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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.
Notes
1. The term was originally used by The Economist to mean that conversations are generated through an electronic consumer forum (The Economist, Citation1998).
Additional information
Notes on contributors
Walanchalee Wattanacharoensil
Walanchalee Wattanacharoensil is Lecturer in Mahidol University International College, 999 Bhuthamonthon Sai 4, Salaya, Nakhon Pathom, 73170 Thailand (E-mail: [email protected]).
Markus Schuckert
Markus Schuckert is Assistant professor in School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST-East, Kowloon, Hong Kong SAR, China (E-mail: [email protected]).