The Moderating Roles of Brand Popularity and Brand Leadership on The Effect of Persuasive Messages Shared by Turkish Airlines on Social Media on Brand Preference and Consumers’ Behavioral Intention

Parisa Alizade; Mehmet Emin Begtimur

Makale detayları

The Moderating Roles of Brand Popularity and Brand Leadership on The Effect of Persuasive Messages Shared by Turkish Airlines on Social Media on Brand Preference and Consumers’ Behavioral Intention

Yazarlar:

Parisa Alizade | Mehmet Emin Begtimur

Yayıncı:

Igdir University

Ana Başlıklar:

Sosyal Medya Çalışmaları

Dergi:

Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 38, pp.65-82

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339169

pISSN:

2147-5717

Anahtar kelimeler:

Özet:

 The aim of the study is to reveal moderating roles of brand popularity and brand leadership on the effect of persuasive messages shared by Turkish Airlines on social media on consumers behavioral intention and brand preference. For this purpose, after conducting extensive literature research in order to examine the effect of persuasive messages shared by Turkish Airlines on social media on brand preference and the effect of brand preference on consumers behavioral intentions, hypotheses suitable for the purpose of the research were developed and a research model was designed. The developed hypotheses were tested with surveys on 453 participants who live in Turkey and consume Turkish Airlines social media content. Regression analysis and correlation analysis were performed to test the hypotheses. SPSS24 program was used to analyze the data. The results obtained from the research revealed the effect of persuasive messages shared by Turkish Airlines on social media on consumers brand preference and the effect of brand preference on consumers. In addition, it has been determined that brand popularity and brand leadership have a moderating roles on the effect of persuasive messages shared by Turkish Airlines on social media on brand preference and the effect of brand preference on consumers behavioral intentions.

 The aim of the study is to reveal moderating roles of brand popularity and brand leadership on the effect of persuasive messages shared by Turkish Airlines on social media on consumers behavioral intention and brand preference. For this purpose, after conducting extensive literature research in order to examine the effect of persuasive messages shared by Turkish Airlines on social media on brand preference and the effect of brand preference on consumers behavioral intentions, hypotheses suitable for the purpose of the research were developed and a research model was designed. The developed hypotheses were tested with surveys on 453 participants who live in Turkey and consume Turkish Airlines social media content. Regression analysis and correlation analysis were performed to test the hypotheses. SPSS24 program was used to analyze the data. The results obtained from the research revealed the effect of persuasive messages shared by Turkish Airlines on social media on consumers brand preference and the effect of brand preference on consumers. In addition, it has been determined that brand popularity and brand leadership have a moderating roles on the effect of persuasive messages shared by Turkish Airlines on social media on brand preference and the effect of brand preference on consumers behavioral intentions.

 The aim of the study is to reveal moderating roles of brand popularity and brand leadership on the effect of persuasive messages shared by Turkish Airlines on social media on consumers behavioral intention and brand preference. For this purpose, after conducting extensive literature research in order to examine the effect of persuasive messages shared by Turkish Airlines on social media on brand preference and the effect of brand preference on consumers behavioral intentions, hypotheses suitable for the purpose of the research were developed and a research model was designed. The developed hypotheses were tested with surveys on 453 participants who live in Turkey and consume Turkish Airlines social media content. Regression analysis and correlation analysis were performed to test the hypotheses. SPSS24 program was used to analyze the data. The results obtained from the research revealed the effect of persuasive messages shared by Turkish Airlines on social media on consumers brand preference and the effect of brand preference on consumers. In addition, it has been determined that brand popularity and brand leadership have a moderating roles on the effect of persuasive messages shared by Turkish Airlines on social media on brand preference and the effect of brand preference on consumers behavioral intentions.

 Çalışmanın amacı, Türk Hava Yollarının sosyal medyada paylaştığı ikna edici mesajların tüketicilerin davranışsal niyeti ve marka tercihi üzerindeki etkisinde marka popülerliğinin ve marka liderliğinin düzenleyici rolünü ortaya koymaktır. Bu amaçla Türk Hava Yollarının sosyal medyada paylaştığı ikna edici mesajların marka tercihi üzerindeki etkisini ve marka tercihinin tüketicilerin davranışsal niyeti üzerindeki etkisini incelemek amacıyla geniş çaplı literatür araştırması yapıldıktan sonra araştırmanın amacına uygun hipotezler geliştirilmiş ve araştırma modeli tasarlanmıştır. Geliştirilen hipotezler Türkiyede yaşamakta olan ve Türk Hava Yollarının sosyal medya içeriklerini tüketen katılımcılar arasından 453 kişi üzerinde uygulanan anketlerle test edilmiştir. Hipotezleri test etmek için regresyon analizi ve korelasyon analizi yapılmıştır. Verilerin analizinde SPSS24 programı ve kullanılmıştır. Araştırmadan elde edilen sonuçlar Türk Hava Yollarının sosyal medyada paylaştığı ikna edici mesajların tüketicilerin marka tercihi üzerindeki etkisini ve marka tercihinin tüketicilerin davranışsal niyeti üzerindeki etkisini ortaya koymuştur. Ayrıca, Türk Hava Yollarının sosyal medyada paylaştığı ikna edici mesajların marka tercihi üzerindeki etkisinde ve marka tercihinin tüketicilerin davranışsal niyeti üzerindeki etkisinde marka popülerliğinin ve marka liderliğinin düzenleyici role sahip olduğu saptanmıştır.

Makale detayları

The Moderating Roles of Brand Popularity and Brand Leadership on The Effect of Persuasive Messages Shared by Turkish Airlines on Social Media on Brand Preference and Consumers’ Behavioral Intention

Yazarlar:

Parisa Alizade | Mehmet Emin Begtimur

Yayıncı:

Igdir University

Ana Başlıklar:

Sosyal Medya Çalışmaları

Dergi:

Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 38, pp.65-82

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339169

pISSN:

2147-5717

Social Media

Persuasive Messages

Brand Preference

Brand Popularity

Brand LeadershipSosyal Medya

İkna Edici Mesajlar

Marka Tercihi

Marka Popülerliği

Marka Liderliği

Sayı

Makale detayları

Yazarlar: Parisa Alizade | Mehmet Emin Begtimur

Yayıncı: Igdir University

Ana Başlıklar: Sosyal Medya Çalışmaları

Dergi: Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 38, pp.65-82

Belge Tipi: Makale

Yayın Tarihi: 1/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001339169

pISSN: 2147-5717

Sayı

Yazarlar:

Parisa Alizade | Mehmet Emin Begtimur

Yayıncı:

Igdir University

Ana Başlıklar:

Sosyal Medya Çalışmaları

Dergi:

Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 38, pp.65-82

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339169

pISSN:

2147-5717