Next Article in Journal
Hierarchical Longitudinal Control for Connected and Automated Vehicles in Mixed Traffic on a Signalized Arterial
Next Article in Special Issue
Estimating Risk Perception Effects on Courier Companies’ Online Customer Behavior during a Crisis, Using Crowdsourced Data
Previous Article in Journal
Sustainability Communication in Rural Tourism: Website Content Analysis, in Viseu Dão Lafões Region (Portugal)
Previous Article in Special Issue
Harvesting Crowdsourcing Platforms’ Traffic in Favour of Air Forwarders’ Brand Name and Sustainability
Article

The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement

Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 1st km Old National Road Thiva–Eleusis, 32200 Thiva, Greece
*
Author to whom correspondence should be addressed.
Academic Editors: Ioanna Lykourentzou, Angeliki Antoniou and Martín López-Nores
Sustainability 2021, 13(16), 8850; https://doi.org/10.3390/su13168850
Received: 20 June 2021 / Revised: 4 August 2021 / Accepted: 5 August 2021 / Published: 7 August 2021
(This article belongs to the Special Issue Crowd-Powered e-Services)
With airline companies increasingly relying on crowdsourcing websites to deploy their digital marketing strategies, marketeers and strategists seek to acquire an understanding of the factors affecting airlines’ organic traffic and user engagement. Such an understanding is acquired through the consideration of variables that influence a company’s organic traffic and user engagement and their correlation to each other. A three-stage data-driven analysis is used to examine the correlation between the foregoing variables and to consider strategies that can be implemented to optimize organic traffic and user engagement. The first section gathers data from five airline companies’ websites and five crowdsourcing websites over an interval of 180 days. The second stage creates an exploratory diagnostic model, through Fuzzy Cognitive Mapping, to visually illustrate the cause-and-effect correlations between the examined metrics. Finally, a predictive micro-level agent-based model simulates optimization strategies that can be used to improve organic traffic and user engagement. The results of this study, reveal that crowdsourcing organic traffic increases airline websites’ user engagement through paid campaigns, while a limited correlation was found to exist between the average duration of a user to organic traffic. The results of this study provide tangible digital marketing strategies which can be used by airline companies to improve the influence of their digital marketing strategies on their users. View Full-Text
Keywords: crowdsourcing; big data; web analytics; SEM; strategy; user engagement; crowd branding; airlines; web traffic; digital marketing; brand name crowdsourcing; big data; web analytics; SEM; strategy; user engagement; crowd branding; airlines; web traffic; digital marketing; brand name
Show Figures

Figure 1

MDPI and ACS Style

Sakas, D.P.; Reklitis, D.P. The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement. Sustainability 2021, 13, 8850. https://doi.org/10.3390/su13168850

AMA Style

Sakas DP, Reklitis DP. The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement. Sustainability. 2021; 13(16):8850. https://doi.org/10.3390/su13168850

Chicago/Turabian Style

Sakas, Damianos P., and Dimitrios P. Reklitis. 2021. "The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement" Sustainability 13, no. 16: 8850. https://doi.org/10.3390/su13168850

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop