Marka Değeri ve Sosyal Medya Arasındaki İlişki: Türk Sivil Havacılık Sektöründe Bir Araştırma
Özet Görüntüleme: 8 / PDF İndirme: 6
DOI:
https://doi.org/10.5281/zenodo.14020757Anahtar Kelimeler:
Marka Değeri, Sosyal Medya Pazarlaması, Türk Havacılık EndüstrisiÖzet
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
Referanslar
Adalı, E., & Sığrı, Ü. (2022). E-Ticaret Sektöründe Kullanılan Dijital Pazarlama Araçlarının Şirketlerin Marka Değerine Etkileri Üzerine Nitel Bir Araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15(1), 93-140.
Ahmad, R., & Worlu, O. (2019). Does Rebranding as Name Change Rebuild or Destroy Brand Equity (Customer Loyalty and Brand Reputation) After Brand Crisis?: The Case of Malaysian Airline System (MAS). Journal of Technology Management and Business, 6(2), 1-22.
Ahuja, V., & Alavi, S. (2018). Using Facebook as a digital tool for developing trust amongst consumers using netnography and social media analytics: A study of Jet Airways. Journal of Relationship Marketing, 17(3), 171-187. https://doi.org/10.1080/15332667.2018.1440145
Aichner, T., Grünfelder, M., Maurer, O., & Jegeni, D. (2021). Twenty-five years of social media: a review of social media applications and definitions from 1994 to 2019. Cyberpsychology, Behavior, and Social Networking, 24(4), 215-222. https://doi.org/10.1089/cyber.2020.0134
Ajina, A. S. (2019). The perceived value of social media marketing: an empirical study of online word-of-mouth in Saudi Arabian context. Entrepreneurship and Sustainability Issues, 6(3), 1512-1527. https://doi.org/10.9770/jesi.2019.6.3(32)
Al Balawi, R., Hu, Y., & Qiu, L. (2023). Brand crisis and customer relationship management on social media: Evidence from a natural experiment from the airline industry. Information Systems Research, 34(2), 442-462. https://doi.org/10.1287/isre.2022.1159
Al-Gharaibah, O. (2020). Brand Equity and Loyalty in the Airline Industry: The Role of Perceived Value and Online Word of Mouth. International Journal of Innovation Creative Chang, 14(9). 1-18.
Al-Nawafah, S., Al-Shorman, H., Aityassine, F., Khrisat, F., Hunitie, M., Mohammad, A., Al-Hawary, S. (2022). The effect of supply chain management through social media on competitiveness of the private hospitals in Jordan. Uncertain Supply Chain Management, 10(3), 737-746. https://doi.org/10.5267/j.uscm.2022.5.001
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177- 1190. https://doi.org/10.1016/j.tele.2017.05.008
Albanna, H., Alalwan, A. A., & Al-Emran, M. (2022). An integrated model for using social media applications in non-profit organizations. International Journal of Information Management, 63, 102452. https://doi.org/10.1016/j.ijinfomgt.2021.102452
Algharabat, R. S. (2018). The Role of Telepresence and User Engagement in Co-Creation Value and Purchase Intention: Online Retail Context. Journal of Internet Commerce, 17(1), 1-25. https://doi.org/10.1080/15332861.2017.1422667
Alnsour, M., Ghannam, M., Al-Natour, R., & Alzeidat, Y. (2018). Social media effect on purchase intention: Jordanian airline industry. Journal of Internet Banking and Commerce, 23(2), 1-16.
Altay, H. C., & Çakırkaya, M. (2023). The effect of viral marketing on consumer based brand equity in air transportation: A research specific to the Covid-19 pandemic process. Five Zero, 3(2), 341-356. https://doi.org/10.54486/fivezero.2023.32
Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2017). Pazarlamaya Giriş. Sakarya Yayıncılık.
Arklan, Ü., & Tuzcu, N. (2024). Algılanan Sosyal Medya Pazarlama Faaliyetlerinin Marka ve Değer Bilincine Etkisi Üzerine Bir Araştırma. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 15(42), 422-442. https://doi.org/10.21076/vizyoner.1300200
Armstrong, G. and Kotler, P. (2013). Marketing: an Introduction. Pearson PLC.
Arul, P., & Tahir, M. (2023). The effect of social media on customer relationship management; a case of airline industry customers. International Journal of Management Entrepreneurship Research, 5(6), 360-372. https://doi.org/10.51594/ijmer.v5i6.496
Arvidsson, A. (2006). Brand value. Journal of Brand Management, 13, 188-192. https://doi.org/10.1057/palgrave.bm.2540261
Aydın, A. (2024). The Importance of Brand Equity and Branding in Terms of Product/Service Preference and Internationalization: An Analysis of Civil Air Transportation with Marketing Strategies. Journal of Aviation, 8(2), 182-191. https://doi.org/10.30518/jav.1413162
Bakır, M., & İnce, F. (2024). Havayolu İşletmelerinde Yolcu Memnuniyetinin LOPCOW-AROMAN Modeliyle Analizi: Star Alliance Stratejik Ortaklığı Uygulaması. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (81), 168-189. https://doi.org/10.51290/dpusbe.1432572
Bar, R. N., & Haviv, A. (2023). Brand building to deter entry and its impact on brand value. Management Science, 69(9), 5418-5438. https://doi.org/10.1287/mnsc.2022.4608
Begtimur, M. E., & Alizade, P. (2024). THY’nin Sosyal Medya Pazarlama Aktivitelerinin Marka Güveni ve Marka Tercihi Üzerindeki Etkisi. Fırat Üniversitesi Sosyal Bilimler Dergisi, 34(1), 269-284. https://doi.org/10.18069/firatsbed.1339494
Bilgin, Y., Kethüda, Ö., & Yılmaz, E. N. (2023). Üniversitelerde öğrenci memnuniyetini ve sadakatini artırmanın bir aracı olarak sosyal medya pazarlama aktiviteleri. Alanya Akademik Bakış, 7(2), 697-719. https://doi.org/10.29023/alanyaakademik.1121260
Brigas, J. M. F., Gonçalves, F., & Gonçalves, J. (2023). Social media communication management in the media sector. Revista Venezolana de Gerencia: RVG, 28(10), 1264-1279.
Chan, B., Purwanto, E., & Hendratono, T. (2020). Social media marketing, perceived service quality, consumer trust and online purchase intentions. Technology Reports of Kansai University, 62(10), 6265-6272.
Chen, L., Li, Y. Q., & Liu, C. H. (2019). How airline service quality determines the quantity of repurchase intention-Mediate and moderate effects of brand quality and perceived value. Journal of Air Transport Management, 75, 185-197. https://doi.org/10.1016/j.jairtraman.2018.11.002
Chen, Z. F., Ji, Y. G., & Men, L. R. (2023). Effective social media communication for startups in China: Antecedents and outcomes of organization–public dialogic communication. New Media & Society, 25(12), 3613-3640. https://doi.org/10.1177/14614448211051984
Condie, J., & Ayres, L. (2024). Tenant participation and emerging social media practices in the social housing sector. Housing Studies, 1-21. https://doi.org/10.1080/02673037.2024.2310701
Çalışkan, M., & Duygun, A. (2021). Havacılık Sektöründe Pazarlama İletişimi Açısından Covıd-19 Pandemisi Sürecinde Sosyal Medyada İçerik Analizi. Gaziantep Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 3(1), 15-29. https://doi.org/10.29023/alanyaakademik.1121260
Çat, A. K., & Akbulak, B. (2020). Marka İletişimi Bağlamında Havayolu Şirketlerinin Logolarına Yönelik Bir İnceleme. International Journal of Arts and Social Studies, 3(4), 50-61.
Deniz, E., & Bedir, B. (2017). Havacılık Ulaşımında Niş Pazarlama Stratejilerinin Kullanılması: Panjet (Pan Aviation) Örneği, Akademik Sosyal Araştırmalar Dergisi, 5/57, 170-191. http://dx.doi.org/10.16992/ASOS.12958
Dwivedi, Y. K., & Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309. https://doi.org/10.1362/146934715X14441363377999
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168, 1-37. https://doi.org/10.1016/j.ijinfomgt.2020.102168
de Oliveira, D. S., & Caetano, M. (2019). Market strategy development and innovation to strengthen consumer-based equity: The case of Brazilian airlines. Journal of Air Transport Management, 75, 103-110. https://doi.org/10.1016/j.jairtraman.2018.12.006
Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and behavioral sciences, 58, 1353-1360. https://doi.org/10.1016/j.sbspro.2012.09.1119
Eroğlu, Y. (2020). Küresel pandemi öncesi hava yolu şirketlerinde yolcu tutumlarına etki eden unsurların tespit edilmesine yönelik bir değerlendirme. Journal of Hospitality and Tourism Issues, 2(1), 25-38.
Farivar, S., & Wang, F. (2022). Effective influencer marketing: A social identity perspective. Journal of Retailing and Consumer Services, 67, 103026, 1-10. https://doi.org/10.1016/j.jretconser.2022.103026
Gaber, H., & Elsamadicy, A. (2021). The role of social media in building brand equity: A study on the Facebook pages of the airlines sector in Egypt. Alexandria University Journal of Administrative Sciences, 58(2), 127-158. https://doi.org/10.21608/acj.2021.167933
General Directorate of State Airports Authority (2024). Airline Sector Report 2023. https://www.dhmi.gov.tr/Lists/HavaYoluSektorRaporlari/Attachments/17/2023%20Y%C4%B1l%C4%B1%20Havayolu%20Sekt%C3%B6r%20Raporu.pdf
Gerede, E., & Orhan, G. (2015). Türk Havayolu Taşımacılığındaki Ekonomik Düzenlemelerin Gelişim Süreci. E. Gerede (Ed.), Havayolu taşımacılığı ve ekonomik düzenlemeler teori ve Türkiye uygulaması içinde (s.163-208), Sivil Havacılık Genel Müdürlüğü Yayınları.
Goldring, D. (2017). Constructing brand value proposition statements: a systematic literature review. Journal of Marketing Analytics, 5, 57-67. https://doi.org/10.1057/s41270-017-0014-6
Gupta, S., Gallear, D., Rudd, J., & Foroudi, P. (2020). The impact of brand value on brand competitiveness. Journal of Business Research, 112, 210-222. https://doi.org/10.1016/j.jbusres.2020.02.033
Güngör, O., Yücel Güngör, M., & Doğan, S. (2019). Examining the evaluations in TripAdvisor about Turkish Airlines. Journal of Tourism Theory and Research, 5(2), 282-291. https://doi.org/10.24288/jttr.525670
Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International Journal of Bank Marketing, 39(7), 1353-1376. https://doi.org/10.1108/IJBM-02-2021-0067
Irshad, M., Ahmad, M. S. (2019). Impact of consumers' online motivations on the online purchase intentions: mediating role of consumers' attitudes towards social media marketing. Business and Economic Review, 11(3), 89-111. https://doi.org/10.22547/BER/11.3.4
Karaağaoğlu, N., & Ülger, G. (2021). Havayolu işletmelerinin reklam kampanyalarının yolcu satın alma kararına etkisi. Uygulamalı Sosyal Bilimler Dergisi, 5(1), 15-24.
Katsikari, C., Hatzithomas, L., Fotiadis, T., & Folinas, D. (2020). Push and pull travel motivation: Segmentation of the Greek market for social media marketing in tourism. Sustainability, 12(11), 4770. https://doi.org/10.3390/su12114770
Khanom, M. T. (2023). Using social media marketing in the digital era: A necessity or a choice. International Journal of Research in Business and Social Science, 12(3), 88-98. https://doi.org/10.20525/ijrbs.v12i3.2507
King, C., & Grace, D. (2009). Employee Based Brand Equity: A Third Perspective. Services Marketing Quarterly, 30(2), 122-147. https://doi.org/10.1080/15332960802619082
Knoblich, S., Martin, A., Nash, R., & Stansbie, P. (2017). Keys to success in Social Media Marketing (SMM-Prospects for the German airline industry. Tourism and Hospitality Research, 17(2), 147-164. https://doi.org/10.1177/1467358415610415
Koç, M. A. (2020). Covıd-19 Salgınının Yarattığı Küresel Kriz Bağlamında Sosyal Medyada Kriz Yönetimi: Türk Hava Yolları Örneği. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 7(7), 190-200.
Koech, A. K., Buyle, S., & Macario, R. (2023). Airline brand awareness and perceived quality effect on the attitudes towards frequent-flyer programs and airline brand choice-Moderating effect of frequent-flyer programs. Journal of Air Transport Management, 107, 102342, 1-29. https://doi.org/10.1016/j.jairtraman.2022.102342
Konyalilar, N. (2020). Sivil Havacılık Yolcu Hizmetlerinde Teknoloji Kullanımının Hizmet Kalitesine Yansıması. Turan-Sam, 12(48), 238-243.
Konyalilar, N. (2023). Marka İmajının Marka Satın Alma Niyetine Etkisi: Türkiye’de Faaliyet Gösteren Havayolu İşletmeleri Üzerinde Bir İnceleme. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 32(2), 745-755. https://doi.org/10.35379/cusosbil.1214886
Kotler, P., and Keller, K. L. (2018). Pazarlama Yönetimi. (Çev. İ. Kırcova),Beta Basım Yayım Dağıtım A.Ş.
Kumar, J., Konar, R., & Balasubramanian, K. (2020). The impact of social media on consumers’ purchasing behaviour in Malaysian restaurants. Journal of Tourism, Sustainability and Well-being, 8(3), 197-216.
Kurt, G., & Kablan, A. (2022). Covid-19’un, BİST ulaştırma endeksinde faaliyet gösteren havayolu işletmelerinin finansal performansı üzerindeki etkilerinin, çok kriterli karar verme yöntemleri ile analizi. İşletme Akademisi Dergisi, 3(1), 16-33. https://doi.org/10.26677/TR1010.2022.961
Lal, B., Ismagilova, E., Dwivedi, Y. K., & Kwayu, S. (2020). Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research. N. P., Rana, et al. (eds), In: Digital and Social Media Marketing. Advances in Theory and Practice of Emerging Markets (3-17), Springer Cham. https://doi.org/10.1007/978-3-030-24374-6_1
Lee, C. K., Ng, K. K. H., Chan, H. K., Choy, K. L., Tai, W. C., & Choi, L. S. (2018), A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong. Journal of Air Transport Management, 73, 46-57. https://doi.org/10.1016/j.jairtraman.2018.08.009
Mahadin, B. K., Abu Elsamen, A., & El-Adly, M. I. (2023). Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective. International Journal of Organizational Analysis, 31(6), 2031-2058. https://doi.org/10.1108/IJOA-07-2021-2868
Masa’deh, R. E., Al-Haddad, S., Al Abed, D., Khalil, H., AlMomani, L., & Khirfan, T. (2021). The impact of social media activities on brand equity. Information, 12(11), 477, 1-17. https://doi.org/10.3390/info12110477
Mansour, A., Harahsheh, F., Wazani, K., & AlTaher, B. (2024). The influence of social media, big data, and data mining on the evolution of organizational behavior: Empirical study in Jordanian telecommunication sector. International Journal of Data and Network Science, 8(3), 1929-1940. https://doi.org/10.5267/j.ijdns.2024.1.020
Melo, T., & Galan, J. I. (2011). Effects of corporate social responsibility on brand value. Journal of Brand Management, 18, 423-437. https://doi.org/10.1057/bm.2010.54
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B. R. (2021). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, 33(2), 561-583. https://doi.org/10.1108/APJML-07-2019-0442
Mucuk, İ. (2001). Pazarlama ilkeleri (13. Basım). Türkmen Kitabevi.
Nanda, P., & Kumar, V. (2023). Decision analytics for competitive advantage: cases on using social media analytics. International Journal of Technology, Policy and Management, 23(4), 372-386. https://doi.org/10.1504/IJTPM.2023.133920
Nkpurukwe, O. I., & Opara, B. C. (2022). Social media marketing and customer fulfillment of airline operators in Nigeria. International Journal of Advancement in Strategic Management and Marketing, 9(2), 107-116.
Okan, S. (2021). Havayolu İşletmelerinin Marka Değerlerinin Finansal Gelirlerine Olan Etkisi: Türk Hava Yolları ve Lufthansa Hava Yolları’nın Karşılaştırılması. Anadolu Strateji Dergisi, 3(1), 27-38.
Okmeydan, S. B. (2020). Türkiye’deki Hava Yolu Şirketlerinin Sosyal Medyada Pazarlama Amaçlı Halkla İlişkiler (Mpr) Uygulamaları Üzerine Bir İnceleme. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (39), 255-279. https://doi.org/10.30794/pausbed.673417
Orji, I. J., Kusi-Sarpong, S., & Gupta, H. (2020). The critical success factors of using social media for supply chain social sustainability in the freight logistics industry. International Journal of Production Research, 58(5), 1522-1539. https://doi.org/10.1080/00207543.2019.1660829
Pareek, M., Dua, N., & Mittal, M. (2022). Consumer behaviour towards social media advertising: a comparative analysis of companies in the life insurance sector in India. Academy of Marketing Studies Journal, 26(1), 1-19.
Park, S., Lee, J. S., & Nicolau, J. L. (2020). Understanding the dynamics of the quality of airline service attributes: Satisfiers and dissatisfiers. Tourism Management, 81, 104163, 1-31. https://doi.org/10.1016/j.tourman.2020.104163
Pateli, A., Mylonas, N., & Spyrou, A. (2020). Organizational adoption of social media in the hospitality industry: An integrated approach based on DIT and TOE frameworks. Sustainability, 12(17), 7132, 1-20. https://doi.org/10.3390/su12177132
Phuthong, T. (2019). A Structural Model of the Relationship between Marketing Efforts on Social Media, Brand Equity and Customer Loyalty with Airline Social Media Brands in Thailand. Humanities, Arts and Social Sciences Studies, 19(3), 583-615. https://doi.org/10.14456/hasss.2019.26
Prasetio, A., Rahman, D., Sary, F., Pasaribu, R., & Sutjipto, M. (2022). The role of Instagram social media marketing activities and brand equity towards airlines customer response. International Journal of Data and Network Science, 6(4), 1195-1200. https://doi.org/10.5267/j.ijdns.2022.6.014
Raza, M. Y., Khan, A. N., Khan, N. A., Ali, A., & Bano, S. (2020). Dark side of social media and academic performance of public sector schools students: Role of parental school support. Journal of Public Affairs, 20(3), e2058, 1-11. https://doi.org/10.1002/pa.2058
Rienda, L., Ruiz-Fernandez, L., & Carey, L. (2021). Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs. Journal of Fashion Marketing and Management: An International Journal, 25(1), 117-132. https://doi.org/10.1108/JFMM-03-2020-0035
Sağtaş, S. (2022). Sosyal medya reklamlarının marka değeri üzerindeki etkisi: Instagram reklamları üzerine bir uygulama. İşletme Araştırmaları Dergisi, 14(1), 203-218. https://doi.org/10.20491/isarder.2022.1375
Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648-664. https://doi.org/10.1108/JRIM-03-2021-0072
Samosir, J., Purba, O., & Haryono, Y. (2021). Analysis of Brand Equity towards the Decision of Air Transport Passenger Service Users at Lion Airlines. NVEO-Natural Volatiles & Essential Oils Journal NVEO, 8(5), 7830-7841.
Samosir, J., Purba, O., Ricardianto, P., Dinda, M., Rafi, S., Sinta, A., Wardhana, A., Anggara, D., Trisanto, F., & Endri, E. (2023). The role of social media marketing and brand equity on e-WOM: Evidence from Indonesia. International Journal of Data and Network Science, 7(2), 609-626. https://doi.org/10.5267/j.ijdns.2023.3.010
Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(4), 4444-4451.
Sarker, M. M., Mohd-Any, A. A., & Kamarulzaman, Y. (2019). Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector. Journal of Hospitality and Tourism Management, 38, 39-48. https://doi.org/10.1016/j.jhtm.2018.11.002
Sarker, M., Mohd-Any, A. A., & Kamarulzaman, Y. (2021). Validating a consumer-based service brand equity (CBSBE) model in the airline industry. Journal of Retailing and Consumer Services, 59, 102354, 1-14. https://doi.org/10.1016/j.jretconser.2020.102354
Saygın, E. P., & Kuzucanlı, G. (2023). Sosyal medya pazarlama aktivitelerinin tüketici algısına etkisi: English Home örneği. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (75), 416-429. https://doi.org/10.51290/dpusbe.1200960
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41. https://doi.org/10.1016/j.jairtraman.2017.09.014
Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability, 12(4), 1691, 1-18. https://doi.org/10.3390/su12041691
Sezgen, E., Mason, K. J., & Mayer, R. (2023). Airline brand management: A practical perspective to brand management in the airline industry. Research in Transportation Business & Management, 49, 10985, 1-11. https://doi.org/10.1016/j.rtbm.2023.100985
Shareef, M. A., Mukerji., B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69. https://doi.org/10.1016/j.jretconser.2017.11.001
Steenkamp, E. M. J. B., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34, 53-65. https://doi.org/10.1057/palgrave.jibs.8400002
Süzen, E. (2022). Havacılık Sektöründe Y Kuşağının Satın Alma Tercihinde Marka Algısı Üzerine Bir Araştırma. Üçüncü Sektör Sosyal Ekonomi Dergisi, 57(2), 841-853. https://doi.org/10.15659/3.sektor-sosyal-ekonomi.22.04.1802
Thakur, R. K., & Thakur, M. (2018). Importance and problems of social media marketing in Indian context. International Journal of Research in Management, Economics and Commerce, 8(2), 215-221.
Thakur, P., & Arora, R. (2021). Role of Social Media in Improving Organizational Performance-A Study in the Indian IT Sector. Journal of Asia-Pacific Business, 22(4), 247-259. https://doi.org/10.1080/10599231.2021.1983490
Tian, X., He, W., Tang, C., Li, L., Xu, H., & Selover, D. (2020). A new approach of social media analytics to predict service quality: evidence from the airline industry. Journal of Enterprise Information Management, 33(1), 51-70. https://doi.org/10.1108/JEIM-03-2019-0086
Tüfekçi, Ö. K., Tüfekci, N., & Kocabaş, D. (2020). Termal Turizmde Sosyal Medya Pazarlama Faaliyetlerinin Algılanan Hizmet Kalitesine ve Marka Değerine Etkisi: Afyonkarahisar’da Bir Araştırma. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 7(Special Issue), 937-963. https://doi.org/10.30798/makuiibf.791342
Vasiliu, C., Felea, M., Albastroiu Nastase, I., Bucur, M., & Istrate-Scradeanu, A. (2023). Exploring the advantages of using social media in the Romanian retail sector. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1431-1445. https://doi.org/10.3390/jtaer18030072
Wahyudi, H. D., & Parahiyanti, C. R. (2021). The effect of social media marketing to satisfaction and consumer response: examining the roles of perceived value and brand equity as mediation. International Journal of Multicultural and Multireligious Understanding, 8(12), 285-294. http://dx.doi.org/10.18415/ijmmu.v8i12.3210
Wahyuni, S., & Praninta, A. (2021). The influence of brand equity and service quality on purchase decisions on Garuda Indonesia airline services. Research Horizon, 1(1), 28-38. https://doi.org/10.54518/rh.1.1.2021.28-38
Wang, X., Wang, Y., Lin, X., & Abdullat, A. (2021). The dual concept of consumer value in social media brand community: A trust transfer perspective. International Journal of Information Management, 59, 102319, 1-12. https://doi.org/10.1016/J. IJINFOMGT.2021.102319
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189, 1-18. https://doi.org/10.3390/su13010189
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882-3905. https://doi.org/10.1108/BIJ-05-2017-0092
Yaşar, M., & Gerede, E. (2018). Türkiye havayolu iç hat şehir çiftlerindeki pazar yapılarının piyasa yoğunlaşması ölçütleri ile belirlenmesi. Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 25(1), 171-197. https://doi.org/10.18657/yonveek.332119
Yee, W. F., Ng, S. I., Seng, K., Lim, X. J., & Rathakrishnan, T. (2022). How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context. Journal of Marketing Analytics, 10, 114-130. https://doi.org/10.1057/s41270-021-00110-1
Yoo, J. (2024). Can consumer engagement on social media affect brand extension success? The case of luxury fashion brands and restaurants. Journal of Retailing and Consumer Services, 79, 103885, 1-8. https://doi.org/10.1016/j.jretconser.2024.103885
Yuen, K. F., Ong, K. W., Zhou, Y., & Wang, X. (2023). Social media engagement of stakeholders in the oil and gas sector: Social presence, triple bottom line and source credibility theory. Journal of Cleaner Production, 382, 135375, 1-13. https://doi.org/10.1016/j.jclepro.2022.135375
Zachlod, C., Samuel, O., Ochsner, A., & Werthmüller, S. (2022). Analytics of social media data–State of characteristics and application. Journal of Business Research, 144, 1064-1076. https://doi.org/10.1016/j.jbusres.2022.02.016
Zahid, M. N., Kamran, M., Szostak, M., & Awan, T. M. (2024). Telepresence, social presence and involvement in consumer’s intention to buy apparels through an interplay of consumer brand engagement. Foresight, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/FS-10-2023-0197
Zarrella, D. (2009). The social media-marketing book. O’Reilly Media, Inc.
Zhang, W, Zhang, W, Daim, T U (2023), ‘Investigating consumer purchase intention in online social media marketing: A case study of Tiktok’. Technology in Society, 74, 102289. https://doi.org/10.1016/j.techsoc.2023.102289
İndir
Yayınlanmış
Nasıl Atıf Yapılır
Sayı
Bölüm
Lisans
Telif Hakkı (c) 2024 Premium e-Journal of Social Sciences (PEJOSS)
Bu çalışma Creative Commons Attribution 4.0 International License ile lisanslanmıştır.