<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>As the prevalence of social media increases, it is considered as an important promotion outlet for the airline industry. The main motivation behind this paper is to identify the determinants of attitude towards social media advertising in the context of the Turkish airline industry. The model of advertising value lies in the theoretical foundation of this paper. Employing a convenience sampling, a questionnaire was completed by 123 users of social media in Turkey. The Partial Least Squares Structural Equation modeling (PLS-SEM) approach was employed to test the hypothesized relationships. Results revealed that informativeness, entertainment, and credibility are positively associated with advertising value, thus affecting attitude towards social media advertising. On the other hand, irritation has no significant relation with advertising value.</p>
</abstract>

As the prevalence of social media increases, it is considered as an important promotion outlet for the airline industry. The main motivation behind this paper is to identify the determinants of attitude towards social media advertising in the context of the Turkish airline industry. The model of advertising value lies in the theoretical foundation of this paper. Employing a convenience sampling, a questionnaire was completed by 123 users of social media in Turkey. The Partial Least Squares Structural Equation modeling (PLS-SEM) approach was employed to test the hypothesized relationships. Results revealed that informativeness, entertainment, and credibility are positively associated with advertising value, thus affecting attitude towards social media advertising. On the other hand, irritation has no significant relation with advertising value.

Determinants of Consumer Attitudes Towards Social Media Advertising: Evidence from the Turkish Airline Industry

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

As the prevalence of social media increases, it is considered as an important promotion outlet for the airline industry. The main motivation behind this paper...

Determinants of Consumer Attitudes Towards Social Media Advertising: Evidence from the Turkish Airline Industry

Published Online: May 31, 2022

Page range: 5 - 23

DOI: https://doi.org/10.2478/sbe-2022-0001

Keywords
Airline, Social media advertising, Uses and Gratification Theory, Advertising value

© 2022 Bakir Mahmut et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Determinants of Consumer Attitudes Towards Social Media Advertising: Evidence from the Turkish Airline Industry

Published Online: May 31, 2022

Page range: 5 - 23

DOI: https://doi.org/10.2478/sbe-2022-0001

KeywordsAirline, Social media advertising, Uses and Gratification Theory, Advertising value

© 2022 Bakir Mahmut et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Airline, Social media advertising, Uses and Gratification Theory, Advertising value