The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation

Abstract

Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the theory of the marketing firm (TMF). We investigated consumer‐firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair's Facebook page. The second study shows how customers engage with Icelandair's social media platforms. The third study illustrates the firm's social media strategy from a managerial perspective.

“Bizimle” uçun! Tüketici-Marka İlişkisinin Tüketici Katılımına Etkisi: Türk Havayolu Instagram Sayfaları Üzerine Ampirik Bir Araştırma

“…Fourth, existing studies used Facebook (Cruz et al, 2017;Barcelos et al, 2018;Labrecque et al, 2020) and WeChat (Chang et al, 2019) as data source to investigate the effect of pronouns on online consumer behavior. Thus, the present study extends the ongoing research focusing on Instagram platform and uncovers the linguistic motivations of consumers to engage the posts beyond various content strategies in airline sector (Leung et al, 2013;Menon et al, 2019;Sigurdsson et al, 2019).…”

“…of consumers. (Leung et al, 2013;Menon et al, 2019;Sigurdsson et al, 2019). In this respect, determining motivations behind consumer engagement behavior may provide clues for airline brands to…”

“…Hence, determining the impacts of post characteristics on CE is one of the issues to be considered by airline brands. However, only a limited number of studies have so far looked at the CE phenomenon (Leung et al, 2013;Thao et al, 2017;Menon et al, 2019;Sigurdsson et al, 2019). Furthermore, no study has been found in the literature that investigates the effect of pronouns used by airlines on CE in social media.…”

Havayolunda Tüketici Katılımını Artırmak

“…In another study, it was determined that while the message type had different effects on interaction, the message content was not significantly correlated with CE. Also, consumers stated that they engaged with the fan page if the content was associated with their hobbies and stated that they could love the posts containing promotional content and destination images (Sigurdsson et al, 2019). Koçak (2021) investigated the effects of the use of pronouns by Turkish airline brands on CE.…”

“…Encouraging consumers to engage with the content is also an important issue for airline companies operating in the service sector. However, to the best knowledge of author, the concept of CE has rarely been studied in airline sector (Leung et al, 2013a;Thao et al, 2017;Menon et al, 2019;Sigurdsson et al, 2019). In addition, it is important to measure CE and determine the effect of brand's post types on CE for airlines (Menon et al, 2019).…”