| Yazarlar (2) |
Doç. Dr. Nagihan ÇAKMAKOĞLU ARICI
Kastamonu Üniversitesi, Türkiye |
Doç. Dr. Hasan Evrim ARICI
Kastamonu Üniversitesi, Türkiye |
| Özet |
| Educational tourism is considered as a fast growing area of the tourism industry and has to date received little attention by practitioners and scholars (Savaşan, Yalvaç, Uzunboylu, & Tuncel, 2018). The phenomenon social media, which refers to a new generation of Internet applications, has long been under strong debate especially because of its commercial value. Zenith, a media agency, has predicted global social media advertising expenditure to rise 20% in 2019, with $84 billion and constituting 13% of total global expenditure ranking the third-largest advertising channel, following TV and paid search (Zenith, 2019).Even though social media remains as a significant phenomenon in marketing strategies, empirical investigation on the potential effects of social media marketing activities (SMAAs) in the tourism literature is rare. Hence, recent research has begun to question the social media marketing activities–brand preference model and begun to consider how (through which mediator) these marketing activities might result in higher or lower brand preference in higher education sector. Initially, we aim to unlock the black box by examining social media marketing activities, explicitly focusing on the mechanism which results in brand preference. Drawing on the brand equity approach, we introduce the concept of brand recognisability. Brand recognisability is anticipated to be a key factor that connects social media marketing activities and international students’ brand |
| Anahtar Kelimeler |
| Bildiri Türü | Tebliğ/Bildiri |
| Bildiri Alt Türü | Tam Metin Olarak Yayınlanan Tebliğ (Uluslararası Kongre/Sempozyum) |
| Bildiri Niteliği | Alanında Hakemli Uluslararası Kongre/Sempozyum |
| Bildiri Dili | İngilizce |
| Kongre Adı | MTCON'20 Conference on Managing Tourism Across Countries |
| Kongre Tarihi | 02-09-2020 / 04-09-2020 |
| Basıldığı Ülke | Türkiye |
| Basıldığı Şehir |
