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Environmentally Friendly Messages Of Automobile Brands: Global and Local Social Media Comparison

Year 2019, Volume: 6 Issue: 2, 1101 - 1120, 22.07.2019
https://doi.org/10.17680/erciyesiletisim.512742

Abstract

The aim of this study is to inquire the communication efforts of global automobile brands
towards their environmentally friendly products and services, comparatively on a global
and individual country basis. A content analysis was carried out on how the eight global
automobile brands, which were evaluated within the scope of the research, shared messages
on their environmentally friendly products and services in their official global and local
Twitter accounts. The messages of these eight automobile brands on environmentally
friendly products, related special days, weeks and events were also discussed. Thus, the
similarities and differences between global official account social media communications
and Turkish social media communications of the global automobile brands were tried to
determine. The data was collected by analyzing brands’ environment sustainability messages
shared in global and local Twitter accounts within a year. When 880 environmentally
friendly messages in the official Twitter accounts of automobile brands are examined, it is
seen that brands share more messages in their global accounts. This difference has seen in
the environmentally friendly products and services of the brands as well as in the messages
about the activities related to the environment, special days and weeks. Automobile brands
share not only environmentally friendly messages related to their products and services,
but also share non-profit environmentally friendly messages. Considering the type of media
used in environmentally friendly messages, it is observed that both the global and local
Twitter accounts mostly preferred gif or photo. Besides, it has seen that automobile brands
aim to promote products or services in most of the environmentally friendly activities. As
a result, it is necessary to share the environmentally friendly and sustainable practices in
order to create a connection with the automobile consumers and create loyalty to the brand. 

References

  • Amaro, S. ve Duarte, P. (2017). Social Media Use for Travel Purposes: A Cross Cultural Comparison between Portugal and the UK. Information Technology and Tourism, 17(2), 161-181.
  • Anirudh, A. ve Payal, K. (2018). Social Entrepreneurship and Sustainable Business Models, Springer International.
  • Azzone, G. ve Manzini, R. (1994). Measuring strategic environmental performance. Business Strategy and the Environment, 3(1), 1-14.
  • Bakshy, E., Eckles, D., Yan, R. ve Rosenn, I. (2012). Social influence in social advertising: evidence from field experiments. In Proceedings of the 13th ACM conference on electronic commerce. 146-161
  • Barker, P. (2008). How Social Media is Transforming Employee Communications at Sun Microsystems. Global Business and Organizational Excellence, 27(4), 6-14.
  • Basiago, A.D. (1999). Economic, Social and Environmental Sustainability in Development Theory and Urban Planning Practice. The Environmentalist, 19(2), 145-161.
  • Benn, S., Edwards, M. ve Williams, T. (2014). Organizational Change for Corporate Sustainability. Routledge.
  • Bharati, P., Zhang, W. ve Chaudhury, A. (2015). Better knowledge with social media? Exploring the roles of social capital and organizational knowledge management. Journal of Knowledge Management, 19(3), 456- 475.
  • Bhunnoo, M. K., Oogarah-Hanuman, V. ve Ramsaran-Fowdar, R. R. (2011). Analyzing the Potential Market for Hybrid Cars: A Survey of Car Dealers in Mauritius. Global Business and Management Research: An International Journal, 3(2), 215.
  • Birleşmiş Milletler Çevre ve Kalkınma Komisyonu, (1987). Brutland Raporu. Christodoulides, G. (2009). Branding in the Post-internet Era. Marketing theory, 9(1), 141-144.
  • Clough, G. W., Chameau, J. L. ve Carmichael, C. (2006). Sustainability and the University. Presidency, 9(1), 30.
  • Cooper, B. (2013). https://blog.bufferapp.com/the-power-of-twittersnew-expanded- images-and-how-to-make-the-most-of- i t ? u t m _ source=buffer&utm_campaign=Buffer&utm_content=buffer139a3&utm_m edium=twitter Erişim Tarihi: 11.02.2018
  • Çabuk, S., Nakıboğlu, A. G. B. ve Keleş, C. (2008). Tüketicilerin Yeşil ürün Satın Alma Davranışlarının Sosyodemografik Değişkenler Açısından incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17(1), 85-102.
  • Eken, İ. (2014). Sosyal Medyadaki Karşılaştırmalı Reklamlar Üzerine Bir İnceleme: Türkiye ve Polonya Örneği. Digital Communication Impact, 436-449.
  • Go, E. ve You, K. H. (2016). But not all social media are the same: Analyzing organizations’ social media usage patterns. Telematics and Informatics, 33(1). 176-186.
  • Hanna, R., Rohm, A. ve Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business horizons, 54(3), 265-273.
  • Heggde, G. ve Shainesh, G. (2018). Social Media Marketing: Emerging Concepts and Applications. Palgrave Macmillan.
  • Holsti, O.R. (1969). Content Analysis for the Social Sciences and Humanities. Reading, MA: Addison-Wesley.
  • Hung, K., Li, S. Y. ve Tse, D. K. (2011). Interpersonal Trust and Platform Credibility in a Chinese Multibrand Online Community. Journal of Advertising, 40(3), 99-112.
  • Interbrand, (2014). Ranking of the 50 Best Global Green Brands, https:// www.rankingthebrandp.com/PDF/Best%20Global%20Green%20Brands %202014,%20Interbrand.pdf. Erişim Tarihi: 06.08.2018.
  • Kahle, L. R. ve Valette-Florence, P. (2014). Marketplace Lifestyles in an Age of Social Media: Theory and Methods. Routledge.
  • Kaplan, A. M. ve Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
  • Karalar, R. ve Kiracı, H. (2011). Çevresel Sorunlara Karşı Bir Çözüm Önerisi Olarak Sürdürülebilir Tüketim Düşüncesi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (30), 63-76.
  • Kaya, F. (2018). Yeşil Paylaşımlar: Yeşil Markaların Sosyal Medya Paylaşımları. İnif E-Dergi, 3(2), 213-233.
  • Kwak, H., Lee, C., Park, H. ve Moon, S. (2010). What is Twitter, a Social Network or a News Media? In Proceedings of the 19th international conference on World wide web. 591-600.
  • Laroche, M., Habibi, M. R. ve Richard, M. O. (2013). To be or not to be in Social Media: How Brand Loyalty is Affected by Social Media? International Journal of Information Management, 33(1), 76-82.
  • Mangold G. ve Faulds D. (2009). Social media: The New Hybrid Element of the Promotion Mix, Business Horizons, 52, 357-365.
  • Matthews, L. (2010). Social media and the evolution of corporate communications. The Elon Journal of Undergraduate Research in Communications, 1(1), 17-23.
  • Men, L. R. ve Tsai, W. H. S. (2012). How Companies Cultivate Relationships with Publics on Social Network Sites: Evidence from China and the United States. Public Relations Review, 38(5), 723-730.
  • Mont, O. ve Plepys, A. (2008). Sustainable Consumption Progress: Should We be Proud or Alarmed? Journal of Cleaner Production, 16(4), 531-537.
  • Nyberg, A. ve Sto, E. (2000). Is the Future Yours?, Youth, Sustainable Consumption Patterns and Life Styles, Unesdoc.
  • OECD Factbook: Organisation for Economic Co-operation and Development Staff. (2005). Economic, Environmental and Social Statistics. Paris.
  • Polat, H. ve Öcal, D. (2018). Küresel ve Yerel Markaların Sosyal Medya Kullanımları: Twitter Üzerine Bir İnceleme. Journal of International Social Research, 11(56), 851-863.
  • Polonsky, M.J. (1994). Global Environment Problems and Policies: An Introduction to Green Marketing, Atlantic Publishers, Delhi.
  • Sabuncuoğlu, A. ve Gülay, G. (2014). Sosyal Medyadaki Yeni Kanaat Önderlerinin Birer Reklam Aracı Olarak Kullanımı: Twitter Fenomenleri Üzerine Bir Araştırma. İletişim Kuram ve Araştırma Dergisi, 1(38), 1-1.
  • Satyapal, S., Petrovic, J., Read, C., Thomas, G. ve Ordaz, G. (2007). The US Department of Energy’s National Hydrogen Storage Project: Progress towards meeting hydrogen-powered vehicle requirements. Catalysis today, 120(3-4), 246-256.
  • Shan, Y., Plotnick, L., Hiltz, S. R. ve Yang, L. (2017). A Comparison of Emergency Management Social Media Use in the United States and England.
  • Singh, B. J. R. ve Kaur, M. P. (2016). Corporate social responsibility in India. International Journal of Higher Education Research & Development, 1(1).
  • Staufenberg, J. (2016). Norway to ‘completely ban petrol powered cars by 2025’, https://www.independent.co.uk/environment/ climate- change/norway-to- ban-the-sale-of-all- fossil-fuel-basedcars-by-2025-and- replace-with-electric- vehicles-a7065616.html Erişim Tarihi: 03.07.2018.
  • TEHAD, (2018). http://tehad.org/2018/01/08/2017-yili-toplam-elektrikli-vehibrid-arac-satislari/ Erişim Tarihi: 09.11.2018.
  • Thomas Jefferson Sustainability Council, http://tjpdc.org Erişim Tarihi: 07.10.2018. Tuten, T. L. ve Solomon, M. R. (2017). Social media marketing. Sage.
  • We are Social, (2017). https://www.slideshare.net/wearesocialsg/digital-in-2017- western-asia Erişim Tarihi: 03.10.2018.
  • Weber, R. P. (1990). Basic Content Analysis, Newbury Park, CA.

Otomobil Markalarının Çevre Dostu Paylaşımları: Küresel ve Yerel Sosyal Medya Karşılaştırması

Year 2019, Volume: 6 Issue: 2, 1101 - 1120, 22.07.2019
https://doi.org/10.17680/erciyesiletisim.512742

Abstract

Bu çalışmanın amacı, küresel otomobil markalarının küresel olarak ve münferit ülke
temelinde çevre dostu ürün ve hizmetlerine yönelik sürdürdükleri iletişim çabalarını
karşılaştırılmalı olarak değerlendirmektir. Araştırma kapsamında değerlendirmeye
alınan sekiz küresel otomobil markasının küresel ve yerel resmi Twitter hesaplarında
çevre dostu ürün ve hizmetlerine ilişkin paylaşımlarını nasıl yaptıklarına dair bir içerik
analizi yapılmıştır. Bu sekiz otomobil markasının çevre dostu ürün, ilgili özel gün, hafta
ve etkinlikler ile ilgili Twitter’da yaptığı paylaşımlar da ele alınmıştır. Böylece küresel
otomobil markalarının küresel resmi hesaplarında ve Türkiye hesaplarında, sosyal medya
iletişimlerinin benzerlik ve farklılıkları ile bu durumun nedenleri belirlenmeye çalışılmıştır.
Veriler, markaların bir yıl boyunca küresel ve yerel Twitter hesaplarında yaptıkları çevresel
sürdürülebilirlik paylaşımlarının analiz edilmesiyle toplanmıştır. Otomobil markalarının
resmi Twitter hesaplarındaki 880 çevre dostu paylaşım incelendiğinde, markaların küresel
hesaplarında daha fazla paylaşım yaptıkları görülmüştür. Bu fark, markaların hem çevre
dostu ürün ve hizmetleri hem de çevre ile ilgili etkinlik, özel gün ve hafta paylaşımlarında
görülmektedir. Otomobil markaları sadece kendi ürün ve hizmetleri ile ilgili çevre dostu
paylaşımlar yapmamakta aynı zamanda farkındalık yaratacak kâr amacı gütmeyen çevre
dostu paylaşımlar da yapmaktadır. Çevre dostu paylaşımların medya türüne bakıldığında
hem küresel hem de Türkiye resmi Twitter hesaplarının çoğunlukla fotoğraf veya gif tercih
ettiği görülmektedir. Bunun yanında otomobil markalarının, çevre dostu etkinliklerin
çoğunda ürün veya hizmet tanıtımı amacında oldukları görülmüştür. Sonuç olarak,
tüketicinin otomobil markaları ile bağ kurması ve markaya bağlılık hissetmesi için çevre
dostu ve sürdürülebilir uygulamaların paylaşılması gerekmektedir.  

References

  • Amaro, S. ve Duarte, P. (2017). Social Media Use for Travel Purposes: A Cross Cultural Comparison between Portugal and the UK. Information Technology and Tourism, 17(2), 161-181.
  • Anirudh, A. ve Payal, K. (2018). Social Entrepreneurship and Sustainable Business Models, Springer International.
  • Azzone, G. ve Manzini, R. (1994). Measuring strategic environmental performance. Business Strategy and the Environment, 3(1), 1-14.
  • Bakshy, E., Eckles, D., Yan, R. ve Rosenn, I. (2012). Social influence in social advertising: evidence from field experiments. In Proceedings of the 13th ACM conference on electronic commerce. 146-161
  • Barker, P. (2008). How Social Media is Transforming Employee Communications at Sun Microsystems. Global Business and Organizational Excellence, 27(4), 6-14.
  • Basiago, A.D. (1999). Economic, Social and Environmental Sustainability in Development Theory and Urban Planning Practice. The Environmentalist, 19(2), 145-161.
  • Benn, S., Edwards, M. ve Williams, T. (2014). Organizational Change for Corporate Sustainability. Routledge.
  • Bharati, P., Zhang, W. ve Chaudhury, A. (2015). Better knowledge with social media? Exploring the roles of social capital and organizational knowledge management. Journal of Knowledge Management, 19(3), 456- 475.
  • Bhunnoo, M. K., Oogarah-Hanuman, V. ve Ramsaran-Fowdar, R. R. (2011). Analyzing the Potential Market for Hybrid Cars: A Survey of Car Dealers in Mauritius. Global Business and Management Research: An International Journal, 3(2), 215.
  • Birleşmiş Milletler Çevre ve Kalkınma Komisyonu, (1987). Brutland Raporu. Christodoulides, G. (2009). Branding in the Post-internet Era. Marketing theory, 9(1), 141-144.
  • Clough, G. W., Chameau, J. L. ve Carmichael, C. (2006). Sustainability and the University. Presidency, 9(1), 30.
  • Cooper, B. (2013). https://blog.bufferapp.com/the-power-of-twittersnew-expanded- images-and-how-to-make-the-most-of- i t ? u t m _ source=buffer&utm_campaign=Buffer&utm_content=buffer139a3&utm_m edium=twitter Erişim Tarihi: 11.02.2018
  • Çabuk, S., Nakıboğlu, A. G. B. ve Keleş, C. (2008). Tüketicilerin Yeşil ürün Satın Alma Davranışlarının Sosyodemografik Değişkenler Açısından incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17(1), 85-102.
  • Eken, İ. (2014). Sosyal Medyadaki Karşılaştırmalı Reklamlar Üzerine Bir İnceleme: Türkiye ve Polonya Örneği. Digital Communication Impact, 436-449.
  • Go, E. ve You, K. H. (2016). But not all social media are the same: Analyzing organizations’ social media usage patterns. Telematics and Informatics, 33(1). 176-186.
  • Hanna, R., Rohm, A. ve Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business horizons, 54(3), 265-273.
  • Heggde, G. ve Shainesh, G. (2018). Social Media Marketing: Emerging Concepts and Applications. Palgrave Macmillan.
  • Holsti, O.R. (1969). Content Analysis for the Social Sciences and Humanities. Reading, MA: Addison-Wesley.
  • Hung, K., Li, S. Y. ve Tse, D. K. (2011). Interpersonal Trust and Platform Credibility in a Chinese Multibrand Online Community. Journal of Advertising, 40(3), 99-112.
  • Interbrand, (2014). Ranking of the 50 Best Global Green Brands, https:// www.rankingthebrandp.com/PDF/Best%20Global%20Green%20Brands %202014,%20Interbrand.pdf. Erişim Tarihi: 06.08.2018.
  • Kahle, L. R. ve Valette-Florence, P. (2014). Marketplace Lifestyles in an Age of Social Media: Theory and Methods. Routledge.
  • Kaplan, A. M. ve Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
  • Karalar, R. ve Kiracı, H. (2011). Çevresel Sorunlara Karşı Bir Çözüm Önerisi Olarak Sürdürülebilir Tüketim Düşüncesi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (30), 63-76.
  • Kaya, F. (2018). Yeşil Paylaşımlar: Yeşil Markaların Sosyal Medya Paylaşımları. İnif E-Dergi, 3(2), 213-233.
  • Kwak, H., Lee, C., Park, H. ve Moon, S. (2010). What is Twitter, a Social Network or a News Media? In Proceedings of the 19th international conference on World wide web. 591-600.
  • Laroche, M., Habibi, M. R. ve Richard, M. O. (2013). To be or not to be in Social Media: How Brand Loyalty is Affected by Social Media? International Journal of Information Management, 33(1), 76-82.
  • Mangold G. ve Faulds D. (2009). Social media: The New Hybrid Element of the Promotion Mix, Business Horizons, 52, 357-365.
  • Matthews, L. (2010). Social media and the evolution of corporate communications. The Elon Journal of Undergraduate Research in Communications, 1(1), 17-23.
  • Men, L. R. ve Tsai, W. H. S. (2012). How Companies Cultivate Relationships with Publics on Social Network Sites: Evidence from China and the United States. Public Relations Review, 38(5), 723-730.
  • Mont, O. ve Plepys, A. (2008). Sustainable Consumption Progress: Should We be Proud or Alarmed? Journal of Cleaner Production, 16(4), 531-537.
  • Nyberg, A. ve Sto, E. (2000). Is the Future Yours?, Youth, Sustainable Consumption Patterns and Life Styles, Unesdoc.
  • OECD Factbook: Organisation for Economic Co-operation and Development Staff. (2005). Economic, Environmental and Social Statistics. Paris.
  • Polat, H. ve Öcal, D. (2018). Küresel ve Yerel Markaların Sosyal Medya Kullanımları: Twitter Üzerine Bir İnceleme. Journal of International Social Research, 11(56), 851-863.
  • Polonsky, M.J. (1994). Global Environment Problems and Policies: An Introduction to Green Marketing, Atlantic Publishers, Delhi.
  • Sabuncuoğlu, A. ve Gülay, G. (2014). Sosyal Medyadaki Yeni Kanaat Önderlerinin Birer Reklam Aracı Olarak Kullanımı: Twitter Fenomenleri Üzerine Bir Araştırma. İletişim Kuram ve Araştırma Dergisi, 1(38), 1-1.
  • Satyapal, S., Petrovic, J., Read, C., Thomas, G. ve Ordaz, G. (2007). The US Department of Energy’s National Hydrogen Storage Project: Progress towards meeting hydrogen-powered vehicle requirements. Catalysis today, 120(3-4), 246-256.
  • Shan, Y., Plotnick, L., Hiltz, S. R. ve Yang, L. (2017). A Comparison of Emergency Management Social Media Use in the United States and England.
  • Singh, B. J. R. ve Kaur, M. P. (2016). Corporate social responsibility in India. International Journal of Higher Education Research & Development, 1(1).
  • Staufenberg, J. (2016). Norway to ‘completely ban petrol powered cars by 2025’, https://www.independent.co.uk/environment/ climate- change/norway-to- ban-the-sale-of-all- fossil-fuel-basedcars-by-2025-and- replace-with-electric- vehicles-a7065616.html Erişim Tarihi: 03.07.2018.
  • TEHAD, (2018). http://tehad.org/2018/01/08/2017-yili-toplam-elektrikli-vehibrid-arac-satislari/ Erişim Tarihi: 09.11.2018.
  • Thomas Jefferson Sustainability Council, http://tjpdc.org Erişim Tarihi: 07.10.2018. Tuten, T. L. ve Solomon, M. R. (2017). Social media marketing. Sage.
  • We are Social, (2017). https://www.slideshare.net/wearesocialsg/digital-in-2017- western-asia Erişim Tarihi: 03.10.2018.
  • Weber, R. P. (1990). Basic Content Analysis, Newbury Park, CA.
There are 43 citations in total.

Details

Primary Language Turkish
Journal Section Türkçe Araştırma Makaleleri
Authors

Feyyaz Kaya 0000-0002-6590-0005

Yusuf Zafer Can Uğurhan This is me 0000-0003-1264-9002

Publication Date July 22, 2019
Submission Date January 14, 2019
Published in Issue Year 2019 Volume: 6 Issue: 2

Cite

APA Kaya, F., & Uğurhan, Y. Z. C. (2019). Otomobil Markalarının Çevre Dostu Paylaşımları: Küresel ve Yerel Sosyal Medya Karşılaştırması. Erciyes İletişim Dergisi, 6(2), 1101-1120. https://doi.org/10.17680/erciyesiletisim.512742