TÜRKİYE’DEKİ HAVA YOLU ŞİRKETLERİNİN SOSYAL MEDYADA PAZARLAMA AMAÇLI HALKLA İLİŞKİLER (MPR) UYGULAMALARI ÜZERİNE BİR İNCELEME

Abstract

The purpose of this study is to examine the official Facebook pages with the largest numbers of followers of the first five biggest airline companies having the largest capacities of passengers in Turkey and to determine the MPR applications in the utilizations of Facebook by those companies. For that purpose, 207 Facebook shares of the five airline companies within the period of 1st June-31st August in 2019 are scanned by retrogressive method and they are assessed with the content analysis. The code forms developed within the context of the content analysis are adapted to the shares of the airline companies by taking into account the identified six categories of the MPR applications. The MPR applications are categorized under four titles which are publicity/announcement, corporate news, sales/support and other through the code forms and they are matched with the findings of the content analysis obtained from the Facebook shares. Thus, the Facebook shares of the five airline companies with purpose of MPR applications are fixed. As a result, it is seen that the contents included under the category of 'other' are in the first place within the shares of the airline companies aiming to create interaction among their followers. (English) [ABSTRACT FROM AUTHOR]