The role of social media in shaping airline’s image
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Abstract
Social media is important nowadays. With the development of technology today, most people want their needs to be fulfilled in an instant. Speed is the key in most cases. In this era all media gets digitized, the Internet also becomes the mode of carriage for all other media, meaning a lot of information is available on the internet. In today’s competitive business environment, under pressure from the digital revolution, the corporate brand with its identity, image, and reputation becomes the center of gravity for valuable and durable relationships between the firm and all interested parties. The researcher has chosen qualitative data for designing this research. Focus of this research it is aimed to understand the social media that has been used by Cathay Pacific Airways to shape its corporate image in the eyes of public. The analysis shows that the active promotion activities through social media has a big influence in the formation of the expected company image. The use of social media as one of the strategies that Cathay Pacific uses as a means of communication can increase customer engagement.
Keywords: Corporate Communication; Corporate Image; Social Media; Perception; Airlines.
References
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Vernuccio, M. (2014). Communicating Corporate Brands Through Social Media: An Exploratory Study. Journal of Business Communication. https://doi.org/10.1177/2329488414525400
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Yunus, E., Susilo, D., Riyadi, S., Indrasari, M., & Putranto, T. (2019). The Effectiveness Marketing Strategy for Ride Sharing Transportation: Intersecting Social Media, Technology, and Innovation. Entrepreneurship and Sustainability Issues, 7(2), 1424–1434.
Ash, L. (2020). Here’s How Airlines Use Social Media To Reduce The Impact of Travel Disruptions.
Ashraf, S. (2015). How The World’s Top 7 Airlines Use Social Media.
Bozkurt, M. (2018). Corporate Image, Brand and Reputation Concepts and Their Importance for Tourism Establishments. International Journal of Contemporary Tourism Research. https://doi.org/10.30625/ijctr.461064
Burns, K. (2017). Social media: A reference handbook. Santa Barbara: ABC-CLIO.
CAPA. (2009). Airlines and Social Media: Carriers turn to Twitter, Facebook, Flickr, YouTube and online blogs.
Castells, M. (2014). The impact of the internet on society: a global perspective. F. González, Ed, 132–133.
Chaffey, D. (2009). E-business and E-commerce Management: Strategy. Implementation and Practice.
Cornelissen, J. (2011). Corporate Communication: A Guide to Theory and Practice. In Corporate Communication: A Strategic ….
Courtright, J., & Smudde, P. (2009). Leveraging organizational innovation for strategic reputation management. Corporate Reputation Review, 12(3), 245–269.
Craig, R., & Muller, H. (2007). Theorizing communication: Readings across traditions. Sage.
Creswell, J. (2013). Qualitative, quantitative, and mixed methods approaches. In Research design.
Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and marketing communications: Second edition. In Qualitative Research Methods in Public Relations and Marketing Communications: Second Edition. https://doi.org/10.4324/9780203846544
Du, J. (2017). How Service Brand Equity Can Be Built Up: A Case Study on the Branding Strategy of Cathay Pacific Airway. https://doi.org/10.2991/ichssr-17.2017.26
Durianto, D. (2004). Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku. Nasional.
Issa, M. (2011). Preserving corporate reputation in the social media era. In ProQuest Dissertations and Theses.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Lipschultz, J. (2017). Social media communication: Concepts, practices, data, law and ethics. Taylor & Francis.
McShane, S., & Von Glinow, M. (2007). Foundations of team dynamics. In Organisational Behaviour on the Pacific Rim (pp. 264–292). McGraw-Hill.
Meehan, K., Lunney, T., Curran, K., & McCaughey, A. (2016). Aggregating social media data with temporal and environmental context for recommendation in a mobile tour guide system. Journal of Hospitality and Tourism Technology.
Neuman, W. (2013). Metodologi penelitian sosial: Pendekatan kualitatif dan kuantitatif. PT. Indeks.
Samotolkova, O. (2019). Challenges for brand value from social media in the airline industry.
Smith, R. (2017). Strategic planning for public relations: Fifth edition. In Strategic Planning for Public Relations: Fifth Edition. https://doi.org/10.4324/9781315270876
Solomon, M., & Tuten, T. (2013). Social Media Marketing: Pearson New International Edition. Pearson Higher Ed.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Penerbit CV. Alfabeta.
Szwajca, D. (2017). The role of social media in corporate reputation management–The results of the Polish enterprises. Foundations of Management, 9(1), 161–174.
Vernuccio, M. (2014). Communicating Corporate Brands Through Social Media: An Exploratory Study. Journal of Business Communication. https://doi.org/10.1177/2329488414525400
West, R., & Turner, L. (2019). Introducing Communication Theory. In Making Sense of Messages.
Winolo, L., & Sukandar, R. (2019). Cabin Crew and Social Media: Negotiating Employees’ Emotional Labor and Corporate Image of Citilink Indonesia.
Yunus, E., Susilo, D., Riyadi, S., Indrasari, M., & Putranto, T. (2019). The Effectiveness Marketing Strategy for Ride Sharing Transportation: Intersecting Social Media, Technology, and Innovation. Entrepreneurship and Sustainability Issues, 7(2), 1424–1434.
Published
2020-11-19
How to Cite
Elemonie, A. (2020). The role of social media in shaping airline’s image. Jurnal Komunikasi Profesional, 4(2). https://doi.org/10.25139/jkp.v4i2.2965
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