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Attracting User Social Media Engagement: A Study of Three Budget Airlines Facebook Pages

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Information and Communication Technologies in Tourism 2013

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Abstract

The role of social media has changed from information delivery to distribution channels. Budget airlines have used their Facebook pages to delivery promotional materials connect new customers, invite user engagement, and information distribution. One of the main purposes of wall posts is to invite user involvement. The results in this study indicated users interested on commenting wall posts which were “fresh”, that means posts published within two days. In order to increase user engagement, airlines should keep publishing new wall posts so as to encourage users to “like” or “share” these information with their network. The company responses were not significant, only five, 14 and 17 responses were found for Air Asia, Easy Jet and Jet Blue respectively. The outcome of the study questions the role and suitability of social media tools for marketing purpose in the airline business especially in relation to other segments within tourism industry.

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Author information

Authors and Affiliations

  1. Department of Business Administration, Caritas Institute of Higher Education, Tseung Kwan O, Hong Kong

    Rosanna Leung

  2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong

    Markus Schuckert

  3. HKU SPACE Po Leung Kuk Community College, Causeway Bay, Hong Kong

    Emmy Yeung

Authors
  1. Rosanna Leung
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  2. Markus Schuckert
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  3. Emmy Yeung
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Corresponding author

Correspondence to Rosanna Leung .

Editor information

Editors and Affiliations

  1. , Faculty of Communication Sciences, Università della Svizzera italiana, Via Giuseppe Buffi 13, Lugano, 6904, Switzerland

    Lorenzo Cantoni

  2. , College of Merchandising,, University of North Texas, Union Circle 1155, Denton, 76203-1100, Texas, USA

    Zheng (Phil) Xiang

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Leung, R., Schuckert, M., Yeung, E. (2013). Attracting User Social Media Engagement: A Study of Three Budget Airlines Facebook Pages. In: Cantoni, L., Xiang, Z. (eds) Information and Communication Technologies in Tourism 2013. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36309-2_17

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