Mapping of Airline Destinations According to Share Behavior in Social Media Using Multi-Dimensional Scale

Abstract

With digital media becoming an important position in mass communication, information is shared and spread to those who use this media. Twitter in digital media is one of the most popular social media platforms that has come up with the combination of social network sites and blogs, with millions of members and the ability to share and spread information quickly. Sharing of information via electronic word of mouth (e-WOM) is one of the important issues that attract the attention of marketers. In this respect, this behavior of social media users is very important in sharing information by favorite or share of any posts on Twitter, as it is displayed by other users on their friends lists. This study aims to find out the location of each destination according to the share and reasons for reccommendation of users by looking at the destinations that are shared by Turkish Airlines (THY) on its official Twitter account in 2016. The study will reveal how city based destinations are in relation to others and the tendency of Turks to other destinations to be seen in concrete terms. By using multidimensional scaling analysis, the locations of destinations according to favorite and share statistics can be displayed in two dimensional space.