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75% of airlines related social media conversations are ‘negative’ in nature: Study

by Satrajit Sen

A study, titled ‘India’s Most Admired Airline Brand 2010’, conducted by Drizzlin Media has revealed that 61 per cent of the conversations recorded for Indian domestic airline companies in the social media space have a ‘negative’ sentiment, while 14 per cent of the conversations related with the airline companies are ‘highly negative’ in nature.

by Satrajit Sen

A study, titled ‘India’s Most Admired Airline Brand 2010’, conducted by Drizzlin Media has revealed that 61 per cent of the conversations recorded for Indian domestic airline companies in the social media space have a ‘negative’ sentiment, while 14 per cent of the conversations related with the airline companies are ‘highly negative’ in nature.

According to Drizzlin Media, the findings are based on a study of 1,254 mentions of airline brands across various social media websites including Facebook, Twitter, ClickIndia, Zoomtra, MouthShut, Sawaal.Ibibo.com, ConsumerComplaints.in, SiliconIndia.com, TripAdvisor.in and Raahi.com. The study was conducted between December 2008 and November 2009.

“The study was done to understand consumer perceptions on internet around Indian domestic airline brands as the airline industry has been at the forefront of benefiting from the internet as most consumers move online for their purchases and information on travel,” Deepak Goel, founder and CEO, Drizzlin, has said.

“In due course, the internet experience would only deepen for consumers creating an active ground for the airline industry marketing fraternity to create a brand differentiation through the web. The beginning of this process starts from listening and understanding your online brand perception and hence our study,” Deepak Goel has added.

India’s Most Admired Airline Brands – 2010

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45 thoughts on “75% of airlines related social media conversations are ‘negative’ in nature: Study”

  1. don’t even bother to go thru
    don’t even bother to go thru the preso. a waste of time. i guess people at drizzlin don’t know about concepts in statistical analysis.

  2. Mr. Guest! Would really
    Mr. Guest! Would really appreciate if your critique can be a little more specifically critical and initiate a constructive discussion around the relevant concepts of statistical analysis instead of being of being a possible agenda-driven comment. Further I am very sure that the entire community would find it more comfortable to consider your opinions if you don’t remain just a guest.

    Cheers!

  3. I completely agree with
    I completely agree with Sandeep, how can you blindly criticize someone before even looking at their findings. I know this was expected but I never thought it would be as high as 75%. Airlines should use this data to improve their customer services.

  4. Correctly pointed out
    Correctly pointed out Indigo. Customers will only appreciate their concerns being addressed. The positive impact is not only felt by the grieving customer but is seen by thousands of others who come across such conversations on the internet.

  5. Nice Study Drizlin
    As long

    Nice Study Drizlin
    As long as this gets more airlines to start monitoring the social space for consumer insight – its happy news – for consumers as well as the Social Agencies

    Just a caveat to readers – if you include complaint boards & mouth shut – the comments will obviously be negative.
    Important to remember that while a relative airline ranking could still be accurate – it is wrong to jump to the conclusion that OVERALL travelers are happy / unhappy.

    Also, on a sample size of 1500 total comments / posts, one disgruntled, vociferous individual – and i know a lot of them 🙂 can singlehandedly ruin the reputation of the airline – at least on a presentation chart.

    Also – on the twitter account for KF for the longest time i remember we saw was users saying that there is some problem or the other with the booking engine and KF had a Generic Canned response to it.
    Hope that has changed

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