Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

6-2009

Abstract

In the world of digital social networking, consumers can influence how brands are perceived. Airliners, often besieged with challenges in areas such as service, security, regulations, oil prices, make convenient targets for online critics. While many uncertainties exist in the business of running airliners, one certainty brought about by Web 2.0 is that customer experiences, good and bad, will be reported. That is why Shashank Nigam, CEO of SimpliFlying, an airline brand consultancy, believes that brands within the airline sector need to respond quickly.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1214

Subject(s)

Marketing

Included in

Marketing Commons

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