Dijital Marka İletişiminde Retorik’in Stratejik Entegrasyonu: Çevrimiçi Bankacılıkta Enpara ve Garanti BBVA Örneği

Öz

Bu çalışma, kurumsal bankacılık geleneğine sahip Garanti BBVA ile dijital bankacılık odaklı Enpara’nın kurumsal dijital metinlerini; ethos (güvenilirlik), pathos (duygusal çekicilik) ve logos (mantıksal kanıtlama) stratejileri üzerinden karşılaştırmalı olarak incelemektedir. Nitel içerik analizi yöntemiyle yürütülen çalışmada, bankaların kamuya açık manifesto metinleri ile teknik sözleşmeleri arasındaki söylemsel ayrışma bilgisayar destekli nitel veri analizi teknikleriyle sistematik olarak incelenmiştir. Elde edilen bulgular, bankaların iki katmanlı bir iletişim yapısı benimsediğini; manifesto metinlerinin yalın bir dil ve duygusal anlatılarla (pathos) müşteriyle ortak değerler üzerinden bağ kurmaya odaklandığını, buna karşın sözleşme metinlerinin yüksek teknik jargon ve karmaşık yapılarla (logos) hukuki risk yönetimini önceliklendirdiğini ortaya koymaktadır. Araştırmanın en dikkat çekici sonucu, "güven" kavramının manifestolarda etik ve şeffaf bir ilişki vaadi olarak sunulmasına rağmen, sözleşme düzeyinde riskin büyük ölçüde müşteriye devredildiği asimetrik bir otorite (ethos) inşası için araçsallaştırılmasıdır. Sonuç olarak çalışma, dijital finans dünyasında markaların çevrimiçi vaatleri ile operasyonel sorumluluk sınırları arasındaki söylemsel tutarsızlığı görünür kılarak stratejik marka yönetimine eleştirel bir perspektif sunmaktadır.

Anahtar Kelimeler

• Dijital Marka
• Retorik
• Bankacılık
• Güven
• Stratejik İletişim.

Destekleyen Kurum

yok

Etik Beyan

yok

Teşekkür

yok

The Strategic Integration of Rhetoric in Digital Brand Communication: The Case of Enpara and Garanti BBVA in Online Banking

Öz

This study compares the corporate digital texts of Garanti BBVA, which has a tradition of corporate banking, and Enpara, which focuses on digital banking, through the strategies of ethos (reliability), pathos (emotional appeal), and logos (logical reasoning). Conducted using qualitative content analysis, the study systematically examined the discursive divergence between the banks' publicly available manifesto texts and their technical contracts using computer-assisted qualitative data analysis techniques. The findings reveal that banks adopt a two-tiered communication structure; manifesto texts focus on establishing a connection with customers through shared values using simple language and emotional narratives (pathos), while contract texts prioritize legal risk management through high technical jargon and complex structures (logos). The most striking result of the research is that although the concept of “trust” is presented in manifestos as a promise of an ethical and transparent relationship, at the contract level, it is instrumentalized for the construction of an asymmetric authority (ethos) where risk is largely transferred to the customer. In conclusion, the study highlights the discursive inconsistency between brands' online promises and their operational responsibility limits in the digital finance world, offering a critical perspective on strategic brand management.

Anahtar Kelimeler

• Digital brand
• Rhetoric
• Banking
• Trust
• Strategic communication

Destekleyen Kurum

none

Etik Beyan

none

Teşekkür

none

Kaynakça

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