The thesis deals with the use of online marketing by airlines, while emphasis is placed on social media and viral marketing campaigns. The aim is to identify the requirements for successful online marketing communication. In the theoretical part the specific features of the airline industry are characterized and PEST analysis of the aviation industry is performed. This part of the thesis also defines and characterizes the main forms of online marketing used in aviation. The practical part compares the activity of selected airlines on the social network Facebook and video-hosting server YouTube. Based on this analysis we draw principles for successful operation of the airlines on social networks and for creating buzz and viral marketing campaigns.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193366 |
| Date | January 2014 |
| Creators | Kollárová, Monika |
| Contributors | Vaško, Martin, Petrů, Zdenka |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
Page generated in 0.5716 seconds