Sosyal Medya Pazarlamasının Kurumsal İtibar Algısına Etkisi: Kişiselleştirme Metaforu

Bu çalışmanın amacı, algılanan sosyal medya pazarlamasının kurumsal itibar algısı üzerindeki etkisinin incelenmesidir. Günümüze dek sosyal medya ve kurumsal itibar arasındaki ilişkiyi farklı yaklaşımlarla ele alan çalışmalar bulunmaktadır. Bu çalışma diğerlerinden farklı olarak, kurumsal itibar “Kişiselleştirme metaforu” yaklaşımı doğrultusunda geliştirilen kurumsal kişilik ölçeği ile analiz edilmiştir ve sosyal medya algısı boyutlarının burada yer alan her bir boyut üzerindeki etkisi araştırılmaktadır. Çalışmanın amaçları doğrultusunda belirlenen araştırma sorularına uygun olarak, tanımlayıcı araştırma yöntemi benimsenmiş̧, birincil veriden faydalanılmış̧, kolayda örneklem yöntemi benimsenerek 250 katılımcıdan veri toplanmıştır. Sonuç̧ olarak tüketicinin marka ile ilgili sosyal medya algısının kurumsal itibar algısını olumlu etkilediği bulunmuş̧, sosyal medya algısı boyutlarından hangilerinin, hangi kurumsal itibar boyutları üzerine etkisi olduğu analiz edilmiştir.

Anahtar Kelimeler:

Algılanan Sosyal Medya, Kurumsal İtibar Algısı, Kişiselleştirme Metaforu

Sosyal Medya Pazarlamasının Kurumsal İtibar Algısına Etkisi: Kişiselleştirme Metaforu

Keywords:

Algılanan Sosyal Medya,

PDF

___

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 347-356.
Andreassen, T. W. ve Lindestad, B. (1998). The effect of corporate image in the formation of customer loyalty. Journal of Service Research, 1(1), 82-92.
Aula, P. (2010). Social media, reputation risk and ambient publicity management. Strategy & Leadership, 38(6), 43-49.
Aydın, A. F. (2015). Kurumsal itibar açısından sosyal medyaya ilişkin bir değerlendirme. Karadeniz Teknik Üniversitesi İletişim Araştırmaları Dergisi, 1(9), 1-15.
Benlian, A. ve Hess, T. (2011). Opportunities and risks of software-as-a-service: Findings from a survey of IT executives. Decision support systems, 52(1), 232-246.
Bennett, R. ve Gabriel, H. (2001). Reputation, trust and supplier commitment: the case of shipping company/seaport relations. Journal of Business & Industrial Marketing, 16(6), 424-438.
Berens, G. (2004). Corporate branding: the development of corporate associations and their influence on stakeholder reactions. Erasmus University Rotterdam
Bilbil, E. K. ve Güler, Ş. (2017). Dijital Ortamda Kurumsal İtibar Yönetimi ve Viral Uygulamalar İlişkisi. Global Media Journal: Turkish Edition, 7(14).
Boateng, S. L. (2019). Online relationship marketing and customer loyalty: a signaling theory perspective. International Journal of Bank Marketing. 37(1).
Chi, H. H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61.
Çiftçi, D. B. İ. M., İşler, D. B., Çiftçi, M. ve Yarangümelioğlu, D. (2015). Halkla ilişkiler aracı olarak: Sosyal medyanın kullanımı ve yeni stratejiler. Sosyal ve Beşeri Bilimler Dergisi, 5(1), 174-185.
Culnan, M. J., McHugh, P. J. ve Zubillaga, J. I. (2010). How large US companies can use Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4).
Davies, G., Chun, R., da Silva, R. V. ve Roper, S. (2001). The personification metaphor as a measurement approach for corporate reputation. Corporate Reputation Review, 4(2), 113-127.
Davies, G. ve Chun, R. (2003). The use of metaphor in the exploration of the brand concept. Journal of Marketing Management, 19(1-2), 45-71.
Davies, G., Chun, R., da Silva, R. V. ve Roper, S. (2004). A corporate character scale to assess employee and customer views of organization reputation. Corporate Reputation Review, 7(2), 125-146.
Demir, F. O. (2010). Kurumsal itibar ölçümünde kişiselleştirme metaforu. Review Of Social, Economic and Business Studies, 9, 10248-10249.
Dijkmans, C., Kerkhof, P. ve Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58-67.
Erdoğmuş, İ. E., ve Cicek, M. (2012). The impact of social media marketing on brand loyalty, 8th International Strategic Management Conference Bildiri Kitabı. Elsevier
Evans, D. (2010). Social media marketing: An hour a day. John Wiley & Sons.
Evans, W. D. (2008). Social marketing campaigns and children's media use. The Future of Children, 18(1), 181-203.
Firat, A. F. ve Venkatesh, A. (1996). Postmodern perspectives on consumption. Consumption and marketing: Macro Dimensions, 234-265.
Floreddu, P. B., Cabiddu, F. ve Evaristo, R. (2014). Inside your social media ring: How to optimize online corporate reputation. Business Horizons, 57(6), 737-745.
Gensler, S., Völckner, F., Liu-Thompkins, Y. ve Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27(4), 242-256.
George, D. ve Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. 11.0 update (4th ed.). Boston: Allyn & Bacon
Gordhamer, S. (2009). 4 ways social media is changing business. Mashable–The Social Media Guide. Erişim adresi: https://mashable.com/2009/09/22/social-media-business/#gDSmO4spaiqN
Gotsi, M. ve Wilson, A. M. (2001). Corporate reputation: seeking a definition. Corporate communications: An International Journal, 6(1), 24-30.
Groom, S.A. (2008). Integrated marketing communication: Anticipating the ‘age of engage.’ Communication Research Trends, 27, 3-19.
Hair, J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (2010). Multivariate Data Analysis. ABD: Pearson.
Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour, 10(6), 356-364.
Hudson, S., Roth, M. S., Madden, T. J. ve Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76.
Hoffman, D. L. ve Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41.
Inoue, T., Matsuoka, H. ve Arai, H. (2016). The Relationship between Perceived Social Media Marketing Activities of J. League Clubs and Behavioral Intention of Spectators. Asian Sports Management Review, (11), 3-20.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129-144.
Kaplan, A. M. ve Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kaur, G. (2016). Social Media Marketing. Asian Journal of Multidisciplinary Studies, 4(7).
Kavak, B. (2013). Pazarlama ve pazar araştırmaları/tasarım ve analiz. Ankara: Detay Yayıncılık.
Kim, A. J. ve Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Larson, K. ve Watson, R. (2011). The value of social media: toward measuring social media strategies. Thirty Second International Conference on Information Systems, Shanghai 2011
Laroche, M., Habibi, M. R. ve Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International journal of information management, 33(1), 76-82.
Lempert, P. (2006). Caught in the Web. Progressive Grocer, 85(12), 15-28. MacMillan, K., Money, K., Downing, S. ve Hillenbrand, C. (2005). Reputation in relationships: measuring experiences, emotions and behaviors. Corporate Reputation Review, 8(3), 214-232.
Morgan, G. (1983). More on metaphor: Why we cannot control tropes in administrative science. Administrative Science Quarterly, 28 (4), 601–607.
Nguyen, N. ve Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of retailing and Consumer Services, 8(4), 227-236.
Ostrowski, P.L., O'Brien, T.V., Gordon, G.L. (1993). Service quality and customer loyalty in the commercial airline industry. Journal of Travel Research, 32 (2), 16-24.
Odabaşı, Yavuz (2004), Postmodern Pazarlama – Tüketim ve Tüketici, İstanbul: MediaCat Yayınları.
Packer, R. (2011). Social media marketing. The Art of Conversational Sales. WSI.
Robertson, T.S. (1993). How to reduce market penetration cycle times. Sloan Management Review, 35 (1), 87-96.
Seo, E. J. ve Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
Shapiro, C. (1982). Consumer information, product quality, and seller reputation. The Bell Journal of Economics, 13, 20-35.
Tiago, M. T. P. M. B. ve Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.
Tripp, T. M. ve Grégoire, Y. (2011). When unhappy customers strike back on the Internet. MIT Sloan Management Review, 52(3), 37-44.
Tabachnick, B. G. ve Fidell, L. S. (2013). Using multivariate statistics. Amerika Birleşik Devletleri, Pearson.
Tuten, T. L. ve Solomon, M. R. (2017). Social media marketing. Sage. Weinberg, T. (2009). The new community rules: Marketing on the social web. O’Reilly Media, Inc.
Weinberg, B. D. ve Pehlivan, E. (2011). Social spending: Managing the social media mix. Business Horizons, 54(3), 275-282.
Yadav, M. ve Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307.
Yoon, E., Guffey, H.G. ve Kijewski, V. (1993). The effects of information and company reputation on intentions to buy a business service. Journal of Business Research, 27, 215-228.
Zarrella, D. (2009). The social media marketing book. O’Reilly Media, Inc.