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

Yıl 2024, Cilt: 3 Sayı: 1, 1 - 23, 29.06.2024

Yaren Demirel , Aslı İcil Tuncer

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

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

Kaynakça

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