The impact of social media on brands in the airline industry:The case study of Turkish Airlines

Brands have very crucial roles in consumer's decisions and purchase preferences. Creating unique, favorable and strong brands provide to occur sustainable competitive advantages with alluring economic returns to increase confidence of passengers in the carriers. This thesis elucidates which strategies and methods are used by airlines to make firm their brands over the last two decades, particularly Turkish Airlines. According to conceptual model by Eun-Ju and Park, its very important to control the brand with the right strategy. Brand image is fundamental dymanic for a brand so this thesis will emphasize brand image and integrated dyanamics with it such as such social media, co-branding strategies, brand credibility, advertising, sponsorship and promotion that are strategies to create and develop stronger brand image in airline industry. The questionnaire technique is used in this thesis. Questionnaires are prepared according to the hypotheses of the thesis transferred to consumers to reply. The data obtained were analysed using ANOVA test, and regression analysis. The convenience is tested using SPSS program. The survey consists of 257 passengers that usually travel to different areas of the world by Turkish Airlines. There are some variables such as flight service quality and postflight service quality, passenger contentment, airline brand image, airline brand value, brand awareness, advertisement strategies and social media importance. According to thesis results, social media activities have important impacts on strong brand image.