Social media activities of airlines: What makes them successful?

<p dir="ltr">This paper explores the use of social media by geographically diverse airlines and investigate how different airlines utilise different types of social media platforms to engage and interact with their audiences. Using manual data collection methods, the researchers gathered data from social media such as Facebook, Instagram, Twitter, LinkedIn, and TikTok, and categorized the data into coded groups based on the nature of the posts. The findings from this study highlight trends in social media usage amongst airlines, and also highlight social media platforms and social media post types that yield high levels of interaction between airlines and internet users. Furthermore, the study identifies areas of future potential growth on social media in terms of marketing.</p>