The impact of traditional and social media marketing on customers’ brand trust and purchase intentions in the Turkish airline market

Abstract

The purpose of this study is to investigate the effect of customers' attitudes towards traditional and social media marketing on brand trust and purchase intention. Reviewing the extant literature unveiled that the subject of traditional versus social media marketing in the airline market is not sufficiently studied. Thus, we studied the mentioned subject in Turkey because the aviation sector has shown noteworthy improvements due to a significant increasing volume of e-commerce, not only on the passenger side but also on the cargo side as well. On the other hand, thanks to the passenger demand growth since starting the recent century, the Turkish airline industry leads a giant contribution to the enlargement of the global economy due to the increasing number of connections and falling air transport costs. Data was gathered in Istanbul airports from 341 passengers of the airlines of Turkey to compare the impact of traditional and social media marketing on brand trust and purchase intention of customers and analyzed by using structural equation modeling. The findings reveal that in recent years digital marketing and online advertising campaigns has been more effective than traditional marketing for augmenting brand trust and purchase intention of the passengers.

The Impact of Digital Media Advertising on Consumer Behavior Intention: The Moderating Role of Brand Trust

“…Table 4.6 indicates that H1 hypothesis, which suggests that digital media marketing has a positive effect on consumer behavior, is accepted (β = .70; t = 13.368; p < .001) as the results of (Pjero & Kёrcini, 2015). H2 hypothesis, which suggests that digital media marketing has a positive effect on brand trust, is also accepted (β= .18; t = 2.589; p < .05) (Tümer, Aghaei, Öney, & Eddine, 2019).…”

The Impact of Digital Marketing vs. Traditional Marketing on Consumer Buying Behavior

“…In the modern world, digital marketing is essential in increasing and expanding sales of products or services as a new marketing type. Through these marketing channels, businesses have been changed using digital channels and technology to realize marketing activities [16]. Due to the efficiency and integration of digital platforms, customers increasingly prefer to make purchases through digital devices instead of going to physical stores [14], as well as being considered as a convenient communication channel by marketers to promote products and services to a target market, through a computer or the Internet [15].…”

“…Due to the efficiency and integration of digital platforms, customers increasingly prefer to make purchases through digital devices instead of going to physical stores [14], as well as being considered as a convenient communication channel by marketers to promote products and services to a target market, through a computer or the Internet [15]. Their products to achieve the target market, digital marketers use digital channels, such as social media, email marketing, online, and mobile marketing [16].…”

Can Traditional Markets Became Online Market

“…Along with traditional media especially television, the internet can play a major role in advertising [21] because to access data globally, it has been provided by various players on the internet [22]. To increase brand trust and purchase intention, digital marketing and online advertising campaigns are more effective than traditional marketing [23] because in communication production, distribution and consumption, internet advertising brings many changes [24]. Major changes have also occurred in the book market due to the emergence of digital technology and the internet [25] and traditional environmental components have been replaced by e-sales due to the development of the internet [26].…”