EVALUATION OF THE IMPACT OF SOCIAL MEDIA APPLICATIONS ON THE BRANDING EFFORTS OF TRAVEL AGENCIES: SAMPLE OF SAKARYA
SOSYAL MEDYA UYGULAMALARININ SEYAHAT ACENTELERİNİN MARKALAŞMA ÇABALARINA ETKİLERİNİN DEĞERLENDİRİLMESİ: SAKARYA ÖRNEĞİ

Author : Lütfi Mustafa ŞEN -- Zeynep ELMAS BENLİ
Number of pages : 98-110

Abstract

The power of social media today is an every business is aware of this power and is shifting its activities towards. Social media has an important impact on the brand today, but the same questions are not yet answered for travel agencies. This research, the effects of travel agencies on the branding process of social media usage is investigated. In the research section, the effects of social media on the branding process have been investigated. Data were collected using interview method and analyzed in SPSS 18.0 program. As a result of the analyses, the use of social media in travel agencies has a positive effect on the branding process. However, the gender of the participants, marital status, travel agencies, holiday purchases and social media did not result in a statistically significant difference in the views of the participants, while the number of the average annual vacations gave a meaningful outcome.

Keywords

Social Media, Travel Agencies, Brand, Consumer Behavior

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