Evaluating Key Criteria for Social Media Advertising and Promotion Platform Selection in Turkish Aviation: A FUCOM-Based Approach

Authors : Şahap Akan

Pages : 1201-1220

Doi:10.25229/beta.1685399

View : 61 | Download : 186

Publication Date : 2025-10-29

Article Type : Research Paper

Abstract :This study aimed to determine which criteria airlines should prioritize when selecting social media platforms for advertising and promotional activities. To support brand awareness through such efforts, the Full Consistency Method (FUCOM) was used to assign weights to the selection criteria. Seven criteria, identified through an extensive literature review, were evaluated and weighted by domain experts. The results showed that the presentation of easy-to-understand information was the highest priority. This was followed by the criteria of quick and accurate information dissemination and user engagement. Together, these three criteria accounted for 55% of the total weight, highlighting their critical influence in the platform selection process. The study provides valuable theoretical and managerial insights that can inform both academic research and practical decision-making in the airline industry.
Keywords : Havayolu, Sosyal Medya, Reklamcılık, Marka Farkındalığı, FUCOM

ORIGINAL ARTICLE URL