The Effects of Social Media on the Purchasing Behaviour of Airline Customers (Generation Y and Z)

Authors : Emre Karşigil, Fatma Selin Sak

Pages : 690-707

Doi:10.17336/igusbd.1100826

View : 84 | Download : 196

Publication Date : 2023-10-25

Article Type : Research Paper

Abstract :In recent years, the widespread use of the internet and the developments in communication networks have increased the use of social media networks and applications of enterprises operating in the aviation sector. In parallel with this, most airline companies have started to sell their tickets through social media. In fact, social media has become a means of solving the problems of airline customers, platforms where passengers share their experiences, and competitive tools that affect the purchasing criteria of potential customers. In this direction, it is aimed to determine the effects of social media tools on the purchasing behavior of airline customers. In the study, a questionnaire was used as a data collection method. Surveys were collected online from 139 respondents between 12 March -31 March 2022. In the study, it was concluded that there were changes in the ticket purchasing behaviors of the customers before and after the purchase, under the influence of different social media.
Keywords : Sosyal medya, havayolları, yolcu, satın alma davranışı, Y ve Z kuşakları