Research Article
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Year 2018, Volume: 3 Issue: 2, 213 - 233, 30.11.2018

Abstract

References

  • Ağlargöz, Feyza (2016). Pazarlama ve Pazarlama Karması, Eskişehir: Açıköğretim Fakültesi Yayınları, 2-37.
  • Aichner, Thomas ve Jacob, Frank (2015). “Measuring The Degree of Corporate Social Media Use”, International Journal of Market Research, Cilt:57 Sayı:2, 257-276.
  • Blythe, Jim (2005). Essentials of Marketing (3rd edition). Prentice Hall.
  • Bonson, Enrique ve Flores, Francisco (2010). “Social Media and Corporate Dialogue: The Response of Global Financial Institution”, Online Information Review, Cilt:35 Sayı:1, 34-49.
  • Booth, Norman ve Matic, Julie (2011). “Mapping and Leveraging Influencers In Social Media to Shape Corporate Brand Perception”, Corporate Communications: An International Journal, Cilt:16 Sayı:3, 184-191.
  • Carim, Lara ve Warwick, Claire (2013). “Use of Social Media for Corporate Communications by Research-Funding Organisations in The UK”, Public Relations Review, Cilt:39 Sayı:5, 521-525.
  • Carrol, Craig (2013). The Handbook of Communication and Corporate Reputation. Wiley-Blackwell, UK.
  • Carroll, Archie ve Buchholz, Ann (2008). Business and Society: Ethics and Stakeholder Management. Ohio: South Western College Publishing.
  • Casey, Sean (2016). Nielsen Social Media Report, http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2017-reports/2016-nielsen-social-media-report.pdf. Erişim tarihi: 06.03.2017.
  • Chaundri, Vidhi ve Wang, Jian (2007). “Communicating Corporate Social Responsibility on the Internet”, Management Communication Quarterly, Cilt:21 Sayı:2, 232-247.
  • Chen, Yu-Shan (2010). “The Friends of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust”, Journal of Business Ethics, Cilt:93 Sayı:2, 307-319.
  • Clark, Anna (2008). Selling Sustainability. http://www.climatebiz.com/blog/2008/02/06/selling-sustainability Erişim tarihi: 07.03.2017.
  • Cohen, Louis; Manion, Lawrence; ve Morrison, Keith (2007). Research Methods in Education. New York, NY: Routledge.
  • Edwards, Brian (1996). Towards Sustainable Architecture: European Directives and Building Design. Butterworth Architecture, Oxford.
  • Eyrich, Nina; Padman, Monica ve Sweetser, Kaye (2008). “PR Practitioners Use of Social Media Tools and Communication Technology”, Public Relations Review, Cilt:34 Sayı:4, 412-414.
  • Forman, Janis ve Argenti, Paul (2005). “How Corporate Communication Influences Strategy Implementation, Reputation and the Corporate Brand: An Exploratory Qualitative Study”, Corporate Reputation Review, Cilt:8 Sayı:3, 245-264.
  • Griffiths, Marie ve Mclean, Rachel (2015). “Unleashing Corporate Communications via Social Media: A UK Study of Brand Management and Conversations With Customers”, Journal of Customer Behaviour. Cilt:14 Sayı:2, 147-162.
  • Hearn, Greg; Foth, Marcus ve Gray, Heather (2009). “Applications and Implementations of New Media in Corporate Communication”, An International Journal, Cilt:14 Sayı:1, 49-61.
  • Ihlen, Øyvind; Bartlett, Jennifer ve May, Steand (2014). The Handbook of Communication and Corporate Social Responsibility. Wiley-Blackwell, UK.
  • Interbrand, (2011). Ranking of the 50 Best Global Green Brands, https://www.rankingthebrandp.com/PDF/Best%20Global%20Green%20Brands%202011,%20Interbrand.pdf.Erişim Tarihi: 01.02.2017.
  • Interbrand, (2013). Ranking of the 50 Best Global Green Brands, https://www.rankingthebrandp.com/PDF/Best%20Global%20Green%20Brands%202013,%20Interbrand.pdf. Erişim Tarihi: 01.02.2017.
  • Interbrand, (2014). Ranking of the 50 Best Global Green Brands, https://www.rankingthebrandp.com/PDF/Best%20Global%20Green%20Brands%202014,%20Interbrand.pdf .Erişim Tarihi: 01.02.2017.
  • Jones, Brian; Temperley, John ve Lima, Anderson (2009). “Corporate Reputation in The Era of Web 2.0: The Case of Primark”, Journal of Marketing Management. 2009, Cilt:25 Sayı:9, 927-939.
  • Kaplan, Andreas ve Haenlein, Michael (2010). “Users of The World, Unite! The Challenges and Opportunities of Social Media”, Business Horizon. Cilt:53 Sayı:1, 59-68.
  • Kotler, Philip ve Armstrong, Gary (2012). Principles of Marketing. Pearson Education.
  • Lyon, Thomas ve Montgomery, Wren (2013). “Tweetjacked: The Impact of Social Media on Corporate Greenwash”, Journal of Business Ethics, Cilt:118 Sayı:4, 747–757.
  • Matthews, Laura (2010). “Social Media and the Evolution of Corporate Communications”, The Elon Journal of Undergraduate Research in Communication, Cilt:1 Sayı:1, 17-18.
  • Minton, Elizabeth; Lee, Christopher; Orth, Ulrich; Kim, Chung ve Kahle, Lynn (2013). “Sustainable Marketing and Social Media”, Journal of Advertising. Cilt:41 Sayı:4, 69-84.
  • Neuman, William Lawrence (2009). Toplumsal Araştırma Yöntemleri, Nitel ve Nicel Yaklaşımlar, (Çev: Sedef Özge), İstanbul: Yayın Odası Yayınları.
  • Pitt, Leyland; Parent, Michael; Steyn, Peter; Berthon, Pierre ve Money, Arthur (2011). “The Social Media Release as a Corporate Communication Tool for Blogger”, Transactions on Professional Communication, Cilt:54 Sayı:2, 122-132.
  • Raj, Manavik; Joseph Kj ve Rousseau, Jesus (2015). “Corporate Communication & Social Media: A Study of Its Usage Pattern”, International Journal of Humanities and Social Science Invention, Cilt:4 Sayı:8, 59-66.
  • Reilly, Anne ve Hynan, Katherine (2014). “Corporate Communication, Sustainability, and Social Media: It’s Not Easy (Really) Being Green”, Business Horizon, Cilt:57 Sayı:6, 747-758.
  • Treem, Jeffrey ve Leonardi, Paul (2013). “Social Media Use in Organizations: Exploring the Affordances of Visibility, Editability”, Persistence and Association, Annals of the International Communication Association. Cilt:36 Sayı:1, 143-189.
  • Unıted Nations (1987), Report of the World Commission on Environment and Development. http://www.un.org/documents/ga/res/42/ares42-187.htm Erişim tarihi: 21.02.2017.
  • Vernuccio, Maria (2014). “Communicating Corporate Brands Through Social Media: An Exploratory Study”, International Journal of Business Communication. Cilt:51 Sayı:3, 211– 233.
  • Weber, Robert Philip (1989). Basic Content Analysis, London: Sage.
  • Williams, Kaylane; Page, Robert ve Petrosky, Alfred (2014). “Green Sustainability and New Social Media”, Journal of Strategic Innovation and Sustainability, Cilt:9 Sayı:1/2, 23.
  • Xiao, Jing Jian ve Li, Haifeng (2011). “Sustainable Consumption and Life Satisfaction”, Social Indicators Research, Cilt:104 Sayı:2, 323-329.

YEŞİL PAYLAŞIMLAR:YEŞİL MARKALARIN SOSYAL MEDYA PAYLAŞIMLARI

Year 2018, Volume: 3 Issue: 2, 213 - 233, 30.11.2018

Abstract

Bu çalışmanın temel
amacı Interbrand tarafından hazırlanan dünyanın en yeşil markaları listesinde
yer alan markaların sürdürülebilirlik faaliyetleri hakkında kurumsal bir
iletişim gerçekleştirmek için sosyal medya platformlarını nasıl kullandıklarını
ortaya koymaktır. Çalışmanın evrenini Interbrand En İyi Küresel Yeşil Markalar
listesinde yer alan 50 marka oluşturmaktadır. Çalışmanın analiz birimi, bu
markalara ait Türkiye’deki resmi Facebook ve Twitter hesaplarındaki
paylaşımlardır. Bu markalar, sosyal medya aracı olarak seçilen Türkiye resmi
Facebook ve Twitter hesaplarındaki yeşil paylaşımları doğrultusunda
incelenmiştir. Araştırma kapsamında içerik analizi yöntemi kullanılmıştır.
Araştırma sonuçları markaların sosyal medyayı çoğunlukla çevre dostu ürün ve
hizmetlerine yer vermek, yapılan çevre dostu, doğal yaşamı destekleyici
etkinliklerini duyurmak, ilgili özel gün ve haftalara dair paylaşımlarda
bulunmak ve müşterilerle etkileşim kurmak amacı ile kullandığını
göstermektedir. Yeşil markaların Türkiye’deki resmi sosyal medya hesaplarında
yapmış oldukları yeşil paylaşımlara dayalı sıralama ile Interbrand En İyi Yeşil
Marka listesindeki sıralamalar paralellik göstermemektedir. Markaların
Twitter’da yaptığı paylaşımlar Facebook’tan daha fazladır. Genel olarak, yeşil
mesaj verirken görsel kullanımı oldukça yaygındır. Markalar yeşil paylaşımlar
yaparken kendi ürün ve hizmetlerini öne çıkarmaları yanında bunu kendilerini
tanıtma ve reklam yapma fırsatı olarak görmektedirler. Sosyal medyadaki
paylaşımların sektörlere göre anlamlı farklılıklar gösterdiği tespit edilmiştir.
Interbrand
En İyi Yeşil Marka listesinde yer alan markaların hibrid araçlar, rüzgâr
tribünleri, güneş enerjisi panelleri, geri dönüşümden elde edilen ürünler,
akıllı sensörler, kaçak avcılığı önlemek için geliştirilen güvenlik sistemleri,
emisyon azaltımı, çevre kirliliği gibi konularda birçok paylaşım yaptığı
görülmüştür. Markalar en çok çevre dostu ürün ve hizmetleri ile ilgili
paylaşımlar yapmaktadırlar. Neredeyse paylaşımların hepsinde video,
fotoğraf/resim/gif veya linke eşlik eden bir yazı bulunmaktadır. Paylaşımların
çoğunda fotoğraf, resim veya gif yer almaktadır. Paylaşımların yaklaşık
yarısında link verilmiştir. Video formatı ise en az kullanılan paylaşım
türüdür. Video üretmek daha zor olduğundan diğer görsel medyalar daha fazla
kullanılmıştır. Genel olarak, yeşil mesaj verirken görsel kullanımı oldukça
yaygındır.

References

  • Ağlargöz, Feyza (2016). Pazarlama ve Pazarlama Karması, Eskişehir: Açıköğretim Fakültesi Yayınları, 2-37.
  • Aichner, Thomas ve Jacob, Frank (2015). “Measuring The Degree of Corporate Social Media Use”, International Journal of Market Research, Cilt:57 Sayı:2, 257-276.
  • Blythe, Jim (2005). Essentials of Marketing (3rd edition). Prentice Hall.
  • Bonson, Enrique ve Flores, Francisco (2010). “Social Media and Corporate Dialogue: The Response of Global Financial Institution”, Online Information Review, Cilt:35 Sayı:1, 34-49.
  • Booth, Norman ve Matic, Julie (2011). “Mapping and Leveraging Influencers In Social Media to Shape Corporate Brand Perception”, Corporate Communications: An International Journal, Cilt:16 Sayı:3, 184-191.
  • Carim, Lara ve Warwick, Claire (2013). “Use of Social Media for Corporate Communications by Research-Funding Organisations in The UK”, Public Relations Review, Cilt:39 Sayı:5, 521-525.
  • Carrol, Craig (2013). The Handbook of Communication and Corporate Reputation. Wiley-Blackwell, UK.
  • Carroll, Archie ve Buchholz, Ann (2008). Business and Society: Ethics and Stakeholder Management. Ohio: South Western College Publishing.
  • Casey, Sean (2016). Nielsen Social Media Report, http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2017-reports/2016-nielsen-social-media-report.pdf. Erişim tarihi: 06.03.2017.
  • Chaundri, Vidhi ve Wang, Jian (2007). “Communicating Corporate Social Responsibility on the Internet”, Management Communication Quarterly, Cilt:21 Sayı:2, 232-247.
  • Chen, Yu-Shan (2010). “The Friends of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust”, Journal of Business Ethics, Cilt:93 Sayı:2, 307-319.
  • Clark, Anna (2008). Selling Sustainability. http://www.climatebiz.com/blog/2008/02/06/selling-sustainability Erişim tarihi: 07.03.2017.
  • Cohen, Louis; Manion, Lawrence; ve Morrison, Keith (2007). Research Methods in Education. New York, NY: Routledge.
  • Edwards, Brian (1996). Towards Sustainable Architecture: European Directives and Building Design. Butterworth Architecture, Oxford.
  • Eyrich, Nina; Padman, Monica ve Sweetser, Kaye (2008). “PR Practitioners Use of Social Media Tools and Communication Technology”, Public Relations Review, Cilt:34 Sayı:4, 412-414.
  • Forman, Janis ve Argenti, Paul (2005). “How Corporate Communication Influences Strategy Implementation, Reputation and the Corporate Brand: An Exploratory Qualitative Study”, Corporate Reputation Review, Cilt:8 Sayı:3, 245-264.
  • Griffiths, Marie ve Mclean, Rachel (2015). “Unleashing Corporate Communications via Social Media: A UK Study of Brand Management and Conversations With Customers”, Journal of Customer Behaviour. Cilt:14 Sayı:2, 147-162.
  • Hearn, Greg; Foth, Marcus ve Gray, Heather (2009). “Applications and Implementations of New Media in Corporate Communication”, An International Journal, Cilt:14 Sayı:1, 49-61.
  • Ihlen, Øyvind; Bartlett, Jennifer ve May, Steand (2014). The Handbook of Communication and Corporate Social Responsibility. Wiley-Blackwell, UK.
  • Interbrand, (2011). Ranking of the 50 Best Global Green Brands, https://www.rankingthebrandp.com/PDF/Best%20Global%20Green%20Brands%202011,%20Interbrand.pdf.Erişim Tarihi: 01.02.2017.
  • Interbrand, (2013). Ranking of the 50 Best Global Green Brands, https://www.rankingthebrandp.com/PDF/Best%20Global%20Green%20Brands%202013,%20Interbrand.pdf. Erişim Tarihi: 01.02.2017.
  • Interbrand, (2014). Ranking of the 50 Best Global Green Brands, https://www.rankingthebrandp.com/PDF/Best%20Global%20Green%20Brands%202014,%20Interbrand.pdf .Erişim Tarihi: 01.02.2017.
  • Jones, Brian; Temperley, John ve Lima, Anderson (2009). “Corporate Reputation in The Era of Web 2.0: The Case of Primark”, Journal of Marketing Management. 2009, Cilt:25 Sayı:9, 927-939.
  • Kaplan, Andreas ve Haenlein, Michael (2010). “Users of The World, Unite! The Challenges and Opportunities of Social Media”, Business Horizon. Cilt:53 Sayı:1, 59-68.
  • Kotler, Philip ve Armstrong, Gary (2012). Principles of Marketing. Pearson Education.
  • Lyon, Thomas ve Montgomery, Wren (2013). “Tweetjacked: The Impact of Social Media on Corporate Greenwash”, Journal of Business Ethics, Cilt:118 Sayı:4, 747–757.
  • Matthews, Laura (2010). “Social Media and the Evolution of Corporate Communications”, The Elon Journal of Undergraduate Research in Communication, Cilt:1 Sayı:1, 17-18.
  • Minton, Elizabeth; Lee, Christopher; Orth, Ulrich; Kim, Chung ve Kahle, Lynn (2013). “Sustainable Marketing and Social Media”, Journal of Advertising. Cilt:41 Sayı:4, 69-84.
  • Neuman, William Lawrence (2009). Toplumsal Araştırma Yöntemleri, Nitel ve Nicel Yaklaşımlar, (Çev: Sedef Özge), İstanbul: Yayın Odası Yayınları.
  • Pitt, Leyland; Parent, Michael; Steyn, Peter; Berthon, Pierre ve Money, Arthur (2011). “The Social Media Release as a Corporate Communication Tool for Blogger”, Transactions on Professional Communication, Cilt:54 Sayı:2, 122-132.
  • Raj, Manavik; Joseph Kj ve Rousseau, Jesus (2015). “Corporate Communication & Social Media: A Study of Its Usage Pattern”, International Journal of Humanities and Social Science Invention, Cilt:4 Sayı:8, 59-66.
  • Reilly, Anne ve Hynan, Katherine (2014). “Corporate Communication, Sustainability, and Social Media: It’s Not Easy (Really) Being Green”, Business Horizon, Cilt:57 Sayı:6, 747-758.
  • Treem, Jeffrey ve Leonardi, Paul (2013). “Social Media Use in Organizations: Exploring the Affordances of Visibility, Editability”, Persistence and Association, Annals of the International Communication Association. Cilt:36 Sayı:1, 143-189.
  • Unıted Nations (1987), Report of the World Commission on Environment and Development. http://www.un.org/documents/ga/res/42/ares42-187.htm Erişim tarihi: 21.02.2017.
  • Vernuccio, Maria (2014). “Communicating Corporate Brands Through Social Media: An Exploratory Study”, International Journal of Business Communication. Cilt:51 Sayı:3, 211– 233.
  • Weber, Robert Philip (1989). Basic Content Analysis, London: Sage.
  • Williams, Kaylane; Page, Robert ve Petrosky, Alfred (2014). “Green Sustainability and New Social Media”, Journal of Strategic Innovation and Sustainability, Cilt:9 Sayı:1/2, 23.
  • Xiao, Jing Jian ve Li, Haifeng (2011). “Sustainable Consumption and Life Satisfaction”, Social Indicators Research, Cilt:104 Sayı:2, 323-329.
There are 38 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Feyyaz Kaya

Publication Date November 30, 2018
Published in Issue Year 2018 Volume: 3 Issue: 2

Cite

APA Kaya, F. (2018). YEŞİL PAYLAŞIMLAR:YEŞİL MARKALARIN SOSYAL MEDYA PAYLAŞIMLARI. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), 3(2), 213-233.