3. The case company
Airlines currently make up the most “socially devoted” industry,
and several airlines are among the most active companies in using
social media (Socialbakers, 2013). Therefore, airlines constitute an
ideal setting for studying the relation between engagement in a
company's social media activities and corporate reputation. For the
present study we chose KLM Royal Dutch Airlines as a case com-
pany, because it is very active on a range of online platforms, has
enough online followers, and is regarded as a frontrunner in this
field.