Multiple correspondence analysis of social media platforms usage of selected airports

Today, social media has become a very actively used platform. Social media platforms have started to be used effectively by airports as they can be updated quickly, reach target audiences easily and have low costs. Facebook, Instagram and Twitter stand out as strong areas in this context. The aim of the study is to analyze the content of sharing data before, during and after Covid-19 on social media platforms of the world's 10 largest airports. The relationship between the category classification of social media shares and the time-dependent changes between them was examined. This work; It aims to reveal how airports use Facebook, Instagram and Twitter shares in terms of establishing relationships with their stakeholders, creating a brand, promoting, providing information, market research and raising awareness, and to offer suggestions for their more efficient and effective use. The posts in the official accounts of the airport operators were examined in five main categories: marketing, providing information, product sales, research and management. In this context, a total of 12,814 Facebook, Instagram and Twitter data belonging to the 10 airports in the world between 2019-2021 were examined. Content analysis was used in the analysis of the data. Evaluation of the data was done with SPSS program multiple correspondence analysis. According to the data obtained, it is seen that each airport focuses on different platforms and focuses on different categories. It has been determined that there was no visible change in the shares of airports during the Covid-19 period, and that the posts showed a slight change from the marketing category to the category of providing information.