Havayolu markalarında tüketici katılımını artırmak: SKYTRAX 100 YouTube sayfaları örneği

Öz

Tüketici Katılımı (TK) YouTube üzerinden ürün/hizmet geliştirme ve sponsorluk gibi birçok pazarlama aktivitelerini gerçekleştiren havayolları için oldukça dikkat çekici bir kavram haline gelmiştir. Bu çalışma YouTube’daki havayolu markaları için TK faktörlerini inceleyerek alanyazındaki araştırmalara katkıda bulunmaktadır. Bu doğrultuda, en küçük kareler yöntemini kullanan çoklu lineer regresyon yöntemi kullanılarak SKYTRAX 100 içerisinde yer alan her bir YouTube sayfasının en popüler 10 videosu analiz edilmiştir. Toplamda 600 video açıklaması dikkate alınarak hipotezler test edilmiş olup sonuçlar interaktif açıklamaların, yüksek çözünürlüklü videoların ve alt yazıların daha fazla izleme sağladığını ortaya koymuştur. Ayrıca, destinasyon sunumu ve animasyon kullanımı da katılımla ilişkilidir. Bulgular canlılık ve interaktivitenin farklı katılım skorları üzerinde etkili belirleyiciler olduğunu ortaya koymakla birlkte araştırma modeli YouTube’da popüer videolar yayınlamak ve başarılı havayolu kanalları kurmak için gerekli ipuçları da vermektedir.

Anahtar Kelimeler

• Tüketici Katılımı
• Youtube
• Havayolu
• Regresyon Analizi
• Tüketici Davranışı

Improving Consumer Engagement with Airline Brands: A Case of SKYTRAX 100’s YouTube Pages

Öz

Consumer Engagement (CE) has been a remarkable concept for airlines that carry out many marketing activities such as product/service development and sponsorships on YouTube. This study examines the antecedents of CE in case of airline brands on YouTube and contributes to existing CE research. In this respect, the most popular 10 videos of each SKYTRAX 100’s YouTube pages were analyzed by conducting Multiple Linear Regression using Least Squares method. The hypotheses were tested by using 600 video descriptions. The results indicated that interactive descriptions, high-definition videos and captions generated more views. Besides, presentation of destinations and animations is related to CE. These findings revealed that vividness and interactivity were the effective determinants of different engagement scores, and the model gave clues on factors that can be used for building a successful airline channel and made popular videos on YouTube.

Anahtar Kelimeler

• Consumer Engagement
• YouTube
• Airline
• Regression Analysis
• Consumer Behaviour

Kaynakça

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