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The Relationship Between the Firm’s Social Media Strategy and the Consumers’ Engagement Behaviour in Aviation

In: The Marketing Firm, Volume I

Author

Listed:
  • Valdimar Sigurdsson

    (Reykjavik University)

  • Nils Magne Larsen

    (UiT The Arctic University of Norway)

  • Arna Dogg Sigfusdottir

    (Reykjavik University)

  • Asle Fagerstrøm

    (Kristiania University of Applied Sciences
    BI Norwegian Business School)

  • Mohammed Hussen Alemu

    (Reykjavik University
    Aarhus University)

  • Michal Folwarczny

    (Reykjavik University)

  • Gordon R. Foxall

    (Reykjavik University
    Cardiff University)

Abstract

Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behaviour is unidimensional, as it focuses on customer engagement while neglecting the customer’s influence on managerial decisions. The current chapter goes a step further by applying the Theory of the Marketing Firm. We investigated consumer-firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair’s Facebook page. The second study shows how customers engage with Icelandair’s social media platforms. The third study illustrates the firm’s social media strategy from a managerial perspective.

Suggested Citation

  • Valdimar Sigurdsson & Nils Magne Larsen & Arna Dogg Sigfusdottir & Asle Fagerstrøm & Mohammed Hussen Alemu & Michal Folwarczny & Gordon R. Foxall, 2025. "The Relationship Between the Firm’s Social Media Strategy and the Consumers’ Engagement Behaviour in Aviation," Springer Books, in: Valdimar Sigurdsson & Gordon R. Foxall (ed.), The Marketing Firm, Volume I, chapter 7, pages 187-224, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-91595-6_7
    DOI: 10.1007/978-3-031-91595-6_7
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