COMPARISON OF AIRLINE DESTINATIONS IN TERMS OF ONLINE CONSUMER BEHAVIORS USING MULTI DIMENSIONAL SCALE ANALYSIS

Year 2017, Volume: 3 Issue: 1, 891 - 899, 30.06.2017

Bahri Baran Kocak , Ozlem Atalik , Cem Burak Kocak

https://doi.org/10.17261/Pressacademia.2017.671

Abstract

With digital
media becoming an important position in mass communication, information is
shared and spread to those who use this media. Twitter in digital media is one
of the most popular social media platforms that has come up with the
combination of social network sites and blogs, with millions of members and the
ability to share and spread information quickly. Sharing of information via
electronic word of mouth (e-WOM) is one of the important issues that attract
the attention of marketers. In this respect, this behavior of social media
users is very important in sharing information by sharing, retweeting or liking
of any posts on Twitter, as it is displayed by other users on their friends
list. This study aims to find out the location of each
destination according to the share, retweet, likes and reasons for
reccommendation of users by looking at the destinations that are shared by
Turkish Airlines (THY) on Twitter in 2016. The study will reveal how our
country is in relation to other destinations and the tendency of Turks to other
destinations to be seen in concrete terms. By using multidimensional scaling
analysis, the locations of Turkey and other destinations can be displayed and
evaluated in two dimensional space.

 

Keywords

Social media, E-Wom, Twitter, share, retweet, favorite, online consumer behavior

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