Virgin Atlantic has been hailed as one of the most popular airlines by a brand recommendability index.
The Kaizo Advocacy Index, measuring the impact of online word of mouth branding, found Virgin Atlantic to fare better than any other company in its sector, on the back of a positive green image among customers. Its score of 65 was registered through Kaizo’s examination of four Google search engine tools – Web, News, Groups and Blog – with Virgin Atlantic performing well in all categories and seeing its online reputation enhanced by customer opinion and news content alike.
Rhodri Harries, managing director of Kaizo, said: "Research consistently shows that personal recommendations – both positive and negative hold more power than any other kind of marketing influence. While organisations do not have control over what people say, with the world of Web 2.0 they do have a channel to influence conversations among people."
However, a recent scandal could dent Virgin’s viral marketing appeal, with the airline perhaps set to pay out a £10 refund to Virgin passengers who flew between August 11th 2004 and March 23rd 2006, when the airline is accused of price-fixing on fuel surcharges.