Mapping of Airline Destinations According to Share Behavior in Social Media Using Multi-Dimensional Scale

Yıl 2017, Cilt: 1 Sayı: 2, 64 - 73, 18.12.2017

Bahri Baran Koçak Özlem Atalık Cem Burak Koçak

https://doi.org/10.30518/jav.335753

Öz

With digital media becoming an important position in mass communication, information is shared and spread to those who use this media. Twitter in digital media is one of the most popular social media platforms that has come up with the combination of social network sites and blogs, with millions of members and the ability to share and spread information quickly. Sharing of information via electronic word of mouth (e-WOM) is one of the important issues that attract the attention of marketers. In this respect, this behavior of social media users is very important in sharing information by favorite or share of any posts on Twitter, as it is displayed by other users on their friends lists. This study aims to find out the location of each destination according to the share and reasons for reccommendation of users by looking at the destinations that are shared by Turkish Airlines (THY) on its official Twitter account in 2016. The study will reveal how city based destinations are in relation to others and the tendency of Turks to other destinations to be seen in concrete terms. By using multidimensional scaling analysis, the locations of destinations according to favorite and share statistics can be displayed in two dimensional space.

Anahtar Kelimeler

social media, eWOM, Twitter, marketing, online, consumer behavior

Kaynakça

• Asur, S and Huberman, B. A. (2010, August). Predicting The Future With Social Media. In Web Intelligence And Intelligent Agent Technology (WI-IAT), 2010 IEEE/WIC/ACM International Conference On (Vol. 1, Ss. 492-499). IEEE.
• Berthon PR, Pitt L, Campbell C. 2008. When Customers Create The Ad. California Management Review 50(4): 6–30.
• Borg, I and Groenen, P. J. (2005). Modern Multidimensional Scaling: Theory And Asslications. Springer Science & Business Media.
• Boyd, D., Golder, S and Lotan, G. (2010, January). Tweet, Tweet, Retweet: Conversational Aspects Of Retweeting On Twitter. In System Sciences (HICSS), 2010 43rd Hawaii International Conference On (Ss. 1-10). IEEE.
• Busing, F. M. T. A., Commandeur, J. J., Heiser, W. J., Bandilla, W and Faulbaum, F. (1997). PROXSCAL: A Multidimensional Scaling Program For İndividual Differences Scaling With Constraints. Softstat, 97, 67-74.
• Bülbül, S and Köse, A. (2010). Türkiye’de Bölgelerarası İç Göç Hareketlerinin Çok Boyutlu Ölçekleme Yöntemi İle İncelenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 39(1), 75-94.
• Heinonen, K. (2011). Consumer Activity İn Social Media: Managerial Assroaches To Consumers' Social Media Behavior. Journal Of Consumer Behaviour, 10(6), 356-364.
• Ş. Kalaycı, vd., SPSS Uygulamalı Çok Değişkenli İstatistiksel Teknikleri. Asil Yayın Dağıtım Ltd., İstanbul, 2005, Ss.379-396.
• J.F. Hair, R.E. Anderson, R. L. Tatham, W. C. Black, Multivariate Data Analysis. Fifth Edition, Prentice-Hall Inc., USA, 1998, Ss.536-539.
• Kaplan, A. M and Haenlein, M. (2010). Users Of The World, Unite! The Challenges And Ossortunities Of Social Media. Business Horizons, 53(1), 59-68.
• Köksal, Y and ÖZDEMİR, Ş. (2013). Bir İletişim Aracı Olarak Sosyal Medya'nın Tutundurma Karması İçerisindeki Yeri Üzerine Bir İnceleme. Süleyman Demirel Üniversitesi İktisadi and İdari Bilimler Fakültesi Dergisi, 18(1).
• Kruskal, J. B. (1964). Multidimensional Scaling By Optimizing Goodness Of Fit To A Nonmetric Hypothesis. Psychometrika, 29(1), 1-27.
• Kwak, H., Lee, C., Park, H and Moon, S. (2010, April). What İs Twitter, A Social Network Or A News Media?. In Proceedings Of The 19th İnternational Conference On World Wide Web (Ss. 591-600). ACM.
• Mangold, W. G and Faulds, D. J. (2009). Social Media: The New Hybrid Element Of The Promotion Mix. Business Horizons, 52(4), 357-365.
• Oğuzlar, A. (2005b), “Çok Boyutlu Ölçekleme Analizi Yardımıyla Avrupa Birliği Üyeliğini Etkileyen Faktörlerin Konumlandırılması”, Uludağ Üniversitesi İktisadi and İdari Bilimler Fakültesi Dergisi, 24(1), S. 33–43.
• Tüzüntürk, S. (2009). Çok Boyutlu Ölçekleme Analizi: Suç İstatistikleri Üzerine Bir Uygulama. Uludağ Üniversitesi İktisadi and İdari Bilimler Fakültesi Dergisi, 28(2), 71-91.
• VURAL, Z. B. A and Batb, M. (2010). Yeni Bir İletişim Ortamı Olarak Sosyal Medya: Ege Üniversitesi İletişim Fakültesine Yönelik Bir Araştırma Socıal Medıa As A New Communıcatıon Envıronment: A Research On Ege Unıversıty Faculty Of Communıcatıon. Journal Of Yasar University, 20(5), 3348-3382.