Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach

Şahap Akan

doi:10.25229/beta.1685399

EN TR

Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach

Öz

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.

Anahtar Kelimeler

Airline, Social Media, Advertising, Brand Awareness, FUCOM

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Ulaşım Ekonomisi, İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Şahap Akan ^*
0000-0002-4633-7683
Türkiye

Erken Görünüm Tarihi

20 Ekim 2025

Yayımlanma Tarihi

29 Ekim 2025

Gönderilme Tarihi

28 Nisan 2025

Kabul Tarihi

9 Temmuz 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 10 Sayı: 3

DOI

https://doi.org/10.25229/beta.1685399

IZ

https://izlik.org/JA95HB36RZ

APA

Akan, Ş. (2025). Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach. Bulletin of Economic Theory and Analysis, 10(3), 1201-1220. https://doi.org/10.25229/beta.1685399

AMA

1.Akan Ş. Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach. beta. 2025;10(3):1201-1220. doi:10.25229/beta.1685399

Chicago

Akan, Şahap. 2025. “Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach”. Bulletin of Economic Theory and Analysis 10 (3): 1201-20. https://doi.org/10.25229/beta.1685399.

EndNote

Akan Ş (01 Ekim 2025) Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach. Bulletin of Economic Theory and Analysis 10 3 1201–1220.

IEEE

[1]Ş. Akan, “Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach”, beta, c. 10, sy 3, ss. 1201–1220, Eki. 2025, doi: 10.25229/beta.1685399.

ISNAD

Akan, Şahap. “Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach”. Bulletin of Economic Theory and Analysis 10/3 (01 Ekim 2025): 1201-1220. https://doi.org/10.25229/beta.1685399.

JAMA

1.Akan Ş. Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach. beta. 2025;10:1201–1220.

MLA

Akan, Şahap. “Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach”. Bulletin of Economic Theory and Analysis, c. 10, sy 3, Ekim 2025, ss. 1201-20, doi:10.25229/beta.1685399.

Vancouver

1.Şahap Akan. Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach. beta. 01 Ekim 2025;10(3):1201-20. doi:10.25229/beta.1685399

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Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach

Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach

Öz

Anahtar Kelimeler

Türk Havacılığında Sosyal Medyada Reklam ve Promosyon Platformu Seçimi İçin Temel Kriterlerin Değerlendirilmesi: FUCOM Tabanlı Bir Yaklaşım

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Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Erken Görünüm Tarihi

Yayımlanma Tarihi

Gönderilme Tarihi

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