Araştırma Makalesi
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THE EFFECT OF CEO'S MEDIA PRESENTATION ON CORPORATE REPUTATION

Yıl 2019, Cilt: 7 Sayı: 1, 82 - 109, 29.03.2019
https://doi.org/10.19145/e-gifder.439157

Öz

The
public opinion image of the CEO has an important influence on stakeholders'
perceptions about the companies. On the other hand, with the rise of technology
companies in the world, CEOs get more coverage from the media. Journalists make
news about the personal and business lives of CEOs with a similar approach to
artists. This interest of the media reflects positively or negatively on the reputation
of the companies and personal images of the CEOs. This study aims to explore
how much CEOs receive media attention, how they have an image, and relate to
their companies’ reputation. Quantitative content analysis method has been used
to reach these goals. Companies and CEOs selected according to Capital Türkiye
magazine annual reputation research called "Turkey's Most Admired
Companies" and we are selected from the top 20 2015 list. The sample consisted
the first four best-selling newspaper in Turkey in 2015 (Zaman, Hürriyet, Posta,
Sözcü) and Dünya between 2014 to 2015. Results indicate that there is not an
association between "Turkey's Most Admired Companies" list and the
number of CEOs’ news. On the other hand, although there has been a tendency for
CEOs in the media to be reflected like celebrities in recent years, there has
been little mention of personal and charismatic aspects of the CEOs in this
study (4.6%). The CEOs  mentioned mostly their
professional competencies (42.7%).

Kaynakça

  • Balmer, John M.T. (2001). Corporate identity, corporate branding and corporate marketing - Seeing through the fog. European Journal of Marketing, 35 (3/4), s.248–291.
  • Barem (2016). Capital En Beğenilen Şirketler Araştırması, http://www.barem.com.tr/wp-content/uploads/2016/05/BAREM_Capital_En_Begenilen_Sirketler_Arastirmasi.pdf, Erişim Tarihi:12-06-2016.
  • Capital Türkiye Dergisi (2016). Capital 500 - Türkiye’nin En Büyük 500 Şirketi, https://www.capital.com.tr/listeler/capital-500, Erişim Tarihi: 10-06-2016.
  • Carroll, Craig E. ve McCombs, Maxwell (2003). “Agenda-setting effects of business news on the public’s images and opinions about major corporations”, Corporate reputation review, 6 (1), s.36–46.
  • Chen, Chao C. ve Meindl, James R. (1991). “The Construction of Leadership Images in the Popular Press: The Case of Donald Burr and People Express”, Administrative Science Quarterly, 36 (4), s.521.
  • Chih, Hsiang-Lin; Chih, Hsiang-Hsuan; Chou, Pin-Huang (2009). “Being good or being known: Corporate governance, media coverage, and earnings announcements”, The Service Industries Journal, 30 (3), s.405–420.
  • Chun, Rosa (2005). “Corporate reputation: Meaning and measurement”, International Journal of Management Reviews, 7 (2), s.91–109.
  • Cumhuriyet Gazetesi Cumhuriyet Gazetesi (2017). Ali Ağaoğlu’na tepki yağıyor: Parayla adam olunmuyor, Erişim Tarihi: 23-03-2016.
  • Çalışır, Gülsüm ve Akyol, Hikmet (2016). “AFAD’ın kurumsal itibarı üzerine bir araştırma”, Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 4 (2), s.1-15.
  • Fombrun, Charles J.; Gardberg, Naomi A.; Sever, Joy M. (2000). “The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation”, Journal of Brand Management, 7 (4), 241–255.
  • Gaines-Ross, L. (2000). “CEO Reputation: A Key Factor in Shareholder Value”, Corporate Reputation Review, 3 (4), s.366–370.
  • Gates, Sandra; Reckers, Philip; Robinson, Dahlia (2009). “Media image of the CEO and the impact on auditors’ perception of financial reporting reliability and client risk assessments”, Advances in Accounting, 25 (2), s.156–164.
  • Gaultier-Gaillard, Sophie; Louisot, Jean-Paul; Rayner, Jenny (2009). Managing reputational risk – From theory to practice, (Editörler), Joachim Klewes ve Robert Wreschniok. Reputation Capital: Building and Maintaining Trust in the 21st Century, Berlin, Heidelberg: Springer, s. 115–141.
  • Gazeteler.org, Dünya Gazetesi Hakkında, http://www.gazeteler.org/dunya-gazetesi-hakkinda, Erişim Tarihi: 04-04-2017.
  • Grunig, James E. (1993). “Image and substance: From symbolic to behavioral relationships”, Public Relations Review, 19 (2), s.121–139.
  • H. Shaari, Zullina; Areni, Charles; Grant, David; Miller, Rohan (2014). “The effects of chief executive officers’ leadership on primary stakeholder interests: a review”, Global Business and Management Research, 6 (3), s.246–250.
  • Heath, Robert L. (2005). Encyclopedia of public relations. Thousand Oaks, Calif., London: SAGE.
  • Kadıbeşegil, Salim (2013). İtibar yönetimi: Itibarınızı yönetmekten daha önemli bir işiniz var mı? İstanbul: Kapital Medya hizmetleri A.Ş.
  • Keller, Kevin L. (2012). Strategic brand management. Upper Saddle River, N.J., London: Prentice Hall; Pearson Education.
  • Ketchen Jr., David J.; Adams, Garry L.; Shook, Christopher L. (2008). “Understanding and managing CEO celebrity”, Business Horizons, 51 (6), s.529–534.
  • Krippendorff, Klaus (2009). Content analysis: An introduction to its methodology. Thousand Oaks: Sage Publ.
  • La Hayward, Mathew; Rindova, Violina P.; Pollock, Timothy G. (2004). “Believing one’s own press: The causes and consequences of CEO celebrity”, Strategic Management Journal, 25 (7), s.637–653.
  • Landis, J. Richard; Koch, Gary G. (1977). “The measurement of observer agreement for categorical data”, biometrics, s.159–174.
  • Marconi, Joseph (2001). Reputation Marketing. Blacklick, USA: McGraw-Hill Professional Publishing.
  • Medyatava.com, Gazetelerin tirajları, http://www.medyatava.com/tiraj/2015-07-06, Erişim Tarihi: 12-06-2016.
  • Miller, Arthur H.; Wattenberg, Martin P.; Malanchuk, Oksana (1986). “Schematic Assessments of Presidential Candidates”, American Political Science Review, 80 (02), s.521–540.
  • Park, Dong-Jin; Berger, Bruce K. (2004). “The Presentation of CEOs in the Press, 1990-2000: Increasing Salience, Positive Valence, and a Focus on Competency and Personal Dimensions of Image”, Journal of Public Relations Research, s.16 (1), 93–125.
  • PRnet (2017). PRnet, http://www.prnet.com.tr/, Erişim Tarihi: 24-07-2016.
  • Remke, Robyn (2013). Corporate Reputation and the Discipline of Organizational Communication, (Editörler), Craig E. Carroll. The handbook of communication and corporate reputation, Chichester: Wıley-Blackwell.
  • Rindova, Violina P.; Pollock, Timothy G.; La Hayward, Mathew. (2006). “Celebrity Firms: The Social Constructıon of Market Popularity. Academy of management review, 31 (1), s.50–71.
  • Sohn, Youngju “Y.”; Weaver Lariscy, Ruthann; Tinkham, Spencer F. (2009). “The Impact of CEO Reputation: Negative News and Economic Decisions”, International Journal of Strategic Communication, 3 (1), s.1.
  • Solomon, Shelby J.; Bendickson, Joshua (2016). Generating Press, Bold Ideas, and Stubbornness: The Impact Of Celebrity Ceos”, Journal of Business Strategies, 33 (1), s.67–93.
  • Stemler, Steve (2001). “An overview of content analysis”, Practical assessment, research & evaluation, 7 (17), s.137–146.
  • Şimşek, Hasan; Yıldırım, Ali (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Treadway, Darren C.; Adams, Garry L.; Ranft, Annette L.; Ferris, Gerald R. (2009). “A meso-level conceptualization of CEO celebrity effectiveness”, The Leadership Quarterly, 20 (4), s.554–570.
  • Tsai, Wan-Hsiu S. ve Men, Linjuan R. (2016). “Social CEOs: The effects of CEOs’ communication styles and parasocial interaction on social networking sites”, New Media & Society, 19 (11), s.1848 – 1867.
  • Weng, Pei-Shih; Chen, Wan-Yi (2016). “Doing good or choosing well?: Corporate reputation, CEO reputation, and corporate financial performance”, The North American Journal of Economics and Finance, 39 (C), s.223-240.
  • Westphal, James D.; Deephouse, David L. (2011). “Avoiding bad press: Interpersonal influence in relations between CEOs and journalists and the consequences for press reporting about firms and their leadership”, Organization Science, 22 (4), s.1061–1086.

CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ

Yıl 2019, Cilt: 7 Sayı: 1, 82 - 109, 29.03.2019
https://doi.org/10.19145/e-gifder.439157

Öz

CEO’nun medya imajı, paydaşların şirketlerle ilgili algılamalarında
önemli bir etkiye sahiptir. Diğer yandan dünyada teknoloji şirketlerinin
yükselişi ile birlikte CEO’ların medyada yer almaları artmıştır. Gazeteciler,
sanatçılara benzer bir yaklaşımla CEO’ların hem kişisel hem de iş hayatlarını
haber konusu yapmaktadır. Medyanın bu ilgisi CEO’ların kişisel imajlarına
etkisi olduğu gibi, şirketlerin kurumsal itibarına olumlu ya da olumsuz
yansımaktadır.  Bu çalışmada CEO’ların
medyada ne kadar yer aldığı, nasıl bir imaja sahip oldukları ve şirketlerinin
itibarıyla ilişkisi ele alınmaktadır. Bu amaçlara ulaşmak adına nicel içerik
analizi yöntemi kullanılmıştır. Araştırmada incelenen şirketler ve CEO’ları
Türkiye Capital dergisinin her yıl yaptığı “Türkiye’nin En Beğenilen
Şirketleri” sıralamasına göre seçilmiştir. Bu çalışmada Capital dergisinin 2015
yılı sonuçlarına göre ilk 20 listesine giren şirketler araştırmaya dahil
edilmiştir. Örneklem kapsamında Türkiye’de 2015 yılında en çok satılan ilk dört
gazete (Zaman, Hürriyet, Posta, Sözcü) ile Dünya gazetesinin 2014-2015 yılları
arasındaki sayıları incelenmiştir. Araştırma sonucunda CEO’lar hakkında çıkan
haberlerin sayısı ile Capital dergisinin “Türkiye’nin En Beğenilen Şirketleri”
listesi arasında bir ilişkiye rastlanılmamıştır. Öte yandan son yıllarda
medyada CEO’ların magazin ünlüleri gibi yansıtılma eğilimi olmasına rağmen bu
çalışmada yer alan CEO’larla ilgili haberlerde kişisel ve karizmatik
yönlerinden çok az söz edilmiştir (%4,6). CEO’lar, en fazla profesyonel
yeterlilikleri (%42.7) yönünden haberlerde yer almıştır.

Kaynakça

  • Balmer, John M.T. (2001). Corporate identity, corporate branding and corporate marketing - Seeing through the fog. European Journal of Marketing, 35 (3/4), s.248–291.
  • Barem (2016). Capital En Beğenilen Şirketler Araştırması, http://www.barem.com.tr/wp-content/uploads/2016/05/BAREM_Capital_En_Begenilen_Sirketler_Arastirmasi.pdf, Erişim Tarihi:12-06-2016.
  • Capital Türkiye Dergisi (2016). Capital 500 - Türkiye’nin En Büyük 500 Şirketi, https://www.capital.com.tr/listeler/capital-500, Erişim Tarihi: 10-06-2016.
  • Carroll, Craig E. ve McCombs, Maxwell (2003). “Agenda-setting effects of business news on the public’s images and opinions about major corporations”, Corporate reputation review, 6 (1), s.36–46.
  • Chen, Chao C. ve Meindl, James R. (1991). “The Construction of Leadership Images in the Popular Press: The Case of Donald Burr and People Express”, Administrative Science Quarterly, 36 (4), s.521.
  • Chih, Hsiang-Lin; Chih, Hsiang-Hsuan; Chou, Pin-Huang (2009). “Being good or being known: Corporate governance, media coverage, and earnings announcements”, The Service Industries Journal, 30 (3), s.405–420.
  • Chun, Rosa (2005). “Corporate reputation: Meaning and measurement”, International Journal of Management Reviews, 7 (2), s.91–109.
  • Cumhuriyet Gazetesi Cumhuriyet Gazetesi (2017). Ali Ağaoğlu’na tepki yağıyor: Parayla adam olunmuyor, Erişim Tarihi: 23-03-2016.
  • Çalışır, Gülsüm ve Akyol, Hikmet (2016). “AFAD’ın kurumsal itibarı üzerine bir araştırma”, Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 4 (2), s.1-15.
  • Fombrun, Charles J.; Gardberg, Naomi A.; Sever, Joy M. (2000). “The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation”, Journal of Brand Management, 7 (4), 241–255.
  • Gaines-Ross, L. (2000). “CEO Reputation: A Key Factor in Shareholder Value”, Corporate Reputation Review, 3 (4), s.366–370.
  • Gates, Sandra; Reckers, Philip; Robinson, Dahlia (2009). “Media image of the CEO and the impact on auditors’ perception of financial reporting reliability and client risk assessments”, Advances in Accounting, 25 (2), s.156–164.
  • Gaultier-Gaillard, Sophie; Louisot, Jean-Paul; Rayner, Jenny (2009). Managing reputational risk – From theory to practice, (Editörler), Joachim Klewes ve Robert Wreschniok. Reputation Capital: Building and Maintaining Trust in the 21st Century, Berlin, Heidelberg: Springer, s. 115–141.
  • Gazeteler.org, Dünya Gazetesi Hakkında, http://www.gazeteler.org/dunya-gazetesi-hakkinda, Erişim Tarihi: 04-04-2017.
  • Grunig, James E. (1993). “Image and substance: From symbolic to behavioral relationships”, Public Relations Review, 19 (2), s.121–139.
  • H. Shaari, Zullina; Areni, Charles; Grant, David; Miller, Rohan (2014). “The effects of chief executive officers’ leadership on primary stakeholder interests: a review”, Global Business and Management Research, 6 (3), s.246–250.
  • Heath, Robert L. (2005). Encyclopedia of public relations. Thousand Oaks, Calif., London: SAGE.
  • Kadıbeşegil, Salim (2013). İtibar yönetimi: Itibarınızı yönetmekten daha önemli bir işiniz var mı? İstanbul: Kapital Medya hizmetleri A.Ş.
  • Keller, Kevin L. (2012). Strategic brand management. Upper Saddle River, N.J., London: Prentice Hall; Pearson Education.
  • Ketchen Jr., David J.; Adams, Garry L.; Shook, Christopher L. (2008). “Understanding and managing CEO celebrity”, Business Horizons, 51 (6), s.529–534.
  • Krippendorff, Klaus (2009). Content analysis: An introduction to its methodology. Thousand Oaks: Sage Publ.
  • La Hayward, Mathew; Rindova, Violina P.; Pollock, Timothy G. (2004). “Believing one’s own press: The causes and consequences of CEO celebrity”, Strategic Management Journal, 25 (7), s.637–653.
  • Landis, J. Richard; Koch, Gary G. (1977). “The measurement of observer agreement for categorical data”, biometrics, s.159–174.
  • Marconi, Joseph (2001). Reputation Marketing. Blacklick, USA: McGraw-Hill Professional Publishing.
  • Medyatava.com, Gazetelerin tirajları, http://www.medyatava.com/tiraj/2015-07-06, Erişim Tarihi: 12-06-2016.
  • Miller, Arthur H.; Wattenberg, Martin P.; Malanchuk, Oksana (1986). “Schematic Assessments of Presidential Candidates”, American Political Science Review, 80 (02), s.521–540.
  • Park, Dong-Jin; Berger, Bruce K. (2004). “The Presentation of CEOs in the Press, 1990-2000: Increasing Salience, Positive Valence, and a Focus on Competency and Personal Dimensions of Image”, Journal of Public Relations Research, s.16 (1), 93–125.
  • PRnet (2017). PRnet, http://www.prnet.com.tr/, Erişim Tarihi: 24-07-2016.
  • Remke, Robyn (2013). Corporate Reputation and the Discipline of Organizational Communication, (Editörler), Craig E. Carroll. The handbook of communication and corporate reputation, Chichester: Wıley-Blackwell.
  • Rindova, Violina P.; Pollock, Timothy G.; La Hayward, Mathew. (2006). “Celebrity Firms: The Social Constructıon of Market Popularity. Academy of management review, 31 (1), s.50–71.
  • Sohn, Youngju “Y.”; Weaver Lariscy, Ruthann; Tinkham, Spencer F. (2009). “The Impact of CEO Reputation: Negative News and Economic Decisions”, International Journal of Strategic Communication, 3 (1), s.1.
  • Solomon, Shelby J.; Bendickson, Joshua (2016). Generating Press, Bold Ideas, and Stubbornness: The Impact Of Celebrity Ceos”, Journal of Business Strategies, 33 (1), s.67–93.
  • Stemler, Steve (2001). “An overview of content analysis”, Practical assessment, research & evaluation, 7 (17), s.137–146.
  • Şimşek, Hasan; Yıldırım, Ali (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Treadway, Darren C.; Adams, Garry L.; Ranft, Annette L.; Ferris, Gerald R. (2009). “A meso-level conceptualization of CEO celebrity effectiveness”, The Leadership Quarterly, 20 (4), s.554–570.
  • Tsai, Wan-Hsiu S. ve Men, Linjuan R. (2016). “Social CEOs: The effects of CEOs’ communication styles and parasocial interaction on social networking sites”, New Media & Society, 19 (11), s.1848 – 1867.
  • Weng, Pei-Shih; Chen, Wan-Yi (2016). “Doing good or choosing well?: Corporate reputation, CEO reputation, and corporate financial performance”, The North American Journal of Economics and Finance, 39 (C), s.223-240.
  • Westphal, James D.; Deephouse, David L. (2011). “Avoiding bad press: Interpersonal influence in relations between CEOs and journalists and the consequences for press reporting about firms and their leadership”, Organization Science, 22 (4), s.1061–1086.
Toplam 38 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Adil Bical 0000-0001-6139-5497

Sevil Bayçu 0000-0003-0865-6007

Yayımlanma Tarihi 29 Mart 2019
Gönderilme Tarihi 1 Temmuz 2018
Yayımlandığı Sayı Yıl 2019 Cilt: 7 Sayı: 1

Kaynak Göster

APA Bical, A., & Bayçu, S. (2019). CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 7(1), 82-109. https://doi.org/10.19145/e-gifder.439157
AMA Bical A, Bayçu S. CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ. e-gifder. Mart 2019;7(1):82-109. doi:10.19145/e-gifder.439157
Chicago Bical, Adil, ve Sevil Bayçu. “CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 7, sy. 1 (Mart 2019): 82-109. https://doi.org/10.19145/e-gifder.439157.
EndNote Bical A, Bayçu S (01 Mart 2019) CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 7 1 82–109.
IEEE A. Bical ve S. Bayçu, “CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ”, e-gifder, c. 7, sy. 1, ss. 82–109, 2019, doi: 10.19145/e-gifder.439157.
ISNAD Bical, Adil - Bayçu, Sevil. “CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 7/1 (Mart 2019), 82-109. https://doi.org/10.19145/e-gifder.439157.
JAMA Bical A, Bayçu S. CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ. e-gifder. 2019;7:82–109.
MLA Bical, Adil ve Sevil Bayçu. “CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, c. 7, sy. 1, 2019, ss. 82-109, doi:10.19145/e-gifder.439157.
Vancouver Bical A, Bayçu S. CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ. e-gifder. 2019;7(1):82-109.