A research on digital marketing applications and social media management at airports: the case of İstanbul Airport

Abstract

Today, social networks are the most common means of communication, not only in interpersonal communication, but also in the communication of businesses, especially as a means for them to communicate with customers. Operating in these networks provides aviation businesses an opportunity to approach potential customers. Social
networks are an ideal medium for viral marketing. Social networks such as Facebook, Twitter and Google+ allow the viral to spread and settle in line with the spread of the viral message in the social network and the sharing of internet users with their internal connections. In this study; It is aimed to make a due diligence on the role of the use of social media in digital marketing activities at airports. In the aforementioned social media environment, digital marketing opportunities for airports, tools used in social media in this field, new technologies and best practice examples are examined. In addition, the example of the use of social media and digital technology at Istanbul Airport is emphasized. In line with the role of social media in digital marketing at airports, studies in the literature were examined and a theoretical situation was tried to be determined.