Yıl 2021, Cilt , Sayı 7, Sayfalar 60 - 85 2021-04-15

The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer
İmaj Üretiminde Dijital Medyanın Rolü: Kurumların Oluşturmaya Çalıştıkları İmajın Tüketiciye Ne Oranda Yansıdığına Yönelik Bir Çalışma

Sezgin SAVAŞ [1] , Sevimece KARADOĞAN DORUK [2]


The purpose of this article is to discuss how corporations project their corporate identity through digital media, whether the images of corporations are formed in the desired direction after the presentation of identity, and the level of dependence of the image formation process on digital media through examples of sectoral compEtitors. As part of the research, firstly, the digital media activities of corporations were analyzed through content analysis and the images that corporations tried to form on certain subjects were determined. Afterward, a questionnaire was applied to the consumers of these corporations to identify how the consumers perceived the corporations regarding the same subjects. As a result of the research, it has been revealed that the selected corporations were able to project the images they want to their consumers to a large extent. According to the results of the Chi-Square analysis carried out as part of the research, it was found that the perception of the corporate image by consumers is not dependent on digital media. In this regard, other activities (sponsorship, advertising, etc.) were proved to be more important than digital media activities during the image formation and maintenance stage.

Bu makalenin amacı, kurumların dijital medya üzerinden kurumsal kimliklerini nasıl yansıttığını, kimlik sunumu sonrası kurumların imajlarının istenilen doğrultuda oluşup oluşmadığını ve imajın oluşum sürecinin dijital medyaya bağımlılık düzeyini sektörel rakip örnekleri üzerinden tartışmaktır. Araştırma kapsamında, ilk olarak, içerik analizi ile kurumların dijital medya aktiviteleri incelenmiş ve belirli konularda kurumların oluşturmaya çalıştıkları imajlar tespit edilmiştir. Daha sonra ise kurumların tükEticilerine anket uygulanarak aynı konularda tükEticilerin kurumu nasıl algıladığı tespit edilmiştir. Araştırma sonucunda, seçilmiş olan kurumların istedikleri imajları tükEticilerine büyük ölçüde yansıtabildikleri ortaya çıkmıştır. Araştırma kapsamında gerçekleştirilmiş olan Ki-Kare analizi sonuçlarına göre, kurum imajının tükEticiler tarafından algılanmasının dijital medyaya bağımlı olmadığı bulunmuştur. Bu doğrultuda, imaj oluşturma ve sürdürme aşamasında dijital medya aktivitelerinden çok diğer aktivitelerin (sponsorluk, reklam vb.) önemli olduğu ortaya konulmuştur.

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Birincil Dil en
Konular İletişim
Bölüm Araştırma Makaleleri
Yazarlar

Orcid: 0000-0003-2141-1055
Yazar: Sezgin SAVAŞ (Sorumlu Yazar)
Kurum: İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ
Ülke: Turkey


Orcid: 0000-0002-8911-6207
Yazar: Sevimece KARADOĞAN DORUK
Kurum: İSTANBUL ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ, HALKLA İLİŞKİLER VE TANITIM BÖLÜMÜ
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 15 Nisan 2021

Bibtex @araştırma makalesi { usuifade842731, journal = {Etkileşim}, issn = {2636-7955}, eissn = {2636-8242}, address = {etkilesim@uskudar.edu.tr}, publisher = {Üsküdar Üniversitesi}, year = {2021}, volume = {}, pages = {60 - 85}, doi = {10.32739/etkilesim.2021.7.118}, title = {The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer}, key = {cite}, author = {Savaş, Sezgin and Karadoğan Doruk, Sevimece} }
APA Savaş, S , Karadoğan Doruk, S . (2021). The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer . Etkileşim , (7) , 60-85 . DOI: 10.32739/etkilesim.2021.7.118
MLA Savaş, S , Karadoğan Doruk, S . "The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer" . Etkileşim (2021 ): 60-85 <https://dergipark.org.tr/tr/pub/usuifade/issue/61366/842731>
Chicago Savaş, S , Karadoğan Doruk, S . "The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer". Etkileşim (2021 ): 60-85
RIS TY - JOUR T1 - The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer AU - Sezgin Savaş , Sevimece Karadoğan Doruk Y1 - 2021 PY - 2021 N1 - doi: 10.32739/etkilesim.2021.7.118 DO - 10.32739/etkilesim.2021.7.118 T2 - Etkileşim JF - Journal JO - JOR SP - 60 EP - 85 VL - IS - 7 SN - 2636-7955-2636-8242 M3 - doi: 10.32739/etkilesim.2021.7.118 UR - https://doi.org/10.32739/etkilesim.2021.7.118 Y2 - 2021 ER -
EndNote %0 Etkileşim The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer %A Sezgin Savaş , Sevimece Karadoğan Doruk %T The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer %D 2021 %J Etkileşim %P 2636-7955-2636-8242 %V %N 7 %R doi: 10.32739/etkilesim.2021.7.118 %U 10.32739/etkilesim.2021.7.118
ISNAD Savaş, Sezgin , Karadoğan Doruk, Sevimece . "The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer". Etkileşim / 7 (Nisan 2021): 60-85 . https://doi.org/10.32739/etkilesim.2021.7.118
AMA Savaş S , Karadoğan Doruk S . The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer. Etkileşim. 2021; (7): 60-85.
Vancouver Savaş S , Karadoğan Doruk S . The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer. Etkileşim. 2021; (7): 60-85.
IEEE S. Savaş ve S. Karadoğan Doruk , "The Role of Digital Media in Image Formation: A Study on the Projection of Corporate Image on the Consumer", Etkileşim, sayı. 7, ss. 60-85, Nis. 2021, doi:10.32739/etkilesim.2021.7.118