The use of facebook by Airasia and Easyjet to manage corporate branding. Journal of Global Business and Social Entrepreneurship, 3 (8). pp. 54-62. ISSN 2462-1714 (2017)
Abstract
Since the emergence of social media, businesses of various industries including airlines have been constantly challenged by the digital platform. The fact that social media empowers the customers to give feedbacks that are visible to the online community, the way a brand manages its social media platforms do have an impact to their branding. For AirAsia and EasyJet as lowcost airlines players, social media is more than just about presence, it is about extending customer services and enhancing branding. This paper is studying how AirAsia and EasyJet leverage Facebook to engage with the online customers. Through content analyses and focus groups as the research instrument, postings and interactions of the two low-cost airlines on Facebook pages have been analyzed. It is revealed the two airlines are active with promotional contents that attract interactions with the customers. It is noted that postings and online interactions on Facebook pages influence the corporate branding of AirAsia and EasyJet as individual brands.
| Item Type: | Article |
|---|---|
| Keywords: | Branding, Social Media, Media, Facebook |
| Taxonomy: | By Subject > Communication & Media Studies > Strategic Communication > Advertising By Subject > Communication & Media Studies > Strategic Communication > New Media Communication |
| Local Content Hub: | Subjects > Communication & Media Studies |
| Depositing User: | Muhammad Shafiq Amirullah |
| Date Deposited: | 03 May 2021 05:38 |
| Last Modified: | 03 May 2021 05:38 |
| Related URLs: |
Actions (login required)
 |
View Item |