This study aims to investigate the adoption and performance of Facebook fan pages (FFPs) among global airline companies in developed, least developed and developing countries.
Diffusion of innovations theory has been applied as the underlying theory in this study. By using content analysis, data were collected from the official FFPs of global airlines.
Results show no significant difference in FFP adoption among global airline companies in developed, least developed and developing countries. However, there is a significant difference in performance and timing of adoption of FFP between the countries. Airlines from developed countries adopted FFP three years earlier than developing countries and performed better than airlines from developing and least developed countries.
Because FFP is studied with limited variables, future studies can expand to other social networking sites and explore more variables to get reliable results.
Academically, this study adds to internet and technology implementation literature. Finding of poor performance on FFP implementation among airlines in developing and least developed countries could draw attention to increased engagement with fans and improve FFP performance in the future. To successfully use Facebook, airline companies should establish a two-way communication and respond to their fans.
This paper fulfils an identified need to study the difference in using FFPs among global airline companies in developed, least developed and developing countries.
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