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Airlines and corporate sustainability initiatives: Unrecognised value
Journal of Digital & Social Media Marketing,
11
(3),
272-286
(2023)
Abstract
In this research the authors sought to better understand the formal and informal (social media) communication channels utilised by 28 airlines worldwide. The primary motivations focused on how the airlines communicate sustainability and corporate social responsibility (CSR) initiatives to stakeholders, and the resulting impact, if any, on corporate reputation. To better align the stakeholder segments of the airlines, the airlines were segmented into two categories: full-service carriers (FSCs) and low-cost (no frills) carriers (LCCs). Data analyses from 28 airlines worldwide were conducted to determine whether FSCs or LCCs gain higher engagement in their formal and informal communication of CSR/ sustainability initiatives. Although the results were mixed, the study finds that, regardless of type of airline category, the communication of CSR/sustainability efforts enhances stakeholder engagement and improves corporate reputation regardless of type of communication channel. These findings, which transcend the aviation sector, highlight the importance of using both formal and informal channels to communicate inter alia customer service initiatives. Highlights include the application of CSR/ sustainability social media communication practices to a selected group of international airlines and how such practices correlate with the United Nations’ Sustainable Development Goals, in the airline context. Finally, based on the research results, the paper presents recommendations to improve the communication of CSR/sustainability goals and hence corporate reputation.
Keywords: airline sustainability; social media; corporate reputation/social responsibility; sustainable development goals
The full article is available to subscribers to the journal.
Author's Biography
Dixie Button is an associate professor teaching marketing and economics courses in the College of Business at Embry-Riddle Aeronautical University — Worldwide. Dr Button’s current research interests focus on marketing and corporate social responsibility. In addition to numerous years in industry as a town administrator, Dr Button has considerable experience in the banking industry. She has also owned two businesses. Dr Button has worked in sales, as a copywriter, in television production, as a newspaper reporter for a business journal and as the public relations and advertising director for a large financial institution. In addition, she worked for the US Army in The Netherlands as a public information specialist.
Doreen Mcgunagle is an assistant professor at Embry-Riddle Aeronautical University. Dr McGunagle teaches international business (global strategy), business policy and decision making at the graduate level. Her research is tied to integrated management. Her overarching research on integrated management explores how sustainability can create value for any organisation. Integrated management allows organisations to measure their actions that are aligned with sustainable development Goals. Integrating sustainability into business strategy and management practices allows organisations to consider the relationships between environmental, social, governance and financial performance when making decisions.
Laura Zizka is an associate professor at EHL Hospitality Business School and HES-SO University of Applied Science and Arts Western Switzerland, where she teaches academic writing and crisis/strategic communication to students at undergraduate and graduate levels. She also supervises undergraduate/graduate theses. Her teaching philosophy focuses on lifelong learning, the application of transferable soft skills and positive social change. Dr Zizka is Chair of the Examination Board and a peer pedagogical coach. She is a member of the Swiss Faculty Development Network, the British Academy of Management and the Academy of Management. Dr Zizka has published papers and presented at international conferences on various communications and sustainability/corporate social responsibility topics in both the STEM and hospitality industries.
Patti Clark is an adjunct associate professor with the College of Aviation at Embry-Riddle Aeronautical University — Worldwide. Dr Clark has published several articles related to aviation management and sustainability issues as well as served on several national level aviation-related committees and panels. Her primary research interests are airport management, sustainability and reporting in the aviation industry. From aircraft mechanic to airport manager and beyond, Dr Clark has followed her passion for aviation through several career paths. Dr Clark is a Project Management Institute certified Project Management Professional, a Certified Member of the American Association of Airport Executives and a Federal Aviation Authority licensed Airframe and Powerplant Technician.
