Optimizing airline clientele through TikTok: Strategies and Recommendation
Keinan, Marian (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120835309
https://urn.fi/URN:NBN:fi:amk-2023120835309
Tiivistelmä
This research-based bachelor’s thesis delves into the optimization of airline clientele by utilizing the potential of TikTok as a marketing tool, providing strategic insights and recommendations for airlines. TikTok has gained popularity in recent years, and the author identified an opportunity to examine the platform, particularly in the context of airline marketing, where it hasn’t been exten-sively explored before.
The research was conducted as qualitative research, employing the semi-structured interview method for data collection, with the former head of marketing at Finnair chosen as the interview-ee to provide insights into current TikTok marketing strategies for airlines. Additionally, a detailed literature review was undertaken, utilizing relevant books and articles related to the thesis topic.
The findings indicate that prioritizing the development of a strong brand identity and implementing effective communication strategies is crucial for airlines. This is important on TikTok, where suc-cess is based on engagement, and original and authentic content is favored by the algorithm.
The findings suggest that the cultivation of a strong TikTok presence has a positive effect on brand awareness. Airlines with an active TikTok presence have garnered substantial followings, showcasing the platform’s potential. Strategic investments in TikTok marketing are recommend-ed by the author for airlines to consider.
The research was conducted as qualitative research, employing the semi-structured interview method for data collection, with the former head of marketing at Finnair chosen as the interview-ee to provide insights into current TikTok marketing strategies for airlines. Additionally, a detailed literature review was undertaken, utilizing relevant books and articles related to the thesis topic.
The findings indicate that prioritizing the development of a strong brand identity and implementing effective communication strategies is crucial for airlines. This is important on TikTok, where suc-cess is based on engagement, and original and authentic content is favored by the algorithm.
The findings suggest that the cultivation of a strong TikTok presence has a positive effect on brand awareness. Airlines with an active TikTok presence have garnered substantial followings, showcasing the platform’s potential. Strategic investments in TikTok marketing are recommend-ed by the author for airlines to consider.