Marketing Communication of Airlines on Social Media

This bachelor's thesis focuses on the utilization of social media in the marketing communication of airline companies. Specifically, it deals with the relatively new, rapidly growing social network TikTok and its potential for the aviation industry. The main objective of this thesis is to propose the utilization of TikTok for the Czech airline company Smartwings, which currently does not have an active account. The thesis first focuses on the theoretical basis of online marketing, marketing mix, and social networks, identifying strategic approaches to use this platform effectively. Furthermore, the thesis analyzes the use of TikTok by selected airline companies and compares them using competitive benchmarking methods. The final part of the thesis proposes specific steps for managing a successful TikTok profile, including content strategy, communication, schedule, and budget. Research indicates that despite TikTok's predominantly younger user base, it is advantageous for airline companies to join this platform to acquire new customers and strengthen brand awareness. The thesis demonstrates that TikTok has significant potential for airline companies like Smartwings, and due to the specifics of this social network, success can be achieved across various target groups through authentic content and engagement with current trends.