THY’NİN SOSYAL MEDYA PAZARLAMA AKTİVİTELERİNİN MARKA GÜVENİ VE MARKA TERCİHİ ÜZERİNDEKİ ETKİSİ

Öz

Günümüz dünyasının hızla değişen pazar koşullarında her hangi bir marka ya da ürünün kaliteli, düşük maliyetli ve kullanışlı olarak üretilmesiyle birlikte, üretilen marka, ürün ya da hizmetin uygun metot ve araçlarla tanıtılması, pazarlanması, reklamının yapılması ve müşterilerle ürün arasında olumlu bir bağın inşa edilmesi hayati önem arz etmektedir. Yüksek teknolojik gelişmelerle birlikte dijitalleşen işletmeler, pazarlama faaliyetlerinde geleneksel yöntemlerden vazgeçerek sosyal medya araçlarını yoğun olarak kullanmaya başlamıştır. Geleneksel pazarlama tekniklerinin aksine sosyal medya pazarlama aktiviteleri az zaman, düşük maliyet, kısıtlı zamana ve fiziksel mekâna ihtiyaç duyulmaması, hızlılık, çift yönlülük, geniş kitlelere ulaşabilme gibi avantajlara sahip olması nedeniyle büyük, orta ve küçük ölçekli işletmeler tarafından etkin bir biçimde kullanılmaktadır. Çalışma, Türk Hava Yolları’nın sosyal medya pazarlama aktivitelerinin marka güveni ve marka tercihi üzerindeki etkisini ölçmeyi amaçlamıştır. Bu amaçla öncelikle geniş çaplı literatür araştırması yapılarak hipotezler ve kavramsal model oluşturulmuştur. Veriler, Türkiye’de yaşayan ve THY’nın sosyal medya platformlarını kullanan 453 kişi üzerinde uygulanan anketlerle toplanmıştır. Hipotezleri test etmek için regresyon analizi yapılmıştır. Araştırma sonucunda Türk Hava Yolları’nın sosyal medya pazarlama aktivitelerinin marka güveni ve marka tercihi üzerinde kayda değer etkisinin olduğu ortaya konulmuştur. Ayrıca bu değişkenlerin farklı değişkenlerle olan ilişkisi saptanmıştır.

Anahtar Kelimeler

• Sosyal Medya
• Dijital İletişim
• Pazarlama Aktiviteleri
• Marka Güveni
• Marka Tercihi

The Impact of Social Media Marketing Activities of Turkish Airlines On Brand Trust and Brand Preference

Öz

In today's rapidly changing market conditions, the production of any brand or product with high quality, low cost and usefulness, as well as the promotion, marketing and advertising of the produced brand, product or service with appropriate methods and tools, and building a positive bond between customers and the product is vital important. Businesses that have benefited from digitalization along with high technological developments have abandoned traditional methods in their marketing activities and started to use social media tools intensively. The study aimed to measure the impact of Turkish Airlines' social media marketing activities on brand trust and brand preference. For this purpose, hypotheses and a conceptual model were created by first conducting extensive literature research. The data was collected through surveys administered to 453 people living in Turkey and using Turkish Airlines' social media platforms. Regression analysis was performed to test the hypotheses. As a result of the study, it was revealed that Turkish Airlines' social media marketing activities had a significant impact on brand trust and brand preference. Additionally, the relationship between these variables and different variables was tried to be determined.

Anahtar Kelimeler

• Social Media
• Digital Communication
• Marketing Activities
• Brand Trust
• Brand Preference

Kaynakça

1. Afsar, B. (2014). Effect of Perceived Price, Brand Image, Perceived Quality And Trust On Consumer’s Buying Preferences. Journal of Economics And Business Research, 20(1), 7-20.
2. Agichtein, E., Castillo, C., Donato, D., Gionis, A., & Mishne, G. (2008). Finding High-Quality Content in Social Media. In Proceedings of The 2008 International Conference on Web Search and Data Mining, 183-194.
3. Alan, A. K., & Kabadayı, E. T. (2014). Quality Antecedents of Brand Trust and Behavioral Intention. Procedia-Social and Behavioral Sciences, 150, 619-627.
4. Alpar, R. (2013). Uygulamalı Çok Değişkenli İstatistik Yöntemler, Detay Yayıncılık.
5. Anderson, J. C., & Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54(1), 42-58.
6. Aydin, G., Ar, A. A., & Taşkin, Ç. (2014). The Role of Brand Trust On Parents’Purchase Intentions of Baby-Care Products. Doğuş Üniversitesi Dergisi, 15(2), 165-180.
7. Bagozzi, R. P. (1982). A Field Investigation of Causal Relations Among Cognitions, Affect, Intentions, and Behavior. Journal of Marketing Research, 19(4), 562-583.
8. Beard, C., & Easingwood, C. (1996). New Product Launch: Marketing Action and Launch Tactics For High-Technology Products. Industrial Marketing Management, 25(2), 87-103.

9. Büyüköztürk, Ş., Kılıç Çakmak, E., Akgün, Ö. E., Karadeniz, Ş., & Demirel, F. (2018). Eğitimde Bilimsel Araştırma Yöntemleri. Ankara: Pegem Akademi.
10. Calantone, R., & Molina-Castillo, F. (2014). A Search For Theoretical Plurality in New Product Launch. Journal of Global Scholars of Marketing Science, 25(1), 49–58.
11. Chen, C. F., & Chang, Y. Y. (2008). Airline Brand Equity, Brand Preference, and Purchase Intentions—The Moderating Effects of Switching Costs. Journal of Air Transport Management, 14(1), 40-42.
12. Chinomona, R., Mahlangu, D., & Pooe, D. (2013). Brand Service Quality, Satisfaction, Trust And Preference As Predictors of Consumer Brand Loyalty in The Retailing Industry. Mediterranean Journal of Social Sciences, 4(14), 181-190.
13. Choi, H. (2012). The Effects of Brand Trust Dimensions on Consumers’ Economic and Social Loyalty Behavior. Consumption Culture Study, 15(2), 171-188.
14. Chung, Y., & Kim, A. J. (2020). Effects of Mergers and Acquisitions on Brand Loyalty in Luxury Brands: The Moderating Roles of Luxury Tier Difference and Social Media. Journal of Business Research, 120, 434-442.
15. Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring Consumer Motivations For Creating User-Generated Content. Journal of Interactive Advertising, 8(2), 16-25.
16. Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and Validation of A Brand Trust Scale. International Journal of Market Research, 45(1), 35-54.
17. Doney, P. M., & Cannon, J. P. (1997). An Examination of The Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61(2), 35-51.
18. Dowling, G., & Staelin, R. (1994). A Model of Perceived Risk and Intended Risk-Handling Activity. Journal of Consumer Research, 21(1), 119–134.
19. Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A Brand Preference and Repurchase Intention Model: The Role of Consumer Experience. Journal of Marketing Management, 32(13-14), 1230-1259.
20. Erdem, T., & Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31(1), 191-198.
21. Gallaugher, J., & Ransbotham: (2010). Social Media and Customer Dialog Management at Starbucks. MIS Quarterly Executive, 9(4), 197–212.
22. Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70-87.
23. George, D., & Mallery, P. (2010). SPSS For Windows Step By Step. A Simple Study Guide and Reference (10. Baskı). GEN, Boston, MA: Pearson Education, Inc, 10, 152-165.
24. Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). Ewom: The Impact of Customerto-Customer Online Know-How Exchange on Customer Value and Loyalty. Journal of Business Research, 59(4), 449–456.
25. Gürbüz: ve Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri. Seçkin Yayıncılık.
26. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2006), Multivariate Data Analysis, Uppersaddle River, 6th Edition.
27. Hassan, M., Zahid:, Nemati, A. R., Yongfeng, C., & Javed, W. (2021). Impact of WOM, Advertising Effectiveness, and Brand Image on Brand Trust: Evidence From Telecommunication Sector in Pakistan. Journal of Marketing, 3(3), 111-131.
28. Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter Power: Tweets As Elec- Tronic Word-of-Mouth. Journal of The American Society For Information Science and Technology, 60(11), 2169–2188.
29. Jo: A. (2013). Impact of Company's SNS Marketing Activities on Perceived Value and Customer's Loyalty: Focusing on Facebook. Seoul: Hong-IK University.
30. Kapferer, J. N. (2012). New Strategic Brand Management: Advanced Insights And Strategic Thinking (5th Ed.). London, GBR: Kogan Page Ltd, 2012.
31. Kaplan, A. M., & Haenlein, M. (2010). Users of The World, Unite The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68.
32. Kaye, B. K. (2007). Web Site Story: An Exploratory Study of Blog Use Motivations. In M. Tremayne (Ed.), Blogging, Citizenship and The Future of Media (127–148). New York, NY: Routledge.
33. Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ.: Prentice Hall.
34. Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites: The Teenage Perspective. Journal of Interactive Advertising, 10(2), 16–27.
35. Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65(10), 1480-1486.
36. Kim, E. H. (2005). The Forming Factors of Long-Term Orientation in Foodservice Franchise System. International Journal of Tourism and Hospitality Research, 19(3), 109-124.
37. Kim, J. H., & Hyun, Y. J. (2011). A Model to Investigate The Influence of Marketing-Mix Efforts And Corporate Image on Brand Equity in The IT Software Sector. Industrial Marketing Management, 40(3), 424-438.
38. Koivulehto, E. I. (2017). Do Social Media Marketing Activities Enhance Customer Equity? A Case Study of Fast-Fashion Brand Zara. Helsinki: Aalto University.
39. Kotler, P., & Keller, K. L. (2016). Marketing Management. New York, NY: Pearson Education, Inc.
40. Köklü, N., Büyüköztürk, Ş., ve Coklu, Ö. (2006), Sosyal Bilimler İçin İstatistik. Pegem Aakademi Yayınları, Ankara.
41. Lee, Y., & Colarelli O'Connor, G. (2003). The Impact of Communication Strategy on Launching New Products: The Moderating Role of Product Innovativeness. Journal of Product Innovation Management, 20(1), 4-21.
42. Manthiou, A., Chiang, L., & Tang, L. (2013). Identifying and Responding to Customer Needson Facebook Fan Pages. International Journal of Technology and Human Interaction, 9(3), 36–52.
43. Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations. Journal of Marketing Research, 29(3), 314-328.
44. Morgan, R. M., & Hunt: D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
45. Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing Cobras: Exploring Motivations For Brand-Related Social Media Use. International Journal of Advertising, 30(1), 13–46.
46. Park, N., Kee, K. F., & Valenzuela: (2009). Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes. Cyberpsychology & Behavior, 12(6), 729-733.
47. Pihl, C. (2013). When Customers Create The Ad and Sell it–A Value Network Approach. Journal of Global Scholars of Marketing Science, 23(2), 127-143.
48. Roux, E., Tafani, E., ve Vigneron, F. (2017). Values Associated With Luxury Brand Consumption and The Role of Gender. Journal of Business Research, 71, 102-113.
49. Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase Intention on Indonesia Male’s Skin Care By Social Media Marketing Effect Towards Brand Image and Brand Trust. Management Science Letters, 10(10), 2139-2146.
50. Sano, K. (2014). Do Social Media Marketing Activities Enhance Customer Satisfaction, Promote Positive WOM and Affect Behavior Intention?: An Investigation Into The Effects of Social Media on The Tourism Industry. Doshisha Shogaku (The Doshisha Business Review), 66(3-4), 491-515.
51. 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.
52. Shao, G. (2009). Understanding The Appeal of User-Generated Media: A Uses and Gratifica-Tions Perspective. Internet Research, 19(1), 7–25.
53. Sheth, J. N., & Parvatijar, A. (1995). The Evolution of Relationship Marketing. International Business Review, 4(4), 397-418.
54. Spillecke, D., & Perrey, J. (2012). Retail Marketing and Branding: A Definitive Guide to Maximizing ROI (2nd Ed.). Somerset, NJ, USA: Wiley.
55. Stokburger-Sauer, N. E., ve Teichmann, K. (2013). Is Luxury Just A Female Thing? The Role of Gender İn Luxury Brand Consumption. Journal of Business Research, 66(7), 889-896.
56. Truong, Y., Mccoll, R., & Kitchen, P. J. (2010). Uncovering The Relationship Between Aspi- Rations And Luxury Brand Preferences. Journal of Product and Brand Management, 19(5), 346–355.
57. Tsai, W. H. S., & Men, L. R. (2013). Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites. Journal of Interactive Advertising, 13(2),76–87.
58. Vollmer, C., & Precourt, G. (2008). Always on: Advertising, Marketing, And Media in an Era of Consumer Control. New York: Mcgraw-Hill.
59. Wiedmann, K. P., Hennigs, N., Ve Siebels, A. (2009). Value-Based Segmentation of Luxury Consumption Berhavior. Psychology And Marketing, 26(7), 625–651.
60. Wong, A., & Haque, M. (2022). Understanding The Brand and Website Effects of Online Loyalty: A Mediation Perspective. Journal of Marketing Management, 38(3-4), 333-368.
61. Yadav, M., & Rahman, Z. (2017). Measuring Consumer Perception of Social Media Marketing Activities in E-Commerce Industry: Scale Development & Validation. Telematics And Informatics, 34(7), 1294-1307.
62. Zhang, H., Ko, E., & Taylor, C. R. (2010). Advertising Appeals Strategy's Moderating Effect on The Relationship Between Innovation and Customer Equity Drivers in China. Advances in International Marketing, 21, 111–136.
63. Zhu, Y. Q., & Chen, H. G. (2015). Social Media and Human Need Satisfaction: Implicationsor Social Media Marketing. Business Horizons, 58, 335–345.