TY  - JOUR
T1  - Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach
TT  - Türk Havacılığında Sosyal Medyada Reklam ve Promosyon Platformu Seçimi İçin Temel Kriterlerin Değerlendirilmesi: FUCOM Tabanlı Bir Yaklaşım
AU  - Akan, Şahap
PY  - 2025
DA  - October
Y2  - 2025
DO  - 10.25229/beta.1685399
JF  - Bulletin of Economic Theory and Analysis
JO  - Beta
PB  - Mehmet SONGUR
WT  - DergiPark
SN  - 2548-0707
SP  - 1201
EP  - 1220
VL  - 10
IS  - 3
LA  - en
AB  - This study aimed to determine which criteria airlines should prioritize when selecting social media platforms for advertising and promotional activities. To support brand awareness through such efforts, the Full Consistency Method (FUCOM) was used to assign weights to the selection criteria. Seven criteria, identified through an extensive literature review, were evaluated and weighted by domain experts. The results showed that the presentation of easy-to-understand information was the highest priority. This was followed by the criteria of quick and accurate information dissemination and user engagement. Together, these three criteria accounted for 55% of the total weight, highlighting their critical influence in the platform selection process. The study provides valuable theoretical and managerial insights that can inform both academic research and practical decision-making in the airline industry.
KW  - Airline
KW  - Social Media
KW  - Advertising
KW  - Brand Awareness
KW  - FUCOM
N2  - Bu çalışmada, havayollarının reklam ve promosyon faaliyetleri için sosyal medya seçiminde hangi kriterleri önceliklendirmesi gerektiği belirlenmeye çalışılmıştır. Reklam ve promosyon faaliyetleri yoluyla marka farkındalığını artırmak üzere seçim kriterlerinin ağırlıklandırılması için FUCOM yöntemi tercih edilmiştir. Araştırma kapsamında, alan yazın taraması sonucunda belirlenen yedi kriter, uzmanlar tarafından değerlendirilerek ağırlıklandırılmıştır. Elde edilen bulgulara göre, kolay anlaşılır bir bilgi sunumu, en yüksek önceliğe sahip kriter olarak belirlenmiştir. Bunu, bilginin doğru ve hızlı şekilde yayılması ile etkileşim kriterleri takip etmiştir. Bu üç kriterin toplam ağırlığı, genel ağırlığın %55’ini oluşturarak sosyal medya platformu seçiminde belirleyici rol oynadıklarını göstermiştir. Araştırmanın değerli teorik ve yönetsel çıktılarının, uygulayıcılara ve akademisyenlere yol göstereceği düşünülmektedir.
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UR  - https://doi.org/10.25229/beta.1685399
L1  - https://dergipark.org.tr/tr/download/article-file/4813028
ER  -