Department of Economics and Business Economics

The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review


  • Valdimar Sigurdsson
  • ,
  • Nils Magne Larsen
  • ,
  • Arna Dogg Sigfusdottir
  • ,
  • Asle Fagerstrøm
  • ,
  • Mohammed Hussen Alemu, University of Reykjavik, Iceland
  • ,
  • Michal Folwarczny
  • ,
  • Gordon Foxall

Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the theory of the marketing firm (TMF). 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.

Original languageEnglish
JournalManagerial and Decision Economics
Pages (from-to)234-249
Number of pages16
Publication statusPublished - Mar 2020

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