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The Role of Social Media in Promoting Organizational Brand: A Case of Telecommunication Organizations in Tanzania

Yıl 2023, Cilt: 23 Sayı: 3, 847 - 872, 27.09.2023
https://doi.org/10.18037/ausbd.1212876

Öz

This study was conducted with the aim of exploring the role of social media in promoting organizational brand. The study had three objectives. The first objective is to determine the ways that telecommunication organizations in Tanzania use to promote organizational brands on Facebook. The second one is to find out the customers’ perspective on the impacts of the telecommunication organizations’ activities on Facebook. The last one is to unveil challenges that telecommunication organizations face in promoting the organizational brand on Facebook. The study used mixed methods research design. The content analysis was used to gather data from the Facebook pages of the four telecommunication organizations of Tanzania. The interviews and online questionnaire survey (OQS) incorporated participants who liked the Facebook pages of the four telecommunication organizations. Interviews were conducted to 16 participants while OQS was used to collect data from 100 respondents through Google Forms. The study was conducted under two theories; Theoretical Model of Corporate Branding in Social Media (TMCBSM) in industrial marketing and Cognitive Dissonance Theory. The study adopted the TMCBSM model for analyzing the Facebook posts of the telecommunication organizations while Cognitive Dissonance Theory was applied in measuring and revealing of the understanding of the OQS and interview participants on the organizational brands. Social media was found to play significant role in promoting organizational brand of the telecommunication organizations through creating organizational brand recognition and awareness to stakeholders. The study found that social media generate engagement and interactivity that build relationships between organizational brand and their stakeholders and create experiences for stakeholders which build organizational brands.

Kaynakça

  • References Aaker, D. A. (2004). Leveraging the corporate brand. California Management Review, 46 (3), 6-18. doi: 10.1177/000812560404600301
  • Al kharraz, F. and Seçim, H. (2023). Customer relationship management impact on customers' trust in the Palestinian telecommunications company Paltel during the Covid-19 era. Electron Commer Res., 1-21. https://doi.org/10.1007/s10660-022-09646-5 DOI: 10.1007/s10660-022-09646-5
  • Baran, S. J. (2014). Introduction to mass communication: Media, literacy and culture (8th Ed.). New York: McGraw Hill
  • Bhattacherjee, A. (2012). Social science research: Principles, methods, and practice (2nd Ed.). University of South Florida, Tampa, Open Text Book Access, Textbook Collection 3, Retrieved From https://scholarcommons.usf.edu/oa_textbooks/3/
  • Bilal, A. (2014). The impact of new media on journalism practice in Tanzania (Master’s Thesis), University of Dar es Salaam, Dar es Salaam.
  • Bonson, E., Torres, L., Royo, S. and Flores, F. (2012). Local e-government 2.0: Social media and corporate transparency in municipalities. Government Information Quarterly, 29, 123-132, doi: 10.1016/j.giq.2011.10.001
  • Boyd, D. M. and Ellison, N. B. (2008). Social network sites: Definition, history and scholarship. Journal of Computer-Mediated Communication, 13, 210-230. doi: 10.1111/j.1083-6101.2007.00393.x
  • Creswell, J. W. (2015). A concise introduction to mixed methods research. Los Angeles: SAGE Publications, Inc.
  • Deus, C. (2013). The social media and organization performance among civil society organizations in Tanzania: The case of policy forum and selected member organizations (Master’s Thesis), University of Dar es Salaam, Dar es Salaam.
  • Ferguson, R. (2008). Word of mouth and viral marketing: Taking the temperature of the hottest trends in marketing. Journal of Consumer Marketing, 25 (3), 179-182, DOI: 10.1108/07363760810870671
  • Festinger, L. A. (1957). A theory of cognitive dissonance. Stamford, CA: Stamford University Press
  • Fifield, P. (2008). Marketing strategy masterclass: Making marketing strategy happen. Amsterdam: Elsevier Ltd
  • Gupta, S., Nawaz, N., Alfalah, A. A., Naveed, R. T., Muneer, S. and Ahmad, N. (2021). The relationship of CSR communication on social media with consumer purchase intention and brand admiration. Journal of Theoretical and Applied Electronic Commerce Research. 16, 1217–1230. https://doi.org/10.3390/jtaer16050068
  • Jones, R. (2010). Corporate branding: The role of vision in implementing the corporate brand. Innovative Marketing, 6(1), 44-56, Accessed at: https://www.businessperspectives.org/index.php/journals/innovative-marketing
  • Kaplan, A. M. and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizon, 53, 59-68. doi: 10.1016/j.bushor.2009.09.003
  • Kazungu, I., Matto, G. and Massawe, H. (2017). Social media and performance of micro enterprises in Moshi Tanzania. International Journal of Academic Research in Business and Social Science, 7 (5), 144-157, Retrieved from https://hrmars.com/pages/detail/IJARBSS
  • Khan, I. (2022). Do brands’ social media marketing activities matter? A moderation analysis. Journal of Retailing and Consumer Services, 64, 1-9. https://doi.org/10.1016/j.jretconser.2021.102794
  • Kotler, P. and Armstrong, G. (2012). Principles of marketing (14th Ed.) Boston: Pearson Prentice Hall.
  • Kwayu, S., Lal, B. and Abubakre, M. (2018). Enhancing organizational competitiveness via social media – a strategy as practice perspective. Information System Frontiers, 20, 439-456. doi: 10.1007/s10796-017-9816-5
  • Leek, S., Canning, L. and Houghton, D. (2016). Revisiting the task media fit model in the era of Web 2.0: Twitter use and interaction in the healthcare sector. Industrial Marketing Management, 54, 25-32, doi: 10.1016/j.indmarman.2015.12.007
  • Linke, K. (2011). Generation Facebook? – The History of Social Networks. Global Business Management Research, 2011, Fulda, Germany, Retrieve from http://www.gbmrjournal.com/
  • Madsen, V. T. (2016). Constructing organizational identity on internal social media: A case study of coworker communication in Jyske Bank. International Journal of Business Communication, 53(2), 200-223, doi: 10.1177/2329488415627272 Mandari, H. and Koloseni, D. (2016). Evaluating social media utilization on the implementation of e-government goals in Tanzania. Journal of African Research in Business and Technology, 2016(2016), 1-8, doi: 10.5171/2016.759473
  • Mpepo, V. (2017). Impact of social media on interpersonal communication relationships amongst couples in Tanzania: A case of dar es Salaam (Master’s Thesis). Open University of Tanzania, Dar es Salaam.
  • Mushi, H. (2016). The use of social media in corporate communication by telecommunication companies: A study of Vodacom, Dar es Salaam (Master’s Thesis). St. Augustine University of Tanzania, Mwanza.
  • Neuman, W. L. (2006). Social research methods: Qualitative and quantitative approaches (6th Ed.). New Jersey: Pearson Education, Inc.
  • Odhiambo, C. A. (2012). Social media as a tool of marketing and creating brand awareness: Case study research (Bachelor Degree Thesis), Vaasan Ammattikorkeakoulu University of Applied Science, Vaasa.
  • Parveen, F. Jaafar, N. I. and Ainin, S. (2015). Social media usage and organizational performance: Reflections of Malaysian social media managers. Telematics and Informatics, 32, 67-78, doi: 10.1016/j.tele.2014.03.001
  • Pfeiffer, C., Kleeb, M., Mbelwa, A., & Ahorlu, C. (2014). The Use of Social Media among Adolescents in Dar es Salaam and Mtwara, Tanzania. Reproductive Health Matters, 22 (43), 178-186, DOI: 10.1016/S0968-8080(14)43756-X
  • Poushter, J., Bishop, C. and Chwe, H. (2018). Social media use continues to rise in the developing countries but plateaus across developed ones: Digital divides remain, both within and across countries. Pew Research Centre Report, June 2018, Retrieved from https://www.pewresearch.org/
  • Reitz, A. (2012). Social Media’s Function in Organizations: A Functional Analysis Approach. Global Media Journal – Canadian Edition, 5(2), 41-56. Retrieved from http://gmj-canadianedition.ca/
  • Sedoyeka, E. (2016). Tanzanians online – current trends 2016. International Journal of Computing and ICT Research, 10(2), 90-107. Retrieve from http://www.ijcir.org/
  • Shembilu, A. (2013). Importance of social networking for student participation in education in Tanzania (Master’s Thesis). Blekinge Institute of Technology, Karlskrona.
  • Shih, C. (2011). The Facebook era: Tapping online social networks to market, sell, and innovate (2nd Ed.). Boston: Prentice Hall
  • Sun, Y. and Guo, S. (2013). Media use, social comparison, cognitive dissonance and peer pressure as antecedents of fashion involvement. Intercultural Communication Studies, 22(1), 117-139. Retrieved from https://www.tandfonline.com/journals/rjic20
  • Tanzania Communications Regulatory Authority [TCRA] (2019). Quarterly Communication Statistics. April-June, 2019 Operators’ Submission. Accessed at https://www.tcra.go.tz/images/TelCom_Statistics_June_2019.xlsx.pdf
  • Toppi, A., Ulkuniemi, P., Saraniemi, S. and Malaska, M. (2012). Corporate brand communication through social media in industrial markets. IMP Conference, 2012, Rome, Italy, Retrieved from https://www.impgroup.org/
  • Vernuccio, M. (2014). Communicating Corporate Brands through Social Media: An Exploratory Study. Business Communication, 51(3), 211-233. doi: 10.1177/2329488414525400
  • Waters, R. D. and Jones, P. M. (2011). Using video to build an organization’s identity and brand: A content analysis of nonprofit organizations’ YouTube videos. Journal of Nonprofit and Public Sector Marketing, 23(3), 248-268. doi: 10.1080/10495142.2011.594779
  • We Are Social & Hootsuite (2019). Digital 2019: Tanzania. Retrieved from https://datareportal.com/reports/digital-2019-tanzania
  • Wimmer, R. D. and Dominick, J. R. (2011). Mass media research: An introduction (9th Ed.). Boston: Wadsworth Cengage Learning
  • Zhang, B. and Vos, M. (2014). Social media monitoring: Aims, methods, and challenges for international companies. Corporate Communications: An International Journal, 19(4), 371-383. doi: 10.1108/CCIJ-07-2013-0044
  • Zhang, M., Xu, P. and Ye, Y. (2022). Trust in social media brands and perceived media values: A surveh study in China. Computers in Human Behaviour, 127, 1-10, https://doi.org/10.1016/j.chb.2021.107024

Kurumsal Markaların Desteklenmesinde Sosyal Medyanın Rolü: Tanzanya Telekomünikasyon Şirketleri Örneği

Yıl 2023, Cilt: 23 Sayı: 3, 847 - 872, 27.09.2023
https://doi.org/10.18037/ausbd.1212876

Öz

Bu çalışma, kurumsal markaların desteklenmesinde sosyal medyanın rolünü belirlemek amacıyla yapılmıştır. Çalışmanın üç amacı bulunmaktadır. İlki, Tanzanya'daki telekomünikasyon kuruluşlarının Facebook'ta kurumsal markalarını tanıtmak için kullandıkları yolları belirlemektir. İkincisi, telekomünikasyon kuruluşlarının Facebook'taki faaliyetlerinin etkilerine ilişkin müşterilerin bakış açısını ortaya çıkarmaktır. Sonuncusu ise telekomünikasyon kuruluşlarının Facebook'ta markalarını tanıtırken karşılaştıkları zorlukları ortaya çıkarmaktır. Bu amaçlara ulaşmak için çalışmada karma yöntem kullanılmıştır. Veri toplamak için hem nitel (içerik analizi ve görüşme) hem de nicel (çevrimiçi anket) araştırma yöntemlerinden faydalanılmıştır. Tanzanya'daki dört telekomünikasyon kuruluşunun Facebook sayfalarından veri toplamak için içerik analizi gerçekleştirilmiştir. Görüşme ve çevrimiçi anket sözü edilen dört telekomünikasyon kuruluşunun Facebook sayfalarını beğenen katılımcıları içermektedir. Görüşme, 16 katılımcı ile, çevrimiçi anket ise 100 kişi ile gerçekleştirilmiştir. Çalışma iki teori altında yürütülmüştür. Bunlar, Sosyal Medyada Kurumsal Markalamanın (TMCBSM) Teorik Modeli ve Bilişsel Uyumsuzluk Teorisidir. Çalışma, telekomünikasyon kuruluşlarının Facebook gönderilerini analiz etmek için TMCBSM modelini benimserken, çevrimiçi anket ve görüşme ile katılımcılarının kurumsal markalara ilişkin anlayışlarının ölçülmesi ve ortaya çıkarılmasında Bilişsel Uyumsuzluk Kuramı uygulanmıştır. Çalışma sonucunda sosyal medyanın, kurumsal marka tanınırlığı ve farkındalık yaratarak telekomünikasyon kuruluşlarının kurumsal markalarını desteklemede önemli bir rol oynadığı tespit edilmiştir. Çalışma, sosyal medyanın kurumsal markalar ve paydaşları arasında ilişkiler kuran katılım ve etkileşim yarattığını ve paydaşlar için kurumsal markaları inşa eden deneyimler oluşturduğunu ortaya koymuştur.

Kaynakça

  • References Aaker, D. A. (2004). Leveraging the corporate brand. California Management Review, 46 (3), 6-18. doi: 10.1177/000812560404600301
  • Al kharraz, F. and Seçim, H. (2023). Customer relationship management impact on customers' trust in the Palestinian telecommunications company Paltel during the Covid-19 era. Electron Commer Res., 1-21. https://doi.org/10.1007/s10660-022-09646-5 DOI: 10.1007/s10660-022-09646-5
  • Baran, S. J. (2014). Introduction to mass communication: Media, literacy and culture (8th Ed.). New York: McGraw Hill
  • Bhattacherjee, A. (2012). Social science research: Principles, methods, and practice (2nd Ed.). University of South Florida, Tampa, Open Text Book Access, Textbook Collection 3, Retrieved From https://scholarcommons.usf.edu/oa_textbooks/3/
  • Bilal, A. (2014). The impact of new media on journalism practice in Tanzania (Master’s Thesis), University of Dar es Salaam, Dar es Salaam.
  • Bonson, E., Torres, L., Royo, S. and Flores, F. (2012). Local e-government 2.0: Social media and corporate transparency in municipalities. Government Information Quarterly, 29, 123-132, doi: 10.1016/j.giq.2011.10.001
  • Boyd, D. M. and Ellison, N. B. (2008). Social network sites: Definition, history and scholarship. Journal of Computer-Mediated Communication, 13, 210-230. doi: 10.1111/j.1083-6101.2007.00393.x
  • Creswell, J. W. (2015). A concise introduction to mixed methods research. Los Angeles: SAGE Publications, Inc.
  • Deus, C. (2013). The social media and organization performance among civil society organizations in Tanzania: The case of policy forum and selected member organizations (Master’s Thesis), University of Dar es Salaam, Dar es Salaam.
  • Ferguson, R. (2008). Word of mouth and viral marketing: Taking the temperature of the hottest trends in marketing. Journal of Consumer Marketing, 25 (3), 179-182, DOI: 10.1108/07363760810870671
  • Festinger, L. A. (1957). A theory of cognitive dissonance. Stamford, CA: Stamford University Press
  • Fifield, P. (2008). Marketing strategy masterclass: Making marketing strategy happen. Amsterdam: Elsevier Ltd
  • Gupta, S., Nawaz, N., Alfalah, A. A., Naveed, R. T., Muneer, S. and Ahmad, N. (2021). The relationship of CSR communication on social media with consumer purchase intention and brand admiration. Journal of Theoretical and Applied Electronic Commerce Research. 16, 1217–1230. https://doi.org/10.3390/jtaer16050068
  • Jones, R. (2010). Corporate branding: The role of vision in implementing the corporate brand. Innovative Marketing, 6(1), 44-56, Accessed at: https://www.businessperspectives.org/index.php/journals/innovative-marketing
  • Kaplan, A. M. and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizon, 53, 59-68. doi: 10.1016/j.bushor.2009.09.003
  • Kazungu, I., Matto, G. and Massawe, H. (2017). Social media and performance of micro enterprises in Moshi Tanzania. International Journal of Academic Research in Business and Social Science, 7 (5), 144-157, Retrieved from https://hrmars.com/pages/detail/IJARBSS
  • Khan, I. (2022). Do brands’ social media marketing activities matter? A moderation analysis. Journal of Retailing and Consumer Services, 64, 1-9. https://doi.org/10.1016/j.jretconser.2021.102794
  • Kotler, P. and Armstrong, G. (2012). Principles of marketing (14th Ed.) Boston: Pearson Prentice Hall.
  • Kwayu, S., Lal, B. and Abubakre, M. (2018). Enhancing organizational competitiveness via social media – a strategy as practice perspective. Information System Frontiers, 20, 439-456. doi: 10.1007/s10796-017-9816-5
  • Leek, S., Canning, L. and Houghton, D. (2016). Revisiting the task media fit model in the era of Web 2.0: Twitter use and interaction in the healthcare sector. Industrial Marketing Management, 54, 25-32, doi: 10.1016/j.indmarman.2015.12.007
  • Linke, K. (2011). Generation Facebook? – The History of Social Networks. Global Business Management Research, 2011, Fulda, Germany, Retrieve from http://www.gbmrjournal.com/
  • Madsen, V. T. (2016). Constructing organizational identity on internal social media: A case study of coworker communication in Jyske Bank. International Journal of Business Communication, 53(2), 200-223, doi: 10.1177/2329488415627272 Mandari, H. and Koloseni, D. (2016). Evaluating social media utilization on the implementation of e-government goals in Tanzania. Journal of African Research in Business and Technology, 2016(2016), 1-8, doi: 10.5171/2016.759473
  • Mpepo, V. (2017). Impact of social media on interpersonal communication relationships amongst couples in Tanzania: A case of dar es Salaam (Master’s Thesis). Open University of Tanzania, Dar es Salaam.
  • Mushi, H. (2016). The use of social media in corporate communication by telecommunication companies: A study of Vodacom, Dar es Salaam (Master’s Thesis). St. Augustine University of Tanzania, Mwanza.
  • Neuman, W. L. (2006). Social research methods: Qualitative and quantitative approaches (6th Ed.). New Jersey: Pearson Education, Inc.
  • Odhiambo, C. A. (2012). Social media as a tool of marketing and creating brand awareness: Case study research (Bachelor Degree Thesis), Vaasan Ammattikorkeakoulu University of Applied Science, Vaasa.
  • Parveen, F. Jaafar, N. I. and Ainin, S. (2015). Social media usage and organizational performance: Reflections of Malaysian social media managers. Telematics and Informatics, 32, 67-78, doi: 10.1016/j.tele.2014.03.001
  • Pfeiffer, C., Kleeb, M., Mbelwa, A., & Ahorlu, C. (2014). The Use of Social Media among Adolescents in Dar es Salaam and Mtwara, Tanzania. Reproductive Health Matters, 22 (43), 178-186, DOI: 10.1016/S0968-8080(14)43756-X
  • Poushter, J., Bishop, C. and Chwe, H. (2018). Social media use continues to rise in the developing countries but plateaus across developed ones: Digital divides remain, both within and across countries. Pew Research Centre Report, June 2018, Retrieved from https://www.pewresearch.org/
  • Reitz, A. (2012). Social Media’s Function in Organizations: A Functional Analysis Approach. Global Media Journal – Canadian Edition, 5(2), 41-56. Retrieved from http://gmj-canadianedition.ca/
  • Sedoyeka, E. (2016). Tanzanians online – current trends 2016. International Journal of Computing and ICT Research, 10(2), 90-107. Retrieve from http://www.ijcir.org/
  • Shembilu, A. (2013). Importance of social networking for student participation in education in Tanzania (Master’s Thesis). Blekinge Institute of Technology, Karlskrona.
  • Shih, C. (2011). The Facebook era: Tapping online social networks to market, sell, and innovate (2nd Ed.). Boston: Prentice Hall
  • Sun, Y. and Guo, S. (2013). Media use, social comparison, cognitive dissonance and peer pressure as antecedents of fashion involvement. Intercultural Communication Studies, 22(1), 117-139. Retrieved from https://www.tandfonline.com/journals/rjic20
  • Tanzania Communications Regulatory Authority [TCRA] (2019). Quarterly Communication Statistics. April-June, 2019 Operators’ Submission. Accessed at https://www.tcra.go.tz/images/TelCom_Statistics_June_2019.xlsx.pdf
  • Toppi, A., Ulkuniemi, P., Saraniemi, S. and Malaska, M. (2012). Corporate brand communication through social media in industrial markets. IMP Conference, 2012, Rome, Italy, Retrieved from https://www.impgroup.org/
  • Vernuccio, M. (2014). Communicating Corporate Brands through Social Media: An Exploratory Study. Business Communication, 51(3), 211-233. doi: 10.1177/2329488414525400
  • Waters, R. D. and Jones, P. M. (2011). Using video to build an organization’s identity and brand: A content analysis of nonprofit organizations’ YouTube videos. Journal of Nonprofit and Public Sector Marketing, 23(3), 248-268. doi: 10.1080/10495142.2011.594779
  • We Are Social & Hootsuite (2019). Digital 2019: Tanzania. Retrieved from https://datareportal.com/reports/digital-2019-tanzania
  • Wimmer, R. D. and Dominick, J. R. (2011). Mass media research: An introduction (9th Ed.). Boston: Wadsworth Cengage Learning
  • Zhang, B. and Vos, M. (2014). Social media monitoring: Aims, methods, and challenges for international companies. Corporate Communications: An International Journal, 19(4), 371-383. doi: 10.1108/CCIJ-07-2013-0044
  • Zhang, M., Xu, P. and Ye, Y. (2022). Trust in social media brands and perceived media values: A surveh study in China. Computers in Human Behaviour, 127, 1-10, https://doi.org/10.1016/j.chb.2021.107024
Toplam 42 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim Çalışmaları, İletişim Teknolojisi ve Dijital Medya Çalışmaları, Kitle İletişimi, Örgütsel, Kişilerarası ve Kültürlerarası İletişim, Sosyal Medya Çalışmaları, Yeni Medya
Bölüm Makaleler
Yazarlar

Faridi Abdallah Mnakatu 0000-0002-4881-616X

Çağlar Genç 0000-0001-9397-8013

Yayımlanma Tarihi 27 Eylül 2023
Gönderilme Tarihi 1 Aralık 2022
Yayımlandığı Sayı Yıl 2023 Cilt: 23 Sayı: 3

Kaynak Göster

APA Mnakatu, F. A., & Genç, Ç. (2023). The Role of Social Media in Promoting Organizational Brand: A Case of Telecommunication Organizations in Tanzania. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 23(3), 847-872. https://doi.org/10.18037/ausbd.1212876