The Effect of Viral Marketing on Consumer Based Brand Equity in Air Transportation: A Research Specific to The Covid-19 Pandemic Process

Effective implementation of viral marketing strategies within the airline industry can lead to a surge in customer acquisition and enhance brand visibility. Consequently, it can elevate the industry's profile and foster greater consumer preference. Furthermore, airlines boasting strong brand equity are more likely to be favored by customers. The study examined whether viral marketing practices had any effect on customers' brand equity perceptions during the Covid-19 period. Considering the sample number determined within the scope of the study, an online survey was conducted on 388 people. In the study, difference tests, correlation analyzes and regression analyzes were performed using the SPSS. As a result of the study, significant and moderate relationships were detected between viral marketing and brand equity and between viral marketing and Covid-19 variables. On the other hand, the relationship between brand equity and Cocid-19 variable is significant and high strength. Additionally, viral marketing practices have a significant impact on brand equity, and viral marketing practices predict brand equity by 27.5%.