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Web Sitelerinin Globalizasyonu Üzerine Büyük Global Amerikan Markalarına Yönelik Bir İçerik Analizi Uygulaması

Year 2010, Volume: 5 Issue: 2, 51 - 66, 01.10.2010

Abstract

Bu çalışmada, 100 büyük global markanın Türkçe web sitelerinin globalizasyon düzeyleri ortaya konulmaya çalışılmıştır. Bu bağlamda, araştırmacıların dil kısıtı nedeniyle araştırmada 100 büyük global marka arasından 36 Amerikan markasının Okazaki’nin 2005 benzerlik ölçeğin‐ den yararlanılarak, globalizasyon düzeyleri İçerik Analizi yoluyla ortaya koyulmuştur. Kodlayıcılar arası güvenilirliğin hesaplanmasında Cohen’s Kappa formülü kullanılarak % 88 ve kodlayıcılar arası uyumun hesaplanmasında Perreault ve Leigh’in 1989 güvenilirlik indeksi formülü kullanılarak sırasıyla ortalama seviye % 95‐97 bulunmuştur. Kodlayıcılar içi güvenilirliği kontrol etmek için kodlamalar bir ay sonra tekrarlanmış ve katılma yüzdesi formülüyle % 93‐95 bulunmuştur. 21 benzerlik ölçeğine ilişkin tanımlayıcı istatistikler ortaya koyularak, özellikle şirket logosu, şirket logosunun yeri değişkenlerinin Türk ve Amerikan web sitele‐ rinde oldukça benzer olduğu standardize edildiği görülürken; pop‐up, banner ve ses/animasyon özelliklerinin ise her iki ülkenin web sitesinde çok az sayıda olduğu sonucuna ulaşılmıştır.

References

  • Bilgin, N. (2006), “Sosyal Bilimlerde İçerik Analizi: Teknikler ve Örnek Çalışmalar”, 2. Baskı, Ankara: Siyasal Kitabevi.
  • Chao, M. C. H. ve G. Muddyman (2008), “The Localization of MNEs’ Web Sites for Chinese Online Consumers: Content Analysis”, Academy of International Business Annual Conference, June 30‐July 3, Milan, Italy.
  • Cry, D. ve H. Trevor‐Smith (2004), “Localization of Web Design: An Empirical Com‐ parison of German, Japanese, and United States Web Site Characteristics”, Journal of The American Society for Information Science and Technology, 55(13), 1199‐ 1208.
  • Gibb, F. ve I. Matthaiakis (2007), “A Framework For Assessing Web Site Localisa‐ tion”, The Electronic Library, 25(6), 664‐678.
  • Grayson, K. ve R. Rust (2001), “Interrater Reliability”, Journal of Consumer Psy‐ chology, 10(½), 71‐73.
  • Leiva, F. M., R. Montoro ve T. L. Martinez (2006), “Assesment of Interjudge Relia‐ bility in the Open‐Ended Questions Coding Process”, Quality & Quantity, 40, 519‐ 537.
  • Murphy, J. ve A. Scharl (2007), “An Investigation of Global Versus Local Online Branding”, International Marketing Review, 24(3), 297‐312.
  • Okazaki, S. ve J. A. Rivas (2002), “A Content Analysis of Multinationals’ Web Com‐ munication Strategies: Cross‐Cultural Research Framework and Pre‐Testing”, In‐ ternet Research: Electronic Networking Applications and Policy, 12(5), 380‐390.
  • Okazaki, S. ve J. Alonso (2003), “Right Messages for The Right Site: On‐Line Crea‐ tive Strategies by Japanese Multinational Corporations”, Journal of Marketing Communications, 9, 221‐239.
  • Okazaki, S. (2004), “Do Multinationals Standardise or Localise? The Cross‐Cultural Dimensionality of Product‐Based Web Sites”, Internet Research: Electronic Net‐ working Applications and Policy, 14(1), 81‐94.
  • Okazaki, S. (2005), “Searching the Web for Global Brands: How American Brands Standardise Their Web Sites in Europe”, European Journal of Marketing, 39(1/2), 87‐109.
  • Okazaki, S. ve R. Skapa (2008), “Global Web Site Standardization in The New EU Member States: Initial Observations from Poland and The Czech Republic”, Euro‐ pean Journal of Marketing, 42(11/12), 1224‐1245.
  • Park, J. E., N. Singh ve S. H. Kim (2008), “A Conceptual Framework and Its Empiri‐ cal Investigation: Web Sites Localization by Japanese and U.S. Multinationals for Korean B‐C Markets”, Academy of International Business Annual Conference, June 30‐July 3, Milan, Italy.
  • Rau, P. P. ve S. M. Liang (2003), “Internationalization and Localization: Evaluating and Testing a Website for Asian Users”, Ergonomics, 46(1), 255‐270.
  • Singer, D. D., B. Baradwaj ve A. E. Avery, (2007), “Web Localization in International Online Banking”, Journal of Internet Business, (4), 1‐23.
  • Singh, N. ve P. D. Boughton (2005), “Measuring Website Globalization: A Cross‐ Sectional Country and Level Analysis”, Journal of Website Promotion, 1(3), 3‐19.
  • Singh, N., H. Zhao ve X. Hu (2005), “Analyzing The Cultural Content of Web Sites: A Cross‐National Comparision of China, India, Japan, and US”, International Market‐ ing Review, 22(2), 129‐146.
  • Singh, N., G. Fassot, M. C. H. Chao ve J. A. Hoffmann (2006), “Understanding In‐ ternational Web Site Usage: A Cross‐National Study of German, Brazilian, and Taiwanese Online Consumers”, International Marketing Review, 23(1), 83‐97.
  • Tağraf, H. (2002), “Küreselleşme Süreci ve Çok Uluslu İşletmelerin Küreselleşme Sürecine Etkisi”, Celal Bayar Üniversitesi, İ.İ.B.F. Dergisi, 3(2), 33‐47.
  • Tian, Y. (2006), “Communicating with Local Publics: A Case Study of Coca‐Cola’s Chinese Web Site”, Corporate Communications: An International Journal, 11(1), 13‐22.
  • Tixier, M. (2005), “Globalization and Localization of Contents: Evolution of Major Internet Sites, Across Sectors of Industry”, Thunderbind International Business Review, 47(1), 15‐48.
  • Wu, D.D. (2008), “Between Global and Local: Hybridized Appeals in China Web Auto Ads”, Corporate Communications: An International Journal, 13(1), 68‐79.
  • Yalçın, S., A. R. Apil ve S. Seyfullin (2008), “Do Multinationals Care About Culture on The Web? Evidence from Multinationals in Turkey”, Academy of International Business Annual Conference, June 30‐July 3, Milan, Italy.
  • http://www.interbrand.com/best_global_brands.aspx, (Erişim: 2009).

A Content Analysis Application on the Globalization of Websites Towards Big Global American Brands

Year 2010, Volume: 5 Issue: 2, 51 - 66, 01.10.2010

Abstract

The purpose of this study is to examine the level of globalization of Turkish websites of 100 big global brands. In this sense, because of re‐ searchers’ limitations in language, this study was focused on globalization levels of 36 American brands of 100 big global brands, which were tested by content analysis proposed by Okaza‐ ki’s 2005 similarity scale. The calculation of inter coder reliability has been found to be 88 % by using the Cohen’s Cappa formula and inter coder agreement has been calculated by Per‐ reault and Leigh’s 1989 reliability index formula and median levels range from 95‐97 %. The intra‐coder reliability was calculated by using per item agreement formula and items were coded again after one month. By putting forward descriptive statistics about 21 similarities coding categories while especially company logo, com‐ pany logo placement variables of Turkish and American websites seemed to be very similar standardized , pop‐ups, banners and sound/animation properties in websites of bothcountries were found to be very few.

References

  • Bilgin, N. (2006), “Sosyal Bilimlerde İçerik Analizi: Teknikler ve Örnek Çalışmalar”, 2. Baskı, Ankara: Siyasal Kitabevi.
  • Chao, M. C. H. ve G. Muddyman (2008), “The Localization of MNEs’ Web Sites for Chinese Online Consumers: Content Analysis”, Academy of International Business Annual Conference, June 30‐July 3, Milan, Italy.
  • Cry, D. ve H. Trevor‐Smith (2004), “Localization of Web Design: An Empirical Com‐ parison of German, Japanese, and United States Web Site Characteristics”, Journal of The American Society for Information Science and Technology, 55(13), 1199‐ 1208.
  • Gibb, F. ve I. Matthaiakis (2007), “A Framework For Assessing Web Site Localisa‐ tion”, The Electronic Library, 25(6), 664‐678.
  • Grayson, K. ve R. Rust (2001), “Interrater Reliability”, Journal of Consumer Psy‐ chology, 10(½), 71‐73.
  • Leiva, F. M., R. Montoro ve T. L. Martinez (2006), “Assesment of Interjudge Relia‐ bility in the Open‐Ended Questions Coding Process”, Quality & Quantity, 40, 519‐ 537.
  • Murphy, J. ve A. Scharl (2007), “An Investigation of Global Versus Local Online Branding”, International Marketing Review, 24(3), 297‐312.
  • Okazaki, S. ve J. A. Rivas (2002), “A Content Analysis of Multinationals’ Web Com‐ munication Strategies: Cross‐Cultural Research Framework and Pre‐Testing”, In‐ ternet Research: Electronic Networking Applications and Policy, 12(5), 380‐390.
  • Okazaki, S. ve J. Alonso (2003), “Right Messages for The Right Site: On‐Line Crea‐ tive Strategies by Japanese Multinational Corporations”, Journal of Marketing Communications, 9, 221‐239.
  • Okazaki, S. (2004), “Do Multinationals Standardise or Localise? The Cross‐Cultural Dimensionality of Product‐Based Web Sites”, Internet Research: Electronic Net‐ working Applications and Policy, 14(1), 81‐94.
  • Okazaki, S. (2005), “Searching the Web for Global Brands: How American Brands Standardise Their Web Sites in Europe”, European Journal of Marketing, 39(1/2), 87‐109.
  • Okazaki, S. ve R. Skapa (2008), “Global Web Site Standardization in The New EU Member States: Initial Observations from Poland and The Czech Republic”, Euro‐ pean Journal of Marketing, 42(11/12), 1224‐1245.
  • Park, J. E., N. Singh ve S. H. Kim (2008), “A Conceptual Framework and Its Empiri‐ cal Investigation: Web Sites Localization by Japanese and U.S. Multinationals for Korean B‐C Markets”, Academy of International Business Annual Conference, June 30‐July 3, Milan, Italy.
  • Rau, P. P. ve S. M. Liang (2003), “Internationalization and Localization: Evaluating and Testing a Website for Asian Users”, Ergonomics, 46(1), 255‐270.
  • Singer, D. D., B. Baradwaj ve A. E. Avery, (2007), “Web Localization in International Online Banking”, Journal of Internet Business, (4), 1‐23.
  • Singh, N. ve P. D. Boughton (2005), “Measuring Website Globalization: A Cross‐ Sectional Country and Level Analysis”, Journal of Website Promotion, 1(3), 3‐19.
  • Singh, N., H. Zhao ve X. Hu (2005), “Analyzing The Cultural Content of Web Sites: A Cross‐National Comparision of China, India, Japan, and US”, International Market‐ ing Review, 22(2), 129‐146.
  • Singh, N., G. Fassot, M. C. H. Chao ve J. A. Hoffmann (2006), “Understanding In‐ ternational Web Site Usage: A Cross‐National Study of German, Brazilian, and Taiwanese Online Consumers”, International Marketing Review, 23(1), 83‐97.
  • Tağraf, H. (2002), “Küreselleşme Süreci ve Çok Uluslu İşletmelerin Küreselleşme Sürecine Etkisi”, Celal Bayar Üniversitesi, İ.İ.B.F. Dergisi, 3(2), 33‐47.
  • Tian, Y. (2006), “Communicating with Local Publics: A Case Study of Coca‐Cola’s Chinese Web Site”, Corporate Communications: An International Journal, 11(1), 13‐22.
  • Tixier, M. (2005), “Globalization and Localization of Contents: Evolution of Major Internet Sites, Across Sectors of Industry”, Thunderbind International Business Review, 47(1), 15‐48.
  • Wu, D.D. (2008), “Between Global and Local: Hybridized Appeals in China Web Auto Ads”, Corporate Communications: An International Journal, 13(1), 68‐79.
  • Yalçın, S., A. R. Apil ve S. Seyfullin (2008), “Do Multinationals Care About Culture on The Web? Evidence from Multinationals in Turkey”, Academy of International Business Annual Conference, June 30‐July 3, Milan, Italy.
  • http://www.interbrand.com/best_global_brands.aspx, (Erişim: 2009).
There are 24 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

H Keskin Keskin This is me

Zuhal Çilingir This is me

Publication Date October 1, 2010
Published in Issue Year 2010 Volume: 5 Issue: 2

Cite

APA Keskin, H. . K., & Çilingir, Z. (2010). Web Sitelerinin Globalizasyonu Üzerine Büyük Global Amerikan Markalarına Yönelik Bir İçerik Analizi Uygulaması. Eskişehir Osmangazi Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 5(2), 51-66.