Sosyal Medyada Kuruluş Hedef Kitle İlişkisinin Halkla İlişkiler Bağlamında İncelenmesi: Sivil Toplum Kuruluşları Örneği

Öz

Dijital teknolojilerin hızla gelişmesi, kurumların hedef kitleleriyle kurduğu iletişim biçimlerinde köklü dönüşümleri beraberinde getirmiştir. Özellikle sosyal medya platformlarının yaygınlaşması, markalardan kamu kurumlarına, sivil toplum kuruluşlarından bireysel girişimlere kadar geniş bir yelpazede iletişim stratejilerini yeniden şekillendirmiştir. Bu çalışma, güncel literatürün ilgisinden hareketle sosyal medyada sivil toplum kuruluşlarının hedef kitlesiyle ilişkisine odaklanmaktadır. Bu bağlamda sosyal medya etkileşimini ölçmek için iki alt boyuttan oluşan bir ölçek kullanılmıştır. Consuption/Tüketim (içerikleri okumak, görüntülemek, izlemek vb.) pasif etkileşimi simgelerken, contribution/katılım (yorum yapmak, paylaşmak, tavsiye etmek vb.) aktif etkileşimi temsil etmektedir. Kuruluş hedef kitle ilişkisini ölçmek için OPR (karşılıklı kontrol, güven, bağlılık, memnuniyet) ölçeği kullanılmıştır. Veriler, amaçlı örneklemle seçilen 761 katılımcıdan çevrim içi anketle toplanmış; AFA ve DFA ile ölçeklerin geçerlilikleri test edilmiş, değişkenler arasındaki ilişkileri analiz etmek için Korelasyon, Regresyon ve YEM analizleri kullanılmıştır. Çalışma sonuçlarına göre sosyal medya etkileşimi ile kuruluş-hedef kitle ilişkisi arasında pozitif yönlü bir ilişki vardır. Katılımcıların sosyal medyada STK’larla geliştirdikleri pasif düzeyde etkileşim, aktif düzeyde etkileşimden karşılıklı kontrol, güven, bağlılık ve memnuniyet üzerinde daha fazla etkiye sahiptir.

Anahtar Kelimeler

• Etkileşim
• Sosyal Medya Etkileşimi
• Kuruluş Hedef Kitle İlişkisi
• Çevrim İçi İlişki Geliştirme
• Halkla İlişkiler

Examining the Organization-Public Relationship on Social Media in the Context of Public Relations: The Example of Nonprofit Organizations

Öz

The rapid development of digital technologies has brought about radical transformations in the communication methods institutions use to engage their public. In particular, the proliferation of social media platforms has reshaped a wide range of communication strategies from brands to public institutions, from non-profit organizations to individual initiatives. This study focuses on the relationship between civil society organizations and their public on social media, based on current literature. In this context, a scale consisting of two sub-dimensions was used to measure social media engagement. These scales are Consumption and Contribution. Consumption (reading, viewing, watching content, etc.) represents passive engagement, while Contribution (commenting, sharing, recommending, etc.) represents active engagement. To measure the Organization–Public Relationship, the OPR (mutual control, trust, commitment, satisfaction) scale was used. Data were collected from 761 participants selected purposively via an online survey; the validity of the scales was tested using AFA and DFA, and Correlation, Regression, and SEM were used to analyze the relationships among the variables. According to the results of the study, there is a positive relationship between social media engagement and the relationship between the organization and its public. Participants’ passive-level engagements with NGOs on social media have a greater impact on mutual control, trust, commitment, and satisfaction than active-level engagements.

Anahtar Kelimeler

• Engagement
• Social Media Engagement
• Organization-Public Relationship
• Online Relationship Development
• Public Relations

Kaynakça

1. Agostino, D. (2013). Using social media to engage citizens: A study of Italian municipalities. Public Relations Review, 39(3), 232-234. https://doi.org/10.1016/j.pubrev.2013.02.009
2. Avidar, R. (2017). Public relations and social businesses: The importance of enhancing engagement. Public Relations Review, 43(5), 955-962. https://doi.org/10.1016/j.pubrev.2017.03.015
3. Avidar, R. (2013). The responsiveness pyramid: Embedding responsiveness and interactivity into public relations theory. Public Relations Review, 39(5), 440-450. https://doi.org/10.1016/j.pubrev.2013.05.004
4. Bortree, D. S. (2011). Mediating the power of antecedents in public relationships: A pilot study. Public Relations Review, 37(1), 44-49. https://doi.org/10.1016/j.pubrev.2010.11.002
5. Boulianne, S. & Larsson, A. O. (2023). Engagement with candidate posts on Twitter, Instagram, and Facebook during the 2019 election. New Media & Society, 25(1), 119-140. https://doi.org/10.1177/14614448211009504
6. Boyd, D. M. & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13(1), 210-230. https://doi.org/10.1111/j.1083-6101.2007.00393.x
7. Boztepe, H. (2014). Halkla ilişkiler ve ilişki yönetimi. Derin Yayınları.
8. Brodie, R.J., Hollebeek, L.D., Jurić, B. & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. https://doi.org/10.1177/1094670511411703

9. Broom, G. M., Casey, S. & Ritchey, J. (1997). Toward a concept and theory of organization-public relationships. Journal o f Public Relations Research, 9(2), 83-98. https://doi.org/10.1207/s1532754xjprr0902_01
10. Broom, G. M., Casey, S. & Ritchey, J. (2000). Concept and theory of organization-public relationships. J. Ledingham & S. Bruning (Ed.), Public relations as relationship management: A relational approach to public relations içinde (ss. 3-22). Lawrence Erlbaum Associates. https://doi.org/10.4324/9781410604668
11. Browne, M. W. & Cudeck, R. (1993). Alternative ways of assessing model fit. K. A. Bollen & J. S. Long (Ed.), Testing structural equation models içinde (ss. 136-162). Sage. https://doi.org/10.1177/004912419202100200
12. Bruce, P. & Shelley, R. (2010). Assessing stakeholder engagement. Journal of New Zealand, 11(2), 30-48.
13. Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming (3. baskı). Routledge.
14. Capriotti, P., Zeler, I. & Camilleri, M. A. (2021). Corporate communication through social networks: The identification of key dimensions for dialogic communication. M. A. Camilleri (Ed.), Strategic corporate communication in the digital age içinde (ss. 33-51). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80071-264-520211003
15. Chen, Y. R., Hung-Baesecke, C. J. F. & Chen, X. (2020). Moving forward the dialogic theory of public relations: Concepts, methods and applications of organization-public dialogue. Public Relations Review, 46(1), 1-6. https://doi.org/10.1016/j.pubrev.2019.101878
16. Cho, M., Furey, L. D. & Mohr, T. (2017). Communicating corporate social responsibility on social media: Strategies, stakeholders, and public engagement on corporate Facebook. Business and Professional Communication Quarterly, 80(1), 52-69. https://doi.org/10.1177/2329490616663708
17. Cho, M., Schweickart, T. & Haase, A. (2014). Public engagement with nonprofit organizations on Facebook. Public Relations Review, 40(3), 565-567. https://doi.org/10.1016/j.pubrev.2014.01.008
18. Claffey, E. & Brady, M. (2019). An empirical study of the impact of consumer emotional engagement and affective commitment in firm-hosted virtual communities. Journal of Marketing Management, 35(11-12), 1047-1079. https://doi.org/10.1080/0267257X.2019.1601125
19. Çelebi, E. (2020). Kurumsal halkla ilişkilerin etkinliğini ölçme: STK gönüllüleri üzerine bir araştırma. Selçuk İletişim, 13(1), 180-196.
20. Dhanesh, G. (2017). Putting engagement in its PRoper place: State of the field, definition and model of engagement in public relations. Public Relations Review, 43(5), 925-933. https://doi.org/10.1016/j.pubrev.2017.04.001
21. Dhanesh, G., Duthler, G. & Li, K. (2022). Social media engagement with organization-generated content: Role of visuals in enhancing public engagement with organizations on Facebook and Instagram. Public Relations Review, 48(2), 102174. https://doi.org/10.1016/j.pubrev.2022.102174
22. Edelman, R. (2008, Aralık 12). Public Engagement. https://www.edelman.com/insights/public-engagement adresinden erişilmiştir.
23. Gambetti, R. & Graffigna, G. (2010). The concept of engagement: A systematic analysis of the ongoing marketing debate. International Journal of Market Research, 52(6), 801-826 https://doi.org/10.2501/S147078531020166
24. Gürbüz, S. & Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri (5. baskı). Seçkin Yayıncılık.
25. Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2019). Multivariate data analysis. (8. baskı). Cengage Learning EMEA.
26. Henisa, D. & Wilantika, N. (2021, 28-29 Ekim). Content characteristics of government social media and the impact on citizen engagement rate [Konferans sunumu]. 2021 International Conference on Informatics, Multimedia, Cyber and Information System (ICIMCIS) (ss. 349-355), Jakarta, Indonesia. https://doi.org/10.1109/ICIMCIS53775.2021.9699299
27. Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807. https://doi.org/10.1080/0267257X.2010.500132
28. Hon, C. L. & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Institute for Public Relations.
29. Huang, Y. H. (2001). OPRA: A cross-cultural, multiple-item scale for measuring organization-public relationships. Journal of Public Relations Research, 13(1), 61-90. https://doi.org/10.1207/S1532754XJPRR1301_4
30. Jiang, H., Luo, Y. & Kulemeka, O. (2016). Social media engagement as an evaluation barometer: Insights from communication executives. Public Relations Review, 42(4), 679-691. https://doi.org/10.1016/j.pubrev.2015.12.004
31. Kang, M. (2014). Understanding public engagement: Conceptualizing and measuring its influence on supportive behavioral intentions. Journal of Public Relations Research, 26(5), 399-416. https://doi.org/10.1080/1062726X.2014.956107
32. Kelleher, T. & Miller, B. M. (2006). Organizational blogs and the human voice: Relational strategies and relational outcomes. Journal of Computer-Mediated Communication, 11(2), 395-414. https://doi.org/10.1111/j.1083-6101.2006.00019.x
33. Kent, M. L. & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21-37. https://doi.org/10.1016/S0363-8111(02)00108-X
34. Ki, E. J. & Hon, L. C. (2007). Reliability and validity of organization-public relationship measurement and linkages among relationship indicators in a membership organization. Journalism & Mass Communication Quarterly, 84(3), 419-438. https://doi.org/10.1177/107769900708400302
35. Kline, R. B. (2011). Principles and practice of structural equation modeling. (3. baskı). The Guilford Press.
36. Koh, L. Y., Ng, C., Wang, X. & Yuen, K. F. (2023). Social media engagement in the maritime industry during the pandemic. Technological Forecasting and Social Change, 192, 122553. https://doi.org/10.1016/j.techfore.2023.122553
37. Men, L. R. & Tsai, W. -H. S. (2014). Perceptual, attitudinal, and behavioral outcomes of organization–public engagement on corporate social networking sites. Journal of Public Relations Research, 26(5), 417-435. https://doi.org/10.1080/1062726X.2014.951047
38. Men, L. R. & Tsai, W. -H. S. (2016). Gearing toward excellence in corporate social media communications: Understanding the why and how of public engagement. A. Hutchins & N. Tindall (Ed.), Public Relations and Participatory Culture içinde (ss. 89-102). Routledge. https://doi.org/10.4324/9781315766201
39. Men, L. R. & Tsai, W. -H. S. (2013). Beyond liking or following: Understanding public engagement on corporate social media in China. Public Relations Review, 39(1), 13-22. https://doi.org/10.1016/j.pubrev.2012.09.013
40. Men, L. R., Tsai, W. H. S., Chen, Z. F. & Ji, Y. G. (2018). Social presence and digital dialogic communication: Engagement lessons from top social CEOs. Journal of Public Relations Research, 30(3), 83-99. https://doi.org/10.1080/1062726X.2018.1498341
41. Mersey, R. D., Malthouse, E. C. & Calder, B. J. (2010). Engagement with online media. Journal of Media Business Studies, 7(2), 39-56. https://doi.org/10.1080/16522354.2010.11073506
42. Muntinga, D. G., Moorman, M. & Smit, E. G. (2011). Introducing COBRA: Exploring motivations for brand-related social media use. International Journal of Advertising, 13-46. https://doi.org/10.2501/IJA-30-1-013-046
43. Namisango, F. & Kang, K. (2019). Organization-public relationships on social media: The role of relationship strength, cohesion and symmetry. Computers in Human Behavior, 101, 22-29. https://doi.org/10.1016/j.chb.2019.06.014
44. Ryan, D. & Jones, C. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page Publishers.
45. Rybalko, S. & Seltzer, T. (2010). Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter. Public Relations Review, 36(4), 336-341. https://doi.org/10.1016/j.pubrev.2010.08.004
46. Saffer, A. J., Sommerfeldt, E. J. & Taylor, M. (2013). The effects of organizational Twitter interactivity on organization–public relationships. Public Relations Review, 39(3), 213-215. https://doi.org/10.1016/j.pubrev.2013.02.005
47. Sisson, D. C. (2017). Control mutuality, social media, and organization-public relationships: A study of local animal welfare organizations’ donors. Public Relations Review, 43(1), 179-189. https://doi.org/10.1016/j.pubrev.2016.10.007
48. Smith, B. G. & Gallicano, T. D. (2015). Terms of engagement: Analyzing public engagement with organizations through social media. Computers in Human Behavior, 53, 82-92. https://doi.org/10.1016/j.chb.2015.05.060
49. Smitko, K. (2012). Donor engagement through Twitter. Puplic Relations Review, 38(4), 633-635. https://doi.org/10.1016/j.pubrev.2012.05.012
50. Steinhoff, L., Arli, D., Weaven, S. & Kozlenkova, I. (2019). Online relationship marketing. Journal of the Academy of Marketing Science, 47(3), 369-393. https://doi.org/10.1007/s11747-018-0621-6
51. Surucu, E. B., Balci, G. & Yuen, K. F. (2020). Social media engagement of stakeholders: A decision tree approach in container shipping. Computers in Industry, 115, 103152. https://doi.org/10.1016/j.compind.2019.103152
52. Tabachnick, B. G & Fidell, L. S. (2015). Using multivariate statistics (6. baskı). Pearson.
53. Van Doorn, J., Lemon, K. N, Mittal, V., Nass, S., Pick, D., Pirner, P. & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. https://doi.org/10.1177/1094670510375599
54. Wang, Y. & Yang, Y. (2020). Dialogic communication on social media: How organizations use Twitter to build dialogic relationships with their publics. Computers in Human Behavior, 104, 106183. https://doi.org/10.1016/j.chb.2019.106183
55. Waters, R. D., Burnett, E., Lamm, A. & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102-106. https://doi.org/10.1016/j.pubrev.2009.01.006
56. Yang, S. -U. & Grunig, J. E. (2005). Decomposing organisational reputation: The effects of organisation-public relationship outcomes on cognitive representations of organisations and evaluations of organisational performance. Journal of Communication Management, 9(4), 305–325. https://doi.org/10.1108/13632540510621623
57. Yoon, G., Li, C., Ji, Y., North, M., Hong, C. & Liu, J. (2018). Attracting comments: Digital engagement metrics on Facebook and financial performance. Journal of Advertising, 47(1), 24-37. https://doi.org/10.1080/00913367.2017.1405753