EFFICIENCY OF SOCIAL RESPONSIBILITY PROJECTS PROMOTED IN SOCIAL MEDIA

Yıl 2022, Cilt: 9 Sayı: 2, 90 - 104, 30.06.2022

Hilal Yasatekın Fahri Apaydın

https://doi.org/10.17261/Pressacademia.2022.1556

Öz

Purpose- People's commitment to social media and their tendency to SRP are driving marketers and companies to SRP in social media. It is
aimed to investigate which type of SRP is promoted in social media and which social media channels are more likely to share SRP-related
posts. In the research, it is examined whether the attention and actions of the society are mobilized according to the age and income status
of the society. One wonders whether social media has an impact on getting people to participate in the SRP and whether people's interest
in social media has an impact on their participation in the SRP.
Methodology- A positivist research approach is adopted as the research design. The quantitative analysis method is used in the research.
Data in the research is collected using an online questionnaire. In the published survey, 501 people who have completed the survey and are
available are reached in total. Arithmetic mean, correlation, ANOVA and T-test are used to analyze the survey data.
Findings- SRPSM attracts the attention of the community and mobilizes the community to participate in these projects. In the fields of health,
environment, and education; SRP is more widely promoted on Instagram and Twitter channels. Young people and people with a high-income
level do not participate much in the SRP promoted on the social media channel. Social media is an effective tool to get people to participate
in the SRP. People's interest in SRP on social media drives them to participate in SRP.
Conclusion- While the 1st and 2nd hypotheses are rejected, the 3rd and 4th hypotheses are accepted. It is assumed that the analysis results
obtained from the research will contribute to researchers and practitioners. After the conclusion part, limitations and suggestions are
presented to researchers who will conduct research and study on this subject in the future.

Anahtar Kelimeler

social responsibility (SR), social media (SM), digital marketing, social responsibility projects (SRP), responsibility

Kaynakça

• Abitbol, A., Lee, S. Y. (2017). Messages on CSR-Dedicated Facebook Pages: What Works and What Doesn’t. Public Relations Review, 43(4), 796-808.
• Aguinis, H., Villamor, I., Gabrel, K. P. (2020). Understanding Employee Responses to COVID-19: A Behavioral Corporate Social Responsibility Perspective. Management Research, 18(4), 421-438.
• Al-Ghamdi, S. A. A., Badawi, N. S. (2019). Do Corporate Social Responsibility Activities Enhance Customer Satisfaction and Customer Loyalty? Evidence from The Saudi Banking Sector. Cogent Business & Management, 6(1), 1662932.
• Baird, C. H., Parasnis, G. (2011). From Social Media to Social CRM: Reinventing The Customer Relationship. Strategy & Leadership, 39 (6), 27- 34.
• Bayrak, H. (2020). 2020 Dünya İnternet, Sosyal Medya ve Mobil Kullanım İstatistikleri. Access Date: 12.11.2020, https://dijilopedi.com/2020- dunya-internet-sosyal-medya-ve-mobilkullanim-istatistikleri
• Belch, G. E., Belch, M. A. (2004). Advertising and Promotion: An İntegrated Marketing Communicatıons Perspective. (6th Edition). New York: McGraw-Hil Irwin.
• Benitez, J., Ruiz, L., Castillo, A., Llorens, J. (2020). How Corporate Social Responsibility Activities Influence Employer Reputation: The Role of Social Media Capability. Decision Support Systems, 129, 113223.
• Bialkova, S., Te Paske, S. (2021). Campaign Participation, Spreading Electronic Word of Mouth, Purchase: How to Optimise Corporate Social Responsibility, CSR, Effectiveness Via Social Media? European Journal of Management and Business Economics, 30(1), 108-126.
• Bigné, E., Chumpitaz, R., Currás, R. (2010). Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image. Journal of Business Ethics, 96(2), 169-186.
• Blackshaw P., Nazzaro M. (2006). Consumer-Generated Media (CGM) 101: Word-Of-Mouth in The Age of The Web-Fortified Consumer. Second Edition, Nielsen BuzzMetrics.
• Bone Louis E., Kurtiz David L. (1999). Management. Fourth Edition, McGraw Hill, NewYork.
• Borges, A. P., Rodrigues, P., Branco, F. C. (2019). Consumer Perceptions of Corporate Social Responsibility and Its Impact on Purchasing in Economic Crisis. Global Business and Economics Review, 21(5), 583-604.
• Burucuoglu, M., Erdogan, E. (2019). The Role of Ethical Positions on Responsible Consumption Behaviours and Consumption Values Regarding The Green Products. Global Business and Economics Review, 21(5), 533-555.
• Carroll, A. B. (1991). The Pyramid of Corporate Social Responsibility: Toward The Moral Management of Organizational Stakeholders. Business Horizons, 34(4), 39-48.
• Carroll, A. B., Shabana, K. M. (2010). The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice. International Journal of Management Reviews, March, 12(1), 85–105.
• Cevahir, E. (2020). SPSS ile Nicel Veri Analizi Rehberi. Kibele Yayınları.
• Chu S. C., Chen H. T. (2019). Impact of Consumers' Corporate Social Responsibility-Related Activities in Social Media on Brand Attitude, Electronic Word-of-Mouth Intention, and Purchase Intention: A Study of Chinese Consumer Behavior. Journal of Consumer Behaviour, 18, 453–462.
• Chu, S. C., Chen, H. T., Gan, C. (2020). Consumers’ Engagement with Corporate Social Responsibility (CSR) Communication in Social Media: Evidence from China and The United States. Journal of Business Research, 110, 260-271.
• Coffman, J. (2002). Public Communication Campaign Evaluation: An Environmental Scan for Challenges, Criticisms, Practice and Opportunities. Harvard Family Research Project, 1-35.
• Copley, P., McLean, A., Siddle, A. (2013). The İmportance of Social Media to Small Firms’ Marketing – How İt Was Used at The Baggers Original Childrenswear Brand. Proceedings of the 36th Institute for Small Business and Entrepreneurship Annual Conference. Cardiff. 12th-13th November.
• Coşkun, R., Altunışık, R., Yıldırım, E. (2019). Sosyal Bilimlerde Araştırma Yöntemleri. Sakarya Yayıncılık
• Dabas, C. S., Davis, L. Y., Forsythe, L. M. (2018). Perception of Corporate Social Responsibility Actions-The Case of Retail Store Managers. International Journal of Corporate Strategy and Social Responsibility, 1(4), 353-376.
• Dal Mas, F., Tucker, W., Massaro, M., Bagnoli, C. (2022). Corporate Social Responsibility in The Retail Business: A Case Study. Corporate Social Responsibility and Environmental Management, 29(1), 223-232.
• Dalla-Pria, L., Rodríguez-de-Dios, I. (2022). CSR Communication on Social Media: The Impact of Source and Framing on Message Credibility, Corporate Reputation and WOM. Corporate Communications: An International Journal, 27(3), 543-557.
• Davis Mersey, R., Malthouse, E. C., Calder, B. J. (2010). Engagement With Online Media. Journal of Media Business Studies, 7(2), 39-56.
• Davis, K., Blomstrom, R. L. (1971). Business Society and Environment, Social Power and Social Response. Second Edition, McGraw-Hill Book Company, New York.
• Del Bosco, B. (2017). The Evolution of CSR Communication on The Internet. Impresa Progetto–Electronic Journal of Management, 1, 1-29.
• Dutot, V., Lacalle Galvez, E., Versailles, D. W. (2016). CSR Communications Strategies Through Social Media and Influence on E-Reputation: An Exploratory Study. Management Decision. 54(2), 363-389.
• Epareborda, V. (2020). Five Benefits of Digitalizing Your CSR Program. Access Date: 16.06.2020, https://alayagood.com/blog/5-benefits-ofdigitalising-your-csr-program/
• Fauzan, N. (2022, April). The Effect of Corporate Social Responsibility to Corporate Reputation on Word of Mouth Toward Customer Trust. In GMPI Conference Series, 1, 29-41.
• Fontoura, P. T. G., Coelho, A. F. M. (2020). Social Responsibility in Supply Chain: Bibliometric Analysis and Literature Review. Global Business and Economics Review, 23(3), 302-346.
• Go, E., Bortree, D. S. (2017). What and How to Communicate CSR? The Role of CSR Fit, Modality Interactivity, and Message Interactivity on Social Networking Sites. Journal of Promotion Management, 23(5), 727-747.
• Gupta, S., Nawaz, N., Alfalah, A. A., Naveed, R. T., Muneer, S., Ahmad, N. (2021). The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1217- 1230.
• Haski-Leventhal, D. (2018). Strategic Corporate Social Responsibility: Tools and Theories for Responsible Management. Los Angeles: SAGE.
• Hassan, S., Nadzim, S. Z. A., Shiratuddin, N. (2015). Strategic Use of Social Media for Small Business Based on The AIDA Model. ProcediaSocial and Behavioral Sciences, 172, 262-269.
• He, H., Harrıs, L. (2020). The Impact of Covid-19 Pandemic on Corporate Social Responsibility and Marketing Philosophy. Journal of Business Research, 116, 176-182.
• Hejase, H. J. (2020). Corporate Social Responsibility Amid Covıd-19. Journal of Economics and Economic Education Research, 21(1), 1-3.
• Huang, W., Chen, S., Nguyen, L. T. (2020). Corporate Social Responsibility and Organizational Resilience to COVID-19 Crisis: An Empirical Study of Chinese Firms. Sustainability, 12, 1-19.
• Ibrahim, B. (2022). Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination. Journal of Promotion Management, 28(1), 60-90.
• Ji, Y. G, Tao, W., Rim, H. (2020). Mapping Corporate Social Responsibility Research in Communication: A Network and Bibliometric Analysis. Public Relations Review, 46 (5), 1-15.
• Kaplan, A. M., Haenlein, M. (2010). Users of The World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68.
• Kesavan, R., Bernacchi, M. D., Mascarenhas, O. A. (2013). Word of Mouse: CSR Communication and The Social Media. International Management Review, 9(1), 58-66.
• Komodromos, M. (2017). Examining Corporate Social Responsibility as A Public Relations Vehicle: An Empirical Study. International Journal of Corporate Strategy and Social Responsibility, 1(2), 101-117.
• Kotler, P., Lee, N. R. (2008). Social Marketing: Influencing Behaviors for Good, (Third Ed.), Thousand Oaks, CA: Sage Publication.
• Lea, B. R., Yu, W. B., Maguluru, N., Nichols, M. (2006). Enhancing Business Networks Using Social Network-Based Virtual Communities. Industrial Management & Data Systems, 106(1), 121-138.
• Lee, S. Y. (2016). How Can Companies Succeed in Forming CSR Reputation? Corporate Communications, 21(4), 435-449.
• Liu, F., Meng, L., Zhao, Y., Duan, S. (2020). The Influence of The Corporate Social Responsibility Disclosures on Consumer Brand Attitudes Under The Impact of COVID-19. Frontiers of Business Research in China, 14(28), 1-22
• Lietsala, K., Sirkkunen E. (2008). Social Media: Introduction to The Tools and Processes of Participatory Economy. Finland: The University of Tampere.
• Ma, R., Cherian, J., Tsai, W. H., Sial, M. S., Hou, L., Álvarez-Otero, S. (2021). The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory. Sustainability, 13(9), 4700.
• Mahmes, K. A. M. (2018). Corporate Social Responsibility Disclosure and Company Characteristics: Insights and Empirical Evidence from The Libyan Extractive Sector. International Journal of Corporate Strategy and Social Responsibility, 1(4), 320-352.
• Mills, A. J. (2012). Virality in Social Media: The SPIN Framework. Journal of Public Affairs, 12(2), 162-169.
• Oh, J., Ki, E. J. (2019). Factors Affecting Social Presence and Word-of-Mouth in Corporate Social Responsibility Communication: Tone of Voice, Message Framing, and Online Medium Type. Public Relations Review, 45(2), 319-331.
• Okazaki, S., Diaz-Martin, A. M., Rozano, M., Menendez-Benito, H. D. (2015). Using Twitter to Engage with Customers: A Data Mining Approach. Internet Research, 25 (3), 416–434.
• Oldenburg, A. G., Miethlich, B. (2020). Corporate Social Responsibility Practice of Mobile Network Operators in the DACH Countries. Conference: 35nd IBIMA International Business Information Management Association Conference - Education Excellence and Innovation Management: A 2025 Vision to Sustain Economic Development during Global Challenges, At: Seville, Spain.
• Pashootanizadeh, M., Khalilian, S. (2018). Application of The AIDA Model: Measuring The Effectiveness of Television Programs in Encouraging Teenagers to Use Public Libraries. Information and Learning Sciences, 119(11), 635-651.
• Pirsch,, J. Gupta, S., Grau, S.L. (2007). A framework for Understanding Corporate Social Responsibility Programs as A Continuum: An Exploratory Study. Journal of Business Ethics, 70(2), 125-140.
• Popkova, E., Delo, P., Sergı, B. S. (2021). Corporate Social Responsibility Amid Social Distancing During The COVID-19 Crisis: BRICS vs. OECD Countries. Research in International Business and Finance, 55, 1-12.
• Pringle, H., Thampson, M. (2000). Marka Ruhu: Sosyal Sorumluluk Kampanyaları ile Marka Yaratmak. (Trans. Yelce Z., Feyyat C.), Scala Yayıncılık, İstanbul.
• Puwirat, W., Tripopsakul, S. (2019). The Impact of Digital Social Responsibility on Customer Trust and Brand Equity: An Evidence from Social Commerce in Thailand. European Research Studies Journal, 22(2), 181-198.
• Qiu, S., Jiang, J., Liu, X., Chen, M. H., Yuan, X. (2021). Can Corporate Social Responsibility Protect Firm Value During The Covid–19 Pandemic? International Journal of Hospitality Management, 93, 1-12.
• Ramaswamy, V., Ozcan, K. (2016). Brand Value Co-Creation in A Digitalized World: An Integrative Framework and Research Implications. International Journal of Research in Marketing, 33(1), 93–106.
• Rehman, F.U., Nawaz, T., Ilyas, M., Hyder, S. (2014). A Comparative Analysis of Mobile and Email Marketing Using AIDA model. Journal of Basic and Applied Scientific Research, 4(6), 38-49.
• Roundy, P. T., Bonnal, M. (2020). Social Entrepreneurship and Economic Thought: A Path to Rapprochement. Global Business and Economics Review, 23(3), 257-279.
• Ryan, T., Xenos, S. (2011). Who Uses Facebook? An Investigation into The Relationship Between The Big Five, Shyness, Narcissism, Loneliness, and Facebook Usage. Computers in Human Behavior, 27(5), 1658-1664.
• Saxton, G.D., Gomez, L., Ngoh, Z., Lin, Y. P., Dietrich, S. (2019). Do CSR Messages Resonate? Examining Public Reactions to Firms’ CSR Efforts on Social Media. Journal of Business Ethics, 155(2), 359-377.
• Shaukat, A., Qiu, Y., Trojanowski, G. (2016). Board Attributes, Corporate Social Responsibility Strategy, and Corporate Environmental and Social Performance. Journal of Business Ethics, 135(3), 569-585.
• Sosyal Medya Kampanyaları. Access Date: 28.05.2021, https://www.dijitalajanslar.com/projeler/sosyal-medya-kampanyalari/
• Sosyal Sorumluluk Projesi. Access Date: 28.05.2021, https://www.hurriyet.com.tr/haberleri/sosyal-sorumluluk-projesi
• TUİK (2022). Access Date: 14.03.2020, https://www.tuik.gov.tr/
• Venger, V., Pomirleanu, N. (2018). Linking CSR Communication Activities to Consumer Brand Evaluations: An Examination of Mediating and Moderating Factors Linking CSR Communication to Brand Evaluations. Journal of Promotion Management, 24(5), 675–693.
• Vethirajan, C., Mahalıngam, A., Shunmugam, M., Arıyadevı, N., Nancy, A., Jeyachıtra, S. (2020). Corporate Social Responsibility Practices by Indian Industries during Covid-19. Journal of Composition Theory, 13(5), 67-77.
• We Are Social (2022). We Are Social Turkey 2022: Dünyada ve Türkiye’de İnternet-Sosyal Medya Kullanımı. Recro Digital Marketing, Access Date: 14.03.2020, https://recrodigital.com/dunyada-ve-turkiyede-internet-sosyal-medya-kullanimi-2022/#:~:text=T%C3%BCrkiye'deki%20internet%20kullan%C4%B1c%C4%B1lar%C4%B1n%C4%B1n%20internette,ise%203%20saat%2044%2 0dakika
• Wesley, S.C., Lee, M., Kim, E.Y. (2012). The Role of Perceived Consumer Effectiveness and Motivational Attitude on Socially Responsible Purchasing Behavior in South Korea. Journal of Global Marketing, 25, 29-44.
• Wildowicz-Giegiel, A. (2014). The Evolution and The New Frontiers of Social Responsibility Accounting. Problems of Management in The 21st Century, 9(1), 95-102.
• Yang, Y., Basile, K., Letourneau, O. (2020). The Impact of Social Media Platform Selection on Effectively Communicating About Corporate Social Responsibility. Journal of Marketing Communications, 26(1), 65-87.
• Zhang, J., Xıe, C., Morrıson, A. M. (2021). The Effect of Corporate Social Responsibility on Hotel Employee Safety Behavior During COVID-19: The Moderation of Belief Restoration and Negative Emotions. Journal of Hospitality and Tourism Management, 46, 233-243