Kurumsal imaj ve itibarda uygulanan stratejik iletişimin sosyal medyada yansıması: Türk Hava Yolları
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Dosyalar
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüz dünyasında gelişen teknoloji birçok alanı etkilediği gibi kurumların reklam ve pazarlama stratejileri üzerinde de etkilerini göstermiştir. Teknolojinin gelişmesiyle kurumlar dijital mecralarda, imaj ve itibarlarını oluşturma amacıyla hareket etmişlerdir. Dolayısıyla kurumlar stratejilerini uygularken sosyal medya mecralarına yönelmişlerdir. Söz konusu çalışmanın amacı, Türkiye’de bulunan havayolu sektöründeki Türk Hava Yolları’nın dijital medyada kurumsal imaj ve itibarı adına yaptığı çalışmaları araştırmaktır. Çalışma çerçevesinde nitel araştırma yöntemi kullanılmıştır. İçerik analizi ile Türk Hava Yolları Facebook hesabı pandemi öncesi ve sonrası olmak üzere incelenmiştir. Sosyal Paydaş Teorisi, Rogers’in Yeniliklerin Yayılması ve Gruning ve Hunt’ın Halkla İlişkiler Modeli’ni kullanarak da ele alınmıştır. Çalışma sonucunda elde edilen bulgulara göre, paylaşılan gönderilerin sosyal paydaşı yüksek oranda müşteriler olduğu gözlenmiştir. Bununla beraber THY’nin Facebook paylaşımların ise bilgilendirme amaçlı olduğu görülürken gönderilerde tutundurma karması olarak genelde reklam ve CPR çalışmalarının gerçekleştiği görülmektedir. THY’nın Covid-19 dönemi öncesi olan Ocak ve Şubat ayında Facebook’u, Covid-19 dönemi sonrasına göre daha az aktif bir şekilde kullandığı da gözlenmiştir.
In today’s world, the developing technology has affected many fields as well as on the advertising and marketing strategies of the institutions. With the development of technology, institutions have acted to create their image and reputation in digital media. Therefore, institutions did turn to social media channels while implementing their strategies. The purpose of this study is to investigate the works done by Turkish Airlines in the airline sector in Turkey on behalf of corporate image and reputation in digital media. Qualitative research method was used within the framework the study. With the content analysis, Turkish Airlines Facebook account was examined before and after the pandemic. Social Stakeholder Theory is also discussed using Rogers’ Diffusion of Innovations and Gruning and Hunt’s Public Relations Model. According to the findings obtained as a result of the study, it has been observed that the social stakeholders of the shared posts are high percentage of customers. On the other hand, it is seen that THY’s Facebook posts are for informational purposes, and it is seen that advertising and CPR studies are generally carried out as a promotion mix in posts. It was also observed that THY used Facebook less actively in January and February, before the Covid-19 period, compared to after the Covid-19 period. Keywords: Corporate Image, Reputation, Social Media, Turkish Airlines.
In today’s world, the developing technology has affected many fields as well as on the advertising and marketing strategies of the institutions. With the development of technology, institutions have acted to create their image and reputation in digital media. Therefore, institutions did turn to social media channels while implementing their strategies. The purpose of this study is to investigate the works done by Turkish Airlines in the airline sector in Turkey on behalf of corporate image and reputation in digital media. Qualitative research method was used within the framework the study. With the content analysis, Turkish Airlines Facebook account was examined before and after the pandemic. Social Stakeholder Theory is also discussed using Rogers’ Diffusion of Innovations and Gruning and Hunt’s Public Relations Model. According to the findings obtained as a result of the study, it has been observed that the social stakeholders of the shared posts are high percentage of customers. On the other hand, it is seen that THY’s Facebook posts are for informational purposes, and it is seen that advertising and CPR studies are generally carried out as a promotion mix in posts. It was also observed that THY used Facebook less actively in January and February, before the Covid-19 period, compared to after the Covid-19 period. Keywords: Corporate Image, Reputation, Social Media, Turkish Airlines.
Açıklama
Anahtar Kelimeler
Kurumsal İmaj, İtibar, Sosyal Medya, Türk Hava Yolları, Advertisement, Persuasion Models, Sectoral Applications
Kaynak
Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
4
Sayı
2
