In the last few decades, the use of social media has taken over peoples’ lives. In fact, it is hard to believe that several years ago there was no Facebook or Twitter. It is worth mentioning that three decades ago, cell phones were only available to the wealthy members of society and the commoners only waited to hear from each other through telegraphs, letters, and other outdated methods. Today, social media sites such as MySpace, Twitter, Facebook, LinkedIn as well as virtual world’s such as Second Life, Sims, Club Penguin, and video sites such as YouTube and blogs ...
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Executive summary 2
Introduction 3 Brand image of Lufthansa 6 Turkish Airlines brand image and reputation 18 Viral campaign from Miles and Smiles reward program 19 The viral advertisement campaign of KLM Airlines 22 Viral Christmas campaign of WestJet 24
References 26
Appendix A 28 Executive summary The purpose of this research is to investigate The Deutsche Lufthansa AG Company and how it can enhance its brand image by using the social media marketing. The case study is conducted based on the analysis of social media users of Lufthansa Company and the extent of popularity of airline companies on different social media networks. Furthermore, ...
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