Fly “With us”! Impact of Consumer-Brand Relationship on Consumer Engagement: An Empirical Investigation on Turkish Airline Instagram Pages

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dc.contributor.authorKoçak, Bahri Baran
dc.date.accessioned2024-04-24T19:13:08Z
dc.date.available2024-04-24T19:13:08Z
dc.date.issued2021
dc.departmentDicle Üniversitesien_US
dc.description.abstractLeading consumers to engage with brand posts in social media has become one of essential branding strategies for airline industry. Linguistic characteristics of a social media message can also play an important role to increase consumer engagement (CE) level. This study investigates the effects of the uses of pronouns and “we” as a consumer-brand (cb) relationship on CE with Turkish airline Instagram posts considering Social Presence Theory. Multiple Linear Regression (MLR) analysis using least squares model are conducted to analyze 817 Instagram data. The findings indicate that the use of first-person singular, first-person plural, third-person singular, and second-person pronouns in Instagram posts increase CE. Also, the use of “we-biz” as c-b relationship affect both liking and commenting behavior of consumers.en_US
dc.identifier.endpage282en_US
dc.identifier.issn1309-6362
dc.identifier.issn2667-8349
dc.identifier.issue2en_US
dc.identifier.startpage253en_US
dc.identifier.trdizinid519571
dc.identifier.urihttps://search.trdizin.gov.tr/yayin/detay/519571
dc.identifier.urihttps://hdl.handle.net/11468/28394
dc.identifier.volume13en_US
dc.indekslendigikaynakTR-Dizin
dc.language.isoenen_US
dc.relation.ispartofTüketici ve Tüketim Araştırmaları Dergisi
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.titleFly “With us”! Impact of Consumer-Brand Relationship on Consumer Engagement: An Empirical Investigation on Turkish Airline Instagram Pagesen_US
dc.titleFly “With us”! Impact of Consumer-Brand Relationship on Consumer Engagement: An Empirical Investigation on Turkish Airline Instagram Pages
dc.typeArticleen_US

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