The Impact of Social Media Marketing Activities of Turkish Airlines On Brand Trust and Brand Preference

Yıl 2024, , 269 - 284, 26.01.2024

Mehmet Emin Begtimur , Parisa Alizade

https://doi.org/10.18069/firatsbed.1339494

Öz

In today's rapidly changing market conditions, the production of any brand or product with high quality, low cost and usefulness, as well as the promotion, marketing and advertising of the produced brand, product or service with appropriate methods and tools, and building a positive bond between customers and the product is vital important. Businesses that have benefited from digitalization along with high technological developments have abandoned traditional methods in their marketing activities and started to use social media tools intensively. The study aimed to measure the impact of Turkish Airlines' social media marketing activities on brand trust and brand preference. For this purpose, hypotheses and a conceptual model were created by first conducting extensive literature research. The data was collected through surveys administered to 453 people living in Turkey and using Turkish Airlines' social media platforms. Regression analysis was performed to test the hypotheses. As a result of the study, it was revealed that Turkish Airlines' social media marketing activities had a significant impact on brand trust and brand preference. Additionally, the relationship between these variables and different variables was tried to be determined.

Anahtar Kelimeler

Social Media, Digital Communication, Marketing Activities, Brand Trust, Brand Preference

THY’NİN SOSYAL MEDYA PAZARLAMA AKTİVİTELERİNİN MARKA GÜVENİ VE MARKA TERCİHİ ÜZERİNDEKİ ETKİSİ

Öz

Günümüz dünyasının hızla değişen pazar koşullarında her hangi bir marka ya da ürünün kaliteli, düşük maliyetli ve kullanışlı olarak üretilmesiyle birlikte, üretilen marka, ürün ya da hizmetin uygun metot ve araçlarla tanıtılması, pazarlanması, reklamının yapılması ve müşterilerle ürün arasında olumlu bir bağın inşa edilmesi hayati önem arz etmektedir. Yüksek teknolojik gelişmelerle birlikte dijitalleşen işletmeler, pazarlama faaliyetlerinde geleneksel yöntemlerden vazgeçerek sosyal medya araçlarını yoğun olarak kullanmaya başlamıştır. Geleneksel pazarlama tekniklerinin aksine sosyal medya pazarlama aktiviteleri az zaman, düşük maliyet, kısıtlı zamana ve fiziksel mekâna ihtiyaç duyulmaması, hızlılık, çift yönlülük, geniş kitlelere ulaşabilme gibi avantajlara sahip olması nedeniyle büyük, orta ve küçük ölçekli işletmeler tarafından etkin bir biçimde kullanılmaktadır. Çalışma, Türk Hava Yolları’nın sosyal medya pazarlama aktivitelerinin marka güveni ve marka tercihi üzerindeki etkisini ölçmeyi amaçlamıştır. Bu amaçla öncelikle geniş çaplı literatür araştırması yapılarak hipotezler ve kavramsal model oluşturulmuştur. Veriler, Türkiye’de yaşayan ve THY’nın sosyal medya platformlarını kullanan 453 kişi üzerinde uygulanan anketlerle toplanmıştır. Hipotezleri test etmek için regresyon analizi yapılmıştır. Araştırma sonucunda Türk Hava Yolları’nın sosyal medya pazarlama aktivitelerinin marka güveni ve marka tercihi üzerinde kayda değer etkisinin olduğu ortaya konulmuştur. Ayrıca bu değişkenlerin farklı değişkenlerle olan ilişkisi saptanmıştır.

Anahtar Kelimeler

Sosyal Medya, Dijital İletişim, Pazarlama Aktiviteleri, Marka Güveni, Marka Tercihi

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