To sum up, the social media performance of Turkish Airlines is very successful compared to other global airlines. Needless to say, larger companies have better opportunities to allocate higher budgets for marketing purposes. However, Turkish Airlines has more followers than their larger competitors.

3.2 Recommendations for the Global Airline Companies

We would like to make some recommendations about the global airline industry and Turkish Airlines. We recommend other airline companies to monitor the way of customer engagement actions and strategies of Turkish Airlines carefully. Despite they are not the largest or strongest airline to allocate higher funds for social media, they managed to acquire higher number of followers than their larger competitors in the most popular social media platforms.

In accordance with our findings, we recommend Turkish Airlines and other global airlines to post videos rather than images, post in weekends rather than weekdays and post about home city rather than other cities to increase the level of customer engagement on their social media pages. On the other hand, we understand that they have higher objectives on social media for their company strategy than only increasing customer engagement level. For example, promoting their new destinations and attracting more passengers to their new paths will provide more direct benefits for the company. Similarly, posting images or posting in the weekdays will enable the company to reach different specific group of customers such as people working on weekends or using their phones in silent mode. Posting actions are designed to reach as many users as possible, however, touching constantly the same people is not a desirable issue for marketing purposes. Touching different segments, customers with different social media using habits and customers from different time zones will enlarge the total number of advertised-customer.

In the second chapter, we indicated that airlines geographically nearby are performing similar tendencies on social media platforms. Airline companies from Europe are more specialized on Facebook while weaker on YouTube and Instagram. By the number of followers; KLM, Air France, Ryanair, Lufthansa, British Airways, EasyJet have lower rankings on Instagram and YouTube than they have on Facebook. Therefore, we recommend airlines from Europe not to focus only on Facebook and develop strategies to increase their level of interactions on Instagram and YouTube. Although Facebook is the oldest and largest social media platform, Instagram is more popular among younger generations. Ignoring rising social media platforms will cause the companies to fall far more behind their competitors in the future.

Airline companies from United States have the largest number of passengers, brand value, revenue and fleet size, therefore, they were supposed to be leader in the social media with their advantages. Although, top three companies are from United States in the all mentioned categories, there is not any company from the United States at the top ten list by the number of followers on social media except Southwest Airlines. Only Southwest Airlines have some presence on YouTube. Other than that, airline companies from United States are behind their competitors from Europe and Gulf countries. Therefore, we recommend airline companies from United States to develop strategies and promote their social media pages. Their advantages in terms of the highest number of passengers is a great potential for acquiring higher number of followers and better interactivity levels on social media.

We were not expecting to see such weak performance on social media from the airline companies from the far east countries. Eastern China ranked at the bottom of our list by the number of followers on YouTube, Facebook and Instagram. China Southern Airlines ranked 6^th by the number of followers on Facebook. On YouTube and Instagram China Southern Airlines is second airline company from the end of the list. All Nippon Airlines from Japan also ranked third from the end on Instagram after the two companies from China. The censorship of Facebook, Instagram and YouTube in China can be an excuse for those airline companies, however, considering as a player in global airline industry, they should handle their disadvantage on social media to reach their global targets. Therefore, we recommend those airline companies to develop better strategies and promote their social media pages. Since China is the world's most populous country, airline companies should use this advantage for acquiring higher number of followers and better interactivity levels on social media.

Turkish Airlines, Emirates and Qatar Airways are successfully attracted millions of users with their social media strategies and left far behind the other global airline companies. Their corporate attention on social media is visible not only in one platform but all on Instagram, YouTube and Facebook. This point also confirms that their success is not a coincidence.

Company rankings of the largest airlines on social media by the number of followers are different then the rankings of the largest airlines by the number of passengers, revenue and fleet size. That is an important point indicating that customer engagement on social media is not only relying on the size of the company. Companies with smaller size have chance to get better rankings and results with the correct strategies of customer engagement on social media. Companies with smaller budgets can manage to be successful on social media and go beyond their competitors on social media.

3.3 Recommendations for the Future Research

We also would like to make some recommendations for the future studies. Firstly, there are plenty of studies about customer engagement especially after the emphasis of MSI's Research Priorities. However, there are only few studies about customer engagement on social media platforms. Needless to say that, online customer engagement is a wide field and customer engagement on social media is a very specific area under this umbrella. Furthermore, each social media platform has its own peculiarities and the way of customer engagement has particular properties. Therefore, there is a need for research to compare and contrast customer engagement in different social media platforms.

Airline industry is an important component of the global economy and companies in this industry are allocating significant budget for customer engagement on social media, nevertheless, there is a lack of literature about the customer engagement on social media by the airline companies. We believe more researchers in this field needs to be supported owing to the significance of the topic in business life.

In our study, we ranked the largest airlines on social media by the number of followers. The number of followers is an important indicator about the level of customer engagement and it is simple enough for the limits of our research. However, more comprehensive methodology can be used in the future studies. Similarly, we measured the level of interaction to compare the results of posting actions on customer engagement. Including traffic, excluding inorganic interactions, grouping the comments would give more accurate results.

We tested the posting actions and content theme of Turkish Airlines from internet sources open to public. We tested posting time by the days of the week. But researchers who are able to access closed data can test posting time by the hours of the day. In addition, the influence of posting type and content theme on customer engagement can be measured for longer time periods for more accurate results.

Limitations:

First of all, the current master thesis is based on a narrow sample of cases - only Turkish Airlines analyzed - and a narrow sample of the posts that were scrutinized, hence the received results might not be absolutely appropriate to a bigger number of other companies. To better validate the current analysis it might be useful to conduct a quantitative research, such as a survey to understand which factors the actual followers of airline companies consider the most important.

Secondly, we included three major social media platform rather than focusing on a specific one to perceive a broad idea about social media. Therefore, we tested each hypothesis in a different social media platform. However, conducting our tests in all social media platforms and observing longer periods of times will provide more sound results which is beyond the volume limits of our current thesis.

In chapter 2 we ranked global airline companies by only followers and measured customer engagement by acknowledgment and association engagement on social media owing to the facts that we are not allowed to collect data to make deeper analyses. Measuring amplification or action engagement will provide more reliable and comprehensive results while it is above the extend of our thesis.

On social media, companies are often making paid advertisements or sponsored posts. They also use bot accounts or buy inorganic likes, followers and comments to increase their popularity. In our analysis, we were not able to separate organic and inorganic contents, therefore, we accepted all of them as organic.

Finally, in our study comparing the numbers we calculated for one hypothesis with another does not make sense because each hypothesis is tested in different social media platform. And each platform has its own peculiarities and customer engagement formulas.

Conclusion

In our master thesis, firstly customer engagement has been researched by analyzing the concept and various definitions of the term. Following this, theories on the customer engagement practices of the airline industry and other interrelated topics were discussed. Subsequently, the focus shifted towards the social media practices of customer engagement in global airline companies, categories, classifications, comparison methods and measurement technics of previous studies on the topic have also been reviewed.

On the basis of the data collected from scientific articles, the presence of airline companies on mediums such as YouTube, Facebook and Instagram were observed more frequently and comparisons were made about their customer engagement levels on social media pages. We made an overview about the global airline industry and noted the largest ten airlines by passengers, revenue, brand value, fleet size and countries served. We observed that Turkish Airlines falls behind its competitors in all except one category. Consequently, we monitored the performance of airline companies on social media and established that Turkish Airlines is among the largest three airlines in terms of the number of followers. We examined the top three airlines on social media and monitored their interaction numbers and ways of customer engagement. Consequently, we made a case study about the methods of customer engagement used by Turkish Airlines.

We built our case study on existing literature and measurement technics of previous studies. The theoretical foundation from the first chapter allowed us to formulate hypotheses regarding the ways of customer engagement of global airline companies, which were tested in the second chapter of our thesis. As a result of the conducted analysis, one hypothesis was confirmed while two hypotheses were rejected:

In our first hypothesis, we proposed that, on YouTube channel of Turkish Airlines, contents related to the home city generates more customer engagement than contents about other cities. This hypothesis is confirmed on the grounds that the average interaction level of a video about home city (0,14) is higher than the average interaction level of a video about other cities (0,09).

In our second hypothesis, we proposed that, on Instagram page of Turkish Airlines, posts on weekdays accumulate more customer engagement than weekends. This hypothesis is rejected because the average interaction level of a post in weekend (2,22) is higher than the average interaction level of a post in weekdays (1,70).

In the third hypothesis, we proposed that, on the Facebook page of Turkish Airlines, posts in images accumulate higher level of customer engagement than posts in video format. This hypothesis is also rejected because the average interaction level of a post in image format (0,01) is less than the average interaction level of a post in video format (0,03).

Above mentioned hypotheses are proposed in different social media platforms to cover a general idea of social media and we analyzed the way of customer engagement of Turkish Airlines by criteria such as posting time, content type and content theme. Regarding the content theme, we concluded that videos about Istanbul generates more customer engagement than the others on YouTube. In terms of the posting time, posts in the weekends accumulate more customer engagement than ones in working days on Instagram. Regarding the content type, videos are generating more customer engagement than images on Facebook.

The outcomes of the second chapter of the current master's thesis then led us towards the instruments that drove a high level of consumer engagement with Turkish Airlines on their social media pages. These factors include posting during weekends rather than weekdays, posting videos rather than images and posting contents about Istanbul rather than other cities. That way Turkish Airlines can increase the level of customer engagement in the analyzed platforms, however, there might be higher objectives to make reverse actions for their marketing strategy.

Naturally, every research paper has its limitations and in our case the research is limited to the case of Turkish Airlines and a short period of time, theme and content types are analyzed. However, it can still be used as a starting ground for conducting further analyses, which is especially crucial for revealing more information on the interesting phenomenon of customer engagement.

In this study, authors have succeeded in achieving the main objectives of the paper. By the means of this study, we have demonstrated that customer engagement, particularly on social media platforms, is not relevant with the size of the company in the airline industry. We also observed that airline companies from the same or neighbor countries have a similar ranking in social media by the number of followers and recommended companies to set their strategies with global perspective. We also achieved an in-depth cognizance and insights on how to attract more customers, and which sort of posts on social media should be preferred in doing so.

Findings of this study have real life implications and therefore can be implemented in the global airline industry for professionals in the marketing departments on YouTube, Facebook and Instagram as a valuable instrument.

References

1. Akamavi R.K., Mohamed E., Pellmann K., Xu Y. (2015) Key determinants of passenger loyalty in the low-cost airline business. Sam Murugesan, Understanding Web 2.0, IT professional journal 9(4). 2007. 34-41p.

2. Arthur, C. (2006) What is the 1% rule? In the Guardian. Guardian News and Media, UK.

3. Bagozzi, R. P., & Dholakia, U. M. (2002) Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21.

4. Berthon P.R., Pitt L.F., McCarthy I., Kates S.M. (2007) When customers get clever: Managerial approaches to dealing with creative consumers. Business horizons volume 50, 39-47p.

5. Bilotkacha, V. and Hьschelrath, (2019) K., Balancing competition and cooperation: Evidence from transatlantic airline markets, Transportation Research Part A: Policy and Practice Volume 120, February 2019, Pages 1-16, https://doi.org/10.1016/j.tra.2018.12.008

6. Brodie, R. J., & Hollebeek, L. D. (2011) Advancing and consolidating knowledge about customer engagement. Journal of Service Research, 14(3), 283-284.

7. Brodie, R. J., Illic, A., Juric, B., & Hollebeek, L. (2013) Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66, 105-114.

8. Bruneau V., Swaen V., Zidda P. (2018) Are loyalty program members really engaged? Measuring customer engagement with loyalty programs, Journal of Business Research, Volume 91, Pages 144-158,

9. C. Laming, K. Mason, (2014) Customer experience -- An analysis of the concept and its performance in airline brands, Research in Transportation Business & Management 10 (2014) 15-25

10. Lee C.K.M., Ng, K.K.H., Hing Kai Chan, K.L., Choy, W.C., Tai, L.S. Choi, (2018) A multi-group analysis of social media engagement and loyalty constructs between full-service and low-cost carriers in Hong Kong. Journal of Air Transport Management, Volume 73, Pages 46-57.

11. Carnein M., Assenmacher D., Trautmann H., (2017) An Empirical Comparison of Stream Clustering Algorithms. The Computing Frontiers Conference. DOI: 10.1145/3075564.3078887

12. Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861.

13. Dirsehan T., Kurtulus S., (2018) Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry. Journal of Air Transport Management 67 (2018) 85-93

14. Fortin, D.R., Dholakia, R.R. (2005) Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of Business Research, 58(3):387-396.

15. Gambetti, R., & Graffigna, G. (2010). The concept of engagement: A systematic analysis of the ongoing marketing debate. International Journal of Market Research, 52(6), 801-826.

16. Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content. Information Systems Research, 24(1), 88e107.

17. Gomez, B. G., Arranz, A. G., & Cillan, J. G. (2006). The role of loyalty programs in behavioural and affective loyalty. Journal of Consumer Marketing, 23(7),387e396.

18. Granc?ay, M., (2014) Airline Facebook Pages - a Content Analysis. European Transport Research Review 6, 213-223. https://doi.org/10.1007/s12544-013-0126-9.

19. Gupta S., Pansari A., Kumar V. (2018) Global Customer Engagement. Journal of International Marketing: March 2018, Vol. 26, No. 1, pp. 4-29. https://doi.org/10.1509/jim.17.0091

20. Hapsari R., Clemes M.D., Dean D., (2017) The Impact of Service Quality, Customer Engagement and Selected Marketing Constructs on Airline Passenger Loyalty. International Journal of Quality and Service Sciences, Vol. 9 Issue: 1, pp.21-40,

21. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., Gremler, D.D. (2004) Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, Volume 18, Issue 1, Pages 38-52, ISSN 1094-9968, https://doi.org/10.1002/dir.10073.

22. Hollebeek, L. D. (2011) Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555-573.

23. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014) Consumer brand engagement on social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.

24. Hvass K.A., Munar A.M. (2012) The Take Off of Social Media in Tourism. Journal of Vacation Marketing 18(2) 93-103

25. Jana Lay-Hwa Bowden (2009) The Process of Customer Engagement: A Conceptual Framework, Journal of Marketing Theory and Practice, 17:1, 63-74, DOI: 10.2753/MTP1069-6679170105

26. Javornik, A., & Mandelli, A. (2013) Research categories in studying customer engagement. Paper presented at the Academy of Marketing (AM) Conference, Cardiff.

27. Kaplan A. M., Haenlein, M. (2010) Users of the world, unite! The challenges and opportunities of Social Media, Business horizons. Volumen 53. Enerofebrero 2010. 59-68p.

28. Khraim H., Al-Jabaly S., The Effect of Perceived Value and Customer Satisfaction on Perceived Price Fairness of Airline Travelers in Jordan, Universal Journal of Management Vol. 2(5), pp. 186 - 196
DOI: 10.13189/ujm.2014.020502

29. Kozinets, R. V. (1999). E-tribalized marketing?: The strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264.

30. Kravchenko M. (2017) The enhancement of customer engagement with global coffeehouses` brands through social media marketing: in the context of Starbucks`s practices in US and Russia. Unpublished master's thesis, Higher School of Economics, National Research University, Moscow.

31. Kuznetsova I. (2018) Factors Driving Customer Engagement with the Global Beauty Brands via Social Media Marketing. Unpublished master's thesis, Higher School of Economics, National Research University, Moscow.

32. Leung, R. (2013). Attracting user social media engagement: A study of three budget airlines Facebook pages. Information and communication technologies in tourism 2013: proceedings of the international conference in Innsbruck, Austria, January 22 - 25, 2013.

33. Liau, B.Y., Tan, P.P., 2014. Gaining customer knowledge in low cost airlines through textmining. Ind. Manag. Data Syst. 114 (9), 1344-1359. https://doi.org/10.1108/IMDS07-2014-0225.

34. Shafiee, M.M., Sanayei, A., Shahin, A., Dolatabadi, H. R. (2014) The role of brand image in forming airlines passengers' purchase intention: Study of Iran aviation industry, International Journal of Services and Operations Management, vol. 19, no. 3, pp. 360-37, 2014.

35. Saravanakumar M., SuganthaLakshmi T. (2012), Social Media Marketing, Life Science Journal 2012;9(4)

36. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.

37. Mariani, M. M., Mura, M., Felice, M. D., (2018) The Determinants Of Facebook Social Engagement for National Tourism Organizations' Facebook Pages: A Quantitative Approach. Journal of Destination Marketing & Management, Volume 8, Pages 312-325.

38. McLaughlin H., (2009) What's in a Name: Client, Patient, Customer, Consumer, Expert by Experience, Service User--What's Next?, The British Journal of Social Work, Volume 39, Issue 6, September 2009, Pages 1101-1117

39. Menichini G. (2015) Monitoring POI Engagement Using Social Media And Image Recognition. Master Thesis, Universita Di Pisa ґDipartimento Di Ingegneria Dell'informazione.

40. Misopoulos, F., Mitic, M., Kapoulas, A., Karapiperis, C., 2014. Uncovering customer service experiences with twitter: the case of airline industry. Manag. Decis. 52 (4), 705-723. https://doi/10.1108/MD-03-2012-0235.

41. Mohd-Ramly, S., & Omar, N. A. (2017). Exploring the influence of store attributes on customer experience and customer engagement. International Journal of Retail & Distribution Management, 45(11), 1138-1158.

42. Pansari A., Kumar V. (2017), “Customer Engagement: The Construct, Antecedents, and Consequences,” Journal of the Academy of Marketing Science, 45 (3), 22-30.

43. Park E., (2019) The Role of Satisfaction on Customer Reuse to Airline Services: An Application of Big Data Approaches, Journal of Retailing and Consumer Services, Volume 47, Pages 370-374.

44. Poorrezaei, M (2016), Customer engagement: conceptualisation, measurement and validation, PhD thesis, University of Salford. Retrieved from http://usir.salford.ac.uk/view/year/2016.html#group_P (Accessed on 23 April 2019)

45. Punel, A., Ermagun, A. (2018) "Using Twitter network to detect market segments in the airline industry," Journal of Air Transport Management, Elsevier, vol. 73(C), pages 67-76.

46. Schlosser, A. E. (2005). Posting versus lurking: Communicating in a multiple audience context. Journal of Consumer Research, 32(2), 260-265

47. Suzuki, Y. (2007) Modeling and testing the “two-step” decision process of travelers in airport and airline choices. Transportation Research Part E: Logistics and Transportation Review, Volume 43, Issue 1, Pages 1-20.

48. Van Doorn, J., Lemon, K., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.

49. Villiers, R. (2015) Consumer brand enmeshment: Typography and complexity modeling of consumer brand engagement and brand loyalty enactments. Journal of Business Research. Volume 68, Issue 9, Pages 1953-1963, ISSN 0148-2963, https://doi.org/10.1016/j.jbusres.2015.01.005.

50. Wan, Y., Gao, Q., (2015) An ensemble sentiment classification system of twitter data for airline services analysis. In: IEEE 15th International Conference on Data Mining Workshops, https://doi.org/10.1109/ICDMW.2015.7.

51. Xie L. (2017) Subscriber Number is Not Everything: YouTube Community Engagement Measurement. Middle Tennessee State University, ProQuest Dissertations Publishing, 2017. 10252596.

Online Sources:

1. Air Transportation Group (2018) Aviation Benefits Beyond Borders. Retrieved from: https://aviationbenefits.org/economic-growth/aviation-benefits-beyond-borders/ (Accessed on 23 April 2019)

2. Anadolu Agency (2018) Dr Oz takes part in Turkish Airlines' `Five Senses' campaign. Retrieved from: http://www.hurriyetdailynews.com/dr-oz-takes-part-in-turkish-airlines-five-senses-campaign-127049 (Accessed on 23 April 2019)

3. Barry C., Markey R., Almquist E. and Brahm C. (2011) Putting social media to work. Bain & Company. Retrieved from: https://www.bain.com/insights/articles/putting-%20social-media-to-work.aspx (Accessed on 23 April 2019)

4. Benneker S. (7 October 2018) Mapping the Customer Journey within the Airline Industry including the engagement arena's. Retrieved from: https://customerengagementmanagementintourism.wordpress.com/2018/10/07/mapping-the-customer-journey-within-the-airline-industry/ (Accessed on 23 April 2019)

5. Bison B. The most audacious influencer campaign. Retrieved from: https://bravebison.io/projects/turkish-airlines-fortune-traveller/ (Accessed on 23 April 2019)

6. Blijdenstein, J. (16 January 2019) Which airlines fly to the largest number of countries? Retrieved from: https://www.flight-delayed.co.uk/blog/2019/01/16/which-airlines-fly-to-the-largest-number-of-countries (Accessed on 23 April 2019)

7. Borkakoty, R. (17 January 2014) Emirates Air Signs Up Pele as Its Global Ambassador. Retrieved from: https://skift.com/2014/01/17/emirates-air-signs-up-pele-as-its-global-ambassador/ (Accessed on 23 April 2019)

8. Brand Finance (April 2018) The Annual Report on the most valuable airline brands. Retrieved from: https://brandfinance.com/images/upload/brand_finance_airlines_50_report_2018_locked.pdf (Accessed on 23 April 2019)

9. Campbell, S. (5 December 2018) Emirates reveals diamond-encrusted plane. Retrieved from: https://www.timeoutdubai.com/news/391091-emirates-reveals-diamond-encrusted-plane (Accessed on 23 April 2019)

10. Disparte, D. (28 July 2018) Facebook And The Tyranny Of Monthly Active Users. Retrieved from: https://www.forbes.com/sites/dantedisparte/2018/07/28/facebook-and-the-tyranny-of-monthly-active-users/#66d638756aea (Accessed on 23 April 2019)

11. Eye For Travel (8 October 2013) Turkish Airlines puts social at the centre of service and makes it fun. Retrieved from: https://www.eyefortravel.com/mobile-and-technology/turkish-airlines-puts-social-centre-service-and-makes-it-fun

(Accessed on 23 April 2019)

12. Falcus, M. (8 December 2017) The World's Largest Airlines. Airportspotting News. Retrieved from: http://www.airportspotting.com/worlds-largest-airlines/ (Accessed on 23 April 2019)

13. Forbes, The World's Largest Public Companies 2017 Ranking. Retrieved from: https://www.forbes.com/global2000/list/#header:revenue_sortreverse:true_industry:Airline (Accessed on 23 April 2019)

14. Gulf Times, (16 February 2014) Qatar Airways launches global Instagram contest. Retrieved from: https://www.gulf-times.com/story/381457 (Accessed on 23 April 2019)

15. Ho, M. (8 Jun 2011) How Qatar Airways' Facebook Campaign Became a Success. Retrieved from: https://www.techinasia.com/qatar-airways-facebook-campaign (Accessed on 23 April 2019)

16. Hovivian, F. (19 December 2016) Globalization: Apple's One-Size- Fits-All Approach. Retrieved from: http://www.brandquarterly.com/globalization-apples-one-size-fits-approach (Accessed on 23 April 2019)

17. Iata Annual Review Report, (2016). Retrieved from: https://www.iata.org/publications/Pages/annual-review.aspx (Accessed on 23 April 2019)

18. J. Davis (30 March 2016) The Four Types of Social Media Engagement. Retrieved from: https://unionmetrics.com/blog/2016/03/types-of-social-media-engagement/ (Accessed on 23 April 2019)

19. Jarboe G., (25 April 2016) How Turkish Airlines is Winning Big at Video Marketing. Retrieved from: https://tubularinsights.com/turkish-airlines-winning-video-marketing/ (Accessed on 23 April 2019)

20. Kaye L. (2013) Youtube - Not Facebook - Is Millennials' Favorite Social Network. Retrieved from: https://www.brafton.com/news/youtube-not-facebook-is-milllennials-favorite-social-network/ (Accessed on 23 April 2019)

21. Lemon, J. (9 May 2017) This Arab airline just became FIFA's official carrier. Retrieved from: https://stepfeed.com/this-arab-airline-just-became-fifa-s-official-carrier-8508 (Accessed on 23 April 2019)

22. Loughrey, C., (9 February 2016) Batman v Superman: Turkish Airlines now fly to Gotham City and Metropolis in new TV spots. Retrieved from: https://www.independent.co.uk/arts-entertainment/films/news/batman-v-superman-turkish-airlines-now-fly-to-gotham-and-metropolis-in-new-tv-spots-a6863256.html (Accessed on 23 April 2019)

23. Madeline Stone M. (27 May 2014) The 11 Most Beautiful Apple Stores In The World. Retrieved from: https://www.businessinsider.com/most-beautiful-apple-stores-2014-5 (Accessed on 23 April 2019)

24. Marcommnews (11 January 2018) Turkish Airlines first airline to advertise on new Piccadilly Lights. Retrieved from: https://marcommnews.com/turkish-airlines-first-airline-to-advertise-on-new-piccadilly-lights/ (Accessed on 23 April 2019)

25. Massachusetts Institute of Technology (2007) Airline Industry Review. Retrieved from: http://web.mit.edu/airlines/analysis/analysis_airline_industry.html (Accessed on 23 April 2019)

26. Millington, A. (13 December 2017) YouTube star Casey Neistat flew in a new Emirates first class suite -- and he called it the 'all time greatest airplane seat'. Retrieved from: https://www.businessinsider.com/youtube-casey-neistat-flew-in-a-new-emirates-first-class-suite-2017-12 (Accessed on 23 April 2019)

27. Passion Passport (2019) PPJourneyhome Instagram Challenge! Retrieved from: https://passionpassport.com/ppjourneyhome-instagram-challenge/ (Accessed on 23 April 2019)

28. Scibetti, R. (2 January 2013) Fans United: Turkish Airlines and Manchester United. Retrieved from: http://www.thebusinessofsports.com/2013/01/02/fans-united-turkish-airlines-and-manchester-united/ (Accessed on 23 April 2019)

29. Sentence, R. (16 October 2018) How KLM uses social media as “R&D lab” for customer-centric innovation. Retrieved from: https://econsultancy.com/klm-social-customer-care-innovation/ (Accessed on 23 April 2019)

30. Sorenson, S., Adkins A. (22 July 2014) Why Customer Engagement Matters So Much Now. Retrieved from: https://news.gallup.com/businessjournal/172637/why-customer-engagement-matters.aspx (Accessed on 23 April 2019)

31. Southern, M., (21 June 2018) Instagram Has 1 Billion Monthly Users, Now the Fastest Growing Social Network. Retrieved from: https://www.searchenginejournal.com/instagram-1-billion-monthly-users-now-fastest-growing-social-network/258127/#close (Accessed on 23 April 2019)

32. Southwest Airlines (27 November 2017) Man steps off Southwest flight to meet biological mother for first time in 28 years. Retrieved from: https://www.youtube.com/watch?v=yohQTyOITBI (Accessed on 23 April 2019)

33. Southwest Airlines (3 September 2017) Southwest Employees host Paper Airplane Contest during Delays. Retrieved from: https://www.youtube.com/watch?v=mlp01SjqI2s (Accessed on 23 April 2019)

34. Turkish Airline Fact Sheet (31 December 2017) Retrieved from: http://investor.turkishairlines.com/documents/ThyInvestorRelations/download/fact-sheet-31-12-2017.pdf (Accessed on 23 April 2019)

35. Turkish Airlines (30 July 2015) Basukettoke - Case Study - Turkish Airlines. Retrieved from: https://www.youtube.com/watch?v=DGj7wgs1l80 (Accessed on 23 April 2019)

36. World Bank (2017) Civil Aviation Statistics. Retrieved from: https://data.worldbank.org/indicator/is.air.psgr?view=map&year_high_desc=true (Accessed on 23 April 2019)

37. Zylka, K., (13 September 2018) Success of Arabian airlines in social media - the Emirates case. Retrieved from: https://www.sotrender.com/blog/2018/09/success-arabian-airlines-social-media-emirates-case/ (Accessed on 23 April 2019)

Размещено на Allbest.ru