Yıl 2019, Cilt 10 , Sayı 2, Sayfalar 81 - 91 2019-10-21

Communication of innovation messages via the internet: An example of Turkish exporting firms
İnternet aracılığıyla inovasyon mesajlarının iletişimi: Türk ihracatçı firmaları örneği

Arif Orçun SAKARYA [1]


In a firm, innovation mainly targets to preserve competitive advantage via commercialization. The objective of this study is to examine the extent of website innovation statements of Turkish firms listed in the top one thousand exporter firms’ ranking of the Turkish Exporters Assembly. To do this, website contents that are closely related to the notion of innovation are examined. Content analysis methodology is used to group websites which contain innovation related statements. The groups consist of values, vision, mission, research and development activities, and topics related to innovative activities. At the end of the study, it was deduced that businesses are gradually increasing in their innovation awareness as a message to stakeholders, especially in the context of their research and development activities.

Bir firmada inovasyon stratejisi temel olarak rekabet avantajının ticarileşme yoluyla korunmasını amaçlamaktadır. Çalışmanın amacı Türkiye İhracatçılar Meclisinin ilk bin ihracatçı firması listesinde bulunan şirketlerin web sitesindeki inovasyon ifadelerinin kapsamının incelenmesidir. Bu yönde, web sitelerinin inovasyon kavramıyla yakın ilgisi olan içerikleri incelenmiştir. İnovasyon ile ilgili ifadeler içeren web sitelerinin gruplandırılması için içerik analizi yöntemi kullanılmıştır. Gruplar; değerler, vizyon, misyon, araştırma-geliştirme faaliyetleri ve inovatif faaliyetlerle ilgili konulardan oluşmaktadır. Çalışmanın sonunda, firmaların paydaşlarına, temel olarak artan inovasyon farkındalıklarını araştırma-geliştirme faaliyetleri bağlamında bir mesaj olarak verdiği sonucuna ulaşılmıştır. 

  • Ageeva, E., Melewar, T.C., Foroudi, P., Dennis, C. & Jin, Z (2018). Examining the influence of corporate website favorability on corporate image and corporate reputation: Findings from fsQCA. Journal of Business Research, 89, 287-304.
  • Berelson, B. (1952). Content analysis in communication research. New York: Hoffner Publishing Co.
  • Bermúdez –Edo, M., Hurtado-Torres, N. & Aragón-Correa, J.A. (2010). The importance of trusting beliefs linked to the corporate website for diffusion of recruiting-related online innovations. Information Technology Management, 11, 177-189.
  • Berry, J.M. & Gironda J.T. (2019). Operationalizing throught leadership for online B2B marketing. Industrial Marketing Management, 81, 138-159.
  • Boarcăs, C. (2017). Business communication in the Internet age. Economics, Management, and Financial Markets 12(2), 201-213.
  • Boateng, H. & Abdul-Hamid.İ.K. (2016). An evaluation of corporate social responsibility communication on the websites of telecommunication companies operating in Ghana. Impression Management Perspectives, 15(1), 17-31.
  • Bravo, R., Matute, J. & Pina, J.M. (2012). Corporate social responsibility as a vehicle to reveal the corporate identity: A study focused on the Websites of Spanish financial entities. Journal of Business Ethics, 107, 129-146.
  • Dach, L. & Allmendinger, K. (2014). Sustainability in corporate communications and its influence on consumer awareness and perceptions: A study of H&M and Primark, Procedia - Social and Behavioral Sciences, 130, 409-418.
  • Dade, A. & Hassenzahl, D.M. (2013). Communicating sustainability A content analysis of website communications in the United States. International Journal of Sustainability, 14(3), 254-263.
  • Deeter-Schmelz, D.R. & Kennedy, K.N. (2002). An exploratory study of the Internet as an industrial communication tool Examining buyers’ perceptions. Industrial Marketing Management, 31, 145–154.
  • Fatma, B. & Rahman, Z. (2014). Building a corporate identity using corporate social responsibility: a website based study of Indian banks. Social Responsibility Journal, 10(4), 591-601.
  • Fisher, C.M. & Arnold, K. (2003). Is your business website effective?. Journal of Promotion Management, 9, 45-55.
  • Garcia Garcia, M., Carrillo-Durán, M.V. & Jimenez, J.L.T. (2017). Online corporate communications: website usability and content. Journal of Communication Management, 21(2), 140-154.
  • Ghandour, A. (2015). Ecommerce website value for SMEs. International Journal of Electronic Commerce Studies, 6(2), 203-222.
  • Gill, D.L, Dickinson, J.S. & Scharl, A. (2008). Communicating sustainability A web content analysis of North American, Asian and European firms. Journal of Communication Management, 12(3), 243-262.
  • Grubor, A. & Jakša, O. (2018). Internet marketing as a business necessity, Interdisciplinary Description of Complex Systems 16(2), 265-274.
  • Guillory, J.E. & Sundar, S.S. (2014). How does web site interactivity Affect Our Perceptions of an Organization? Journal of Public Relations Research, 26, 44–61
  • Halliburton, C. & Ziegfeld, A. (2009). How do major European companies communicate their corporate identity across countries? - An empirical investigation of corporate internet communications, Journal of Marketing Management, 25 (9-10), 909-925.
  • Ki, E.J., & Shin, S. (2013). Organization sustainability communication (OSC): Similarities and differences of OSC messages in the United States and South Korea. Computers in Human Behavior, 48, 36-43.
  • Krippendorff, K. (1980). Content analysis: An introduction to its methodology. Beverly Hills: Sage.
  • Lehoux, P., Hivon, M., Williams-Jones, B., Miller, F.A. & Urbach, D.R. (2012). How do medical device manufacturers’ websites frame the value of health innovation? An empirical ethics analysis of five Canadian innovations. Medical Healthcare and Philosophy, 15, 61-77.
  • Lodhia, S. (2014). Factors influencing the use of World Wide Web for sustainability communication: an Australian mining perspective. Journal of Cleaner Production, 84, 142-154.
  • TİM (2018) Türkiye İhracatçılar Meclisi 2016, Türkiye’nin İlk İhracatçı 1000 Firması Araştırması, Download Date 8 May 2018 URL https://tim.org.tr/tr/ihracat-arastirma-raporlari-ilk-1000-ihracatci-arastirmasi.html
  • Steinhoff, L., Arli, D.,Weaven, S. & Kozlenkova, I. V. (2019). Online relationship marketing. Journal of the Academy of Marketing Science, 47, 369–393
  • Vázquez, C.R., Campo, L.R., Fernández, V.A.M. & Fernández, M.M.R. (2015). The effects of the application of the Internet and the information communication technologies in the fields of tourism mediation. The International Journal of Management Science and Information Technology, 1-20.
  • Youtie, J., Hicks, D., Shapira, P. & Horsley, T. (2012). Pathways from discovery to commercialisation: using web sources to track small and medium-sized enterprise strategies in emerging nanotechnologies. Technology Analysis & Strategic Management, 24(10), 981-995.
  • Zailskaitė-Jakštė, L., Kuvykaitė, R. (2010). Internet-based communication with target audiences: Case study of higher education institutions, Economics and Management, 15, 849-856.
  • Zamparini, A. & Lurati, F. (2012). Communicated identities of regional cluster firms Evidence from the Franciacorta wine cluster. Corporate Communications: An International Journal, 17(4), 498-513.
Birincil Dil en
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Orcid: 0000-0003-0715-7791
Yazar: Arif Orçun SAKARYA
Kurum: ÇANKAYA ÜNİVERSİTESİ
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 21 Ekim 2019

APA SAKARYA, A . (2019). Communication of innovation messages via the internet: An example of Turkish exporting firms. Journal of Internet Applications and Management , 10 (2) , 81-91 . DOI: 10.34231/iuyd.628567