Özet:

In globalized world, effective communication and marketing process has been changed into different platforms unlike as it was before with the effects of digitalization. Thus, one of the most important platforms that marketing has moved is social media. Besides the fact that social media is meant to be the face of the firms, social media shows how strong marketing communication can be made via the interaction with consumers or customers. From this point of view, the purpose of the research is to examine the shares of two businesses in the aviation sector on social media platforms during the Covid-19 pandemic period, in terms of marketing communication, using content analysis method. The purposive sampling method was used in the study and Turkish Airlines and Emirates Airlines were selected. Facebook, Twitter and Instagram accounts of the two businesses were analyzed as social media platforms. The research covers the posts between March 11, 2020 and August 31, 2020. Turkish Airlines and Emirates Airlines the most leading businesses of civil aviation which is the safest and easiest way of transportation all over the world, has been affected by Covid-19 pandemic that has emerged on December 2019 and affected all the World deeply. In order to minimize and control negative effects of pandemic, these two businesses have aimed to contact with the customers by using social media such as Facebook, Twitter and Instagram. It has been observed that two global airlines use social media platforms effectively during the pandemic period and it has been concluded that they manage in interaction with their customers in line with the posts made on these platforms. According to the results, the content shared by both businesses on social media; they are categorized as news, announcements, destinations, campaigns, sponsorships and celebrations. Of the news and announcement categories, Facebook, Twitter and Instagram have come to the forefront as the most sharing categories. In general, it has been determined that both airline businesses use Facebook, Twitter and Instagram social media platforms for public relations and sales promotion purposes in terms of marketing communication. Especially during the Covid-19 pandemic period, they shared mainly public relations activities of both airline businesses.

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