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Determinants Of Consumer Attitudes Towards Social Media Advertising: Evidence From The Turkish Airline Industry

Author

Listed:
  • BAKIR Mahmut

    (Samsun University, Turkey)

  • KORKMAZ Huseyin

    (Istanbul University, Turkey)

  • SAK Fatma Selin

    (Necmettin Erbakan University, Turkey)

  • ATALIK Ozlem

    (Eskişehir Technical University, Turkey)

Abstract

As the prevalence of social media increases, it is considered as an important promotion outlet for the airline industry. The main motivation behind this paper is to identify the determinants of attitude towards social media advertising in the context of the Turkish airline industry. The model of advertising value lies in the theoretical foundation of this paper. Employing a convenience sampling, a questionnaire was completed by 123 users of social media in Turkey. The Partial Least Squares Structural Equation modeling (PLS-SEM) approach was employed to test the hypothesized relationships. Results revealed that informativeness, entertainment, and credibility are positively associated with advertising value, thus affecting attitude towards social media advertising. On the other hand, irritation has no significant relation with advertising value.

Suggested Citation

  • BAKIR Mahmut & KORKMAZ Huseyin & SAK Fatma Selin & ATALIK Ozlem, 2022. "Determinants Of Consumer Attitudes Towards Social Media Advertising: Evidence From The Turkish Airline Industry," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 17(1), pages 5-23, April.
    • Handle: RePEc:blg:journl:v:17:y:2022:i:1:p:5-23
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    File URL: http://magazines.ulbsibiu.ro/eccsf/RePEc/blg/journl/17101bakir.pdf
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    References listed on IDEAS

    as
    1. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    2. Lee, C.K.M. & Ng, K.K.H. & Chan, Hing Kai & Choy, K.L. & Tai, W.C. & Choi, L.S., 2018. "A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong," Journal of Air Transport Management, Elsevier, vol. 73(C), pages 46-57.
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