Maltepe Üniversitesi İletişim Fakültesi Dergisi

Yazarlar: Nuran KARAAĞAOĞLU, Gürdal ÜLGER

Konular:İletişim

Anahtar Kelimeler:Digital marketing,Buying behaviour,Facebook marketing,Instagram marketing,Youtube marketing

Özet: The research aims to examine the impact of airline companies' digital marketing efforts on passenger buying behavior. Digital marketing consisting website, e-mail, Facebook, Twitter, Instagram, Youtube marketing and mobile applications’ effects in the process of purchasing decisions were measured through two airline companies (full-service carrier and low cost airline), by survey questions directed at passengers traveling from Istanbul Sabiha Gökçen Airport. The "Factors Affecting Airway Preferences Scale" was used, and the data were analyzed using simple linear regression test and ANOVA test. As a result of the research, digital marketing communication methods are effective in passenger purchasing decisions, but the effects of these factors vary depending on whether the airline is full service or low cost airline.

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