Marka Değeri ve Sosyal Medya Arasındaki İlişki: Türk Sivil Havacılık Sektöründe Bir Araştırma


Özet Görüntüleme: 58 / PDF İndirme: 29

Yazarlar

DOI:

https://doi.org/10.5281/zenodo.14020757

Anahtar Kelimeler:

Marka Değeri, Sosyal Medya Pazarlaması, Türk Havacılık Endüstrisi

Özet

Sanal dünyanın en önemli bileşeni olan sosyal medya her geçen gün gerçek dünya ile daha da bütünleşik bir hale gelmektedir. Modern çağa ait olan bu füzyon sivil havayolu işletmeleri ile müşterilerinin etkileşimlerini yöneten pazarlama faaliyetleri oldukça önemlidir. Pazarlama faaliyetlerinde sosyal medyanın kullanılması geniş kitlelere havayolu markalarının benimsetilmesini hız, maliyet ve kapsam yönlerinden sağladığı avantajlar ile daha kolay bir hale getirmektedir. Sosyal medya faaliyetlerini başarıyla sürdürebilen havayolu işletmelerinin marka değerinin de bu durumdan olumlu yönde etkileyeceği düşünülmektedir. Bu araştırmanın amacı; Türk sivil havacılık sektöründeki işletmelerin marka değerleri ile sosyal medya faaliyetlerinin arasındaki ilişkinin belirlenmesi ve yorumlanmasıdır. Çalışmada oluşturulan araştırma modelinin ve hipotezin sınanması için nicel bir araştırma yöntemi kullanılmıştır. 23/03/2024 ile 14/04/2024 tarihleri arasında İstanbul Havalimanında anketler uygulanarak veriler toplanmıştır. Elde edilen verilerin analizi için açıklayıcı ve doğrulayıcı faktör analizleri ile yapısal eşitlik analizi yapılmıştır. Çalışma sonuçlarında eğlence, etkileşim, modayı takip ve kişiselleştirme nedenleri ile tüketicilerin sosyal medya pazarlama aktivitelerine katılım gösterdikleri sonuçlarına ulaşılmıştır. Araştırmanın bir diğer önemli sonucu ise katılımı olumlu etkileyen faktörleri, tüketicilerin marka güveni ve hatırlamaya değer tecrübeleri olduğudur. Bu sonuç, tüketicilerin katılımları ne kadar artar ise satın alma niyeti ve kulaktan kulağa iletişim eğilimleri de o derece de arttığını göstermektedir.

İndirmeler

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Yayınlanmış

2024-10-31

Nasıl Atıf Yapılır

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