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Marka İletişiminde Sosyal Medya ve Çevrimiçi Etkileşim (Online Engagement) İlişkisi: Limasol Türk Kooperatif Bankası Örneği

Year 2020, Volume: 9 Issue: 1, 274 - 285, 27.01.2020
https://doi.org/10.33206/mjss.525226

Abstract

İnsanoğlunun var olduğu andan itibaren hemen her dönem iletişim çabasında olduğu yadınamaz. Bu iletişim çabası içerisinde yer alan iletişim araçları da ayrı bir önem taşımaktadır. Gündelik yaşam pratiklerinin yanı sıra iletişim teknolojilerinde yaşanan değişimler ile bu sürecinde şekil değiştirdiğini söylemek mümkündür. Özellikle internetin var oluşu ve bilgisayarın icadı ile birlikte bu yeni iletişim ortamının temelleri atılmıştır denilebilir. İnternetin sivil kullanıma açılması ile birlikte başlayan bu iletişim sürecinde kişisel kullanım pratiklerinin yanında markaların da dahil olduğu görülmektedir. Son dönemlerde marka-takipçi iletişim sürecinde internet tabanlı uygulamalardan biri olan sosyal medya araç ve ortamlarının yeri ve önemi göz ardı edilememektedir. Bu iletişim sürecinde ortaya çıkan çevrimiçi etkileşim faktörünün de ayrı bir önem taşıdığını söylemek mümkündür. 

Bu çalışmada, kurumsal boyuttan sosyal medya kullanım pratiklerini belirlemek ve bunların bir uzantısı olarak karşımıza çıkan etkileşim unsurlarını içermektedir. Bu noktadan hareketle, 2018 yılında Kuzey Kıbrıs Türk Cumhuriyeti’nde yılın kuruluşu seçilen Limasol Türk Kooperatif Bankasının sosyal medya kullanım pratiklerini ortaya koymak ve bu pratikler ile meydana gelen etkileşim unsurlarını belirlemek adına söz konusu bankanın resmi sosyal medya hesaplarına yönelik içerik analizi gerçekleştirilmiştir. Gerçekleştirilen içerik analizinde Facebook ortamına yönelik oluşturulan kodlama cetveli, Waters ve ark.’nın (2009: s. 104) “Engaging Stakeholders Through Social Networking: How Nonprofit Organizations are Using Facebook” isimli çalışmalarında kullanılan kategori cetvellerinden faydalanılarak oluşturulmuştur. Bunun yanı sıra sosyal medya yönetim birimi ve kurumsal iletişim birimi ile araştırmanın amacına yönelik derinlemesine görüşme gerçekleştirilmiştir. Görüşme soruları oluşturulurken Parveen ve ark.’nın (2015, s.77) “Social Media Usage and Organizational Performance: Reflections of Malaysian Social Media Managers” isimli çalışmasından faydalanılarak soru formu oluşturulmuştur.

References

  • Bentoa, M., Martinez, L.M., & Martinez, L.F. (2018). Brand Engagement and Search for Brands on Social Media: Comparing Generations X and Y in Portugal. Journal of Retailing and Consumer Services, 43: 234-241.
  • Gao, Q., & Feng, C. (2016). Branding with Social Media: User Gratifications, Usage Patterns, and Brand Message Content Strategies. Computers in Human Behavior, 63: 868-890.
  • Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27: 242-256.
  • Go, E., & You, K.H. (2016). But not all social media are the same: Analyzing organizations’ social media usage patterns. Telematics and Informatics, 33: 176-186.
  • Hall-Phillips, A., Park, J., Chung, T-L., Anaza, N.A., & Rathod, S.R. (2016). I (heart) Social Ventures: Identification and Social Media Engagement. Journal of Business Research, 69: 484-491.
  • İşler, D.B., Çiftçi, M., & Yarangümelioğlu., D (2013). Halkla İlişkiler Aracı Olarak: Sosyal Medyanın Kullanımı ve Yeni Stratejiler. Sosyal ve Beşeri Bilimler Dergisi, 5: 174-185
  • Jiang, H., Luo, Y., & Kulemeka, O. (2016). Social Media Engagement as an Evaluation Barometer: Insights from Communication Executives. Public Relations Review, 42: 679-691.
  • Mena, L.R., & Tsai, W-H.T. (2016). Public Engagement with CEOs on Social Media: Motivations and Relational Outcomes. Public Relations Review, 42: 932-942.
  • Mollen, A., & Wilson, H. (2010). Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives. Journal of Business Research, 63, 919-925.
  • Nisar, T.M., & Whitehead, C. (2016). Brand Interactions and Social Media: Enhancing User Loyalty Through Social Networking Sites. Computers in Human Behavior, 62: 743-753.
  • Osei-Frimponga, K., & McLean, G. (2018). Examining Online Social Brand Engagement: A Social Presence Theory Perspective. Technological Forecasting & Social Change, 128: 10-21.
  • Parveen, F., Jaafar, N.I., & Ainin, S. (2015). Social Media Usage and Organizational Performance: Reflections of Malaysian Social Media Managers. Telematics and Informatics, 32: 67-78.
  • Simon, F., & Tossan, V. (2018). Does Brand-Consumer Social Sharing Matter? A Relational Framework of Customer Engagement to Brand-Hosted Social Media. Journal of Business Research, 85: 175-184.
  • Smith, B.G., & Gallicano, T.D. (2015). Terms of Engagement: Analyzing Public Engagement with Organizations Through Social Media. Computers in Human Behavior, 53, 82-90.
  • Smith, B.G., Stumberger, N., Guild, J., & Dugan, A. (2017). What’s at Stake? An Analysis of Employee Social Media Engagement and the Influence of Power and Social Stake. Public Relations Review, 43: 978–988.
  • Solmaz, B., & Görkemli, H.N. (2012). Büyükşehir Belediyeleri ve Sosyal Medya Kullanımı. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 18: 9-20.
  • Taylor, M., & Kent, M.L. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26: 384-398.
  • VanMeter, R., Syrdal, H.A., Powell-Mantel, S., Grisaffe, D.B., Nesson, E.T. (2018). Don't Just “Like” Me, Promote Me: How Attachment and Attitude Influence Brand Related Behaviors on Social Media. Journal of Interactive Marketing, 43: 83-97.
  • Viglia, G., Pera, R., & Bigné, E. (2018). The Determinants of Stakeholder Engagement in Digital Platforms. Journal of Business Research, 89: 404-410. Waters, R.D., Burnett, E., Lammb, A., & Lucas, J. (2009). Engaging Stakeholders Through Social Networking: How Nonprofit Organizations are Using Facebook. Public Relations Review, 35: 102-106.
  • Yağmurlu, A. (2011). Kamu Yönetiminde Halkla İlişkiler ve Sosyal Medya. Selçuk İletişim, 7: 5-15.
  • Yıldırım, A., & Şimşek, H. (2013). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin.
  • Yoshida, M. Gordon, B.S., Nakazawa, M., Shibuya, S., & Fujiwara, N. (2018). Bridging the Gap Between Social Media and Behavioral Brand Loyalty. Electronic Commerce Research and Applications, 28: 208–218.

The Relationship between Social Media and Online Engagement on Brand Communication: A Case of Limassol Turkish Cooperative Bank

Year 2020, Volume: 9 Issue: 1, 274 - 285, 27.01.2020
https://doi.org/10.33206/mjss.525226

Abstract

It is possible to say that with the developments in information communication technologies and internet-based applications, the shape of the communication process has changed. In addition to daily life practices, this new communication environment is also present in the corporate and social spheres. Recently, the effectiveness of social media environments and engagement tools, one of the internet-based applications in the brand communication process, has attracted attention. This study covers social media usage practices and online interaction activities in brand communication process. In this context, the aim of this study is to reveal the social media usage practices of Limassol Turkish Cooperative Bank, which was chosen as the establishment of the year in the Turkish Republic of Northern Cyprus in 2018, and to determine the engagement elements with these practices. Accordingly, the content analysis of the Bank's official social media accounts was conducted. In the content analysis, the coding scale for the Facebook environment was created by utilizing the category rulers used in their studies named “Engaging Stakeholders Through Social Networking: How Nonprofit Organizations are Using Facebook” by Waters et al. (2009, p. 104). In addition, an in-depth interview was held with the corporate communication unit for the purpose of the research. While creating interview questions, a questionnaire was created by using Parveen et al. (2015, p. 77) “Social Media Usage and Organizational Performance: Reflections of Malaysian Social Media Managers”. As a result of the content analysis, it is seen that the organization shares its own values (such as mission, vision, and founders), activities, corporate news and product-service announcements. It was determined that the content, likes, comments, views and feedback were made to the shared content. It was determined that the participation of the corporation and target audience / followers in this process was simultaneous and continuous. In the light of both evaluations, it is possible to say that there is an engagement between the corporation and the target audience / followers.

References

  • Bentoa, M., Martinez, L.M., & Martinez, L.F. (2018). Brand Engagement and Search for Brands on Social Media: Comparing Generations X and Y in Portugal. Journal of Retailing and Consumer Services, 43: 234-241.
  • Gao, Q., & Feng, C. (2016). Branding with Social Media: User Gratifications, Usage Patterns, and Brand Message Content Strategies. Computers in Human Behavior, 63: 868-890.
  • Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27: 242-256.
  • Go, E., & You, K.H. (2016). But not all social media are the same: Analyzing organizations’ social media usage patterns. Telematics and Informatics, 33: 176-186.
  • Hall-Phillips, A., Park, J., Chung, T-L., Anaza, N.A., & Rathod, S.R. (2016). I (heart) Social Ventures: Identification and Social Media Engagement. Journal of Business Research, 69: 484-491.
  • İşler, D.B., Çiftçi, M., & Yarangümelioğlu., D (2013). Halkla İlişkiler Aracı Olarak: Sosyal Medyanın Kullanımı ve Yeni Stratejiler. Sosyal ve Beşeri Bilimler Dergisi, 5: 174-185
  • Jiang, H., Luo, Y., & Kulemeka, O. (2016). Social Media Engagement as an Evaluation Barometer: Insights from Communication Executives. Public Relations Review, 42: 679-691.
  • Mena, L.R., & Tsai, W-H.T. (2016). Public Engagement with CEOs on Social Media: Motivations and Relational Outcomes. Public Relations Review, 42: 932-942.
  • Mollen, A., & Wilson, H. (2010). Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives. Journal of Business Research, 63, 919-925.
  • Nisar, T.M., & Whitehead, C. (2016). Brand Interactions and Social Media: Enhancing User Loyalty Through Social Networking Sites. Computers in Human Behavior, 62: 743-753.
  • Osei-Frimponga, K., & McLean, G. (2018). Examining Online Social Brand Engagement: A Social Presence Theory Perspective. Technological Forecasting & Social Change, 128: 10-21.
  • Parveen, F., Jaafar, N.I., & Ainin, S. (2015). Social Media Usage and Organizational Performance: Reflections of Malaysian Social Media Managers. Telematics and Informatics, 32: 67-78.
  • Simon, F., & Tossan, V. (2018). Does Brand-Consumer Social Sharing Matter? A Relational Framework of Customer Engagement to Brand-Hosted Social Media. Journal of Business Research, 85: 175-184.
  • Smith, B.G., & Gallicano, T.D. (2015). Terms of Engagement: Analyzing Public Engagement with Organizations Through Social Media. Computers in Human Behavior, 53, 82-90.
  • Smith, B.G., Stumberger, N., Guild, J., & Dugan, A. (2017). What’s at Stake? An Analysis of Employee Social Media Engagement and the Influence of Power and Social Stake. Public Relations Review, 43: 978–988.
  • Solmaz, B., & Görkemli, H.N. (2012). Büyükşehir Belediyeleri ve Sosyal Medya Kullanımı. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 18: 9-20.
  • Taylor, M., & Kent, M.L. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26: 384-398.
  • VanMeter, R., Syrdal, H.A., Powell-Mantel, S., Grisaffe, D.B., Nesson, E.T. (2018). Don't Just “Like” Me, Promote Me: How Attachment and Attitude Influence Brand Related Behaviors on Social Media. Journal of Interactive Marketing, 43: 83-97.
  • Viglia, G., Pera, R., & Bigné, E. (2018). The Determinants of Stakeholder Engagement in Digital Platforms. Journal of Business Research, 89: 404-410. Waters, R.D., Burnett, E., Lammb, A., & Lucas, J. (2009). Engaging Stakeholders Through Social Networking: How Nonprofit Organizations are Using Facebook. Public Relations Review, 35: 102-106.
  • Yağmurlu, A. (2011). Kamu Yönetiminde Halkla İlişkiler ve Sosyal Medya. Selçuk İletişim, 7: 5-15.
  • Yıldırım, A., & Şimşek, H. (2013). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin.
  • Yoshida, M. Gordon, B.S., Nakazawa, M., Shibuya, S., & Fujiwara, N. (2018). Bridging the Gap Between Social Media and Behavioral Brand Loyalty. Electronic Commerce Research and Applications, 28: 208–218.
There are 22 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Sevilay Ulaş 0000-0002-0137-1263

Publication Date January 27, 2020
Submission Date February 10, 2019
Published in Issue Year 2020 Volume: 9 Issue: 1

Cite

APA Ulaş, S. (2020). Marka İletişiminde Sosyal Medya ve Çevrimiçi Etkileşim (Online Engagement) İlişkisi: Limasol Türk Kooperatif Bankası Örneği. MANAS Sosyal Araştırmalar Dergisi, 9(1), 274-285. https://doi.org/10.33206/mjss.525226
AMA Ulaş S. Marka İletişiminde Sosyal Medya ve Çevrimiçi Etkileşim (Online Engagement) İlişkisi: Limasol Türk Kooperatif Bankası Örneği. MJSS. January 2020;9(1):274-285. doi:10.33206/mjss.525226
Chicago Ulaş, Sevilay. “Marka İletişiminde Sosyal Medya Ve Çevrimiçi Etkileşim (Online Engagement) İlişkisi: Limasol Türk Kooperatif Bankası Örneği”. MANAS Sosyal Araştırmalar Dergisi 9, no. 1 (January 2020): 274-85. https://doi.org/10.33206/mjss.525226.
EndNote Ulaş S (January 1, 2020) Marka İletişiminde Sosyal Medya ve Çevrimiçi Etkileşim (Online Engagement) İlişkisi: Limasol Türk Kooperatif Bankası Örneği. MANAS Sosyal Araştırmalar Dergisi 9 1 274–285.
IEEE S. Ulaş, “Marka İletişiminde Sosyal Medya ve Çevrimiçi Etkileşim (Online Engagement) İlişkisi: Limasol Türk Kooperatif Bankası Örneği”, MJSS, vol. 9, no. 1, pp. 274–285, 2020, doi: 10.33206/mjss.525226.
ISNAD Ulaş, Sevilay. “Marka İletişiminde Sosyal Medya Ve Çevrimiçi Etkileşim (Online Engagement) İlişkisi: Limasol Türk Kooperatif Bankası Örneği”. MANAS Sosyal Araştırmalar Dergisi 9/1 (January 2020), 274-285. https://doi.org/10.33206/mjss.525226.
JAMA Ulaş S. Marka İletişiminde Sosyal Medya ve Çevrimiçi Etkileşim (Online Engagement) İlişkisi: Limasol Türk Kooperatif Bankası Örneği. MJSS. 2020;9:274–285.
MLA Ulaş, Sevilay. “Marka İletişiminde Sosyal Medya Ve Çevrimiçi Etkileşim (Online Engagement) İlişkisi: Limasol Türk Kooperatif Bankası Örneği”. MANAS Sosyal Araştırmalar Dergisi, vol. 9, no. 1, 2020, pp. 274-85, doi:10.33206/mjss.525226.
Vancouver Ulaş S. Marka İletişiminde Sosyal Medya ve Çevrimiçi Etkileşim (Online Engagement) İlişkisi: Limasol Türk Kooperatif Bankası Örneği. MJSS. 2020;9(1):274-85.

MANAS Journal of Social Studies