Algılanan Sosyal Medya Pazarlamasının Kurumsal İtibar Algısına Etkisi Üzerine Bir Araştırma

Abstract

The main aim of this study is to investigate the effect of perceived social media on corporate reputation. To date, there were many different studies which examine this relationship from different points of view and by different measurings. This study varies from antecedents in terms of measuring corporate reputation thanks to corporate character scale which is based on the “Personification Metaphor” approach. Moreover, the effects of perceived social media factors on each factor of this scale will be investigated. The reason of choosing Personification Metaphor phenomenon is humanized corporations due to changing consumer & corporation relationships and due to the necessity to be punctual and transparent for corporations by virtue of digital platforms became main corporate communication device. In accordance with research questions which are defined for the purposes set out in the study, descriptive research methods were used. Primary data and the convenience sampling method preferred for the model testing. Data was collected from 250 participants. The data were tested by SPSS program with linear regression analysis. According to the empirical results, consumer’s perception of social media marketing significantly and positively effected corporate reputation perception. Moreover, analysis were made to explain which perceived social media factors effects on corporate reputation factors. Thus, findings were discussed, managerial implications, limitings and limitations, future research suggestions were presented.