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A research on digital marketing applications and social media management at airports: the case of İstanbul Airport

Year 2023, Volume: 8 Issue: 1, 49 - 56, 03.02.2023

Abstract

Today, social networks are the most common means of communication, not only in interpersonal communication, but also in the communication of businesses, especially as a means for them to communicate with customers. Operating in these networks provides aviation businesses an opportunity to approach potential customers. Social networks are an ideal medium for viral marketing. Social networks such as Facebook, Twitter and Google+ allow the viral to spread and settle in line with the spread of the viral message in the social network and the sharing of internet users with their internal connections. In this study; It is aimed to make a due diligence on the role of the use of social media in digital marketing activities at airports. In the aforementioned social media environment, digital marketing opportunities for airports, tools used in social media in this field, new technologies and best practice examples are examined. In addition, the example of the use o social media and digital technology at Istanbul Airport is emphasized. In line with the role of social media in digital marketing at airports, studies in the literature were examined and a theoretical situation was tried to be determined.

References

  • MS (2014). Study: Mobile technology usage by the top airlines in the world, the UK & Ireland. Retrieved August 1st, 2014 from: http://www.8ms.com/2014/01/28/ airline-mobile-tech-usage-global-uk/
  • AKAR, E. (2010), Sosyal Medya Pazarlaması: Sosyal WB’de Pazarlama Stratejileri, Ankara:Efil Yayınevi
  • ALAM, S.D., YASİN, N. & YASİN,. (2010). An Investigation into the Antecedents of Customer Satisfaction of Online Shopping. Journal of Marketing Development and Competitiveness. 5.
  • BANSAL, H. S. & VOYER, P. A. (2000). Word-ofMouth Processes Within a Services Purchase Decision Context. Journal of Service Research, 3 (2), 166-177.
  • BATEMAN, G. & BUTLER (2011): Impact of Community Commitment on Participation in Online Communities Information Systems Research 22(4), pp. 841–854
  • BUTLER, B. S. & WANG, X. (2012), The Cross-Purposes of Cross-Posting: Boundary Reshaping Behavior in Online Discussion Communities, Information Systems Research Volume 23, Issue 3 Part 2.
  • DEL CHIAPPA, G., MARTIN, J.C., ROMAN, C., 2016. Service quality of airports’ food and beverage retailers. A fuzzy approach. J. Air Transport. Manag. 53, 105–113.
  • DENNİS, ALAN R.; MİNAS, RANDALL K.; & LOCKWOOD, NICHOLAS S. (2016) “Mapping the Corporate Blogosphere: Linking Audience, Content, and Management to Blog Visibility,” Journal of the Association for Information Systems: Vol. 17 ( 3) , Article 2
  • FASONE, V., KOFLER, L., & SCUDERİ, R., 2016. Business performance of airports: non-aviation revenues and their determinants. J. Air Transport. Manag. 53, 35–45.
  • FLORİDO-BENÍTEZ, LÁZARO. (2016a). The impact of mobile marketing in airport. Journal of Airline and Airport Management. 6. 1-18. 10.3926/jairm.39

Havalimanlarında dijital pazarlama uygulamaları ve sosyal medya yönetimi üzerine bir araştırma: İstanbul Havalimanı örneği

Year 2023, Volume: 8 Issue: 1, 49 - 56, 03.02.2023

Abstract

Günümüzde sosyal ağlar, sadece kişiler arası iletişimde değil aynı zamanda, özellikle müşterilerle iletişim kur-maları için bir araç olarak, işletmelerin iletişiminde de en yaygın iletişim aracıdır. Bu ağlarda faaliyet göstermek, havacılık işletmelerine potansiyel müşterilere yaklaşma fırsatı sağlar. Sosyal ağlar, viral pazarlama için ideal bir ortamdır. Facebook, Twitter ve Google+ gibi sosyal ağlar, viral mesajın sosyal ağda yayılması ve internet kullanıcı-larının kendi iç bağlantılarıyla paylaşımları doğrultusunda viralin yayılarak yerleşmesine olanak tanır. Bu çalışma-da; Sosyal medya kullanımının havalimanlarında dijital pazarlama faaliyetlerinde üstlendiği role dair bir durum tespiti yapmak amaçlanmıştır. Bahsi geçen sosyal medya ortamında havalimanları için dijital pazarlama imkanları, bu alanda sosyal medyada kullanılan araçlar, yeni teknolojiler ve en iyi uygulama örnekleri incelenmiştir. Ayrıca, İstanbul Havalimanı’nda sosyal medya ve dijital teknoloji kullanımı örneği üzerinde durulmuştur. Sosyal medya-nın havaalanlarında dijital pazarlamada üstlendiği rol doğrultusunda literatürdeki çalışmalar incelenerek kuram-sal anlamda bir durum tespiti yapılmaya çalışılmıştır.

References

  • MS (2014). Study: Mobile technology usage by the top airlines in the world, the UK & Ireland. Retrieved August 1st, 2014 from: http://www.8ms.com/2014/01/28/ airline-mobile-tech-usage-global-uk/
  • AKAR, E. (2010), Sosyal Medya Pazarlaması: Sosyal WB’de Pazarlama Stratejileri, Ankara:Efil Yayınevi
  • ALAM, S.D., YASİN, N. & YASİN,. (2010). An Investigation into the Antecedents of Customer Satisfaction of Online Shopping. Journal of Marketing Development and Competitiveness. 5.
  • BANSAL, H. S. & VOYER, P. A. (2000). Word-ofMouth Processes Within a Services Purchase Decision Context. Journal of Service Research, 3 (2), 166-177.
  • BATEMAN, G. & BUTLER (2011): Impact of Community Commitment on Participation in Online Communities Information Systems Research 22(4), pp. 841–854
  • BUTLER, B. S. & WANG, X. (2012), The Cross-Purposes of Cross-Posting: Boundary Reshaping Behavior in Online Discussion Communities, Information Systems Research Volume 23, Issue 3 Part 2.
  • DEL CHIAPPA, G., MARTIN, J.C., ROMAN, C., 2016. Service quality of airports’ food and beverage retailers. A fuzzy approach. J. Air Transport. Manag. 53, 105–113.
  • DENNİS, ALAN R.; MİNAS, RANDALL K.; & LOCKWOOD, NICHOLAS S. (2016) “Mapping the Corporate Blogosphere: Linking Audience, Content, and Management to Blog Visibility,” Journal of the Association for Information Systems: Vol. 17 ( 3) , Article 2
  • FASONE, V., KOFLER, L., & SCUDERİ, R., 2016. Business performance of airports: non-aviation revenues and their determinants. J. Air Transport. Manag. 53, 35–45.
  • FLORİDO-BENÍTEZ, LÁZARO. (2016a). The impact of mobile marketing in airport. Journal of Airline and Airport Management. 6. 1-18. 10.3926/jairm.39
There are 10 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Mehmet Cemil Acar This is me 0000-0001-6966-2983

Publication Date February 3, 2023
Published in Issue Year 2023 Volume: 8 Issue: 1

Cite

APA Acar, M. C. (2023). Havalimanlarında dijital pazarlama uygulamaları ve sosyal medya yönetimi üzerine bir araştırma: İstanbul Havalimanı örneği. Journal of Awareness, 8(1), 49-56.