|Keywords:||Viðskiptafræði; Meistaraprófsritgerðir; Markaðssetning; Rafræn viðskipti; Neytendahegðun; Business Administration; Social media, Marketing; Customer loyalty|
|Full text PDF:||http://hdl.handle.net/1946/25586|
Measuring the effectiveness of marketing on social media is becoming increasingly important because social media platforms constitute a significant and growing segment of marketing activities for many industries, including the airline industry. Little research exists on how airlines can develop tweets that increase online customer engagement. Therefore, the purpose of this study is to investigate the determinates of online customer engagement for an airline brand. The study extends the conceptual framework put forth by de Vries, Gensler, and Leeflang (2012), which was initially intended to measure Facebook brand post popularity. In total, 143 brand tweets from Icelandair’s official Twitter account tweeted during the period from late 2012 until early 2016 were collected and categorised. A regression analysis was conducted to examine the impact of tweet and feature-type on online customer engagement tools such as “likes”, “replies” and “retweets”. The results indicate that different characteristics in terms of tweet and feature-type result in different online customer engagement outcomes for the brand. The content tweet types: “entertainment”, “information” and “promotion” were found have a positive impact on likes, replies and retweets. The feature type “vividness” was found to have a positive effect, while “interactivity” was not found to have a significant effect. This study contributes to the social media literature in the airline industry on how effectiveness of marketing on Twitter can be measured. Furthermore, it helps marketers within this same industry to understand what kind of brand-generated contents yield increased effectiveness on Twitter.