%0 Journal Article
%T @doesyourairlinetweet? An empirical examination of the use of twitter by 50 international airlines
%A Lucy Budd
%J Journal of Airline and Airport Management
%D 2012
%I OmniaScience
%R 10.3926/jairm.10
%X Purpose: To provide empirical evidence of the extent to which 50 of the worldĄŻs largest passenger airlines use the social media site twitter. Design/methodology/approach: Original empirical data on the presence and usage of 50 airlinesĄŻ official twitter accounts was accessed. Research limitations/implications: Research demonstrates the extent to which airlines are using twitter as a communications tool and suggests that some airline are not currently utilising twitter to its full extent. Practical implications: The research provides information on current twitter use and penetration, thus enabling airlines to benchmark their performance in this social media channel. Originality/value: The paper provides an original empirical insight into a growing phenomenon which is currently underreported in academic literatures.
%K airlines
%K communication
%K social media
%K twitter
%K marketing
%U http://www.jairm.org/index.php/jairm/article/view/10