Abstract:

This paper analyses 20 global airlines and their activities on the social network Facebook, focusing on consumer behavior of network’s users represented in the form of engagement. The paper introduces important theoretical concepts and offers an overview of existing relevant research in this field. The analysis included a total of 4,858 Facebook posts published in 2018. Based on the analysis, a comparison of the engagement of these companies on the social network Facebook was implemented. In the section devoted to the results, the paper offers partial ranking of airlines based on the number of followers of individual companies, average engagement of Facebook posts, summary engagement of Facebook posts. Another aim of the paper is to evaluate possible implications with regard to e-commerce based on the results obtained. Last but not least, the paper evaluates and points out the possible future direction of this field of marketing.