The impact of traditional and social media marketing on customers’ brand trust and purchase intentions in the Turkish airline market

  • Mustafa Tümer Eastern Mediterranean University
  • Iman Aghaei Eastern Mediterranean University https://orcid.org/0000-0003-0094-5146
  • Emrah Öney Eastern Mediterranean University
  • Yahya Nasser Eddine Eastern Mediterranean University
Keywords: traditional marketing, social media marketing, brand trust, purchase intention, structural equation modeling (SEM), Turkish airline market

Abstract

The purpose of this study is to investigate the effect of customers' attitudes towards traditional and social media marketing on brand trust and purchase intention. Reviewing the extant literature unveiled that the subject of traditional versus social media marketing in the airline market is not sufficiently studied. Thus, we studied the mentioned subject in Turkey because the aviation sector has shown noteworthy improvements due to a significant increasing volume of e-commerce, not only on the passenger side but also on the cargo side as well. On the other hand, thanks to the passenger demand growth since starting the recent century, the Turkish airline industry leads a giant contribution to the enlargement of the global economy due to the increasing number of connections and falling air transport costs. Data was gathered in Istanbul airports from 341 passengers of the airlines of Turkey to compare the impact of traditional and social media marketing on brand trust and purchase intention of customers and analyzed by using structural equation modeling. The findings reveal that in recent years digital marketing and online advertising campaigns has been more effective than traditional marketing for augmenting brand trust and purchase intention of the passengers.

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Published
2019-12-14
How to Cite
Tümer, M., Aghaei, I., Öney, E., & Nasser Eddine, Y. (2019). The impact of traditional and social media marketing on customers’ brand trust and purchase intentions in the Turkish airline market . Journal of Research in Emerging Markets, 1(4), 55-68. https://doi.org/10.30585/jrems.v1i4.344