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The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation
Author(s) -
Sigurdsson Valdimar,
Larsen Nils Magne,
Sigfusdottir Arna Dogg,
Fagerstrøm Asle,
Alemu Mohammed Hussen,
Folwarczny Michal,
Foxall Gordon
Publication year - 2020
Publication title -
managerial and decision economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.288
H-Index - 51
eISSN - 1099-1468
pISSN - 0143-6570
DOI - 10.1002/mde.3052
Subject(s) - social media , perspective (graphical) , customer engagement , variance (accounting) , aviation , business , marketing , advertising , political science , computer science , accounting , engineering , artificial intelligence , law , aerospace engineering
Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the theory of the marketing firm (TMF). We investigated consumer‐firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair's Facebook page. The second study shows how customers engage with Icelandair's social media platforms. The third study illustrates the firm's social media strategy from a managerial perspective.