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Digital-media and Decision-making Processes : a Road from Impression to Conversion

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dc.contributor.advisorArtinger, Florian
dc.contributor.advisorVillegas, Erick Behar
dc.contributor.authorTiberiu-Basarab Rădan
dc.contributor.departmentFaculty of Business Administration
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2024-01-15
dc.date.accessioned2025-11-28T13:27:07Z
dc.date.available2025-11-28T13:27:07Z
dc.date.issued2023
dc.description.abstractAI-GENERATED ABSTRACT: Abstract: "There are decades where nothing happens; and there are weeks where decades happen", (Lenin, date of publication not identified), and how can a country tailor its marketing strategies around multiple crises is a question to be asked. The research will offer an in-depth examination of various spheres of interest, focusing on three digital media campaigns within the context of Turkey as a touristic destination. Amadeus IT Group's data will be utilized for the study, and statistical analysis will be conducted to investigate the effectiveness and the impact of these campaigns on the traveller's decision-making process. Unexpected findings will shift the existing paradigm, leading to a second round of investigation to further understand these results. Upon the potential event of failing to report positive results, a set of conclusions will be drawn, and these findings will subsequently lead to various recommendations, which form the core emphasis of this study. This research intends to contribute to the body of knowledge by providing insights into how a country's marketing strategies can be adapted, and moreover, and how a country should evaluate itself before demanding media services. In the realm of digital marketing, the study can help marketers understand how to better tailor their strategies to suit different types of customers, but moreover the existing need for exploration with a focus on campaign metrics. Keywords: crisis marketing, digital media campaigns, Turkey, tourism, Amadeus IT Group, statistical analysis, decision-making, digital marketing strategies, campaign metrics, media services evaluationen
dc.description.degreeBA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTE: Table of Contents 1. Introduction...........................................................2 1.1 Research Problem..................................................2 1.2 Research Objectives................................................2 1.3 Research Questions................................................2 1.4 Scope and Limitations..............................................2 1.5 Significance of the Study..........................................2 2. Literature Review.....................................................3 2.1 Literature Review..................................................3 2.2 Theoretical Framework.............................................3 2.3 the Consumption of Tourism........................................3 2.4 Criticism of Tourism...............................................3 2.5 Low-probability Events............................................3 2.6 Tourism in Turkey..................................................3 2.7 Persistent Events..................................................3 2.8 Amadeus and Amadeus Campaign......................................3 3. Methodology...........................................................4 3.1 Research Design....................................................4 3.2 Quantitative Techniques............................................4 3.3 Qualitative Techniques.............................................4 4. Findings..............................................................5 4.1 Correlation Analysis...............................................5 4.2 T-test Analysis....................................................5 4.3 Supporting Arguments...............................................5 5. Conclusion.............................................................6 6. References.............................................................7 7. Appendix...............................................................8 7.1 Interview..........................................................8en
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/746
dc.language.isoeng
dc.subjectAmadeus It Group
dc.subjectDecision-Making
dc.subjectDigital Marketing Strategies
dc.subjectDigital Media Campaigns
dc.subjectMedia Services Evaluation
dc.subjectStatistical Analysis
dc.subjectTourism
dc.subjectTurkey
dc.subjectCrisis Marketing
dc.titleDigital-media and Decision-making Processes : a Road from Impression to Conversion
dc.typeThesis

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