Bahri Baran Kocak, Ozlem Atalik, Cem Burak Kocak

COMPARISON OF AIRLINE DESTINATIONS IN TERMS OF ONLINE CONSUMER BEHAVIORS USING MULTI DIMENSIONAL SCALE ANALYSIS

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 sharing, retweeting or liking of any posts on Twitter, as it is displayed by other users on their friends list. This study aims to find out the location of each destination according to the share, retweet, likes and reasons for reccommendation of users by looking at the destinations that are shared by Turkish Airlines (THY) on Twitter in 2016. The study will reveal how our country is in relation to other destinations and the tendency of Turks to other destinations to be seen in concrete terms. By using multidimensional scaling analysis, the locations of Turkey and other destinations can be displayed and evaluated in two dimensional space.

Keywords:

Social media, E-Wom, Twitter, share retweet, favorite, online consumer behavior,

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