THE AIRLINES COMMUNICATING THROUGH SOLOMO PLATFORMS DURING THE COVID-19 PANDEMIC

The coronavirus has triggered the crisis affecting not only Slovakia, but also the whole world as well as almost all undertakings operating in the market economy. The tourism industry, especially the airlines, is the worst-hit segment. Whereas e-shops profited from the crisis, the airlines segment was stagnating. The main objective of the authors is to clarify to what extent e-shops were reinforcing their position and what the airlines were communicating to their customers through social media during the most critical months. The authors use quantitative methods to interpret the results of the research and define consumer behaviour during the pandemic, e.g. company financial statements, as well as qualitative methods such as social media analyses, etc. Their subsequent findings will help specify the state of e-shopping during the pandemic in the light of the sale of airline tickets and company communication policies in the context of the coronavirus crisis.