Online Stakeholder Interaction of Some Airlines in the Light of Situational Crisis Communication Theory

  • Boyang ZhangEmail author
  • Denis Kotkov
  • Jari Veijalainen
  • Alexander Semenov
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)


The purpose of this paper is to explore the participation of main actors in Facebook. The engagement shows different degrees of participation that directly affect the brand image and reputation. This research applies Situational Crisis Communication Theory (SCCT) to interaction in the social media. It provides possibilities for decision makers to monitor diverse messages online, understand stakeholder concerns and reply to them adequately, which is especially important in crisis situations. Seven airline organizations were selected for a comparative analysis concerning their online discussions. The verified Facebook and Twitter accounts of those airlines were investigated, the status updates of the airlines and comments issued by other users during 2009-2016 collected along the replies and comments issued by the airlines themselves. The main methods are sentiment analysis, categorization of the messages into four categories and counting.


Situational Crisis Communication Theory Stakeholder theory Airlines Sentiment analysis Facebook Twitter 



The authors were supported in part by the Academy of Finland, grant number 268078 (MineSocMed).


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Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  • Boyang Zhang
    • 1
    Email author
  • Denis Kotkov
    • 1
  • Jari Veijalainen
    • 1
  • Alexander Semenov
    • 1
  1. 1.Department of Computer Science and Information SystemsUniversity of JyvaskylaJyvaskylaFinland

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