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Catch Flights or Fly Better: A qualitative content analysis of the use of TikTok in marketing by Ryanair and Emirates
Dalarna University, School of Culture and Society.
2023 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In today’s highly competitive airline industry, social media has become a tool for airlines to differentiate themselves and gain a competitive advantage. TikTok has quickly become one of the most popular social media platforms, which has led to the platform catching the attention of marketers. Thus, TikTok has become a place where brands can market themselves and engage with their target customers. Two airlines that have adopted TikTok into their marketing strategies are Ryanair and Emirates. Therefore, this thesis aims to explore the use of TikTok in marketing for the airlines Ryanair and Emirates. The thesis uses a qualitative content analysis of TikTok videos as the method to gain a deeper understanding of how the two airlines communicate and market their brands on TikTok. The main findings include that Ryanair uses comedic communication in the form of unofficial humorous content that shares customer experiences and complaints and videos that their customers can relate to. Emirates uses more varied communication, which includes explanatory, comedic, communal, and documentary. Similar to Ryanair, they use comedic communication that includes elements of popular culture and TikTok trends. Furthermore, both airlines use visual elements of their brand and products in their videos, such as brand logos and videos of airplanes. Including these elements in their videos can contribute to customers’ ability to recognize and recall the brands, creating brand awareness. This thesis adds to the current literature that is focused on marketing and communication through empirical insights from TikTok and deepens the understanding of how airlines communicate and market their brands on TikTok.

Place, publisher, year, edition, pages
2023.
Keywords [en]
Marketing, Communication, Brand Awareness, TikTok, Ryanair, Emirates Airline.
National Category
Business Administration Communication Studies
Identifiers
URN: urn:nbn:se:du-46754OAI: oai:DiVA.org:du-46754DiVA, id: diva2:1790336
Subject / course
Tourism Studies
Available from: 2023-08-22 Created: 2023-08-22 Last updated: 2023-08-22Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf