Özet:

Nowadays, along with the rapid developments in the field of technology, marketing plans and activities of companies have started to reshape accordingly. This reshape introduced the social media sites, thus an interactive communication environment occurred between the companies and customers. Under these circumstances, airline companies couldn’t be indifferent and they also carried their operations into this media environment. In this regard, this study focuses on finding out the interrelationship among the items such as social presence, interaction, switching cost, member profile and sense of belonging that are thought to be effective on the efforts to create e-loyalty. Surveys were conducted on 490 people who follow the Facebook and Twitter Pages of airline companies that operate in Turkey. For the purpose of data analysis, Mann-Whitney U, Kruskal Vallis and correlation analysis methods were used.According to the survey results; it has been concluded that social presence, interaction, switching costs, member profile and sense of belonging effect e-loyalty positively.

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