Social media in branding for airline companies in South Korea
(2015) BUSN39 20151Department of Business Administration
- Abstract
- This qualitative research studies how airlines can use social media as a branding tool in the South Korean market. In order to execute the research properly, the South Korean market had to be studied in terms of social media environment and consumer behavior. In addition, the airline perspective had to be brought in with high representativeness. The researchers decided to use Finnair as a qualitative case study. Relevant information regarding the research topic has been collected by using expert and consumer interviews, a comparative case study, and online observations. The implications are beneficial for organizations that seek to start using social media in branding in South Korea.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/7373893
- author
- Choi, Daehan LU and Heikkonen, Timi LU
- supervisor
- organization
- course
- BUSN39 20151
- year
- 2015
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Branding, Social media, Airline business, Social media branding, eWOM, Brand engagement, Brand communication, Brand awareness, Content monitoring
- language
- English
- id
- 7373893
- date added to LUP
- 2015-07-02 11:35:26
- date last changed
- 2015-07-02 11:35:26
@misc{7373893, abstract = {{This qualitative research studies how airlines can use social media as a branding tool in the South Korean market. In order to execute the research properly, the South Korean market had to be studied in terms of social media environment and consumer behavior. In addition, the airline perspective had to be brought in with high representativeness. The researchers decided to use Finnair as a qualitative case study. Relevant information regarding the research topic has been collected by using expert and consumer interviews, a comparative case study, and online observations. The implications are beneficial for organizations that seek to start using social media in branding in South Korea.}}, author = {{Choi, Daehan and Heikkonen, Timi}}, language = {{eng}}, note = {{Student Paper}}, title = {{Social media in branding for airline companies in South Korea}}, year = {{2015}}, }