Leading consumers to engage with brand posts in social media has become one of essential branding strategies for airline industry. Linguistic characteristics of a social media message can also play an important role to increase consumer engagement (CE) level. This study investigates the effects of the uses of pronouns and "we" as a consumer-brand (cb) relationship on CE with Turkish airline Instagram posts considering Social Presence Theory. Multiple Linear Regression (MLR) analysis using least squares model are conducted to analyze 817 Instagram data. The findings indicate that the use of first-person singular, first-person plural, third-person singular, and second-person pronouns in Instagram posts increase CE. Also, the use of "we-biz" as c-b relationship affect both liking and commenting behavior of consumers.
Consumer engagement (CE) has become one of the marketing problems that many airlines strive to solve. In this sense, emojis implemented to increase CE on social media have gained a stronger popularity as a form of communication among brands. This chapter will provide readers with a deeper understanding of how emoji usage and emoji types affect CE using the highly standardized Unicode classification based on emoji semiotics. Therefore, the author concludes with a case study that investigates the relationship between emoji usage and CE in the official Instagram pages of Turkish airline companies. Also, the author discusses the state of the art in semiotics and concludes by suggesting that the use of emojis by brands may change activism on social media through consumer behavior.
ÖzetKişiler arası ağızdan ağıza iletişimin çevrimiçi ortama taşınmasıyla birlikte ortaya çıkan elektronik ağızdan ağıza iletişim (eWOM), işletmelerin ürün ve hizmetleriyle ilgili tüketici tecrübelerini okuması ve kişileri bu iletişim ortamına çeken güdüleri anlaması doğrultusunda önemli bir araştırma alanı haline gelmiştir. Bugün hemen her sektörde olduğu gibi havayolu taşımacılığında hizmet veren işletmeler için de kendilerini tercih eden müşterilerin sunulan ürün ve hizmetler ile ilgili tecrübelerini paylaştığı çevrimiçi platformlardaki davranışlarının altında yatan sebepler önem arz etmektedir. Bu doğrultuda çalışmanın amacı havacılık literatüründe eWOM araştırmalarının bir derlemesini sunmaktır. Anahtar Kelimeler: eWOM, Havayolu, Ağızdan Ağıza İletişim, Çevrimiçi İletişim Abstract Electronic Word-Of-Mouth (eWOM) which has emerged as a result of the movement of communication from person to person in online environment, has become as an important research area in terms of understanding the consumers' experiences related to the products and services of the enterprises and the motives attracting people to this communication environment. Today, as in almost every sector, the reasons underlying the behavior of online platforms, where customers share their own experiences about the products and services offered, are also important for companies that provide services in air transport. The aim of study in this direction is to present a compilation of eWOM research in aviation literature.
Recently, brand value is an increasingly important issue for marketers and companies operating in many sectors. As a result of the integrated marketing communication work, various strategies are developed on ads that are published to increase brand value and reach more customers. In this respect, different advertising models in the academic literature and social networks that are contact wonders of the twenty-first century help marketers to reach these goals. In this study, Facebook ads, which are published by AnadoluJet Airlines that generally serve in domestic market as a trademark of Turkish Airlines, were examined and the contents were analyzed by means of descriptive analysis according to an advertisement-planning model, "Rossiter Percy Grid (RPG)". Aim of the study is to understand whether or not the ads of AnadoluJet fit with RPG for creating brand attitude and to contribute marketing research in the advertising literatüre. ONLINE HAVAYOLU REKLAMLARINDA ROSSITER PERCY IZGARASI' NIN KULLANIMI: ANADOLUJET HAVAYOLLARI ÖRNEĞİ Anahtar KelimelerPazarlama, marka, reklam, Rossiter Percy Izgarası, sosyal ağ.. JEL Sınıflandırması M310, M370, L930 ÖZETGünümüzde birçok sektörde faaliyet gösteren firmalar ve pazarlamacılar için marka değeri gittikçe önem arz eden bir konu olmaktadır. Bütünleşik pazarlama iletişimi çalışmalarının bir sonucu olarak, marka değerini artıran reklamlar üzerinde çeşitli stratejiler geliştirilmekte ve böylece daha fazla müşteriye ulaşılmaya çalışılmaktadır. Bu doğrultuda akademik literatürde farklı reklam modelleri ve 21. Yüzyılın iletişim harikası olan sosyal ağlar, pazarlamacılara yardımcı olmaktadır. Bu çalışmada, Türk Hava Yolları' nın alt markası olan ve yurt içinde hizmet veren AnadoluJet firmasının yayınladığı Facebook reklamları betimsel analiz yöntemlerinden biri olan içerik analiziyle incelenmiş ve reklam planlama modeli; Rossiter Percy Izgarası' na (RPI) göre analiz edilmiştir. Bu çalışmanın amacı, AnadoluJet firması reklamlarının RPI' ya uygun bir biçimde marka tutumu yaratıp yaratmadığını anlamak ve reklam literatüründe yer alan pazarlama araştırmalarına katkı sağlamaktır.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.