The Impact of Social Media on Brand Loyalty: Airline Industry in Turkey

Yıl 2020, Cilt: 7 Sayı: 2, 1549 - 1566, 24.07.2020

Sahra Özdemir

https://doi.org/10.17680/erciyesiletisim.722636

Öz

Within the developing technology, the number of promotion alternatives has increased and thus the competition has reached a wider area in airway markets. Keeping the traditional methods in the market prevents a company from the competition. Therefore, the role of social media in new trends is a curiosity for today’s marketing approaches. The paper aims to research the impact of social media marketing on brand loyalty. Airline industry in Turkey was chosen as sample study. Factors such as trust, satisfaction and expectation that affect brand loyalty in social media were evaluated. The findings provided a great number of marketing methods which airline company should take into account. Basically, the study demonstrated that updating social media frequently with the relevant contents, providing satisfaction and meeting brand expectations through social media are significant factors in creating brand loyalty.
The research was conducted on airline companies in Turkey. The sample group was chosen from people using an airline company at least once in Turkey. The questionnaire was prepared through Google Form and sent to respondents via email and Facebook. Random sampling method was used in the research and analysis was made by One-Way Anova test, Chi-Square test and T-test. The research shows that brand loyalty factors in social media are related with trust, service satisfaction, interactive communication and benefit from company. It is observed that interactive communication and meeting brand expectations in social media are also important.

Anahtar Kelimeler

Social Media, Brand Loyalty, Social Networks, Airline Industry

Sosyal Medyanın Marka Bağlılığına Etkisi: Türkiye’deki Havayolu Endüstrisi

Öz

Gelişen teknoloji içerisinde, tanıtım kanalı alternatiflerinin sayısı zamanla arttı ve havayolu piyasasında rekabet çok daha geniş bir alana yayılmıştır. Piyasada geleneksel yöntemlerle devam etmek şirketlerin yarış dışı kalmalarına neden olmaktadır. Bu nedenle yeni yönelimlerde sosyal medyanın rolü günümüz pazarlama yaklaşımları açısından bir merak konusu olmuştur. Sosyal medyada marka bağlılığını etkileyen güven, memnuniyet ve beklenti gibi faktörler değerlendirilmiştir. Bu tezin bulguları bir havayolu şirketinin dikkate alması gereken bir dizi pazarlama yöntemi sunmaktadır. Esas olarak bu çalışma, marka bağlılığı yaratmak amacıyla oldukça önemli faktörlerden memnuniyet yaratmak ve marka beklentilerini karşılamanın konuya ilişkin içeriğin sosyal medya vasıtasıyla sıklıkla güncellenmesi gerektiğini ortaya koymaktadır.
Bu araştırma, Türkiye’deki havayolu şirketleri üzerine yapılmıştır. Örnek küme, hayatında en az bir defa herhangi bir havayolu şirketini kullanmış Türkiye’de yaşayan insanlar arasından seçilerek oluşturulmuştur. Bu anket, Google Form kullanılarak oluşturulmuş olup katılımcılarına e-posta ve Facebook vasıtasıyla gönderilmiştir. Araştırmada rastgele örnekleme yöntemi kullanılmış olup uygun analiz yöntemleri olarak Tek Faktörlü Varyans Analizi, Ki-kare Testi ve T-testi seçilmiş ve uygulanmıştır. Yapılan araştırma, sosyal medyada marka sadakati faktörlerinin güven, hizmetten memnuniyet, etkileşimli iletişim ve şirketten yararlanma ile ilişkili olduğunu göstermektedir. Ayrıca bulgular, interaktif iletişimin ve sosyal medyada marka beklentilerinin karşılanmasının da önemli olduğunu göstermiştir.

Anahtar Kelimeler

Soyal Medya, Marka Sadakati, Sosyal Ağlar, Havayolu Endüstrisi

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