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

Yıl 2025, Cilt: 10 Sayı: 3, 1201 - 1220

Şahap Akan

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

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

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

Öz

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.

Anahtar Kelimeler

Havayolu , Sosyal Medya , Reklamcılık , Marka Farkındalığı , FUCOM

Kaynakça

• Abdullah, A., Ahmad, S., Athar, M. A., Rajpoot, N., & Talib, F. (2022). Healthcare performance management using integrated FUCOM-MARCOS approach: The case of India. International Journal of Health Planning and Management, 37(5), 2635–2668. https://doi.org/10.1002/hpm.3488
• Atalık, Ö. (2016). Havayolu pazarlaması. Anadolu Universty Press.
• Badi, I., Muhammad, L. J., Abubakar, M., & Bakır, M. (2022). Measuring sustainability performance indicators using Fucom-Marcos methods. Operational Research in Engineering Sciences: Theory and Applications, 5(2), 99–116. https://doi.org/10.31181/oresta040722060b
• Bhole, G. P., & Deshmukh, T. (2018). Multi Criteria Decision Making (MCDM) methods and its applications. International Journal for Research in Applied Science & Engineering Technology (IJRASET), 6(V), 899–915. https://doi.org/10.1007/978-981-4560-73-3_2
• Biswas, S. (2021). Exploring the implications of digital marketing for higher education using intuitionistic fuzzy group decision making approach. BIMTECH Business Perspectives, 2(1). https://doi.org/10.1177/bsp.2021.2.1.33
• Bongo, M. F., & Ocampo, L. A. (2017). A hybrid fuzzy MCDM approach for mitigating airport congestion: A case in Ninoy Aquino International Airport. Journal of Air Transport Management, 63, 1–16. https://doi.org/10.1016/j.jairtraman.2017.05.004
• Chai, N., & Zhou, W. (2022). A novel hybrid MCDM approach for selecting sustainable alternative aviation fuels in supply chain management. Fuel, 327(April), 125180. https://doi.org/10.1016/j.fuel.2022.125180
• Chatterjee, R. (2022). An overview of the role of digital marketing in airline industry. International Journal of All Research Education and Scientific Methods (IJARESM), 10(3), 2311–2316.
• Dangi, H. K., & Saini, R. (2018). Measuring effectiveness of social networking sites using AHP. Effulgence-A Management Journal, 16(Spl2), 40. https://doi.org/10.33601/effulgence.rdias/v16/ispl2/2018/40-46
• De Guzman, K. J., & Robielos, R. A. C. (2022). AHP approach for determining category in social media content creation in order to maximize revenue per mille (RPM). HighTech and Innovation Journal, 3(1), 65–72. https://doi.org/10.28991/HIJ-2022-03-01-07
• Deveci, M., Demirel, N. Ç., & Ahmetoğlu, E. (2017). Airline new route selection based on interval type-2 fuzzy MCDM: A case study of new route between Turkey- North American region destinations. Journal of Air Transport Management, 59(2017), 83–99. https://doi.org/10.1016/j.jairtraman.2016.11.013
• Durmić, E., Stević, Ž., Chatterjee, P., Vasiljević, M., & Tomašević, M. (2020). Sustainable supplier selection using combined FUCOM – Rough SAW model. Reports in Mechanical Engineering, 1(1), 34–43. https://doi.org/10.31181/rme200101034c
• Enyinda, C. I., Ogbuehi, A. O., & Hamouri, S. (2013). Analytic hierarchy process and sensitivity analysis approach for evaluating the impact of social media on pharmaceutical relationship marketing tactics. 2013 Annual Meeting of the Decision Sciences Institute Proceedings, 1–18.
• Eren, A., & Khorsheed, H. (2023). Determining online travel planning with AHP and TOPSIS methods. Acta Infologica, 7(1), 29–45. https://doi.org/10.26650/acin.1165378
• Feizi, F., Karbalaei-Ramezanali, A. A., & Farhadi, S. (2021). Fucom-Moora and Fucom-Moosra: new MCDM-based knowledge-driven procedures for mineral potential mapping in greenfields. SN Applied Sciences, 3(3), 1–19. https://doi.org/10.1007/s42452-021-04342-9
• Gudiel Pineda, P. J., Liou, J. J. H., Hsu, C. C., & Chuang, Y. C. (2018). An integrated MCDM model for improving airline operational and financial performance. Journal of Air Transport Management, 68, 103–117. https://doi.org/10.1016/j.jairtraman.2017.06.003
• Hatice Gökler, S. (2024). Optimal site selection for electric vehicle charging stations: Analysis with hybrid FUCOM and geographic information systems. Energy, 307(July). https://doi.org/10.1016/j.energy.2024.132659
• Hotkar, P., Garg, R., & Sussman, K. (2023). Strategic social media marketing: An empirical analysis of sequential advertising. Production and Operations Management, 32(12), 4005–4020. https://doi.org/10.1111/poms.14075
• Hsieh, M. Y. (2018). Employing MCDM methodology to verify correlationship between social media and service quality in the dynamic M-commerce era. Journal of Internet Technology, 19(2), 539–553. https://doi.org/10.3966/160792642018031902022
• Janic, M., & Reggiani, A. (2002). An application of the multiple criteria decision making (MCDM) analysis to the selection of a new hub airport. European Journal of Transport and Infrastructure Research, Mcdm. https://doi.org/10.18757/ejtir.2002.2.2.3692
• Karaağaoğlu, N., & Çiçek, M. (2019). An evaluation of digital marketing applications in airline sector. Journal of Human Sciences, 16(2), 606–619. https://doi.org/10.14687/jhs.v16i2.5661
• Kiracı, K., & Akan, E. (2020). Aircraft selection by applying AHP and TOPSIS in interval type-2 fuzzy sets. Journal of Air Transport Management, 89(September), 101924. https://doi.org/10.1016/j.jairtraman.2020.101924
• Klein, E. G., Roberts, K., Manganello, J., Mcadams, R., & Mckenzie, L. (2020). When social media images and messages don’t match: attention to text versus imagery to effectively convey safety information on social media. Journal of Health Communication, 25(11), 879–884. https://doi.org/10.1080/10810730.2020.1853282
• Latifah Nurhasanah, R. H., Anshor, A. H., & Muhidin, A. (2024). Social media analysis for effective information dissemination and promotions using TOPSIS. Journal of Applied Informatics and Computing, 8(1), 146–154. https://doi.org/10.30871/jaic.v8i1.7863
• Lee, K. C., Tsai, W. H., Yang, C. H., & Lin, Y. Z. (2018). An MCDM approach for selecting green aviation fleet program management strategies under multi-resource limitations. Journal of Air Transport Management, 68(2018), 76–85. https://doi.org/10.1016/j.jairtraman.2017.06.011
• Li, H., & See-To, E. W. K. (2024). Source credibility plays the central route: an elaboration likelihood model exploration in social media environment with demographic profile analysis. Journal of Electronic Business & Digital Economics, 3(1), 36–60. https://doi.org/10.1108/jebde-10-2022-0038
• Liou, J. J. H., & Chuang, M. L. (2010). Evaluating corporate image and reputation using fuzzy MCDM approach in airline market. Quality and Quantity, 44(6), 1079–1091. https://doi.org/10.1007/s11135-009-9259-2
• Moghadasnian, S., Shahriari, S., & Shahriari, S. (2024). Optimizing airline digital marketing strategies : An analytical approach to KPI-driven decision making. March.
• Mujica-Luna, A., Villanueba, E., & Lodeiros-Zubiria, M. L. (2021). Micro-learning platforms brand awareness using social media marketing and customer brand engagement. International Journal of Emerging Technologies in Learning, 16(17), 19–41. https://doi.org/10.3991/ijet.v16i17.23339
• Muruganantham, A., & Gandhi, G. M. (2020). Framework for social media analytics based on Multi-Criteria Decision Making (MCDM) model. Multimedia Tools and Applications, 79(5–6), 3913–3927. https://doi.org/10.1007/s11042-019-7470-2
• Pamučar, D., Lukovac, V., Božanić, D., & Komazec, N. (2018). Multi-criteria fucom-mairca model for the evaluation of level crossings: Case study in the Republic of Serbia. Operational Research in Engineering Sciences: Theory and Applications, 1(1), 108–129. https://doi.org/10.31181/oresta190120101108p
• Pamučar, D., Stević, Ž., & Sremac, S. (2018). New model for determining weight coefficients of criteria in MCDM models: Full Consistency Method (FUCOM). Symmetry, 10(9), 1–22. https://doi.org/10.3390/sym10090393
• Pan, P., & Zhang, H. (2023). Research on social media advertising persuasion based on the elaboration likelihood model. SHS Web of Conferences, 154, 03024. https://doi.org/10.1051/shsconf/202315403024
• Pandey, M. M. (2016). Evaluating the service quality of airports in Thailand using fuzzy multi-criteria decision making method. Journal of Air Transport Management, 57, 241–249. https://doi.org/10.1016/j.jairtraman.2016.08.014
• Petty, R. ., & Cacioppo, J. . (1986). The elaboration likelihood model of persuasion - the really long article. Advances in Experimental Social Psychology, 19, 1–24.
• Rafika, S. S., & Satria Bangsawan. (2023). The influence of social media marketing and customer engagement on Els Coffee’s brand awareness as a pioneer of lampung’s leading coffee. Journal of Finance and Business Digital, 2(4), 485–498. https://doi.org/10.55927/jfbd.v2i4.7362
• Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
• Spence, M. (1973). Job market signaling. The Quarterly Journal of Economics, 87(3), 355–374.
• Stević, Ž., & Brković, N. (2020). A novel ıntegrated Fucom-Marcos model for evaluation of human resources in a transport company. Logistics, 4(1), 1–14. https://doi.org/10.3390/logistics4010004
• Sudipa, I. G. I., Astria, C., Irnanda, K. F., Windarto, A. P., Daulay, N. K., Suharso, W., & Lingga Wijaya, H. O. (2020). Application of MCDM using PROMETHEE II technique in the case of social media selection for online businesses. IOP Conference Series: Materials Science and Engineering, 835(1). https://doi.org/10.1088/1757-899X/835/1/012059
• Taherdoost, H., & Madanchian, M. (2023). Multi-Criteria Decision Making (MCDM) methods and concepts. Encyclopedia, 3(1), 77–87. https://doi.org/10.3390/encyclopedia3010006
• Tešić, D., Delibašić, B., Božanić, D., Lojić, R., Pamučar, D., & Balassa, B. E. (2023). Application of the Fucom-Fuzzy Mairca model in human resource management. Acta Polytechnica Hungarica, 20(3), 231–249. https://doi.org/10.12700/APH.20.3.2023.3.14
• Toglukdemir, M., Tuygan, E., Yesil, H. E., & Kayakutlu, G. (2016). Evaluating business success through social media strategies using AHP. Proceedings of the 2016 Federated Conference on Computer Science and Information Systems, FedCSIS 2016, 8, 1397–1401. https://doi.org/10.15439/2016F269
• Yurdakul, M., & Tansel Iç, Y. (2009). Application of correlation test to criteria selection for multi criteria decision making (MCDM) models. International Journal of Advanced Manufacturing Technology, 40(3–4), 403–412. https://doi.org/10.1007/s00170-007-1324-1
• Zulkefli, N. A. M., Madanan, M., & Adnan, M. H. M. (2022). Prioritization of benchmarking framework for social media content based on integration of AHP and group TOPSIS: A case study of Instagram travel. Proceedings - 2022 International Conference on Computer Technologies, ICCTech 2022, 70–76. https://doi.org/10.1109/ICCTech55650.2022.00019