TY  - JOUR
T1  - COVİD-19 KRİZİNDE HAVAYOLU ŞİRKETLERİNİN KRİZ İLETİŞİMİ: LUFTHANSA VE TÜRK HAVA YOLLARI’NIN STRATEJİK YANITLARI
TT  - CRISIS COMMUNICATION IN THE COVID-19 ERA: STRATEGIC RESPONSES OF LUFTHANSA AND TURKISH AIRLINES
AU  - Yazar, Faruk
AU  - Uyar, Kader
AU  - Korkmazdağ, Ayda Nur
PY  - 2025
DA  - October
Y2  - 2025
DO  - 10.35379/cusosbil.1657495
JF  - Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
PB  - Çukurova Üniversitesi
WT  - DergiPark
SN  - 1304-8899
SP  - 1798
EP  - 1816
VL  - 34
IS  - 2
LA  - tr
AB  - Havacılık sektörü, COVİD-19 krizinden en çok etkilenen sektörlerden biri olmuştur. Bu çalışma, Avrupa'nın önde gelen iki hava yolu şirketi, Türk Hava Yolları (THY) ve Lufthansa’nın kriz iletişim stratejilerini Coombs’un (2007) Durumsal Kriz İletişimi Teorisi (SCCT) çerçevesinde karşılaştırmalı olarak incelemektedir. Özellikle sosyal medya platformlarında bilgi aktarımı ve itibar yönetimi stratejilerinin nasıl kullanıldığı analiz edilmiştir. Araştırma kapsamında, Lufthansa ve THY’nin Ocak-Mart 2020 - Aralık 2022 döneminde sosyal medyada paylaştığı içerikler nicel içerik analizi yöntemiyle değerlendirilmiştir. Paylaşımlar bilgilendirme ve itibar yönetimi stratejileri olarak kategorize edilmiş; etkileşim göstergeleri (beğeni, yorum, paylaşım) üzerinden etkileri analiz edilmiştir. Bulgular, Lufthansa’nın kriz sürecinde şeffaflığa ve operasyonel güncellemelere odaklanarak bilgi odaklı bir strateji izlediğini göstermektedir. Buna karşılık, THY itibar yönetimine ağırlık vererek duygusal etkileşim ve paydaş ilişkilerini ön planda tutmuştur. THY, kurumsal sürdürülebilirlik ve dayanıklılığı vurgulayan destekleyici mesajlar paylaşırken, Lufthansa operasyonel süreklilik ve politika değişikliklerini öne çıkarmıştır. Ayrıca, Lufthansa video tabanlı içerikleri tercih ederken, THY öncelikli olarak metin ve görsel odaklı paylaşımlar yapmıştır. Çalışma, kriz dönemlerinde bilgi paylaşımı ve itibar yönetiminin dengeli kullanımının önemini vurgulamakta ve sosyal medyanın kriz yönetimindeki rolüne dair değerli içgörüler sunmaktadır.
KW  - Covid-19
KW  - Kriz iletişimi
KW  - Sosyal medya
KW  - Lufthansa
KW  - Türk Hava Yolları
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UR  - https://doi.org/10.35379/cusosbil.1657495
L1  - https://dergipark.org.tr/tr/download/article-file/4689206
ER  -