İmaj Üretiminde Dijital Medyanın Rolü: Kurumların Oluşturmaya Çalıştıkları İmajın Tüketiciye Ne Oranda Yansıdığına Yönelik Bir Çalışma

Abstract

Bu makalenin amacı, kurumların dijital medya üzerinden kurumsal kimliklerini nasıl yansıttığını, kimlik sunumu sonrası kurumların imajlarının istenilen doğrultuda oluşup oluşmadığını ve imajın oluşum sürecinin dijital medyaya bağımlılık düzeyini sektörel rakip örnekleri üzerinden tartışmaktır. Araştırma kapsamında, ilk olarak, içerik analizi ile kurumların dijital medya aktiviteleri incelenmiş ve belirli konularda kurumların oluşturmaya çalıştıkları imajlar tespit edilmiştir. Daha sonra ise kurumların tükEticilerine anket uygulanarak aynı konularda tükEticilerin kurumu nasıl algıladığı tespit edilmiştir. Araştırma sonucunda, seçilmiş olan kurumların istedikleri imajları tükEticilerine büyük ölçüde yansıtabildikleri ortaya çıkmıştır. Araştırma kapsamında gerçekleştirilmiş olan Ki-Kare analizi sonuçlarına göre, kurum imajının tükEticiler tarafından algılanmasının dijital medyaya bağımlı olmadığı bulunmuştur. Bu doğrultuda, imaj oluşturma ve sürdürme aşamasında dijital medya aktivitelerinden çok diğer aktivitelerin (sponsorluk, reklam vb.) önemli olduğu ortaya konulmuştur.

Keywords

• kurumsal imaj
• dijital medya
• kurumsal kültür
• kurumsal kimlik
• kurumsal dışavurum

The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer

Abstract

The purpose of this article is to discuss how corporations project their corporate identity through digital media, whether the images of corporations are formed in the desired direction after the presentation of identity, and the level of dependence of the image formation process on digital media through examples of sectoral compEtitors. As part of the research, firstly, the digital media activities of corporations were analyzed through content analysis and the images that corporations tried to form on certain subjects were determined. Afterward, a questionnaire was applied to the consumers of these corporations to identify how the consumers perceived the corporations regarding the same subjects. As a result of the research, it has been revealed that the selected corporations were able to project the images they want to their consumers to a large extent. According to the results of the Chi-Square analysis carried out as part of the research, it was found that the perception of the corporate image by consumers is not dependent on digital media. In this regard, other activities (sponsorship, advertising, etc.) were proved to be more important than digital media activities during the image formation and maintenance stage.

Keywords

• corporate image
• corporate identity
• corporate culture
• corporate reflection
• digital media

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