Araştırma Makalesi
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SOCIAL MEDIA POSTS OF COMPANIES IN THE CONTEXT OF CRISIS COMMUNICATION: A CONTENT ANALYSIS OF THE FEBRUARY 6TH EARTHQUAKE

Yıl 2024, , 9 - 43, 30.03.2024
https://doi.org/10.61766/hire.1392409

Öz

This research focuses on a content analysis that examines user interactions on companies’ Instagram platforms following natural disasters. The aim of the study is to evaluate how user comments on
Instagram posts made by companies operating in the country after the Kahramanmaraş earthquakes on February 6, 2023, affect the public relations practices of these companies. This is of great importance in terms of crisis communication and public relations strategies. In line with this purpose, the main research question is constructed as “How did users respond to Instagram posts related to the earthquake, and how did this impact public perception of companies?” The content analysis method has been chosen, and three different companies reflecting different crisis communication strategies were examined using purposive sampling. The data obtained were subjected to content analysis using MAXQDA. The user comments on the Instagram posts of the examined companies have shown the importance of effectively implementing public relations strategies. It has been observed that companies that respond quickly and sensitively create a more positive public perception. Additionally, it has been observed that donation and relief efforts are appreciated by the public. Late responses and inadequate donations have been found to lead to negative public perception, including subscription cancellations. These results highlight the need for companies to communicate effectively in times of crisis and meet the expectations of their stakeholders.

Kaynakça

  • Abbott, W., Donaghey, J., Hare, J., & Hopkins, P. (2013). An Instagram is worth a thousand words: an industry panel and audience Q&A. Library Hi Tech News, 30(7), 1–6. doi:10.1108/ lhtn-08-2013-0047
  • Aula, P. (2011). Meshworked reputation: Publicists’ views on the reputational impacts of online communication. Public Relations Review, 37(1), 28–36. doi:10.1016/j.pubrev.2010.09.008 Broom, G. M. (2012). Cutlip and center's effective public relations (11 ed.). Upper Saddle River, NJ: Pearson.
  • Choi, Y., & Lin, Y.-H. (2009). Consumer Responses to Mattel Product Recalls Posted on Online Bulletin Boards: Exploring Two Types of Emotion. Journal of Public Relations Research, 21(2), 198–207. doi:10.1080/10627260802557506
  • Coombs, W. T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Reputation Review, 10(3), 163–176. doi: https://doi.org/10.1057/palgrave.crr.1550049
  • Coombs, W. T., Holladay, S. J. (2010). The handbook of crisis communication. (W. T. Coombs, Ed.) Malden, MA.: Wiley-Blackwell.
  • Cresswell, J. W. (2019). Nitel Araştırmacılar İçin 30 Temel Beceri (H. Özcan, Çev.). Ankara: Anı Yayıncılık.
  • Cronstedt, M. (2002). Prevention, preparedness, response, recovery - an outdated concept? The Australian Journal of Emergency Management, 17(2), 10-13. Retrieved from https://search.informit.org/doi/epdf/10.3316/ielapa.370106115314792
  • Dhanesh, G. S., & Sriramesh, K. (2018). Culture and crisis communication: Nestle India's Maggi noodles case. Journal of International Management, 24(3), 204-214. doi: 10.1016/j.intman.2017.12.004
  • Dutta-Bergman, M. J. (2006). Community Participation and Internet Use after September 11: Complementarity in Channel Consumption. Journal of computer-mediated communication, 11(2), 469-484. doi:10.1111/j.1083-6101.2006.00022.x
  • Einsiedel, E., & Thorne, B. (1999). Public responses to uncertainty. In S. M. Friedman, S. Dunwoody, & C. L. Rogers (Eds.), Communicating uncertainty: Media coverage of new and controversial science (pp. 43–55). Mahwah, NJ: Lawrence Erlbaum Associates.
  • Falkheimer, J., & Heide, M. (2006). Multicultural crisis communication: Towards a social constructionist perspective. Journal of Contingencies and Crisis Management, 14, 180–189. http:// dx.doi.org/10.1111/j.1468-5973.2006.00494.x
  • Floreddu, B. P., & Cabiddu, F. (2014). Managing online reputation: the role of social media in insurance industry. In Academy of Management Proceedings, 1. https://doi.org/10.5465/ambpp.2014.17040abstract
  • Guest, G., Bunce, A., & Johnson, L. (2006). How Many Interviews Are Enough? Field Methods, 18(1), 59–82. doi:10.1177/1525822x05279903
  • Güvenli Web. (2022, 15 Kasım). We Are Social Şubat 2022 - Türkiye Raporu. https://www.guvenliweb.org.tr/dokuman-detay/we-are-social-subat-2022-turkiye-raporu
  • Hofstede, G. (1980). Motivation, leadership, and organization: do American theories apply abroad?. Organizational dynamics, 9(1), 42-63. doi:10.1016/0090-2616(80)90013-3
  • Instagram (2023). Blu TV Instagram Paylaşımı, https://www.instagram.com/p/CofTpAQNQNr/?img_index=1, Erişim Tarihi: 10.11.2023.
  • Instagram (2023). Amazon Instagram Paylaşımı, https://www.instagram.com/p/CoXM24jrgZO/, Erişim Tarihi: 10.11.2023.
  • Instagram (2023). Netflix Instagram Paylaşımı, https://www.instagram.com/p/Cocmttys69J/, Erişim Tarihi: 10.11.2023.
  • Kankanamge, N., Yigitcanlar, T., & Goonetilleke, A. (2020). How engaging are disaster management related social media channels? The case of Australian state emergency organisations. International Journal of Disaster Risk Reduction, 48. doi:10.1016/j.ijdrr.2020.101571
  • Kuckartz, U. (2014). Qualitative text analysis: A guide to methods, practice and usuing software. London: Sage Ltd.
  • Lawson, C., Gill, R., Feekery, A., & Witsel, M. (2019). Communication skills for business professionals. Cambridge: Cambridge University Press.
  • Lee, B. K. (2004). Audience-Oriented Approach to Crisis Communication:: A Study of Hong Kong Consumers’ Evaluation of an Organizational Crisis. Communication Research, 31(5), 600- 618. https://doi.org/10.1177/0093650204267936
  • Lukaszewski, J. E. (2015). Lukaszewski on Crisis Communication: What Your CEO Needs to Know about Reputation Risk and Crisis Management. Brookfield, CT: Rothstein Publishing.
  • Neuman, W. L. (2014). Toplumsal araştırma yöntemleri: Nitel ve nicel yaklaşımlar: 2. Cilt. (S. Özge, Çev.) Ankara: Yayınodası Yayıncılık.
  • Paul, M. J. (2001). Interactive disaster communication on the Internet: A content analysis of sixty-four disaster relief home pages. Journalism and Mass Communication Quarterly, 78(4), 739–753. doi:10.1177/107769900107800408
  • Peltekoğlu, F. B. (2022). Halkla İlişkiler Nedir? (11 ed.). İstanbul: Beta.
  • Perse, E. M., & Lambe, J. (2016). Media effects and society. Routledge.
  • Poblet, M., García-Cuesta, E., & Casanovas, P. (2017). Crowdsourcing roles, methods and tools for data-intensive disaster management. Information Systems Frontiers. doi:10.1007/s10796- 017-9734-6
  • Sriramesh,K.(2003).Thedireneedformulticulturalisminpublicrelationseducation:AnAsianperspective. Journal of Communication Management, 7(1), 54–70. doi:10.1108/13632540310807250
  • Statista (2022, 15 Kasım). Favorite social media platforms among internet users in Turkey as of 3rd quarter 2021. https://www.statista.com/statistics/1318527/turkey-favorite-social-media-platforms/ adresinden 20 Eylül 2023 tarihinde alınmıştır.
  • Stenger, T. (2014). Social media and online reputation management as practice: first steps towards social CRM? International Journal of Technology and Human Interaction (IJTHI), 10(4), 49-64. doi:10.4018/ijthi.2014100104
  • Stephens, K. K., & Malone, P. C. (2009). If the Organizations Won’t Give Us Information…: The Use of Multiple New Media for Crisis Technical Translation and Dialogue. Journal of Public Relations Research, 21(2), 229–239. doi:10.1080/10627260802557605
  • Ting, H., Ming,W.W. P., de Run, E. C., & Choo, S. L.Y. (2015). Beliefs about the use of Instagram: An exploratory study. International Journal of business and innovation, 2(2), 15-31. Retrieved from https://www.semanticscholar.org/paper/Beliefs-about-the-Use-of-Instagram%3A-An-Exploratory-Hiram-Winnie/fe840a98df504aa9304543877b59d572f529de49
  • Türkiye İstatistik Kurumu. (2022). Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması, 2022 (Yayın no. 45587). https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587
  • Uzunoğlu, E. and Türkel, S. (2017). Turkey “Nothing Will Ever Be the Same”: The Borusan Case and the Socio-Cultural Dynamics of Crisis in Turkey. In A. M.-A. George, & A. M.-A. George (Ed.), Culture and crisis communication: Transboundary cases from nonwestern perspectives (pp. 270-288). John Wiley & Sons.
  • Vanderford, M. L., Nastoff, T., Telfer, J. L., & Bonzo, S. E. (2007). Emergency Communication Challenges in Response to Hurricane Katrina: Lessons from the Centers for Disease Control and Prevention. Journal of Applied Communication Research, 35(1), 9–25. doi:10.1080/00909880601065649
  • Varol, N., & Gültekin, T. (2016). Afet antropolojisi. Elektronik Sosyal Bilimler Dergisi, 15(59), 1431-1436. https://doi.org/10.17755/esosder.263244
  • Veil, S. R., Buehner, T., & Palenchar, M. J. (2011). A work-in-process literature review: Incorporating social media in risk and crisis communication. Journal of contingencies and crisis management, 19(2), 110-122. doi:10.1111/j.1468-5973.2011.00639.x
  • Wang, Y. (2015). Incorporating social media in public relations: A synthesis of social media-related public relations research. Public relations journal, 9(3), 1-14. Retrieved from https://prjournal.instituteforpr.org/wp-content/uploads/2015v09n03Yang.pdf
  • Watkins, B. (2014). An Integrated Approach to Sports Branding: Examining the Influence of Social Media on Brand Outcomes. International Journal of Integrated Marketing Communications, 6(2), 30–40. Retrieved from https://web.s.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=0&sid=bb9989f2-376c-4846-b831-83a340c504b9%40redis
  • Weber, R. P. (1990). Basic Content Analysis. Sage Publications.
  • Yeniçıktı, N. T. (2016). Halkla ilişkiler aracı olarak Instagram: Sosyal medya kullanan 50 şirket üzerine bir araştırma. Selçuk İletişim, 9(2), 92-115. https://doi.org/10.18094/si.84410
  • Zhu, L., Anagondahalli, D., & Zhang, A. (2017). Social media and culture in crisis communication: McDonald’s and KFC crises management in China. Public Relations Review, 43(3), 487-492. doi:10.1016/j.pubrev.2017.03.006

KRİZ İLETİŞİMİ BAĞLAMINDA ŞİRKETLERİN SOSYAL MEDYA PAYLAŞIMLARI: 6 ŞUBAT DEPREMİ ÖZELİNDE BİR İÇERİK ANALİZİ

Yıl 2024, , 9 - 43, 30.03.2024
https://doi.org/10.61766/hire.1392409

Öz

Bu araştırma, doğal afet sonrası şirketlerin Instagram platformundaki kullanıcı etkileşimlerini inceleyen bir içerik analizi üzerine odaklanmaktadır. Çalışmanın amacı 6 Şubat 2023 Kahramanmaraş depremlerinin ardından ülkede faaliyet gösteren şirketlerin Instagram paylaşımlarına gelen kullanıcı yorumlarını inceleyerek, bu yorumların şirketlerin halkla ilişkiler uygulamalarını nasıl etkilediğini değerlendirmektir. Bu, kriz iletişimi ve halkla ilişkiler stratejilerinin geliştirilmesi açısından büyük öneme sahiptir. Bu amaç doğrultusunda araştırmanın ana sorusu “Kullanıcılar depremle ilgili Instagram paylaşımlarına nasıl tepki verdi ve bu durum kamuoyunun şirketlere yönelik algısını nasıl etkiledi?” olarak inşa edilmiştir. İçerik analizi yöntemi seçilmiş olup, amaçlı örnekleme yöntemi kullanılarak farklı kriz iletişimi stratejilerini yansıtan üç farklı şirket incelenmiştir. Elde edilen veriler MAXQDA kullanılarak içerik analizine tabi tutulmuştur. İncelenen şirketlerin Instagram paylaşımlarına gelen kullanıcı yorumları, halkla ilişkiler stratejilerinin etkin bir şekilde uygulanmasının önemini göstermiştir. Özellikle hızlı ve duyarlı bir şekilde tepki veren şirketlerin daha olumlu bir toplum algısı oluşturduğu gözlemlenmiştir. Ayrıca, bağış ve yardım çabalarının kamuoyu tarafından takdir edildiği görülmüştür. Geç reaksiyon vermenin ve yetersiz bağışın olumsuz toplum algısına hatta abonelik iptallerine yol açtığı gözlemlenmiştir. Bu sonuçlar, şirketlerin kriz anlarında etkili bir şekilde iletişim kurmaları gerektiğini ve paydaşlarının beklentilerini karşılamalarının kritik olduğunu göstermektedir.

Kaynakça

  • Abbott, W., Donaghey, J., Hare, J., & Hopkins, P. (2013). An Instagram is worth a thousand words: an industry panel and audience Q&A. Library Hi Tech News, 30(7), 1–6. doi:10.1108/ lhtn-08-2013-0047
  • Aula, P. (2011). Meshworked reputation: Publicists’ views on the reputational impacts of online communication. Public Relations Review, 37(1), 28–36. doi:10.1016/j.pubrev.2010.09.008 Broom, G. M. (2012). Cutlip and center's effective public relations (11 ed.). Upper Saddle River, NJ: Pearson.
  • Choi, Y., & Lin, Y.-H. (2009). Consumer Responses to Mattel Product Recalls Posted on Online Bulletin Boards: Exploring Two Types of Emotion. Journal of Public Relations Research, 21(2), 198–207. doi:10.1080/10627260802557506
  • Coombs, W. T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Reputation Review, 10(3), 163–176. doi: https://doi.org/10.1057/palgrave.crr.1550049
  • Coombs, W. T., Holladay, S. J. (2010). The handbook of crisis communication. (W. T. Coombs, Ed.) Malden, MA.: Wiley-Blackwell.
  • Cresswell, J. W. (2019). Nitel Araştırmacılar İçin 30 Temel Beceri (H. Özcan, Çev.). Ankara: Anı Yayıncılık.
  • Cronstedt, M. (2002). Prevention, preparedness, response, recovery - an outdated concept? The Australian Journal of Emergency Management, 17(2), 10-13. Retrieved from https://search.informit.org/doi/epdf/10.3316/ielapa.370106115314792
  • Dhanesh, G. S., & Sriramesh, K. (2018). Culture and crisis communication: Nestle India's Maggi noodles case. Journal of International Management, 24(3), 204-214. doi: 10.1016/j.intman.2017.12.004
  • Dutta-Bergman, M. J. (2006). Community Participation and Internet Use after September 11: Complementarity in Channel Consumption. Journal of computer-mediated communication, 11(2), 469-484. doi:10.1111/j.1083-6101.2006.00022.x
  • Einsiedel, E., & Thorne, B. (1999). Public responses to uncertainty. In S. M. Friedman, S. Dunwoody, & C. L. Rogers (Eds.), Communicating uncertainty: Media coverage of new and controversial science (pp. 43–55). Mahwah, NJ: Lawrence Erlbaum Associates.
  • Falkheimer, J., & Heide, M. (2006). Multicultural crisis communication: Towards a social constructionist perspective. Journal of Contingencies and Crisis Management, 14, 180–189. http:// dx.doi.org/10.1111/j.1468-5973.2006.00494.x
  • Floreddu, B. P., & Cabiddu, F. (2014). Managing online reputation: the role of social media in insurance industry. In Academy of Management Proceedings, 1. https://doi.org/10.5465/ambpp.2014.17040abstract
  • Guest, G., Bunce, A., & Johnson, L. (2006). How Many Interviews Are Enough? Field Methods, 18(1), 59–82. doi:10.1177/1525822x05279903
  • Güvenli Web. (2022, 15 Kasım). We Are Social Şubat 2022 - Türkiye Raporu. https://www.guvenliweb.org.tr/dokuman-detay/we-are-social-subat-2022-turkiye-raporu
  • Hofstede, G. (1980). Motivation, leadership, and organization: do American theories apply abroad?. Organizational dynamics, 9(1), 42-63. doi:10.1016/0090-2616(80)90013-3
  • Instagram (2023). Blu TV Instagram Paylaşımı, https://www.instagram.com/p/CofTpAQNQNr/?img_index=1, Erişim Tarihi: 10.11.2023.
  • Instagram (2023). Amazon Instagram Paylaşımı, https://www.instagram.com/p/CoXM24jrgZO/, Erişim Tarihi: 10.11.2023.
  • Instagram (2023). Netflix Instagram Paylaşımı, https://www.instagram.com/p/Cocmttys69J/, Erişim Tarihi: 10.11.2023.
  • Kankanamge, N., Yigitcanlar, T., & Goonetilleke, A. (2020). How engaging are disaster management related social media channels? The case of Australian state emergency organisations. International Journal of Disaster Risk Reduction, 48. doi:10.1016/j.ijdrr.2020.101571
  • Kuckartz, U. (2014). Qualitative text analysis: A guide to methods, practice and usuing software. London: Sage Ltd.
  • Lawson, C., Gill, R., Feekery, A., & Witsel, M. (2019). Communication skills for business professionals. Cambridge: Cambridge University Press.
  • Lee, B. K. (2004). Audience-Oriented Approach to Crisis Communication:: A Study of Hong Kong Consumers’ Evaluation of an Organizational Crisis. Communication Research, 31(5), 600- 618. https://doi.org/10.1177/0093650204267936
  • Lukaszewski, J. E. (2015). Lukaszewski on Crisis Communication: What Your CEO Needs to Know about Reputation Risk and Crisis Management. Brookfield, CT: Rothstein Publishing.
  • Neuman, W. L. (2014). Toplumsal araştırma yöntemleri: Nitel ve nicel yaklaşımlar: 2. Cilt. (S. Özge, Çev.) Ankara: Yayınodası Yayıncılık.
  • Paul, M. J. (2001). Interactive disaster communication on the Internet: A content analysis of sixty-four disaster relief home pages. Journalism and Mass Communication Quarterly, 78(4), 739–753. doi:10.1177/107769900107800408
  • Peltekoğlu, F. B. (2022). Halkla İlişkiler Nedir? (11 ed.). İstanbul: Beta.
  • Perse, E. M., & Lambe, J. (2016). Media effects and society. Routledge.
  • Poblet, M., García-Cuesta, E., & Casanovas, P. (2017). Crowdsourcing roles, methods and tools for data-intensive disaster management. Information Systems Frontiers. doi:10.1007/s10796- 017-9734-6
  • Sriramesh,K.(2003).Thedireneedformulticulturalisminpublicrelationseducation:AnAsianperspective. Journal of Communication Management, 7(1), 54–70. doi:10.1108/13632540310807250
  • Statista (2022, 15 Kasım). Favorite social media platforms among internet users in Turkey as of 3rd quarter 2021. https://www.statista.com/statistics/1318527/turkey-favorite-social-media-platforms/ adresinden 20 Eylül 2023 tarihinde alınmıştır.
  • Stenger, T. (2014). Social media and online reputation management as practice: first steps towards social CRM? International Journal of Technology and Human Interaction (IJTHI), 10(4), 49-64. doi:10.4018/ijthi.2014100104
  • Stephens, K. K., & Malone, P. C. (2009). If the Organizations Won’t Give Us Information…: The Use of Multiple New Media for Crisis Technical Translation and Dialogue. Journal of Public Relations Research, 21(2), 229–239. doi:10.1080/10627260802557605
  • Ting, H., Ming,W.W. P., de Run, E. C., & Choo, S. L.Y. (2015). Beliefs about the use of Instagram: An exploratory study. International Journal of business and innovation, 2(2), 15-31. Retrieved from https://www.semanticscholar.org/paper/Beliefs-about-the-Use-of-Instagram%3A-An-Exploratory-Hiram-Winnie/fe840a98df504aa9304543877b59d572f529de49
  • Türkiye İstatistik Kurumu. (2022). Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması, 2022 (Yayın no. 45587). https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587
  • Uzunoğlu, E. and Türkel, S. (2017). Turkey “Nothing Will Ever Be the Same”: The Borusan Case and the Socio-Cultural Dynamics of Crisis in Turkey. In A. M.-A. George, & A. M.-A. George (Ed.), Culture and crisis communication: Transboundary cases from nonwestern perspectives (pp. 270-288). John Wiley & Sons.
  • Vanderford, M. L., Nastoff, T., Telfer, J. L., & Bonzo, S. E. (2007). Emergency Communication Challenges in Response to Hurricane Katrina: Lessons from the Centers for Disease Control and Prevention. Journal of Applied Communication Research, 35(1), 9–25. doi:10.1080/00909880601065649
  • Varol, N., & Gültekin, T. (2016). Afet antropolojisi. Elektronik Sosyal Bilimler Dergisi, 15(59), 1431-1436. https://doi.org/10.17755/esosder.263244
  • Veil, S. R., Buehner, T., & Palenchar, M. J. (2011). A work-in-process literature review: Incorporating social media in risk and crisis communication. Journal of contingencies and crisis management, 19(2), 110-122. doi:10.1111/j.1468-5973.2011.00639.x
  • Wang, Y. (2015). Incorporating social media in public relations: A synthesis of social media-related public relations research. Public relations journal, 9(3), 1-14. Retrieved from https://prjournal.instituteforpr.org/wp-content/uploads/2015v09n03Yang.pdf
  • Watkins, B. (2014). An Integrated Approach to Sports Branding: Examining the Influence of Social Media on Brand Outcomes. International Journal of Integrated Marketing Communications, 6(2), 30–40. Retrieved from https://web.s.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=0&sid=bb9989f2-376c-4846-b831-83a340c504b9%40redis
  • Weber, R. P. (1990). Basic Content Analysis. Sage Publications.
  • Yeniçıktı, N. T. (2016). Halkla ilişkiler aracı olarak Instagram: Sosyal medya kullanan 50 şirket üzerine bir araştırma. Selçuk İletişim, 9(2), 92-115. https://doi.org/10.18094/si.84410
  • Zhu, L., Anagondahalli, D., & Zhang, A. (2017). Social media and culture in crisis communication: McDonald’s and KFC crises management in China. Public Relations Review, 43(3), 487-492. doi:10.1016/j.pubrev.2017.03.006
Toplam 43 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Reklamcılık (Diğer)
Bölüm Araştırma Makalesi
Yazarlar

Burak Atkan 0000-0002-2799-5867

Tuba Çevik Ergin 0000-0002-4632-7987

Erken Görünüm Tarihi 25 Mart 2024
Yayımlanma Tarihi 30 Mart 2024
Gönderilme Tarihi 17 Kasım 2023
Kabul Tarihi 13 Mart 2024
Yayımlandığı Sayı Yıl 2024

Kaynak Göster

APA Atkan, B., & Çevik Ergin, T. (2024). KRİZ İLETİŞİMİ BAĞLAMINDA ŞİRKETLERİN SOSYAL MEDYA PAYLAŞIMLARI: 6 ŞUBAT DEPREMİ ÖZELİNDE BİR İÇERİK ANALİZİ. Uluslararası Halkla İlişkiler Ve Reklam Çalışmaları Dergisi, 7(1), 9-43. https://doi.org/10.61766/hire.1392409


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