Publication: Sosyal Medyada Sosyal Sorumluluğun Yansımaları ve İtibara Etkisi: Filli Boya'nın ozgecan için Sosyal Medya Çalışması ile İlgili Geri Bildirimlerin İncelenmesi
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Date
2018-11
Authors
Karapınar, Kübra
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Abstract
Günümüz dünyasının rekabet ortamında, kurumlar için, hedef kitlelerinin ve var oldukları toplumun algısında, istedikleri biçimde yer almaları çok önemlidir. Çünkü kurumlar ancak istedikleri biçimde algılanırsa, rakipleri arasından ayrışır.
Benzer hedef kitleye hitap etseler dahi her kurumun kendine has misyonu, vizyonu, değerleri ve ilkeleri vardır. Aynı zamanda bu öğeler toplamında oluşan kurumsal itibarları da tektir. Kurumsal itibar, kurumun manevi anlamda sahip olduğu en önemli güçtür. Kurumsal itibar için, en önemli etkenlerden biri de kurumun toplumsal değerlere ve olaylara yönelik tutumudur. Bu çalışmada, bir kurumun toplumsal bir olay karşısında gösterdiği tutumun kurumsal itibara etkisi araştırılmıştır. Çalışmayı diğer çalışmalardan farklılaştıran nokta ise, vaka analizi olarak seçilen Fiili Boya markasının yapmış olduğu #Özgecanlçin sosyal medya/toplumsal farkındalık çalışmasıdır. Fiili Boya markası daha önce yapılmamış bir uygulama olarak, ulusal TV kanallarında marka ismi ve logosu belirtmeden, 30 saniye boyunca ekran karartarak ve sadece 'SÖzgecanlçin' etiketini yayınlayarak, izleyenleri sosyal medyaya tepkilerini belirtmeye yönlendirmiş ve bu şekilde bir farkındalık yaratmaya çalışmıştır. Bu makalede, daha önce benzeri yapılmamış bu çalışmaya gelen geri bildirimler incelenmiştir. Marka adı belirtilmeden yapılan bu çalışmanın gerçekleşmesinden sonra, Twitter'da içinde “Fiili Boya' marka adının ve “#özgecanlçin/#Ozgecanicin" sosyal medya etiketinin yer aldığı 388 tweet kaydedilmiştir. Bu tweetler anlamsal içerik analiz yöntemi ile incelenmiş ve kurumsal itibara yönelik kısımları araştırılmıştır.
In the competitive environment of today's world, it is very important for the corporations to lake place in the way they want in the perception of their target groups and the society they exist in. Because if corporalions are perceived only in the way they want, they are separated from their competitors. Each corporations has its own mission, vision, values and principles, even if they have speak to similar target audiences with the competitors. Also, lhe corporate reputation composed of these items is unique. Corporate reputation is the most important power of the corporations in its non- pecuniary sense. One of the most important factors for corporate reputation is the attitude of the corporation towards social values and events. In this study, the effect of an corporation's attitude towards a social event on lhe corporate reputation was investigated. The difference that distinguishes the study from other studies Is the, #Ozgecanlçin social media/social consciousness work in conducted by Fiili Boya brand, which is selected as case study. Fiili Boya brand, as an technic that has not been done before, has directed the audience to indicate their reactions to social media by trying to obscure the screen by printing lhe label '//Özgecanlçin, for 30 seconds without specifying the brand name and the brand logo on national TV channels and creating an awareness in this way. In this article, feedbacks of this previously not done before work were examined. After the executed of this without brand name social consciousness work, 388 tweets that including "Fiili Boya' brand name and "tfözgecanlçin" social media hashtag were recorded on Twitter. These tweets were examined with semantic content analysis method and their parts for corporate reputation were investigated.
In the competitive environment of today's world, it is very important for the corporations to lake place in the way they want in the perception of their target groups and the society they exist in. Because if corporalions are perceived only in the way they want, they are separated from their competitors. Each corporations has its own mission, vision, values and principles, even if they have speak to similar target audiences with the competitors. Also, lhe corporate reputation composed of these items is unique. Corporate reputation is the most important power of the corporations in its non- pecuniary sense. One of the most important factors for corporate reputation is the attitude of the corporation towards social values and events. In this study, the effect of an corporation's attitude towards a social event on lhe corporate reputation was investigated. The difference that distinguishes the study from other studies Is the, #Ozgecanlçin social media/social consciousness work in conducted by Fiili Boya brand, which is selected as case study. Fiili Boya brand, as an technic that has not been done before, has directed the audience to indicate their reactions to social media by trying to obscure the screen by printing lhe label '//Özgecanlçin, for 30 seconds without specifying the brand name and the brand logo on national TV channels and creating an awareness in this way. In this article, feedbacks of this previously not done before work were examined. After the executed of this without brand name social consciousness work, 388 tweets that including "Fiili Boya' brand name and "tfözgecanlçin" social media hashtag were recorded on Twitter. These tweets were examined with semantic content analysis method and their parts for corporate reputation were investigated.