Online Reputation Management in the Aviation Industry: The Case of Ethiopian Airlines
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Date
2021-02
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AAU
Abstract
Social media is now determined as an excellent communicative tool to connect directly with
customers. One of the most significant ways to connect with the customers thought these SM
channels are to create a SM fan page with reputation content.
This research is a case study of Ethiopian Airlines; it will provide a very good insight for
Ethiopian Airlines about its online reputation management to improving its effectiveness. The
aim of this study is to analyze Ethiopian Airlines social media platforms; to determine what types
of content they share in the context of online reputation management.
Besides that, the paper will provide the field of a classification of the existing literature about
ORM. The purposive sample method was chosen as the most appropriate method for this
research, Primary data gathered from the interviews; the target audience were interviewed for
the study are six corporate communication social media team they are assigned for social media
team who managed and post/tweet for their company social media channels and four
communication officers were selected from different government organizations that have a duty
to manage their company SM channels. Secondary data gathered from the company’s social
media platforms (Facebook, Tweeter, LinkedIn, and YouTube) and monthly digital publication.
The finding of this research shows that, Negative contents that post/share on SM were successful
on creation negative image of a company. Therefore, ORM is the way by which companies can
deal permanently with potential reputation damages on social media. Based on the finding the
researcher recommended that As an Ethiopian company the use of SM of Ethiopian Airlines was
excellent, but as an international company, it needs to work harder on social media for the sake
of online reputation.
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Keywords
Aviation, Social media, reputation, corporate reputation, online reputation management, Monitoring, crisis, threat