The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement

Abstract

With airline companies increasingly relying on crowdsourcing websites to deploy their digital marketing strategies, marketeers and strategists seek to acquire an understanding of the factors affecting airlines’ organic traffic and user engagement. Such an understanding is acquired through the consideration of variables that influence a company’s organic traffic and user engagement and their correlation to each other. A three-stage data-driven analysis is used to examine the correlation between the foregoing variables and to consider strategies that can be implemented to optimize organic traffic and user engagement. The first section gathers data from five airline companies’ websites and five crowdsourcing websites over an interval of 180 days. The second stage creates an exploratory diagnostic model, through Fuzzy Cognitive Mapping, to visually illustrate the cause-and-effect correlations between the examined metrics. Finally, a predictive micro-level agent-based model simulates optimization strategies that can be used to improve organic traffic and user engagement. The results of this study, reveal that crowdsourcing organic traffic increases airline websites’ user engagement through paid campaigns, while a limited correlation was found to exist between the average duration of a user to organic traffic. The results of this study provide tangible digital marketing strategies which can be used by airline companies to improve the influence of their digital marketing strategies on their users.

The Effects of Logistics Websites’ Technical Factors on the Optimization of Digital Marketing Strategies and Corporate Brand Name

“…The main prerequisites were the use of Facebook and Instagram for their social media promotion as well as the use of their website for the digital promotion of their services. Following several research recommendations, the authors chose seven logistics websites, as that is considered an adequate number for the type of analysis that this research performs and depicts a sufficient number to produce results for the logistics sector [9,14].…”

“…The procedure of studying the behavior of users on a website is known as web analytics [2,3]. Previous studies have shown that logistics websites' brand name, as well as the digital marketing strategy, can be dramatically improved by the correct implementation of web analytics [4,5,9]. Key performance indicators are web analytics that have been extracted from the examined websites and have been utilized quantitatively [50].…”

The Effects of Cryptocurrency Trading Websites on Airlines’ Advertisement Campaigns

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