Bogdan AVRAM

A Comparative Facebook Content Analysis between Romanian and Western European Airline Carriers

This research aims to investigate the different social media strategies adopted by the airline companies from two European regions. In the attempt to land more customers on their social media runway, drive more sales from social media content, increase customer satisfaction through a high response rate or increase their brand awareness, the airlines combine creativity and high-quality ideas to better promote their products and services to customers all around the globe. The paper analyses the content (number of fans, posts, number of likes, the dynamics of comments, response rate) on the Facebook pages of Tarom, Blue Air, Wizz Air, Lufthansa, Austrian Airlines, KLM International and Air Europa on a one week period (10th February – 18th February 2014) and successful practices on social media. The paper also aims to provide solutions for airlines to better connect with their passengers and effectively use the social media environment to increase sales and customer satisfaction.
JEL Classification M11, M30, M31
Full Article
  1. Boyd, D. M., and Ellison, N.B., 2007. Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), pp. 210-230.
  2. Grancay, M., 2013. Airline Facebook pages - a content analysis. European Transport Research Review, available online at February 2014)
  3. Hagel, J., and Armstrong, A.G., 1997. Net Gain: Expanding Markets through Virtual Communities. Boston, MA: Harvard Business School Press.
  4. Hanna, R., Rohm, A. and Crittenden, V.L. 2011. We’re All Connected: The Power of the Social Media Ecosystem. Business Horizon, 54, pp.265-273
  5. Heinonen K., 2011. Consumer Activity in Social Media: Managerial Approaches to Consumers' Social Media behavior. Journal of Consumer Behavior, 10 (6), pp. 356-364
  6. Kaplan, A.M. and Haenlein, M. 2010. Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), pp.59-68.
  7. Di Pietro, L., and Pantano, E., 2012. An Empirical Investigation of Social Network Influence on Consumer Purchasing Decision: The Case of Facebook. Journal of Direct, Data and Digital Marketing Practice 14 (1), pp. 18-29
  8. Simply Flying. Airline Social Media Outlook 2012/ 2013. Resource Allocation, Challenges and ROI. Available online at: February 2014)
  9. Van Dijk, J., 2006. The Network Society. Sage Publications, London, 120
  10. Wellman, B., and Gulia, M., 1997. Net Surfers Don't Ride Alone: Virtual Communities As Communities. Communities and Cyberspace, edited by Peter Kollock and Marc Smith. New York: Routledge, and Networks in the Global Village, edited by Barry Wellman. Boulder, CO: Westview, pp.331-367
  11. Woo, M., Chu, S., Ho, A., and Li, X., 2011. Using a Wiki to Scaffold Primary-School Students' Collaborative Writing. Educational Technology & Society, 14 (1), pp. 43-54
  12. Xiang, Z., and Gretzel, U., 2010. Role of Social Media in Online Travel Information Search. Tourism Management, 31(2), pp. 179-188.

Article Rights and License
© 2014 The Author. Published by Sprint Investify. ISSN 2359-7712. This article is licensed under a Creative Commons Attribution 4.0 International License. Creative Commons License
Corresponding Author
Bogdan Avram, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, Romania
Download PDF


Bogdan AVRAM
Lucian Blaga University of Sibiu