The Impact of Social Media on Brand Loyalty: Airline Industry in Turkey

Within the developing technology, the number of promotion alternatives has increased and thus the competition has reached a wider area in airway markets. Keeping the traditional methods in the market prevents a company from the competition. Therefore, the role of social media in new trends is a curi...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autor principal:	Sahra Özdemir
Formato:	article
Lenguaje:	EN TR
Publicado:	Erciyes University 2020
Materias:	soyal medya marka sadakati sosyal ağlar havayolu endüstrisi social media brand loyalty social networks airline industry Communication. Mass media P87-96
Acceso en línea:	https://doaj.org/article/fb0cf88ebf50455abf5c752aa999e860
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:fb0cf88ebf50455abf5c752aa999e860
record_format	dspace
spelling	oai:doaj.org-article:fb0cf88ebf50455abf5c752aa999e8602021-12-02T14:20:14ZThe Impact of Social Media on Brand Loyalty: Airline Industry in Turkey1308-31982667-581110.17680/erciyesiletisim.722636https://doaj.org/article/fb0cf88ebf50455abf5c752aa999e8602020-07-01T00:00:00Zhttps://dergipark.org.tr/tr/pub/erciyesiletisim/issue/56043/722636https://doaj.org/toc/1308-3198https://doaj.org/toc/2667-5811Within the developing technology, the number of promotion alternatives has increased and thus the competition has reached a wider area in airway markets. Keeping the traditional methods in the market prevents a company from the competition. Therefore, the role of social media in new trends is a curiosity for today’s marketing approaches. The paper aims to research the impact of social media marketing on brand loyalty. Airline industry in Turkey was chosen as sample study. Factors such as trust, satisfaction and expectation that affect brand loyalty in social media were evaluated. The findings provided a great number of marketing methods which airline company should take into account. Basically, the study demonstrated that updating social media frequently with the relevant contents, providing satisfaction and meeting brand expectations through social media are significant factors in creating brand loyalty.The research was conducted on airline companies in Turkey. The sample group was chosen from people using an airline company at least once in Turkey. The questionnaire was prepared through Google Form and sent to respondents via email and Facebook. Random sampling method was used in the research and analysis was made by One-Way Anova test, Chi-Square test and T-test. The research shows that brand loyalty factors in social media are related with trust, service satisfaction, interactive communication and benefit from company. It is observed that interactive communication and meeting brand expectations in social media are also important.Sahra ÖzdemirErciyes Universityarticlesoyal medyamarka sadakatisosyal ağlarhavayolu endüstrisisocial mediabrand loyaltysocial networksairline industryCommunication. Mass mediaP87-96ENTRErciyes iletişim Dergisi, Vol 7, Iss 2, Pp 1549-1566 (2020)
institution	DOAJ
collection	DOAJ
language	EN TR
topic	soyal medya marka sadakati sosyal ağlar havayolu endüstrisi social media brand loyalty social networks airline industry Communication. Mass media P87-96
spellingShingle	soyal medya marka sadakati sosyal ağlar havayolu endüstrisi social media brand loyalty social networks airline industry Communication. Mass media P87-96 Sahra Özdemir The Impact of Social Media on Brand Loyalty: Airline Industry in Turkey
description	Within the developing technology, the number of promotion alternatives has increased and thus the competition has reached a wider area in airway markets. Keeping the traditional methods in the market prevents a company from the competition. Therefore, the role of social media in new trends is a curiosity for today’s marketing approaches. The paper aims to research the impact of social media marketing on brand loyalty. Airline industry in Turkey was chosen as sample study. Factors such as trust, satisfaction and expectation that affect brand loyalty in social media were evaluated. The findings provided a great number of marketing methods which airline company should take into account. Basically, the study demonstrated that updating social media frequently with the relevant contents, providing satisfaction and meeting brand expectations through social media are significant factors in creating brand loyalty.The research was conducted on airline companies in Turkey. The sample group was chosen from people using an airline company at least once in Turkey. The questionnaire was prepared through Google Form and sent to respondents via email and Facebook. Random sampling method was used in the research and analysis was made by One-Way Anova test, Chi-Square test and T-test. The research shows that brand loyalty factors in social media are related with trust, service satisfaction, interactive communication and benefit from company. It is observed that interactive communication and meeting brand expectations in social media are also important.
format	article
author	Sahra Özdemir
author_facet	Sahra Özdemir
author_sort	Sahra Özdemir
title	The Impact of Social Media on Brand Loyalty: Airline Industry in Turkey
title_short	The Impact of Social Media on Brand Loyalty: Airline Industry in Turkey
title_full	The Impact of Social Media on Brand Loyalty: Airline Industry in Turkey
title_fullStr	The Impact of Social Media on Brand Loyalty: Airline Industry in Turkey
title_full_unstemmed	The Impact of Social Media on Brand Loyalty: Airline Industry in Turkey
title_sort	impact of social media on brand loyalty: airline industry in turkey
publisher	Erciyes University
publishDate	2020
url	https://doaj.org/article/fb0cf88ebf50455abf5c752aa999e860
work_keys_str_mv	AT sahraozdemir theimpactofsocialmediaonbrandloyaltyairlineindustryinturkey AT sahraozdemir impactofsocialmediaonbrandloyaltyairlineindustryinturkey
_version_	1718391584659079168

The Impact of Social Media on Brand Loyalty: Airline Industry in Turkey

Ejemplares similares