KURUMSAL VATANDAŞLIK DAVRANIŞININ İLETİŞİMSEL TEMELLERİ: SİSTEMATİK DERLEME VE BİBLİYOMETRİK ANALİZ

Year 2026, Volume: 16 Issue: 2 , 1258 - 1273 , 01.04.2026

Ersen Fazıl Çöllü

https://doi.org/10.7456/tojdac.1858472

https://izlik.org/JA59TK94KL

Abstract

İşletmelerin toplumsal meşruiyet arayışı, kurumları hak ve sorumlulukları olan birer 'tüzel vatandaş' haline getirmiştir. Ancak kavramın artan önemine rağmen, bu sürecin paydaşlarla nasıl müzakere edildiğini inceleyen iletişimsel boyut literatürde sıklıkla ihmal edilmiştir. Bu çalışma, kurumsal vatandaşlık davranışının iletişimsel temellerini sistematik literatür taraması ve bibliyometrik analiz yöntemiyle haritalandırmayı amaçlamaktadır. Çalışma kapsamında Web of Science veri tabanından elde edilen 1995-2025 tarihli 321 akademik belge, R Studio platformu aracılığıyla analiz edilmiştir. Bulgular, literatürün "temellendirme", "genişleme" ve "iletişimsel bütünleşme" olmak üzere üç evrimsel dönemden geçtiğini ancak "Kurumsal Sosyal Sorumluluk" kavramının baskınlığını koruyarak vatandaşlığı genellikle bir alt stratejiye indirgediğini göstermektedir. Analizler ayrıca iki kritik yapısal boşluk tespit etmiştir: Mevcut araştırmaların büyük ölçekli şirketlere odaklanmasıyla KOBİ’lerin özgün iletişim pratiklerinin göz ardı edilmesi ve iletişim teorilerinin zayıf entegrasyonu. Sonuç olarak, bu çalışma kurumsal vatandaşlığın salt bir hayırseverlik faaliyeti değil, dijital çağda paydaşlarla yürütülen stratejik ve diyalojik bir iletişim süreci olduğunu; iletişimin ise araçsal değil kurucu bir unsur olarak konumlanması gerektiğini ortaya koymaktadır.

Keywords

Kurumsal Vatandaşlık , Kurumsal İletişim , Bibliyometrik Analiz , KSS , Paydaş Katılımı

COMMUNICATIVE FOUNDATIONS OF CORPORATE CITIZENSHIP BEHAVIOR: SYSTEMATIC REVIEW AND BIBLIOMETRIC ANALYSIS

https://izlik.org/JA59TK94KL

Abstract

The pursuit of corporate legitimacy has transformed businesses into "corporate citizens" with distinct rights and responsibilities. Despite the concept's growing prominence, the communicative dimension examining how this process is negotiated with stakeholders remains underexplored. This study aims to delineate the communicative foundations of corporate citizenship behavior through a systematic literature review and bibliometric analysis. Using R Studio, a dataset of 321 documents from the Web of Science Core Collection (1995-2025) was analyzed. Results reveal an evolutionary trajectory across three phases: "grounding," "expansion," and "communicative integration." Bibliometric indicators suggest that "Corporate Social Responsibility" retains dominance, often positioning citizenship as a subsidiary strategy. Furthermore, the study identifies two structural gaps: the neglect of SMEs' unique communication dynamics due to a focus on large corporations, and the tenuous integration of communication theories, where communication is frequently viewed as instrumental rather than constitutive. Consequently, this study posits that corporate citizenship transcends philanthropy, constituting a strategic and dialogic communication process essential for navigating the digital age.

Keywords

Corporate Citizenship , Corporate Communication , Bibliometric Analysis , CSR , Stakeholder Engagement

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