From Crisis to Recovery: Analyzing Airline Communication Strategies on Social Media Post-COVID-19
From Crisis to Recovery: Analyzing Airline Communication Strategies on Social Media Post-COVID-19

Summary/Abstract: The aviation industry continues to grapple with the long-term effects of the COVID-19 pandemic, making the analysis of post-crisis communication strategies highly relevant even in 2024. As airlines work to regain stability and trust, understanding their initial social media communication efforts during the early post-crisis period of 2022 provides valuable insights into the effectiveness of these strategies in shaping ongoing recovery and stakeholder relationships. This study investigates the social media communication of five of the most profitable airlines in the world (by revenue, according to statista.com)—Delta Airlines, American Airlines, United Airlines, Lufthansa Airlines, and Air France-KLM Royal Dutch Airlines—using the Situational Crisis Communication Theory (SCCT) and the Discourse of Renewal Theory. A content analysis of 98 posts across Twitter, Facebook, and Instagram reveals that while the use of SCCT strategies such as bolstering and ingratiation was limited, the emphasis on renewal discourse played a crucial role in promoting optimism, commitment, and a vision for future growth. These findings underscore the ongoing importance of strategic communication in the aviation industry’s recovery process, offering lessons that remain pertinent for managing prolonged crises and their aftermath. The study’s relevance lies in its contribution to understanding how early post-crisis communication can influence long-term recovery trajectories, making it a significant reference point for future crises in the aviation sector and beyond.

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