Twitter and Marketing Research: How High Is United Airlines Flying?
The question asked in this exercise is how United Airlines (United) can use social media/Twitter metrics to measure customer sentiment and brand engagement. United has recently been at the centre of several customer service crises that have no doubt impacted its level of customer satisfaction. The airline must take steps to address its major weaknesses and restore its competitive advantage.
By using artificial intelligence (AI) techniques in a social media environment (Twitter), United can collect several types of data regarding customer satisfaction, engagement, and preferences. Gaining additional insights into its major weaknesses will help the airline develop more impactful strategies and improve its performance.
AI in managerial and marketing research
Used in conjunction with the accompanying technical note (“Note on the Contribution of Twitter to Marketing Research”), this exercise gives students the opportunity to do the following: