A study of marketing communication in terms of civil aviation companies use of social media

Marketing communication includes a two-way communication from producer to consumer and from consumer to producer. Businesses who want to make the most of the interactions of digital communities in online environments must make their marketing communications through social media. The purpose of this study, five major aviation company, Turkish Airlines operating in Turkey AO, Anadolu Jet, Pegasus Airlines domestic and international market share of Onur Air and AtlasGlobal airline, sales revenue, profitability, according to the number of passengers and complaint rates to examine the relationship between social media posts. In the research, the relationship between variables was examined using the relational analysis method. In the study, no significant relationship was found between the domestic market share of airline companies and social media shares. On the other hand, due to the increase in the international market share of Pegasus and Onur Air, social media shares increased. Similarly, a strong and strong relationship was found between sales revenues, number of passengers and number of complaints to airline companies and content sharing on social media. In the study, suggestions were developed in accordance with the results obtained.