TAM AIRLINES ON TWITTER: COMMUNICATION CHANNEL OR SOCIAL NETWORK?
The research emphasizes the social appropriation of Information and Communication Technologies by the Brazilian aviation industry, through a case study of communication strategies of TAM on the social networking site Twitter. TAM is a leader in the Brazilian domestic market and gradually conquering...
| Main Author: | |
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| Format: | Article |
| Language: | English |
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Associação Nacional de Pós-Graduação em Turismo
2010-12-01
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| Series: | Revista Brasileira de Pesquisa em Turismo |
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| Online Access: | https://rbtur.org.br/rbtur/article/view/359 |
| _version_ | 1818693562653474816 |
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| author | Cynthia Harumy Watanabe Corrêa |
| author_facet | Cynthia Harumy Watanabe Corrêa |
| author_sort | Cynthia Harumy Watanabe Corrêa |
| collection | DOAJ |
| description | The research emphasizes the social appropriation of Information and Communication Technologies by the Brazilian aviation industry, through a case study of communication strategies of TAM on the social networking site Twitter. TAM is a leader in the Brazilian domestic market and gradually conquering its space in Mercosul. This is an exploratory research, based on content analysis of messages sent to the company profile on Twitter, in order to check whether indeed the consolidation of a social network between TAM and its followers. We analyzed all messages posted since July 3, 2009, the date of the first post in the company profile, until the day January 31, 2010. Among the subjects discussed, there was the predominance of information and promotions. The study concludes that, under Twitter, TAM has yet reached a high degree of social interaction with his followers, because the major number of messages is directed to promotional marketing. |
| first_indexed | 2024-12-17T13:15:40Z |
| format | Article |
| id | doaj.art-7338fc615c7f4ad9abcd87effef1cace |
| institution | Directory Open Access Journal |
| issn | 1982-6125 |
| language | English |
| last_indexed | 2024-12-17T13:15:40Z |
| publishDate | 2010-12-01 |
| publisher | Associação Nacional de Pós-Graduação em Turismo |
| record_format | Article |
| series | Revista Brasileira de Pesquisa em Turismo |
| spelling | doaj.art-7338fc615c7f4ad9abcd87effef1cace2022-12-21T21:47:00ZengAssociação Nacional de Pós-Graduação em TurismoRevista Brasileira de Pesquisa em Turismo1982-61252010-12-014310.7784/rbtur.v4i3.359301TAM AIRLINES ON TWITTER: COMMUNICATION CHANNEL OR SOCIAL NETWORK?Cynthia Harumy Watanabe Corrêa0Escola de Artes, Ciências e Humanidades da Universidade de São PauloThe research emphasizes the social appropriation of Information and Communication Technologies by the Brazilian aviation industry, through a case study of communication strategies of TAM on the social networking site Twitter. TAM is a leader in the Brazilian domestic market and gradually conquering its space in Mercosul. This is an exploratory research, based on content analysis of messages sent to the company profile on Twitter, in order to check whether indeed the consolidation of a social network between TAM and its followers. We analyzed all messages posted since July 3, 2009, the date of the first post in the company profile, until the day January 31, 2010. Among the subjects discussed, there was the predominance of information and promotions. The study concludes that, under Twitter, TAM has yet reached a high degree of social interaction with his followers, because the major number of messages is directed to promotional marketing.https://rbtur.org.br/rbtur/article/view/359Transportes e Turismo. TAM Linhas Aéreas. Comunicação. Rede Social. Twitter. Brasil. |
| spellingShingle | Cynthia Harumy Watanabe Corrêa TAM AIRLINES ON TWITTER: COMMUNICATION CHANNEL OR SOCIAL NETWORK? Revista Brasileira de Pesquisa em Turismo Transportes e Turismo. TAM Linhas Aéreas. Comunicação. Rede Social. Twitter. Brasil. |
| title | TAM AIRLINES ON TWITTER: COMMUNICATION CHANNEL OR SOCIAL NETWORK? |
| title_full | TAM AIRLINES ON TWITTER: COMMUNICATION CHANNEL OR SOCIAL NETWORK? |
| title_fullStr | TAM AIRLINES ON TWITTER: COMMUNICATION CHANNEL OR SOCIAL NETWORK? |
| title_full_unstemmed | TAM AIRLINES ON TWITTER: COMMUNICATION CHANNEL OR SOCIAL NETWORK? |
| title_short | TAM AIRLINES ON TWITTER: COMMUNICATION CHANNEL OR SOCIAL NETWORK? |
| title_sort | tam airlines on twitter communication channel or social network |
| topic | Transportes e Turismo. TAM Linhas Aéreas. Comunicação. Rede Social. Twitter. Brasil. |
| url | https://rbtur.org.br/rbtur/article/view/359 |
| work_keys_str_mv | AT cynthiaharumywatanabecorrea tamairlinesontwittercommunicationchannelorsocialnetwork |