Yıl 2019, Cilt 17 , Sayı 34, Sayfalar 301 - 322 2019-09-13

Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case

Volkan Yüncü [1] , Üzeyir Fidan [2]


Reputation is an intangible asset stemming from the rational and perceptual evaluations of different stakeholder groups regarding an organization. It is also a valuable asset helping organizations gain a competitive advantage as well as being a crucial tool through which organizations protect themselves particularly in turbulent times such as the one Facebook Inc. has recently been going through. As it has turned out that personal data of up to 87 million users was obtained by an analytics firm without users’ permission, the company have had quite hard times and this also led to significant reputational damage that is hard to fix. For instance, in response to the revelation of the scandal, lawmakers and regulators in the U.S. and U.K. increased their scrutiny of the social media giant and furious users across the world who are protestingithave launched "Delete Facebook" campaigns. Hence, this survey conducted in the wake of the news of the scandal attempts to determine whether the people would continue to use their social media accounts or not by utilizing the perceived reputation scale. The analysis was done through Decision Trees technique and the rules that affect the perception of the participants and their preferences are revealed. Participants' reputation perceptions are mapped and the probability value of each decision is calculated by the Naive Bayes algorithm. Accordingly, in the decision tree diagram, thirteen rules were obtained. Then, the probability values of each decision made by the Bayesian classifier were calculated and the output of the decision tree diagram was tested. As a result, each rule obtained from the Decision Tree diagram has the same result as the Bayes probability values. 

Reputation management, organizational reputation, naive bayes, decision trees
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Birincil Dil tr
Konular Sosyal
Bölüm Araştırma Makalesi
Yazarlar

Yazar: Volkan Yüncü (Sorumlu Yazar)
Kurum: AFYON KOCATEPE ÜNİVERSİTESİ
Ülke: Turkey


Yazar: Üzeyir Fidan
Ülke: Turkey


Tarihler

Başvuru Tarihi : 19 Mayıs 2018
Yayımlanma Tarihi : 13 Eylül 2019

Bibtex @araştırma makalesi { comuybd425271, journal = {Yönetim Bilimleri Dergisi}, issn = {1304-5318}, eissn = {2147-9771}, address = {}, publisher = {Çanakkale Onsekiz Mart Üniversitesi}, year = {2019}, volume = {17}, pages = {301 - 322}, doi = {10.35408/comuybd.425271}, title = {Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case}, key = {cite}, author = {Yüncü, Volkan and Fidan, Üzeyir} }
APA Yüncü, V , Fidan, Ü . (2019). Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case. Yönetim Bilimleri Dergisi , 17 (34) , 301-322 . DOI: 10.35408/comuybd.425271
MLA Yüncü, V , Fidan, Ü . "Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case". Yönetim Bilimleri Dergisi 17 (2019 ): 301-322 <https://dergipark.org.tr/tr/pub/comuybd/issue/48727/425271>
Chicago Yüncü, V , Fidan, Ü . "Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case". Yönetim Bilimleri Dergisi 17 (2019 ): 301-322
RIS TY - JOUR T1 - Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case AU - Volkan Yüncü , Üzeyir Fidan Y1 - 2019 PY - 2019 N1 - doi: 10.35408/comuybd.425271 DO - 10.35408/comuybd.425271 T2 - Yönetim Bilimleri Dergisi JF - Journal JO - JOR SP - 301 EP - 322 VL - 17 IS - 34 SN - 1304-5318-2147-9771 M3 - doi: 10.35408/comuybd.425271 UR - https://doi.org/10.35408/comuybd.425271 Y2 - 2019 ER -
EndNote %0 Yönetim Bilimleri Dergisi Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case %A Volkan Yüncü , Üzeyir Fidan %T Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case %D 2019 %J Yönetim Bilimleri Dergisi %P 1304-5318-2147-9771 %V 17 %N 34 %R doi: 10.35408/comuybd.425271 %U 10.35408/comuybd.425271
ISNAD Yüncü, Volkan , Fidan, Üzeyir . "Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case". Yönetim Bilimleri Dergisi 17 / 34 (Eylül 2019): 301-322 . https://doi.org/10.35408/comuybd.425271
AMA Yüncü V , Fidan Ü . Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case. Yönetim Bilimleri Dergisi. 2019; 17(34): 301-322.
Vancouver Yüncü V , Fidan Ü . Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case. Yönetim Bilimleri Dergisi. 2019; 17(34): 322-301.