KURUMSAL İTİBAR ARAŞTIRMALARI SONUÇLARININ İTİBAR KURALLARI VE EKŞİSÖZLÜK KULLANICI YORUMLARIYLA UYUMLULUĞUNUN İNCELENMESİ ÜZERİNE BİR ÇALIŞMA

İtibar; kişi, kurum ve kuruluşlara yönelik algıları olumlu yönde etkileyen bir unsur olarak görülmesinin beraberinde uzun vadede yatırımları destekleyerek ve gelirleri arttırarak finansal getiri sağlayan ve ayrıca güvenirlilik, saygınlık ve sadakati sağlayan nitelikler bütünü olarak değerlendirilmektedir. Dolayısıyla bu denli öneme sahip bir unsur olarak itibar farklı araştırmaların bir başarı göstergesi olmasının yanı sıra ana teması olarak da rol oynamaktadır. Bu bağlamda çalışmanın amacı kurumsal itibara ilişkin yürütülen araştırmaların literatürdeki konu hakkındaki itibar göstergeleri ve sosyal medya yorumlarıyla uyuşup, uyuşmadığının belirlenmesidir. Bu doğrultuda çalışmada ülkemizde itibara ilişkin yapılan çalışmalar arasından seçilen “Türkiye İtibar Endeksi Araştırması” ve “İş İnsanları İtibar Araştırması”, itibarlı bir pozisyona ulaşmanın kuralları ve sosyal medya platformlarında araştırmalar sonucunda itibarlı olarak değerlendirilen kişi ve markalara ilişkin yorumlar karşılıklı bir değerlendirilmeye tabi tutulmuştur. Bu çalışmayla sosyal medya kullanıcılarının görüşlerinin bilimsel araştırma sonuçlarını ne ölçüde yansıttığı ya da hangi açılardan yansıtmadığının belirlenmesi, araştırma şirketlerinin örneklemlerini yeniden gözden geçirmesini ve ekşisözlük gibi platformların güvenirliliğinin sınanması konusunda fırsatlar sunması hususunda yol gösterici niteliktedir.

A STUDY ON THE REPUTATION RULES OF CORPORATE REPUTATION RESEARCH RESULTS AND THEIR COMPLIANCE WITH EKŞISÖZLÜK USER COMMENTS

Reputation is seen as an element that affects perceptions towards individuals, institutions andorganizations in a positive way, but it is considered as a whole of positive qualities that provide financialreturns by supporting investments and increasing revenues and also providing reliability, respectabilityand loyalty. Therefore, reputation as an element of such importance plays a key role in the success ofdifferent researches as well as being their main theme. In this context, the aim of the study is to determinewhether the research conducted on corporate reputation is compatible with the reputation indicators andsocial media comments on the subject in the literature. In this direction, as a result of the research, thecomments about the people and brands that are considered to be reputable were subjected to a mutualevaluation selected among the studies “Turkish Reputation Index Survey” and “Business People ReputationSurvey”, rules of reaching a respectable position and social media platforms. It is expected that the studywill provide opportunities for social media users to determine the extent to which their views reflect or donot reflect the scientific research results, research companies to review their samplings and to test thereliability of platforms such as ekşisözlük.

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