PANDEMİ SÜRECİNDE İÇSEL MARKALAMA STRATEJİLERİ

Öz

Son yirmi yılda, çalışanlar ve müşteriler arasındaki etkileşimlerin marka değerlerini ve marka deneyimlerini şekillendiren önemli temas noktaları olmalarıyla içsel markalama akademik ilgi kazanmıştır. İçsel markalamanın bir bileşeni olarak, dışsal marka iletişimi, çalışanların motivasyonu, tutumları, kimlikleri ve müteakip davranışları üzerinde güçlü bir etkiye sahip olmaktadır. Bu araştırmanın amacı, risk zamanlarında dışsal marka iletişim stratejilerini keşfetmektir. Pandemi sırasında uzaktan çalışmamak, çalışanların genel refahı için büyük bir tehditti. Pandeminin ilk altı ayında yayınlanan ve doğrudan veya dolaylı olarak iç paydaşlara odaklanan reklamlar örneklemi oluşturmaktadır. Veriler iki ulusal pazarlama dergisinin web sitelerinden toplanmıştır. Bulgular, pandemi sırasında çalışanların sorumluluklarının nasıl genişletildiğini ve krizde dayanışmanın bu yeni sorumlulukların iletişimini nasıl sağladığını ortaya koymaktadır. Çalışma içsel markalama ve krizde reklamcılık araştırmalarına katkı sunmaktadır.

Anahtar Kelimeler

• İçsel Markalama
• Dışsal Marka İletişimi
• Reklam
• Pandemi.

INTERNAL BRANDING STRATEGIES DURING THE PANDEMIC

Öz

For the past twenty years, internal branding has gained academic interest as the interactions between employees and customers shape brand values and brand experiences. As a component of internal branding, external brand communication can have a powerful influence on employees’ motivation, attitudes, identification and subsequent behavior. The purpose of this research is to explore external brand communication strategies in times of risk. Working non-remotely during the pandemic was a major threat for employees’ overall well-being. Advertisements run during the first six months of the pandemic that directly or indirectly focus on internal stakeholders formed the sample. Data was collected from the websites of two national marketing magazines. The findings reveal how employees’ responsibilities were extended during the pandemic and how expressing solidary during the crisis enabled the communication of these new responsibilities. The study contributes to extant research on internal branding and advertising in crisis.

Anahtar Kelimeler

• Internal Branding
• External Brand Communication
• Advertising
• Pandemic.

Kaynakça

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