The Effect of Viral Marketing on Consumer Based Brand Equity in Air Transportation: A Research Specific to The Covid-19 Pandemic Process

Murat Çakırkaya

doi:https://doi.org/10.54486/fivezero.2023.32

Murat Çakırkaya, Hulusi Can Altay

Yıl : 2023
Cilt : 3
Sayı : 2
Sayfa : 341-356

DOI : https://doi.org/10.54486/fivezero.2023.32

Effective implementation of viral marketing strategies within the airline industry can lead to a surge in customer acquisition and enhance brand visibility. Consequently, it can elevate the industry's profile and foster greater consumer preference. Furthermore, airlines boasting strong brand equity are more likely to be favored by customers. The study examined whether viral marketing practices had any effect on customers' brand equity perceptions during the Covid-19 period. Considering the sample number determined within the scope of the study, an online survey was conducted on 388 people. In the study, difference tests, correlation analyzes and regression analyzes were performed using the SPSS. As a result of the study, significant and moderate relationships were detected between viral marketing and brand equity and between viral marketing and Covid-19 variables. On the other hand, the relationship between brand equity and Cocid-19 variable is significant and high strength. Additionally, viral marketing practices have a significant impact on brand equity, and viral marketing practices predict brand equity by 27.5%.

Atıf yapmak için : Altay, H. C., & Çakırkaya, M. (2023). The effect of viral marketing on consumer based brand equity in air transportation: A research specific to the Covid-19 pandemic process. Five Zero, 3(2), 341-356. http://doi.org/10.54486/fivezero.2023.32

Açıklama : Yazarların hiçbiri, bu makalede bahsedilen herhangi bir ürün, aygıt veya ilaç ile ilgili maddi çıkar ilişkisine sahip değildir. Araştırma, herhangi bir dış organizasyon tarafından desteklenmedi.Yazarlar çalışmanın birincil verilerine tam erişim izni vermek ve derginin talep ettiği takdirde verileri incelemesine izin vermeyi kabul etmektedirler. None of the authors, any product mentioned in this article, does not have a material interest in the device or drug. Research, not supported by any external organization. grant full access to the primary data and, if requested by the magazine they agree to allow the examination of data.

The Effect of Viral Marketing on Consumer Based Brand Equity in Air Transportation: A Research Specific to The Covid-19 Pandemic Process, Araştırma Makalesi,
2023, Vol. 3 (2)

Geliş Tarihi : 30.10.2023, Kabul Tarihi : 25.12.2023 , Yayın Tarihi : 31.12.2023