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

Yıl 2022, Cilt 13, Sayı 1, 1 - 19, 30.06.2022
https://doi.org/10.34231/iuyd.948419

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.

Kaynakça

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  • Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15-27.
  • Barcelos, R. H., Dantas, D. C., & Sênêcal, S. (2018). Watch Your Tone: How a Brand’s Tone of Voice on Social Media Influences Consumer Responses. Journal of Interactive Marketing, 41, 60-80.
  • Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ Motivation to Engage with Luxury Brands on social media. Journal of Business Research, 112, 223-235.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252-271. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis. Journal of Business Research, 66(1), 105-114.
  • Cameron, A. C., & Trivedi, P. K. (2005). Microeconometrics: Methods and Applications. Cambridge University Press. Chang, Y., Li, Y., Yan, J. & Kumar, V. (2019). Getting More Likes: The Impact of Narrative Person and Brand Image on Customer-Brand Interactions. Journal of the Academy of Marketing Science, 47(6), 1027-1045.
  • Coyle, J. R., & Thorson, E. (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. Journal of Advertising, 30(3), 65-77.
  • Cvijikj, I.P. and Michahelles, F. (2013). Online Engagement Factors on Facebook Brand Pages. Social Network Analysis and Mining, 3(4), 843-861.
  • Demmers, J., Weltevreden, J. W., & van Dolen, W. M. (2020). Consumer Engagement with Brand Posts on social media in Consecutive Stages of the Customer Journey. International Journal of Electronic Commerce, 24(1), 53-77.
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer Engagement in Online Brand Communities: A Social Media Perspective. Journal of Product & Brand Management, 24(1), 28-42.
  • Devereux, E., Grimmer, L., & Grimmer, M. (2020). Consumer Engagement on social media: Evidence from Small Retailers. Journal of Consumer Behaviour, 19(2), 151-159.
  • de Andrade, D. A. S. R. (2020). Motivations for Consumer Engagement with Brands on Youtube. Unpublished Master Thesis, FEB, Universidade do Porto.
  • de Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing Consumer Engagement: Duality, Dimensionality and Measurement. Journal of Marketing Management, 32(5-6), 399-426.
  • Dhaoui, C. (2014). An Empirical Study of Luxury Brand Marketing Effectiveness and Its Impact on Consumer Engagement on Facebook. Journal of Global Fashion Marketing, 5(3), 209-222. Dobrian, F., Sekar, V., Awan, A., Stoica, I., Joseph, D., Ganjam, A., Conviva, J. Z. & Zhang, H. (2011). Understanding the Impact of Video Quality on User Engagement. ACM SIGCOMM Computer Communication Review, 41(4), 362-373.
  • Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social Media Engagement Behaviour: A Uses and Gratifications Perspective. Journal of Strategic Marketing, 24(3-4), 261-277. Farook, F. S., & Abeysekara, N. (2016). Influence of Social Media Marketing on Customer Engagement. International Journal of Business and Management Invention, 5(12), 115-125.
  • Giannakos, M. N., Jaccheri, L., & Krogstie, J. (2016). How Video Usage Styles Affect Student Engagement Implications for Video-Based Learning Environments. In State-of-the-Art and Future Directions of Smart Learning (pp. 157-163). Springer, Singapore.
  • Grančay, M. (2014). Airline Facebook pages – a content analysis. Eur. Transp. Res. Rev. 6, 213–223. https://doi.org/10.1007/s12544-013-0126-9
  • Han, X., Gu, X., & Peng, S. (2019) Analysis of Tweet Form’s Effect on Users’ Engagement on Twitter, Cogent Business & Management, 6:1, 1564168, https://doi.org/10.1080/23311975.2018.1564168
  • Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer Engagement with Tourism Social Media Brands. Tourism management, 59(2017), 597-609.
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  • Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in social media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149-165.
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  • Jin, C. H. (2011). The Role of Animation in The Consumer Attitude Formation: Exploring Its Implications in The Tripartite Attitudinal Model. Journal of Targeting, Measurement and Analysis for Marketing, 19(2), 99-111.
  • Khan, M. L. (2017). Social Media Engagement: What Motivates User Participation and Consumption on YouTube? Computers in Human Behavior, 66, 236-247.
  • Kim, M., & Kim, J. (2019). Destination Authenticity as a Trigger of Tourists’ Online Engagement on social media. Journal of Travel Research, 00(0), 1-15. doi: 10.1177/0047287519878510.
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Havayolu markalarında tüketici katılımını artırmak: SKYTRAX 100 YouTube sayfaları örneği

Yıl 2022, Cilt 13, Sayı 1, 1 - 19, 30.06.2022
https://doi.org/10.34231/iuyd.948419

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.

Kaynakça

  • Ahmad, A. H., Malik, I. S. A., Idris, I., Masri, R., XiangWong, J., & Alias, S. S. (2020). Creating Brand Awareness through YouTube Advertisement Engagement. Test Engineering & Management, 83(4), 7970-7976. Ali, A., & Frew, A. J. (2014). Technology Innovation and Applications in Sustainable Destination Development. Information Technology & Tourism, 14(4), 265-290.
  • Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15-27.
  • Barcelos, R. H., Dantas, D. C., & Sênêcal, S. (2018). Watch Your Tone: How a Brand’s Tone of Voice on Social Media Influences Consumer Responses. Journal of Interactive Marketing, 41, 60-80.
  • Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ Motivation to Engage with Luxury Brands on social media. Journal of Business Research, 112, 223-235.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252-271. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis. Journal of Business Research, 66(1), 105-114.
  • Cameron, A. C., & Trivedi, P. K. (2005). Microeconometrics: Methods and Applications. Cambridge University Press. Chang, Y., Li, Y., Yan, J. & Kumar, V. (2019). Getting More Likes: The Impact of Narrative Person and Brand Image on Customer-Brand Interactions. Journal of the Academy of Marketing Science, 47(6), 1027-1045.
  • Coyle, J. R., & Thorson, E. (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. Journal of Advertising, 30(3), 65-77.
  • Cvijikj, I.P. and Michahelles, F. (2013). Online Engagement Factors on Facebook Brand Pages. Social Network Analysis and Mining, 3(4), 843-861.
  • Demmers, J., Weltevreden, J. W., & van Dolen, W. M. (2020). Consumer Engagement with Brand Posts on social media in Consecutive Stages of the Customer Journey. International Journal of Electronic Commerce, 24(1), 53-77.
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer Engagement in Online Brand Communities: A Social Media Perspective. Journal of Product & Brand Management, 24(1), 28-42.
  • Devereux, E., Grimmer, L., & Grimmer, M. (2020). Consumer Engagement on social media: Evidence from Small Retailers. Journal of Consumer Behaviour, 19(2), 151-159.
  • de Andrade, D. A. S. R. (2020). Motivations for Consumer Engagement with Brands on Youtube. Unpublished Master Thesis, FEB, Universidade do Porto.
  • de Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing Consumer Engagement: Duality, Dimensionality and Measurement. Journal of Marketing Management, 32(5-6), 399-426.
  • Dhaoui, C. (2014). An Empirical Study of Luxury Brand Marketing Effectiveness and Its Impact on Consumer Engagement on Facebook. Journal of Global Fashion Marketing, 5(3), 209-222. Dobrian, F., Sekar, V., Awan, A., Stoica, I., Joseph, D., Ganjam, A., Conviva, J. Z. & Zhang, H. (2011). Understanding the Impact of Video Quality on User Engagement. ACM SIGCOMM Computer Communication Review, 41(4), 362-373.
  • Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social Media Engagement Behaviour: A Uses and Gratifications Perspective. Journal of Strategic Marketing, 24(3-4), 261-277. Farook, F. S., & Abeysekara, N. (2016). Influence of Social Media Marketing on Customer Engagement. International Journal of Business and Management Invention, 5(12), 115-125.
  • Giannakos, M. N., Jaccheri, L., & Krogstie, J. (2016). How Video Usage Styles Affect Student Engagement Implications for Video-Based Learning Environments. In State-of-the-Art and Future Directions of Smart Learning (pp. 157-163). Springer, Singapore.
  • Grančay, M. (2014). Airline Facebook pages – a content analysis. Eur. Transp. Res. Rev. 6, 213–223. https://doi.org/10.1007/s12544-013-0126-9
  • Han, X., Gu, X., & Peng, S. (2019) Analysis of Tweet Form’s Effect on Users’ Engagement on Twitter, Cogent Business & Management, 6:1, 1564168, https://doi.org/10.1080/23311975.2018.1564168
  • Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer Engagement with Tourism Social Media Brands. Tourism management, 59(2017), 597-609.
  • Hassan, S. B. (2013). Social Media and Destination Positioning: Egypt as a Case Study. European Journal of Tourism, Hospitality and Recreation, 4(1), 89-103.
  • Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in social media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149-165.
  • Hoffman, D. L., & Fodor, M. (2010). Can You Measure the ROI of Your Social Media Marketing? MIT Sloan Management Review, 52(1), 41.
  • Huertas, A., Marine-Roig, E. (2016). User Reactions to Destination Brand Contents in social media. Inf Technol Tourism 15, 291–315. https://doi.org/10.1007/s40558-015-0045-9
  • Jin, C. H. (2011). The Role of Animation in The Consumer Attitude Formation: Exploring Its Implications in The Tripartite Attitudinal Model. Journal of Targeting, Measurement and Analysis for Marketing, 19(2), 99-111.
  • Khan, M. L. (2017). Social Media Engagement: What Motivates User Participation and Consumption on YouTube? Computers in Human Behavior, 66, 236-247.
  • Kim, M., & Kim, J. (2019). Destination Authenticity as a Trigger of Tourists’ Online Engagement on social media. Journal of Travel Research, 00(0), 1-15. doi: 10.1177/0047287519878510.
  • Klier, J., Klier, M., & Lindner, G. (2016). Social Engagement and Customer Profitability in Online Customer Networks. In: Proceedings of the 24th European Conference on Information Systems (ECIS).
  • Koçak, B. B. (2021). Fly “With us”! Impact of Consumer-Brand Relationship on Consumer Engagement: An Empirical Investigation on Turkish Airline Instagram Pages, Tüketici ve Tüketim Araştırmaları Dergisi, 13(2), 253-282 Doi: 10.15659/ttad.13.2.139
  • Koçak, B. B. (2022). More Than a Thousand Words!: Emoji Engagement on Turkish Airline Instagram Pages. In Cases on Developing Effective Research Plans for Communications and Information Science (pp. 251-267). IGI Global.
  • Kujur, F., & Singh, S. (2017). Engaging Customers through Online Participation in Social Networking Sites. Asia Pacific Management Review, 22(1), 16-24.
  • Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value. Journal of service research, 13(3), 297-310.
  • Labrecque, L. I., Swani, K., & Stephen, A. T. (2020). The Impact of Pronoun Choices on Consumer Engagement Actions: Exploring Top Global Brands’ Social Media Communications. Psychology&Marketing, 37(6), 796-814.
  • Lalicic, L., & Gindl, S. (2018). DMOs’ Facebook Success Stories: A Retrospective View. In Information and Communication Technologies in Tourism 2018 (pp. 172-185). Springer, Cham. Leung, R., Schuckert, M., & Yeung, E. (2013a). Attracting User Social Media Engagement: A Study of Three Budget Airlines Facebook Pages. In Information and Communication Technologies in Tourism 2013 (pp. 195-206). Springer, Berlin, Heidelberg.
  • Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013b). Social Media in Tourism and Hospitality: A Literature Review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22.
  • Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook Brand-Page Posts on Online Engagement. Online Information Review. 39(4), 1-15.
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Ayrıntılar

Birincil Dil İngilizce
Konular Sosyal Bilimler, Disiplinler Arası
Bölüm Araştırma Makalesi
Yazarlar

Bahri Baran KOÇAK> (Sorumlu Yazar)
Dicle University
Türkiye

Yayımlanma Tarihi 30 Haziran 2022
Yayınlandığı Sayı Yıl 2022, Cilt 13, Sayı 1

Kaynak Göster

APA Koçak, B. B. (2022). Improving Consumer Engagement with Airline Brands: A Case of SKYTRAX 100’s YouTube Pages . Journal of Internet Applications and Management , 13 (1) , 1-19 . DOI: 10.34231/iuyd.948419