The role of social media in shaping marketing strategies in the airline industry

Tourism is one of the leading sectors based on other people 's views and comments found on the Internet. Prior to deciding where they would like to go, individuals obtain information about the travel agencies they will use, the hotels they will stay at and the regions they would like to visit, plus the views and experiences of others in terms of these issues, which are largely shared via social media environments. Accordingly, it has become a necessity for establishments to follow the main social media platforms, such as Facebook, Twitter, Instagram and so on, and develop their goods and services in line with the comments shared on these platforms. In this study, how national and international airline companies implement the 4Ps of marketing (product, price, place, promotion) in social media environments is investigated through examples and analysed through data obtained via interviews. © 2017, IGI Global. All rights reserved.