İşletmelerde Algı Yönetimi: Kurumsal İmajın Oluşumunda Stratejik İletişimin Rolü

Öz

Bu çalışma, günümüz iş ortamında faaliyet gösteren şirketlerin kurumsal imajına stratejik iletişimin nasıl katkıda bulunduğunu incelemektedir. Çalışma kapsamında teorik çerçeve olarak işletmede Kaynak Tabanlı Görüş (RBV) kullanılarak, 2015–2025 yılları arasında yayımlanmış 21 hakemli makalenin tematik analizi yapılmıştır. Elde edilen bulgular, stratejik iletişimin kurumsal imajı etkileyebileceği birbiriyle ilişkili çeşitli alanları öne çıkarmaktadır. Söz konusu alanlar şu şekildedir: kurumsal sosyal sorumluluk (KSS) girişimleri, entegre iletişim stratejileri, kimlik ve görsel temsil, iç iletişim ve çalışan bağlılığı, sosyal medya ve dijital etki ile algı yönetiminde özgünlük. Elde edilen bulgular ayrıca, stratejik iletişimin örgütsel kimliği paydaş beklentileriyle uyumlaştırmaya ve meşruiyeti artırmaya yardımcı olan önemli bir soyut kaynak işlevi gördüğünü ortaya koymaktadır. Bu çalışma, iletişimi RBV kapsamında stratejik bir kaynak olarak konumlandırarak teoriye katkı sağlamak ve kurumsal imaj oluşumunu dinamik ve çok boyutlu bir süreç olarak anlamaya yardımcı olmaktadır. Bunlara ek olarak bu araştırma, modern işletmelerin olumlu algıları sürdürebilmesi için özgünlük, tutarlılık ve entegrasyonun kritik önemde olduğunu ortaya koymaktadır.

Anahtar Kelimeler

• Stratejik İletişim
• Kurumsal İmaj
• Algı Yönetimi
• İşletme
• Kaynak Tabanlı Görünüm

Perception Management in Businesses: The Role of Strategic Communication in Building Corporate Image

Öz

This study examines how strategic communication contributes to the corporate image of companies that operate in the current business environment. In this study, using the Resource-Based View (RBV) of the firm as a theoretical framework, the research engages in thematic analysis of 21 peer-reviewed articles published between 2015 and 2025. The findings highlight several interconnected domains where strategic communication could influence corporate image: corporate social responsibility (CSR) initiatives, integrated communication strategies, identity and visual representation, internal communication and employee engagement, social media and digital influence, and authenticity in perception management. The findings also suggest that strategic communication functions as a vital intangible resource which helps in aligning organisational identity with stakeholder expectations and enhancing legitimacy. The study contributes to theory by framing communication as a strategic resource within the RBV, and by advancing understanding of corporate image formation as a dynamic, multidimensional process. Furthermore, the study shows that authenticity, coherence, and integration are essential for sustaining favourable perceptions of modern businesses.

Anahtar Kelimeler

• Strategic Communication
• Corporate Image
• Perception Management
• Business
• Resource-Based View

Kaynakça

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