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The Ways of Customer Engagement In Global Airline Industry Through Social Media by the Example of Turkish Airlines

Student: Eren Oztan

Supervisor: Maria Pinson

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 7

Year of Graduation: 2019

We monitored the global airline industry and compared Turkish Airlines with other global airlines. We noted that Turkish Airlines is smaller than many other companies. On the other hand, when we monitored the social media performances of the global airline companies, we have seen that larger companies are far behind the Turkish Airlines by the number of followers. In our case study, we analyzed the way of customer engagement on social media of Turkish Airlines by posting time, content type and content theme with quantitative methods. In their official YouTube channel, we found that videos about home city are generating more customer engagement than the other cities. On their official Instagram page, we found that posts in the weekends are accumulating more customer engagement than ones in weekdays. On their official Facebook page, we found that videos are generating more customer engagement than images. In our study, we have demonstrated that customer engagement in social media platforms is not relevant with the size of the company in the airline industry and Turkish Airlines has more followers than their larger competitors.

Full text (added May 13, 2019)

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