Instagram: A Gimmick or a Serious Reputation Builder in the Airline Business?

IF 1.5 Q2 COMMUNICATION
R. D. da Silva, Catarina Marques, D. Martinho, N. Teixeira, José Crespo de Carvalho
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引用次数: 3

Abstract

The purpose of the research was to shed light on the interrelatedness between Instagram and corporate reputation, on the one hand, and customer service expectations, on the other. A conceptual model was proposed to be tested in the context of the civil aviation economy. A national flagship airline company was chosen in which to conduct the research. An online questionnaire was made available, and 283 responses were collected. Partial least squares structural equation modelling (PLS SEM) was used to test the research hypotheses derived from the literature. The novelty of the work is in the scarce research found when scrutinising the literature on possible links between Instagram and airline corporate reputation. The study found a positive correlation between social media usage and corporate reputation in the airline sector. Future research needs to replicate this study across other airlines to ascertain the external validity of the current study and its potential for extrapolation.
Instagram:航空业中的Gimmick还是一个严重的声誉建设者?
这项研究的目的是阐明Instagram和企业声誉以及客户服务期望之间的相互关系。有人提议在民用航空经济的背景下测试一个概念模型。选择了一家国家旗舰航空公司进行这项研究。提供了一份在线问卷,收集了283份答复。偏最小二乘结构方程建模(PLS SEM)用于检验文献中的研究假设。这项工作的新颖之处在于,在仔细研究Instagram与航空公司声誉之间可能存在联系的文献时,发现了罕见的研究。研究发现,社交媒体的使用与航空业的企业声誉呈正相关。未来的研究需要在其他航空公司中复制这项研究,以确定当前研究的外部有效性及其推断潜力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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