Marketing communication in social media: the case of airlines in Central and Eastern Europe

Abstract

The relevance of social media is increasing every year. Social media is an important channel for marketing communication of airlines all over the world. In modern environment, social media ensures fast and purposeful reach of target market. However, the extent of communication in social media in case of airlines in Central and Eastern Europe remains unspecified. Such a lack of knowledge supposed the purpose of this paper: to analyse marketing communication in social media in case of airlines in Central and Eastern Europe. Content analysis involved sixteen airlines (Bulgaria Air, Air Via, Croatia Airlines, Trade Air, Czech Airlines, Travel Service, ASL Airlines Hungary, Budapest Aircraft Service, CityLine Hungary, Wizzair, airBaltic, Small Planet Airlines, LOT Polish Airlines, Carpatair, Air Slovakia, Adria Airways). The analysis of marketing communication in social media has shown that airlines of Central and Eastern Europe provide relevant and up to date information for current and potential customers in different social networks. However, there exists a demand to develop communication of particular airlines. The development should focus upon the increase of blog usage.