Building brand loyalty through digital marketing: Insights from young airline travelers

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dc.authorid0000-0003-0102-4218
dc.authorid0000-0002-0068-0048
dc.contributor.authorAli, Fatima
dc.contributor.authorHacıoğlu, Ümit
dc.contributor.authorZehir, Melike
dc.contributor.otherYönetim Bilimleri Fakültesi, İşletme Bölümü
dc.date.accessioned2025-03-26T10:22:14Z
dc.date.available2025-03-26T10:22:14Z
dc.date.issued2025
dc.departmentİHÜ, Lisansüstü Eğitim Enstitüsü, Hava Taşımacılığı Yönetimi Ana Bilim Dalı
dc.departmentİHÜ, Yönetim Bilimleri Fakültesi, İşletme Bölümü
dc.description.abstractThis study explores the influence of digital marketing strategies on brand loyalty among young airline passengers, specifically targeting Millennials and Gen Z individuals aged 18-35 years old. With the increasing reliance on digital channels such as social media, email marketing, and search engine marketing, it is crucial to understand how these strategies impact the customer-brand relationship, brand trust, and ultimately, brand loyalty. The research employs a quantitative approach, gathering data from 230 participants who are frequent users of digital platforms and have recent travel experiences with airlines. The findings reveal that social media marketing has the most significant impact on the customer-brand relationship, followed by email and search engine marketing. Additionally, the study confirms that brand trust acts as a critical mediator between digital marketing activities and brand loyalty. These results highlight the importance of tailored digital marketing strategies for airlines aiming to engage and retain young passengers in a highly competitive industry.
dc.identifier.citationAli, F., Hacıoğlu, Ü. & Zehir, M. (2025). Building brand loyalty through digital marketing: Insights from young airline travelers. Bussecon Review of Social Sciences, 7(1), 22-31. https://doi.org/10.36096/brss.v7i1.799
dc.identifier.doi10.36096/brss.v7i1.799
dc.identifier.endpage31
dc.identifier.issn2687-2285
dc.identifier.issue1
dc.identifier.startpage22
dc.identifier.urihttps://doi.org/10.36096/brss.v7i1.799
dc.identifier.urihttps://hdl.handle.net/20.500.12154/3288
dc.identifier.volume7
dc.institutionauthorAli, Fatima
dc.institutionauthorHacıoğlu, Ümit
dc.institutionauthorZehir, Melike
dc.institutionauthorid0000-0003-0102-4218
dc.institutionauthorid0000-0002-0068-0048
dc.language.isoen
dc.publisherBusssecon International Academy
dc.relation.ispartofBussecon Review of Social Sciences
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Öğrenci
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.relation.publicationcategoryÖğrenci
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectDigital Marketing
dc.subjectSocial Media Marketing
dc.subjectE-Mail Marketing
dc.subjectSearch Engine Marketing
dc.subjectBrand Loyalty
dc.subjectYoung Passengers
dc.titleBuilding brand loyalty through digital marketing: Insights from young airline travelers
dc.typeArticle
dspace.entity.typePublication
relation.isAuthorOfPublicationd5642aa4-347e-4bbe-bcd5-6b4b19a4c49f
relation.isAuthorOfPublication99c90e33-d5ac-4bab-a8d2-e0135b534c39
relation.isAuthorOfPublication.latestForDiscoveryd5642aa4-347e-4bbe-bcd5-6b4b19a4c49f
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