Analysing Customer Engagement of Turkish Airlines Using Big Social Data

Fie Sternberg, Kasper Hedegaard Pedersen, Niklas Klve Ryelund, Raghava Rao Mukkamala, Ravi Vatrapu

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


Companies started taking advantage of the unlocked potential of Big Social Data, however, research on airlines' use of social media is limited. This research aims to investigate to what extent Turkish Airlines can utilize their Facebook page to improve performance metrics. This study will exploit the concepts of Big Social Data, customer satisfaction, sentiment analysis to answer the research questions by employing data- and text mining, machine learning. The results showed a weak relationship between the business data and Facebook data, however, the findings provided explanations to customer behavior and showed that most of the company's Facebook users were likely to purchase a Turkish Airline ticket. Therefore, Turkish Airlines could utilize their Facebook page in the short-term to improve revenue-generating indicators such as customer satisfaction and likelihood of purchase.
Original languageEnglish
Title of host publicationProceedings of the 7th IEEE International Congress on Big Data : BigData Congress 2018
EditorsShadi Ibrahim, Isaac Triguero, Bingsheng He
Number of pages8
Place of PublicationLos Alamitos, CA
Publication date2018
Article number8457733
ISBN (Print)9781538672334
ISBN (Electronic)9781538672327
Publication statusPublished - 2018
Event7th IEEE International Congress on Big Data. BigData Congress 2018 - San Francisco, United States
Duration: 2 Jul 20187 Jul 2018
Conference number: 7


Conference7th IEEE International Congress on Big Data. BigData Congress 2018
Country/TerritoryUnited States
CitySan Francisco
Internet address


  • Big social data
  • Facebook data
  • Text analytics

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