Branding and Advertising Strategies in Global Airline Communication: A Mixed-Method Analysis
Diğer, ss.1-10, 2026
- Yayın Türü: Diğer Yayınlar / Diğer
- Basım Tarihi: 2026
- Sayfa Sayıları: ss.1-10
- Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
- Maltepe Üniversitesi Adresli: Evet
Özet
This study explores branding and advertising strategies in the global airline industry, focusing
on how message appeal and digital platform selection influence audience engagement. Drawing
on Integrated Marketing Communication (IMC) and emotional branding theories, the research
employs a mixed-methods design that combines quantitative content analysis and qualitative
sentiment analysis. A total of 160 social media posts and 480 user comments were collected from
Turkish Airlines, Emirates, Ryanair, and Lufthansa between 2020 and 2024 across YouTube,
Instagram, TikTok, and X. The quantitative analysis revealed significant differences in engagement
rates across airlines and platforms, with Turkish Airlines achieving the highest average engagement
(5.6%), followed by Ryanair, Emirates, and Lufthansa. Humorous and storytelling appeals generated
some of the strongest audience responses, particularly on TikTok. The qualitative findings indicated
that emotional resonance and cultural relevance were key drivers of positive sentiment, while
sustainability messages fostered brand trust rather than viral popularity. The study contributes
to the literature by extending IMC and brand equity models to the aviation context, illustrating
how emotional, ethical, and experiential dimensions interact in digital airline communication.
Managerially, it highlights the importance of data-driven personalization, a consistent brand voice,
and responsible storytelling to sustain engagement and trust in the post-pandemic period.
Keywords: Airline Branding; Integrated Marketing Communication (IMC); Emotional
Branding; Digital Engagement; Social Media Marketing