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Social media in branding for airline companies in South Korea

Choi, Daehan LU and Heikkonen, Timi LU (2015) BUSN39 20151
Department 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.
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author
Choi, Daehan LU and Heikkonen, Timi LU
supervisor
organization
course
BUSN39 20151
year
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},
  keyword      = {Branding,Social media,Airline business,Social media branding,eWOM,Brand engagement,Brand communication,Brand awareness,Content monitoring},
  language     = {eng},
  note         = {Student Paper},
  title        = {Social media in branding for airline companies in South Korea},
  year         = {2015},
}