social media. The findings also imply and highlight actions and strategies being used to successfully promote posts on Facebook. The use of such strategies is expected to gain airports greater popularity and enable them to develop a more positive public image.
URI: http://hdl.handle.net/10397/43841
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548408.2014.955245
Appears in Collections:Journal/Magazine Article

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