TÜRKİYE’NİN İTİBARI GÜÇLÜ ŞİRKETLERİNİN ULUSAL YAS DÖNEMİNDEKİ SOSYAL MEDYA PAYLAŞIMLARININ DEĞERLENDİRİLMESİ

Öz

Kurumsal sosyal sorumluluk uygulamalarını bir iletişim etkinliği olarak en güçlü yansıtması beklenen şirketler, itibarı en güçlü algılananlardır. Sosyal medya ise kurumsal sosyal sorumluluk girişimlerinin duyurulmasında, toplumsal değerlerle uyumlu şirket politikalarını vurgulayarak kurumsal itibar algısını etkileyen güçlü bir kaynaktır. Bu çalışma, en güçlü itibara sahip şirketlerin olağanüstü bir afet durumundaki sosyal medya paylaşımlarını incelemektedir. Türkiye’nin ilk itibar endeksi olan Türkiye İtibar Endeksi Araştırması’nda her sektörden en itibarlı 11 şirketin ulusal yas sürecindeki (6-12 Şubat 2023) toplamda 41 paylaşımı içerik analizi yöntemi ile incelenmiştir. Araştırma bulgularına göre şirketlerin sadece %63’ü depremin ve ulusal yas sürecinin ilk günü paylaşım yapmış, ulusal yasın son günü paylaşım sıklığı önemli oranda azalmıştır. Arçelik 8 paylaşım ile ulusal yas döneminde çok paylaşım yapan şirkettir. Şirketler tarafından en çok tercih edilen paylaşım biçimi ise toplamda 26 paylaşım ile “metin” paylaşımıdır. Şirketlerin paylaşımında şirket isimlerini sıklıkla tekrarladığı bulgulanmıştır. Dernek isimleri kategorisinde en sık tekrar edilen kelime “AFAD” olmuştur.

Anahtar Kelimeler

• Kurumsal İtibar
• Kurumsal Sosyal Sorumluluk
• Sosyal Medya
• İçerik Analizi
• Deprem

EVALUATION OF SOCIAL MEDIA POSTS OF TURKEY'S REPUTABLE COMPANIES DURING THE NATIONAL MOURNING PROCESS

Öz

This study examines posts of companies with strongest reputation on social media platforms in the event of an extraordinary disaster using the content analysis method. In Turkey Reputation Index Research, total of 41 posts of the 11 most reputable companies in each sector during national mourning period (6-12 February 2023) were examined using the content analysis method. According to the research findings, only 63% of the companies shared on the first day of the earthquake and national mourning process, and the frequency of sharing decreased significantly on the last day of the national mourning. Arçelik is the company that shared the most posts during the national mourning period, with 8 posts in total. The most preferred form of sharing by companies during the national mourning period is "text" sharing, with 26 shares in total. The most frequently repeated word in association names category among companies was "AFAD".

Anahtar Kelimeler

• corporate reputation
• corporate social responsibility
• content analysis
• earthquake

Kaynakça

1. Abratt, R. & Kleyn, N. (2012). Corporate Identity, Corporate Branding and Corporate Reputations: Reconciliation and İntegration. European Journal of Marketing, 46(7-8), 1048-1063.
2. Ahn, J., Shamim, A. & Park, J. (2021). Impacts of Cruise Industry Corporate Social Responsibility Reputation on Customers’ Loyalty: Mediating Role of Trust and Identification. International Journal of Hospitality Management, 92, 102706.
3. Ali, I., Ali, M., Grigore, G., Molesworth, M., & Jin, Z. (2020). The Moderating Role of Corporate Reputation and Employee-Company Identification on The Work-Related Outcomes of Job Insecurity Resulting From Workforce Localization Policies. Journal of Business Research, 117, 825-838.
4. Alsop, R. (2004). The 18 Immutable Laws of Corporate Reputation: Creating, Protecting, and Repairing Your Most Valuable Asset. Free Press.
5. Ayhan Yılmaz, R. & Doruk Şahin, Ö. (2019). Post-Truth Dönemde İtibarı Korumak: Sosyal Medyada Marka Krizleri Üzerine Bir İnceleme. Kurgu, 137-157.
6. Axjonow, A., Ernstberger, J., & Pott, C. (2018). The Impact of Corporate Social Responsibility Disclosure on Corporate Reputation: A Non-Professional Stakeholder Perspective. Journal of Business Ethics, 151, 429-450.
7. Balmer, J. M., & Greyser, S. A. (2006). Corporate Marketing: Integrating Corporate Identity, Corporate Branding, Corporate Communications, Corporate Image and Corporate Reputation. European Journal of Marketing, 40(7/8), 730-741.
8. Bardos, K. S., Ertugrul, M. & Gao, L. S. (2020) “Corporate Social Responsibility, Product Market Perception and Firm Value”, Journal of Corporate Finance, 62(101588), 1-18.

9. Baruah, L., & Panda, N. M. (2020). Measuring Corporate Reputation: A Comprehensive Model with Enhanced Objectivity. Asia-Pacific Journal of Business Administration, 12(2), 139-161.
10. Bear, S., Rahman, N. & Post, C. (2010). The Impact of Board Diversity and Gender Composition on Corporate Social Responsibility and Firm Reputation. Journal Of Business Ethics, 97, 207-221.
11. Bennett, R., & Kottasz, R. (2000). Practitioner perceptions of corporate reputation: An empirical investigation. Corporate communications: An international journal, 5(4), 224-235.
12. Black, E. L., Carnes, T. A., & Richardson, V. J. (2000). The Market Valuation of Corporate Reputation. Corporate Reputation Review, 3, 31-42.
13. Boztepe Taşkıran, H. (2021). Risk İletişiminde Sosyal Medya Kullanımının Kamu Kurumu Odağında Değerlendirilmesi: Sağlık Bakanlığı Üzerine Bir İnceleme. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 9 (1) , 193-224.
14. Boztepe Taşkıran, H. & Türk, E. (2021). Markaların Sosyal Medya Platformlarında Müşteri İlişkileri Yönetimi Uygulamaları: GSM Sektöründe Faaliyet Gösteren Markalar Üzerine Bir İnceleme. Intermedia International E-Journal, 8 (14) , 1-20.
15. Brady, A. (2005). The Seven Elements of Reputation Management. Corporate Responsibility Management, 1(5), 05.
16. Brammer, S. J. & Pavelin, S. (2006). Corporate Reputation and Social Performance: The Importance of Fit. Journal of Management Studies, 43(3), 435–455.
17. Brown, T. J., Dacin, P. A., Pratt, M. G. & Whetten, D. A. (2006). Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology. Journal of Academy Marketing Science, 34(2), 99–106.
18. Çavuş, T. & Eğilmez, Ö. (2021). Sosyal Medyada Kurumsal İtibar Yönetimi: Türkiye’deki Telekomünikasyon Şirketlerinin Twitter Veri Analizi. Bilecik Şeyh Edebali Üniversitesi Sosyal Bilimler Dergisi, 6(2) , 210-226.
19. Delgado‐García, J. B., de Quevedo‐Puente, E., & Díez‐Esteban, J. M. (2013). The Impact of Corporate Reputation on Firm Risk: A Panel Data Analysis of S Panish Quoted Firms. British Journal of Management, 24(1), 1-20.
20. Dowling, G. R. (1993). Developing Your Company Image Into A Corporate Asset. Long Range Planning, 26(2), 101-109.
21. Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing Business Returns To Corporate Social Responsibility (CSR): The Role Of CSR Communication. International Journal of Management Reviews, 12(1), 8-19.
22. Feldman, P. M., Bahamonde, R. A. Bellıdo, I. V. (2014). A New Approach For Measuring Corporate Reputation. Revista De Administração De Empresas, 54(1), 53-66.
23. Floreddu, P. B., Cabiddu, F. & Evaristo, R. (2014). Inside Your Social Media Ring: How To Optimize Online Corporate Reputation. Business Horizons, 57(6), 737-745.
24. Fombrun, C.J. & Foss, C.B. (2001). The Reputation Quotient: Developing A Reputation Quotient. The Gauge Newsletter of Worldwide Communication Research, 25 Mart 2023 tarihinde https://www.dea.univr.it/documenti/OccorrenzaIns/matdid/matdid752418.pdf adresinden alınmıştır.
25. Fombrun, C. J. (2018). Reputation: Realizing Value From The Corporate Image (20th Anniv.).
26. Fombrun, C. J. Gardberg, N. A. & Sever, J. M. (2000). The Reputation Quotient Sm: A Multi Stakeholder Measure of Corporate Reputation. The Journal of Brand Management, 7(4):241- 255.
27. Fombrun, C. J. (1998). Indices of Corporate Reputation: An Analysis of Media Rankings and Social Monitors' Ratings. Corporate Reputation Review, 1, 327-340.
28. Fombrun, C., & Van Riel, C. B. M. (1997). The Reputational Landscape. Corporate Reputation Review, 1(1), 4-13.
29. Fombrun, C. J., Van Riel, C. B., & Van Riel, C. (2004). Fame & fortune: How Successful Companies Build Winning Reputations. New Jersey: FT Press.
30. Forman, J., & Argenti, P. A. (2005). How Corporate Communication Influences Strategy Implementation, Reputation and The Corporate Brand: An Exploratory Qualitative Study. Corporate Reputation Review, 8, 245-264.
31. Freeman, E.R. Stakeholder Theory. 1984. 25 Mart 2023 tarihinde http://stakeholdertheory.org/about/ adresinden alınmıştır.
32. Gaultier-Gaillard, S., Louisot, J.-P. ve Rayner, J. (2009). Managing reputational risk – from theory to practice. J. Klewes ve R. Wreschniok (Ed.), Reputation Capital içinde (ss. 161–178). Springer.
33. González-Rodríguez, M. R, Martín-Samper, R.C., Köseoglu, M.A. & Okumus, F. (2019). Hotels’ Corporate Social Responsibility Practices, Organizational Culture, Firm Reputation, and Performance. Journal Of Sustainable Tourism, 27(3):398–419.
34. Gotsi, M., & Wilson, A. M. (2001). Corporate Reputation: Seeking A Definition. Corporate Communications: An International Journal, 6(1), 24-30.
35. Grund, N. E. (1996). Reputation: Realizing Value From The Corporate Image, 99-101.
36. Hall, R. (1993). A Framework Linking Intangible Resources and Capabiliites To Sustainable Competitive Advantage. Strategic Management Journal, 14(8), 607-618.
37. Hartmann, C. C. & Carmenate, J. (2021) “Does Board Diversity Influence Firms’ Corporate Social Responsibility Reputation?”, Social Responsibility Journal, 17(8): 1299-1319.
38. Helm, S. (2011). Employees' Awareness of Their Impact on Corporate Reputation. Journal of Business Research, 64(7), 657-663.
39. Herbig, P., & Milewicz, J. (1993). The Relationship of Reputation and Credibility To Brand Success. Journal of Consumer Marketing, 10(3), 18-24.
40. Huang-Horowitz, N. C. (2015). Public Relations In The Small Business Environment: Creating Identity and Building Reputation. Public Relations Review, 41(3), 345-353.
41. Hur, W. M., Kim, H., & Woo, J. (2014). How CSR Leads To Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation. Journal of Business Ethics, 125, 75-86.
42. Husted, B. W., & Allen, D. B. (2007). Strategic Corporate Social Responsibility and Value Creation Among Large Firms: Lessons From The Spanish Experience. Long Range Planning, 40(6), 594-610.
43. Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The Impact of Corporate Social Responsibility on Customer Loyalty: The Mediating Role Of Corporate Reputation, Customer Satisfaction, And Trust. Sustainable Production and Consumption, 25, 123-135.
44. Jeffrey, S., Rosenberg, S. & McCage, B. (2019) “Corporate Social Responsibility Behaviors and Corporate Reputation”, Social Responsibility Journal, 15(3): 395-408.
45. Kim, A. J. ve Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65(10), 1480-1486.
46. Kim, H., Hur, W. M., & Yeo, J. (2015). Corporate Brand Trust As A Mediator In The Relationship Between Consumer Perception of CSR, Corporate Hypocrisy, And Corporate Reputation. Sustainability, 7(4), 3683-3694.
47. Kim, S. (2019). The Process Model of Corporate Social Responsibility (CSR) Communication: CSR Communication and Its Relationship With Consumers’ CSR Knowledge, Trust, and Corporate Reputation Perception’. Journal of Business Ethics, 154, 1143–1159.
48. Lee, S., Park, J. W. & Chung, S. (2022) “The Effects Of Corporate Social Responsibility on Corporate Reputation: The Case of Incheon International Airport”, Sustainability, 14(10930): 1-19.
49. Lee, J., & Kwon, H. B. (2019). The Synergistic Effect of Environmental Sustainability and Corporate Reputation on Market Value Added (MVA) in Manufacturing Firms. International Journal of Production Research, 57(22), 7123-7141. Maignan, I., Ferrell, O. C., & Ferrell, L. (2005). A Stakeholder Model For Implementing Social Responsibility in Marketing. European Journal Of Marketing, 39(9/10), 956-977.
50. Maldonado-Guzman, G., Pinzón-Castro, S.Y. & Leana-Morales, C. (2017). Corporate Social Responsibility, Brand Image and Firm Reputation in Mexican Small Business. Journal of Management and Sustainability, 7(3), 38-47.
51. Mercadé‐Melé, P., Fandos‐Herrera, C., & Velasco‐Gómez, S. (2021). How Corporate Social Responsibility Influences Consumer Behavior: An Empirical Analysis in The Spanish Agrifood Sector. Agribusiness, 37(3), 590-611.
52. Merchant, R. M., Elmer, S. & Lurie, N. (2011). Integrating Social Media into Emergency-Praparedness Efforts. New England Journal of Medicine, 365, 289-291.
53. Nguyen, N., & Leblanc, G. (2001). Corporate Image And Corporate Reputation in Customers’ Retention Decisions in Services. Journal of Retailing And Consumer Services, 8(4), 227-236.
54. Özkan, A. (2009). Halkla ilişkiler yönetimi. İstanbul: İTO.
55. Park, J., Lee, H. & Kim, C. (2014). Corporate Social Responsibilities, Consumer Trust and Corporate Reputation: South Korean Consumers’ Perspectives. Journal of Business Research, 67(3), 295-302.
56. Polonsky, M., & Jevons, C. (2006). Building a Corporate Socially Responsible Brand: An Investigation of Organizational Complexity.
57. Quintana-García, C., Benavides-Chicón, C. G., & Marchante-Lara, M. (2021). Does a Green Supply Chain Improve Corporate Reputation? Empirical Evidence From European Manufacturing Sectors. Industrial Marketing Management, 92, 344-353.
58. Ramos, C. M. Q., & Casado-Molina, A-M. (2021). Online Corporate Reputation: A Panel Data Approach and a Reputation Index Proposal Applied To The Banking Sector. Journal of Business Research, 122,121–130.
59. Rhee, M. ve Haunschild, P. R. (2006). The Liability of Good Reputation: A Study of Product Recalls In The U.S. Automobile Industry. Organization Science, 17(1), 101–117.
60. Schwaiger, M. (2004). Components and Parameters Of Corporate Reputation—An Empirical Study. Schmalenbach Business Review, 56, 46-71.
61. Seele, P., & Lock, I. (2017). The Game-Changing Potential of Digitalization For Sustainability: Possibilities, Perils, and Pathways. Sustainability Science, 12, 183-185.
62. Shirin, A. & Kleyn, N. (2017). An Evaluation of The Effects Of Corporate Reputation on Employee Engagement: The Case of A Major Bank in South Africa. International Studies of Management & Organization, 47(3):276–292.
63. Siltaoja, M. E. (2006). Value Priorities As Combining Core Factors Between CSR And Reputation–A Qualitative Study. Journal of Business Ethics, 68, 91-111.
64. Singh, J., Crisafulli, B., & Xue, M. T. (2020). ‘To Trust or Not To Trust’: The Impact of Social Media Influencers on The Reputation Oo Corporate Brands in Crisis. Journal of Business Research, 119, 464-480.
65. Srivastava, R. (2019). "Rebuilding a Global Brand Under Crisis-Case of a Global Brand Maggi". International Journal of Pharmaceutical and Healthcare Marketing, 13 (2), 118-139.
66. Sucu, İ. (2022). Kurumsal Sosyal Sorumluluk Kampanyalarının Marka İmajına Etkisi: Turkcell Markası Örneği. Yalova Sosyal Bilimler Dergisi, 12 (2) , 140-14.
67. Tai, F-M., & Chuang, S-H. (2014). Corporate Social Responsibility. Ibusiness, 06 (03), 117–130.
68. Tangngisalu, J., Mappamiring, M., Andayani, W., Yusuf, M. & Putra, A. H. P.K. (2020). CSR and Firm Reputation From Employee Perspective. The Journal of Asian Finance, Economics and Business, 7(10), 171– 182.
69. Tanışık, S. (2020). Sosyal Medyada İçerik Üretiminin Markaların İtibarına Olan Etkisi: COVID-19 Pandemi Sürecinde Koç, Eczacıbaşı Ve Arçelik’in Instagram Paylaşım Analizi. Avrasya Sosyal Ve Ekonomi Araştırmaları Dergisi, 7 (6), 422-435.
70. Türten, B. & Özarslan, C. (2021). Türkiye’de Markaların Sosyal Medya Kullanımı: En Değerli 10 Markanın Instagram İçeriklerinin İncelenmesi. INJOCMER International Journal of Communication and Media Research, 1 (2) , 120-146.
71. Veh, A., Göbel, M., & Vogel, R. (2019). Corporate Reputation in Management Research: A Review of The Literature And Assessment of The Concept. Business Research, 12, 315-353.
72. Wepener, M. and Boshoff, C. (2015), “An Instrument To Measure The Customer-Based Corporate Reputation of Large Service Organizations”, Journal of Services Marketing, 29 (3), 163-172.
73. Yan, X., Espinosa-Cristia, J. F., Kumari, K., & Cioca, L. I. (2022). Relationship Between Corporate Social Responsibility, Organizational Trust, and Corporate Reputation For Sustainable Performance. Sustainability, 14(14), 8737.
74. Yazıcı, S. & Zincir, O. (2014). Kriz Yönetimi Ve Afetlerde Sosyal Medya Kullanımı. İstanbul Üniversitesi Siyasal Bilgiler Fakültesi Dergisi, 0 (49), 65-82.
75. ttps://www.repman.com.tr/tr/wp-content/uplods/user/arastirmalar/türkiye%20itibar%20endeksi.pdf (Erişim Tarihi: 10 Mart 2023).
76. https://datareportal.com/reports/digital-2023-turkey (Erişim Tarihi: 10 Mart 2023).