TY  - JOUR
T1  - Dijital Liderlik ve Çalışan Performansı: İşveren Markasının Aracılık Rolünün İncelenmesi
TT  - Digital Leadership and Employee Performance: Exploring the Mediating Role of Employer Branding
AU  - Yeşiltaş, Meryem Derya
PY  - 2025
DA  - October
Y2  - 2025
DO  - 10.54733/smar.1758277
JF  - Sosyal Mucit Academic Review
JO  - SMAR
PB  - Erhan AYDIN
WT  - DergiPark
SN  - 2718-1081
SP  - 26
EP  - 52
VL  - 6
IS  - Global Academic Perspective in Social Sciences
LA  - tr
AB  - Dijitalleşmenin giderek yaygınlaşması, örgütler ve liderlik anlayışında eş zamanlı bir dönüşüme yol açmakta; bu dönüşüm, çalışanların iş deneyimlerini doğrudan şekillendirmektedir. Bu bağlamda dijital liderlik, teknolojik yeterliliğin yanı sıra açık iletişim, destekleyici tutum ve stratejik yönlendirme özellikleriyle öne çıkmaktadır. Bu çalışma, dijital liderliğin çalışanların işveren markası algısı ve performansları üzerindeki etkilerini, ayrıca dijital liderliğin çalışan performansına etkisinde işveren markası algısının aracılık rolünü incelemeyi amaçlamaktadır. Araştırmanın örneklemi, Türkiye’de faaliyet gösteren özel sektör ilaç firmalarında görev yapan 342 Tıbbi Tanıtım Temsilcisinden oluşmaktadır.  Veriler, kolayda örnekleme yöntemiyle çevrim içi anket aracılığıyla toplanmıştır. Hipotezlerin sınanmasında ise SPSS Process Macro’nun 4 numaralı modeli uygulanmıştır. Analiz sonuçlarına göre, algılanan dijital liderliğin hem algılanan işveren markasını hem de çalışan performansını anlamlı ve olumlu yönde etkilediği belirlenmiştir. Ayrıca işveren markası algısının da çalışan performansı üzerinde anlamlı bir etkisi olduğu ortaya konmuştur. Bunun yanı sıra, dijital liderliğin çalışan performansı üzerindeki etkisinde işveren markasının aracılık rolü üstlendiği tespit edilmiştir. Bulgular doğrultusunda ilgili literatür ışığında tartışmalar yapılmış ve uygulayıcılara yönelik çeşitli öneriler sunulmuştur.
KW  - dijital liderlik
KW  - işveren markası
KW  - çalışan performansı
KW  - aracılık analizi
N2  - The growing prevalence of digitalization is leading to a simultaneous transformation in both organizations and leadership approaches; this transformation directly shapes employees' work experiences. In this context, digital leadership stands out not only with technological competence but also with features such as open communication, a supportive attitude, and strategic guidance. This study aims to examine the effects of digital leadership on employees’ perceptions of employer branding and their performance, as well as the mediating role of employer branding perception in the effect of digital leadership on employee performance. The sample of the study consists of 342 medical sales representatives working in private pharmaceutical companies operating in Turkey. The data were collected through an online survey using the convenience sampling method. For hypothesis testing, Model 4 of the SPSS Process Macro was utilized. According to the analysis results, perceived digital leadership has a significant and positive effect on both perceived employer branding and employee performance. Furthermore, it was revealed that employer branding perception also has a significant impact on employee performance. In addition, employer branding was found to play a mediating role in the effect of digital leadership on employee performance. Based on the findings, discussions were carried out in light of the relevant literature, and various recommendations were presented for practitioners.
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L1  - https://dergipark.org.tr/en/download/article-file/5122834
ER  -