Sosyal Medya Pazarlamasının Kurumsal İtibar Algısına Etkisi: Kişiselleştirme Metaforu

Öz

Bu çalışmanın amacı, algılanan sosyal medya pazarlamasının kurumsal itibar algısı üzerindeki etkisinin incelenmesidir. Günümüze dek sosyal medya ve kurumsal itibar arasındaki ilişkiyi farklı yaklaşımlarla ele alan çalışmalar bulunmaktadır. Bu çalışma diğerlerinden farklı olarak, kurumsal itibar “Kişiselleştirme metaforu” yaklaşımı doğrultusunda geliştirilen kurumsal kişilik ölçeği ile analiz edilmiştir ve sosyal medya algısı boyutlarının burada yer alan her bir boyut üzerindeki etkisi araştırılmaktadır. Çalışmanın amaçları doğrultusunda belirlenen araştırma sorularına uygun olarak, tanımlayıcı araştırma yöntemi benimsenmiş̧, birincil veriden faydalanılmış̧, kolayda örneklem yöntemi benimsenerek 250 katılımcıdan veri toplanmıştır. Sonuç̧ olarak tüketicinin marka ile ilgili sosyal medya algısının kurumsal itibar algısını olumlu etkilediği bulunmuş̧, sosyal medya algısı boyutlarından hangilerinin, hangi kurumsal itibar boyutları üzerine etkisi olduğu analiz edilmiştir.

Anahtar Kelimeler

• Algılanan Sosyal Medya

Kaynakça

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