Araştırma Makalesi
BibTex RIS Kaynak Göster

Ülke İmajı ve Bilimsel Üretimi COVID-19 Aşıları Çerçevesinde Düşünmek: Sinovac Aşısı Hakkındaki Dijital Tartışmalar Üzerine Bir Araştırma

Yıl 2022, Cilt: 9 Sayı: 1, 187 - 204, 31.01.2022
https://doi.org/10.17680/erciyesiletisim.983090

Öz

Tüm dünyayı etkisi altına alarak, her geçen gün artan sayıda ölüme neden olan COVID-19 virüsü kaynaklı salgına karşı ciddi önlemler alınmış ve kısa sürede birçok farklı ülkede aşı çalışması başlatılmıştır. Geliştirilen aşıların onaylanması ve uygulanmaya başlanmasıyla birlikte, aşıların içeriği ve niteliğine dair üretildiği ülkenin imajıyla ilişkilendirilen çok sayıda görüş dijital ortamda dolaşım bulmuştur. Bu odak noktasından yola çıkan çalışma kapsamında, COVID-19 aşısının geliştirilmesiyle gerçekleştirilen bilimsel üretimin bir ülkenin imajıyla nasıl ilişkilendiğinin ve marka imajına nasıl bir katkıda bulunabileceğinin dijital ortamdaki kullanıcı yorumları analiz edilerek tespit edilmesi amaçlanmaktadır. Söz konusu amaç doğrultusunda, tek öğeli örnek olay incelemesi gerçekleştirilerek, Çin’de üretilen Sinovac aşısına Dünya Sağlık Örgütü’nün onay vermesini içeren haber kanallarının yayımladığı video haberlere gelen kullanıcı yorumları analiz edilmiştir. Çalışma sonucunda, aşıya ilişkin ülke orijiniyle ilişkilenen olumsuz kullanıcı yorumlarının (manipülasyon/ülke propagandası, aşı içeriğine güvenmeme) daha fazla olduğu; ancak olumlu yorumların (güçlü devlet imajı, gelişmiş sağlık teknolojisi, insan sağlığını önemseme) daha fazla etkileşim aldığı tespit edilmiştir.

Kaynakça

  • Agarwal, S. & Sikri, S. (1996). Country image: Consumer evaluation of product category extensions. International Marketing Review , 13(4), 23-39.
  • Allred, A., Chakraborty, G. & Miller, S. (2000). Measuring images of developing countries: A scale development study. Journal of Euromarketing , 8(3), 29-49.
  • Anholt, S. (2003). Brand new justice: The unside of global branding. Oxford: Oxford Publishing.
  • Askegaard, S. & Ger, G. (1997). Product-country images: Towards a contextualized approach. European Advances in Consumer Research , 3, 50-58.
  • Aydın, K., Özer, E. & Köse, E. (2021). Analyzing attitude towards COVID-19 vaccine in the context of the health industry: The role of country image. Düzce Tıp Fakültesi Dergisi , 23, 122-130.
  • Cornish, F., Gillespie, A. & Zittoun, T. (2014). Collaborative analysis od qualitative data. İçinde. The sage handbook of qualitative data analysis. (Ed. Uwe Flick), Erişim tarihi: 15.08.2021. https://bit.ly/37JVyyK
  • Dror, A., Daoud, A., Morozov, N., Lavous, E., Eisenbach, N., Mizrachi, M., Rayan, D., Bader, A., Francis, S., Kaykov, E., Barhoum, M. & Sela, E. (2021). Vaccine hesitancy due to vaccine country of origin vaccine technology, and certification. European Journal of Epidemiology , 1-6.
  • Elgin, C., Galvani, A. & Kamilçelebi, H. (2021). Country-of-origin bias towards COVID-19 vaccination: Evidence from Turkey . OSF Preprints . Erişim tarihi: 15.08.2021. https://bit.ly/2VOMZAv
  • Elo, S. & Kyngas, H. (2008). The qualitative content analysis process. Journal of Advanced Nursing , 62(1), 107-115.
  • Erickson, G., Johansson, J. & Chao, P. (1984). Image variables in multi-attribute product evaluations: Country-of-origin effects. Journal of Consumer Research , 11(2), 694-699.
  • Florek, M. (2005). The country brand as a new challenge for Poland. Place Branding , 1(2), 205-214.
  • Garcia, L. & Cerda, A. (2020). Acceptance of a COVID-19 vaccine: A multifactorial consideration. Vaccine , 38(48), 75-87.
  • Gilmore, F. (2001). A country- can it be repositioned? Spain - The success story of country branding. Journal of Brand Management , 9(4), 281-293.
  • Graham, M., Milanowski, A. & Miller, J. (2012). Measuring and promoting inter-rater agreement of teacher and pricipal performance ratings. Center for Educator Compensation and Reform. Erişim tarihi: 15.08.2021. https://bit.ly/37IpXgP
  • Gramacho, W. & Turgeon, M. (2021). When politics collides with public health: COVID-19 vaccine country of origin and vaccination acceptance in Brazil. Vaccine , 39(19), 2608-2612.
  • Habash, R. & Al-Dmour, H. (2020). Factors influencing the intention to buy over-thecounter medicines: Empirical study. International Journal of Pharmaceutical and Healthcare Marketing , 14(2), 305-323.
  • Han, C. (1989). Country image: Halo or summary effect? Journal of Marketing Research , 26(2), 222-229.
  • Han, C. (1990). Testing the role of country image. European Journal of Marketing , 24(6), 24-40.
  • Han, C. & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products . Journal of International Business Studies , 19(2), 235-255.
  • Haubl, G. (1996). A cross-national investigation of the effects of country of origin and brand name on the evaluation of a new car. International Marketing Review , 13(5), 76-97.
  • Heslop, L., Lu, I. & Cray, D. (2008). Modeling country image effects through an international crisis. International Marketing Review , 25(4), 354-378.
  • Hien, N., Phuong, N., Tran, T. & Thang, L. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters , 10(6), 1205-1212.
  • Hui, M. & Zhou, L. (2002). Linking product evaluations and purchase intention for country-of-origin effects. Journal of Global Marketing , 15(3-4), 95-116.
  • Johansson, J. (1989). Determinants and effetcs of the use of ‘made in’ labels. International Marketing Review , 6(1), 47-58.
  • Kotler, P. & Gertner, D. (2002). Country asbrand, product, and beyond: A place marketing and brand management perspective. The Journal of Brand Management , 9(4-5), 249-261.
  • Kreps, S., Prasad, S., Brownstein, J., Hswen, Y., Garibaldi, B., Zhang, B. & Kriner, D.L. (2020). Factors associated with US Adults’ likehood of accepting COVID-19 vaccination. JAMA Network Open , 3(10): e2025594.
  • Kurtuluş, S. (2008). Ülkelerin marka kişiliği üzerine bir araştırma. İktisadi ve İdari Bilimler Dergisi , 22(2), 285-299.
  • Li, Z. & Wyer, R. (1994). The role of country of origin in product evaluations: Information and standard-of-comparison effects. Journal of Consumer Psychology , 3(2), 187-212.
  • Liefeld, J. (1993). Experiments on country-of-origin effects: Review and meta analysis of effect size. N. Papadopoulos, & L. Heslop içinde, Product-country images impact and role in international marketing (s. 117-154). New York: Routledge.
  • Loomba, S., Figueiredo, A., Piatek, S., Graaf, K. & Larson, H. (2021). Measuring the impact of COVID-19 vaccine misinformation on vaccination intent in the UK and USA. Nature Human Behavior , 5, 337-348.
  • Mirzaee, S., Jalainejad, R. & George, B. (2021). Country of origin, COVID-19 vaccine and future of travel: A preliminary study of Iran. Revista Anais Brasileiros De Estudos , 11, 1-16.
  • Mozdeh Big Data Text Analysis (2020). Mozdeh Big Data Text Analysis. Erişim tarihi: 15.08.2021. https://bit.ly/3sgwsB3
  • Papadopoulos, N. & Heslop, L. (1993). Product-country images: Impact and role in international marketing. New York: The Haworth Press.
  • Pappu, R., Quester, P. & Cooksey, R. (2007). Country image and consumer-based brand equity: Relationships and implications for international marketing. Journal of International Business Studies , 38(5), 726-745.
  • Phau, I. & Prendergast, G. (2000). Conceptualizing the country of origin brand. Journal of Marketing Communications , 6(3), 159-170.
  • Roth, K. & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research , 62, 726-740.
  • Roth, K., Diamantopoulos, A. & Montesinos, A. (2008). Home country image, country brand equity and consumers’ product preferences: An empirical study. Management International Review , 48(5), 577-602.
  • Samiee, S. (2010). Advancing the country image construct- A commentary essay. Journal of Business Research , 63(4), 442-445.
  • Sanyal, S. & Datta, S. (2011). The effect of country of origin on brand-equity: An empirical study on generic drugs. Journal of Product & Brand Management , 20(2), 130-140.
  • Smaoui, F., Kilani, F. & Touzani, M. (2016). Country-of-origin versus brand: Consumers’ dilemma when choosing between generic and branded drugs in emerging countries. Journal of Product & Brand Management , 25(2), 148-159.
  • Stocking, G., van Kessel, P., Bathel, M., Matsa, K. & Khuzam, M. (2020). Many American get news on YouTube, where news organizations and independent producers thrice side by side. Pew Research Center.
  • Thakor, M. (1996). Brand origin: Conceptualization and review. Journal of Consumer Marketing , 13(3), 27-42.
  • Van Ham, P. (2001). The rise of the brand state: The postmodern politics of image and reputation. Foreign Affairs , 80(5), 2-6.
  • Verlegh, P. & Steenkamp, J. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology , 20(5), 521-546.
  • Wang, C. & Lamb, C. (1989). The impact of selected environmental forces upon consumers’ willingness to buy foreign products. Journal of the Academy of Marketing Science , 11(1), 71-84.
  • Wang, S. (2020). An inquiry into country image components and their effetcs on perceived destination image and travel intentions. Tourism Recreation Research , 1-12.
  • Wilcox, D. (2015). Country-of-origin bias: A literature review and presciption for the global world. H. Spotts içinde, Marketing, technology and consumer commitment in the new economy (s. 86-96). Basel: Springer International Publishing.
  • Wilcox, D. (2005). County-of-origin bias: A literature review and prescription for the global world. Developments in Marketing Science , 28(3), 87-97.
  • Woo, H., Jin, B. & Ramkumar, B. (2017). Utilizing country image and well-known products for less-known products: Perspectives from a country with less-competitive country image. Asia Pacific Journal of Marketing and Logistics , 29(5), 933-946.
  • Yang, S., Isa, S. & Ramayah, T. (2021). How are destination image and travel intention influenced by misleading media coverage? Consequences of COVID-19 outbreak in China. Vision , 0972262921993245.

Thinking of Country Image and Scientific Production in the Framework of COVID-19 Vaccines: A Research on the Digital Discussion about the Sinovac Vaccine

Yıl 2022, Cilt: 9 Sayı: 1, 187 - 204, 31.01.2022
https://doi.org/10.17680/erciyesiletisim.983090

Öz

Serious measures have been taken against the epidemic caused by the COVID-19 virus, which affects the whole world and causes an increasing number of deaths every day, and vaccine studies have been started in many different countries in a short time. With the approval and implementation of the developed vaccines, many opinions related to the content and quality of the vaccines associated with the image of the country where they were produced have circulated in the digital environment. Within the scope of this study, it is aimed to determine how the scientific production realized with the development of the COVID-19 vaccine is related to the image of a country and how it can contribute to the brand image by analyzing user comments in the digital environment. In line with this purpose, a single-item case study was conducted and user comments on the video news published by the news channels, which included the approval of the World Health Organization for the Sinovac vaccine produced in China, were analyzed. As a result of the study, negative user comments (manipulation/country propaganda, distrust of vaccine content) related to the country of origin of the vaccine are more; however, it has been determined that positive comments (strong state image, advanced health technology, caring for human health) receive more interaction.

Kaynakça

  • Agarwal, S. & Sikri, S. (1996). Country image: Consumer evaluation of product category extensions. International Marketing Review , 13(4), 23-39.
  • Allred, A., Chakraborty, G. & Miller, S. (2000). Measuring images of developing countries: A scale development study. Journal of Euromarketing , 8(3), 29-49.
  • Anholt, S. (2003). Brand new justice: The unside of global branding. Oxford: Oxford Publishing.
  • Askegaard, S. & Ger, G. (1997). Product-country images: Towards a contextualized approach. European Advances in Consumer Research , 3, 50-58.
  • Aydın, K., Özer, E. & Köse, E. (2021). Analyzing attitude towards COVID-19 vaccine in the context of the health industry: The role of country image. Düzce Tıp Fakültesi Dergisi , 23, 122-130.
  • Cornish, F., Gillespie, A. & Zittoun, T. (2014). Collaborative analysis od qualitative data. İçinde. The sage handbook of qualitative data analysis. (Ed. Uwe Flick), Erişim tarihi: 15.08.2021. https://bit.ly/37JVyyK
  • Dror, A., Daoud, A., Morozov, N., Lavous, E., Eisenbach, N., Mizrachi, M., Rayan, D., Bader, A., Francis, S., Kaykov, E., Barhoum, M. & Sela, E. (2021). Vaccine hesitancy due to vaccine country of origin vaccine technology, and certification. European Journal of Epidemiology , 1-6.
  • Elgin, C., Galvani, A. & Kamilçelebi, H. (2021). Country-of-origin bias towards COVID-19 vaccination: Evidence from Turkey . OSF Preprints . Erişim tarihi: 15.08.2021. https://bit.ly/2VOMZAv
  • Elo, S. & Kyngas, H. (2008). The qualitative content analysis process. Journal of Advanced Nursing , 62(1), 107-115.
  • Erickson, G., Johansson, J. & Chao, P. (1984). Image variables in multi-attribute product evaluations: Country-of-origin effects. Journal of Consumer Research , 11(2), 694-699.
  • Florek, M. (2005). The country brand as a new challenge for Poland. Place Branding , 1(2), 205-214.
  • Garcia, L. & Cerda, A. (2020). Acceptance of a COVID-19 vaccine: A multifactorial consideration. Vaccine , 38(48), 75-87.
  • Gilmore, F. (2001). A country- can it be repositioned? Spain - The success story of country branding. Journal of Brand Management , 9(4), 281-293.
  • Graham, M., Milanowski, A. & Miller, J. (2012). Measuring and promoting inter-rater agreement of teacher and pricipal performance ratings. Center for Educator Compensation and Reform. Erişim tarihi: 15.08.2021. https://bit.ly/37IpXgP
  • Gramacho, W. & Turgeon, M. (2021). When politics collides with public health: COVID-19 vaccine country of origin and vaccination acceptance in Brazil. Vaccine , 39(19), 2608-2612.
  • Habash, R. & Al-Dmour, H. (2020). Factors influencing the intention to buy over-thecounter medicines: Empirical study. International Journal of Pharmaceutical and Healthcare Marketing , 14(2), 305-323.
  • Han, C. (1989). Country image: Halo or summary effect? Journal of Marketing Research , 26(2), 222-229.
  • Han, C. (1990). Testing the role of country image. European Journal of Marketing , 24(6), 24-40.
  • Han, C. & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products . Journal of International Business Studies , 19(2), 235-255.
  • Haubl, G. (1996). A cross-national investigation of the effects of country of origin and brand name on the evaluation of a new car. International Marketing Review , 13(5), 76-97.
  • Heslop, L., Lu, I. & Cray, D. (2008). Modeling country image effects through an international crisis. International Marketing Review , 25(4), 354-378.
  • Hien, N., Phuong, N., Tran, T. & Thang, L. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters , 10(6), 1205-1212.
  • Hui, M. & Zhou, L. (2002). Linking product evaluations and purchase intention for country-of-origin effects. Journal of Global Marketing , 15(3-4), 95-116.
  • Johansson, J. (1989). Determinants and effetcs of the use of ‘made in’ labels. International Marketing Review , 6(1), 47-58.
  • Kotler, P. & Gertner, D. (2002). Country asbrand, product, and beyond: A place marketing and brand management perspective. The Journal of Brand Management , 9(4-5), 249-261.
  • Kreps, S., Prasad, S., Brownstein, J., Hswen, Y., Garibaldi, B., Zhang, B. & Kriner, D.L. (2020). Factors associated with US Adults’ likehood of accepting COVID-19 vaccination. JAMA Network Open , 3(10): e2025594.
  • Kurtuluş, S. (2008). Ülkelerin marka kişiliği üzerine bir araştırma. İktisadi ve İdari Bilimler Dergisi , 22(2), 285-299.
  • Li, Z. & Wyer, R. (1994). The role of country of origin in product evaluations: Information and standard-of-comparison effects. Journal of Consumer Psychology , 3(2), 187-212.
  • Liefeld, J. (1993). Experiments on country-of-origin effects: Review and meta analysis of effect size. N. Papadopoulos, & L. Heslop içinde, Product-country images impact and role in international marketing (s. 117-154). New York: Routledge.
  • Loomba, S., Figueiredo, A., Piatek, S., Graaf, K. & Larson, H. (2021). Measuring the impact of COVID-19 vaccine misinformation on vaccination intent in the UK and USA. Nature Human Behavior , 5, 337-348.
  • Mirzaee, S., Jalainejad, R. & George, B. (2021). Country of origin, COVID-19 vaccine and future of travel: A preliminary study of Iran. Revista Anais Brasileiros De Estudos , 11, 1-16.
  • Mozdeh Big Data Text Analysis (2020). Mozdeh Big Data Text Analysis. Erişim tarihi: 15.08.2021. https://bit.ly/3sgwsB3
  • Papadopoulos, N. & Heslop, L. (1993). Product-country images: Impact and role in international marketing. New York: The Haworth Press.
  • Pappu, R., Quester, P. & Cooksey, R. (2007). Country image and consumer-based brand equity: Relationships and implications for international marketing. Journal of International Business Studies , 38(5), 726-745.
  • Phau, I. & Prendergast, G. (2000). Conceptualizing the country of origin brand. Journal of Marketing Communications , 6(3), 159-170.
  • Roth, K. & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research , 62, 726-740.
  • Roth, K., Diamantopoulos, A. & Montesinos, A. (2008). Home country image, country brand equity and consumers’ product preferences: An empirical study. Management International Review , 48(5), 577-602.
  • Samiee, S. (2010). Advancing the country image construct- A commentary essay. Journal of Business Research , 63(4), 442-445.
  • Sanyal, S. & Datta, S. (2011). The effect of country of origin on brand-equity: An empirical study on generic drugs. Journal of Product & Brand Management , 20(2), 130-140.
  • Smaoui, F., Kilani, F. & Touzani, M. (2016). Country-of-origin versus brand: Consumers’ dilemma when choosing between generic and branded drugs in emerging countries. Journal of Product & Brand Management , 25(2), 148-159.
  • Stocking, G., van Kessel, P., Bathel, M., Matsa, K. & Khuzam, M. (2020). Many American get news on YouTube, where news organizations and independent producers thrice side by side. Pew Research Center.
  • Thakor, M. (1996). Brand origin: Conceptualization and review. Journal of Consumer Marketing , 13(3), 27-42.
  • Van Ham, P. (2001). The rise of the brand state: The postmodern politics of image and reputation. Foreign Affairs , 80(5), 2-6.
  • Verlegh, P. & Steenkamp, J. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology , 20(5), 521-546.
  • Wang, C. & Lamb, C. (1989). The impact of selected environmental forces upon consumers’ willingness to buy foreign products. Journal of the Academy of Marketing Science , 11(1), 71-84.
  • Wang, S. (2020). An inquiry into country image components and their effetcs on perceived destination image and travel intentions. Tourism Recreation Research , 1-12.
  • Wilcox, D. (2015). Country-of-origin bias: A literature review and presciption for the global world. H. Spotts içinde, Marketing, technology and consumer commitment in the new economy (s. 86-96). Basel: Springer International Publishing.
  • Wilcox, D. (2005). County-of-origin bias: A literature review and prescription for the global world. Developments in Marketing Science , 28(3), 87-97.
  • Woo, H., Jin, B. & Ramkumar, B. (2017). Utilizing country image and well-known products for less-known products: Perspectives from a country with less-competitive country image. Asia Pacific Journal of Marketing and Logistics , 29(5), 933-946.
  • Yang, S., Isa, S. & Ramayah, T. (2021). How are destination image and travel intention influenced by misleading media coverage? Consequences of COVID-19 outbreak in China. Vision , 0972262921993245.
Toplam 50 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Türkçe Araştırma Makaleleri
Yazarlar

Oğuz Kuş 0000-0002-2593-4980

Derya Gül Ünlü 0000-0003-3936-7988

Yayımlanma Tarihi 31 Ocak 2022
Gönderilme Tarihi 15 Ağustos 2021
Yayımlandığı Sayı Yıl 2022 Cilt: 9 Sayı: 1

Kaynak Göster

APA Kuş, O., & Gül Ünlü, D. (2022). Ülke İmajı ve Bilimsel Üretimi COVID-19 Aşıları Çerçevesinde Düşünmek: Sinovac Aşısı Hakkındaki Dijital Tartışmalar Üzerine Bir Araştırma. Erciyes İletişim Dergisi, 9(1), 187-204. https://doi.org/10.17680/erciyesiletisim.983090