Máčadi, MarekBadánik, Benedikt2023-11-162023-11-162023http://drepo.uniza.sk/handle/hdluniza/967This article explains what social media is and how influential can social media be. Focus of this paper is on usage of digital media by airlines during times of crisis. This article explains what digital media and Twitter are, how airline use Twitter as a social media platform to communicate with its stakeholders, customers and employees during crisis and how digital media can be used by airlines to efficiently communicate with interested parties. Furthermore, examples of inadequate crisis communication made by airlines during major crisis incidents will be shown as an example of what consequences can incorrect crisis communication cause.enhttp://creativecommons.org/licenses/by/4.0/crisis managementcrisis communicationsocial mediaonline user-generated contentConference paperhttps://doi.org/10.26552/pas.Z.2023.2.12