MARKALARDA YAŞANAN OLUMSUZ DURUMLARIN ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİME (E-WOM) YANSIMALARI: PEGASUS ÖRNEĞİ

Amaç: Bu çalışmanın amacı, markaların yaşadığı olumsuz durumların elektronik ağızdan ağıza iletişimi(eWOM) nasıl etkilediğini belirlemektir.Yöntem: Çalışmada nitel araştırma tasarımlarından örnek olay yönteminden yararlanılarak, Pegasushavayollarının yaşamış olduğu uçak kazası neticesinde paylaştığı özür mesajına yapılan yorumlar analizedilmiştir. Analizde kullanılacak yorumlar için Türkiye’de en çok kullanılan sosyal ağ sitelerinden biri olanİnstagram tercih edilmiş ve 1351 kullanıcı yorumu analiz edilmiştirBulgular: Analiz neticesinde oluşan 42 tema 10 kategori altında toplanmıştır. Yapılan yorumların %41,4olumsuz, %30,5’inin tarafsız, %22,2’sinin olumlu ve %5,9’da konudan bağımsız farklı bir durumla ilişkiliyorum olduğu tespit edilmiştir.Özgünlük: Gelişen teknolojiler ve küreselleşme markaların tüketici iletişiminde geleneksel iletişimkanallarının yanında yeni iletişim kanallarını da etkin bir şekilde kullanmasını sağlamıştır. Tüketici iletişimindekullanılan yeni iletişim kanallarının başında sosyal medya uygulamaları gelmektedir. Özellikle markalarpazarlama faaliyetlerinde sosyal medyayı etkin şekilde kullanıp, tüketicilerin isteklerini dikkate alarak markaimajlarını ve tüketicilerin markalarına karşı tutumlarını şekillendirmektedir. Benzer şekilde sosyal medyakullanımı ile birlikte tüketiciler sürekli iletişim halinde oldukları markalar ile yaşadıkları olumlu ve olumsuzdeneyimleri de sosyal medya kanalları aracılığıyla paylaşmaktadır. Olumlu paylaşımlar işletme itibarında veimajında pozitif etki yaratırken, olumsuz paylaşımlar ise işletme imaj ve itibarını negatif yönlü etkilemektedir.Tüketicilerin sosyal medyada marka hakkında çeşitli söylemlerde bulunması noktasında işletmeler açısındanönemli olan tüketicilerin söylediklerini iyi analiz etmektir. Bu bağlamda konunun nasıl ve ne gibi sorularladerinlemesine incelenmesi ve tüketici söylemlerinin de derinlemesine analizinin yapılması çalışmayı özgünkılmaktadır. Çalışma sonuçlarının markalara yol gösterici olacağı düşünülmektedir.

EFFECTS OF NEGATIVE EXPERIENCES ON BRANDS ON THE ELECTRONIC WORD OF MOUTH (E-WOM): PEGASUS EXAMPLE

Purpose: The aim of this study is to determine how negative situations experienced by brands affect electronic word of mouth (eWOM). Method: Qualıtatıve research desıgn ıs preferred ın thıs study. The comments made on the apology message shared by Pegasus airlines as a result of the plane crash was analyzed by using the case study method. One of the most widely used social networking site in Turkey has preferred to work with İnstagram and 1351 user comments analyzed. Findings: As a result of the analysis, 42 themes were gathered under 10 categories. It was determined that the comments made were %41,4 negative, %30,5 neutral, %22, 2 positive and %5,9 related to a different situation independent of the subject. Originality: Developing technologies and globalization enabled brands to use new communication channels effectively in addition to traditional communication channels in consumer communication. Social media applications are at the forefront of new communication channels used in communication with the consumer. Especially, brands shape their brand images and attitudes of consumers towards their brands by taking into consideration the wishes of consumers by using social media effectively in their marketing activities. Similarly, with the use of social media, consumers share the positive and negative situations they experience with the brands they are in contact with through social media channels. While positive shares have a positive effect on business reputation and image, negative shares affect business image and reputation negatively. It is important to analyze what consumers say, which is important for businesses, in terms of making various discourses about the brand on social media. In this context, the in-depth examination of how and with what kind of questions and analysis of consumer statements makes the study unique. The results of the work are consıdered to be a guıde for brands.

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