The Mediating Role of Party Image in the Relationship Between Social Media Activities of Local Governments and Corporate Reputation

Öz

The primary aim of this study is to examine the impact of social media content created and shared through the official accounts of the Istanbul Metropolitan Municipality on the institution’s image and reputation. Furthermore, the study investigates whether political party image plays a mediating role in the relationship between social media activities and corporate reputation. A survey was administered to individuals who follow the official social media accounts of the Istanbul Metropolitan Municipality, using scales for social media activities, party image, corporate reputation, and demographic variables. The data were collected online via Google Forms using the snowball sampling method through WhatsApp and email. Out of the responses collected, 430 were deemed suitable for analysis. In this study, the Partial Least Squares Structural Equation Modeling (PLS-SEM) method was employed to test the theoretical model. The analyses were conducted using SmartPLS 4, a robust software for evaluating complex structural models and multivariate relationships. The results indicate that political party image partially mediates the relationship between social media activities and corporate reputation. JEL Codes: M31 (Marketing), D83 (Search; Learning; Information and Knowledge Communication), C38 (Classification Methods; Cluster Analysis), L82 (Entertainment; Media), H83 (Public Administration; Public Sector Information)

Anahtar Kelimeler

• Local Government
• Social Media Activities
• Corporate Reputation
• Party Image

Yerel Yönetimlerin Sosyal Medya Faaliyetleri ile Kurumsal İtibar Arasındaki İlişkide Parti İmajının Aracı Rolü

Öz

Araştırmanın amacı, sosyal medya platformları kullanılarak resmi hesaplar aracılığıyla İstanbul Büyükşehir Belediyesi’nin kendisi tarafından oluşturulan sosyal medya içeriklerinin İstanbul Büyükşehir Belediyesi’nin imaj ve itibarına etkisini araştırmaktır. Ayrıca, sosyal medya faaliyetleri ile kurumsal itibar arasındaki ilişkide parti imajının aracı bir etkisinin olup olmadığı araştırılmıştır. Araştırma kapsamında İstanbul Büyükşehir Belediye resmi sosyal hesaplarını takip eden kişilere sosyal medya faaliyetleri, parti imajı ve kurumsal itibar ölçeği ile demografik değişkenler kullanılarak hazırlanan bir anket uygulanmıştır. Anket verileri, kartopu örneklemesi yöntemiyle online olarak whatsap ve mail üzerinden google form üzerinden toplanmıştır. Bu çerçevede, elde edilen anketlerden 430 tanesi değerlendirmeye uygun bulunmuştur. Çalışmada, teorik modelin test edilmesi amacıyla kısmi en küçük kareler yöntemi kullanılmıştır. İlgili analizler, yapısal modelin karmaşık yapısını ve çoklu değişkenli ilişkileri değerlendirmede güçlü bir araç olan SmartPLS 4 yazılımı aracılığıyla gerçekleştirilmiştir. Yapılan analizler sonucunda, siyasi parti imajının, sosyal medya faaliyetleri ile kurumsal itibar arasındaki ilişkide kısmi aracılık rolü oynadığını göstermektedir JEL Kodu: M31 Pazarlama, D83 Bilgi, Bilgi Paylaşımı ve Bilgi Ağları, C38 Faktör Analizi, Kümeleme, Sınıflandırma (İstatistiksel Yöntemler), L82 Eğlence, Medya (Sosyal medya dahil), H83 Kamu Sektöründe Bilgi Hizmetleri; E-devlet

Anahtar Kelimeler

• Yerel Yönetimler
• Sosyal Medya Faaliyetleri
• Kurumsal İtibar
• Pari İmajı

Destekleyen Kurum

Marmara Üniversitesi

Etik Beyan

Etik Beyan uygunluk raporu alınmıştır.

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