SavedAdd your journal

Journals / Yeni Medya / 2026 / Sayı: 20

The Strategic Integration of Rhetoric in Digital Brand Communication: The Case of Enpara and Garanti BBVA in Online Banking

Dijital Marka İletişiminde Retorik’in Stratejik Entegrasyonu: Çevrimiçi Bankacılıkta Enpara ve Garanti BBVA Örneği

İsnur İnci Armutlu(İstanbul Medipol Üniversitesi)0000-0003-0351-2493
Journal
Yeni Medya
Pages
175–198
Publication Date
2026-06-27
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings reveal that banks adopt a two-tiered communication structure; manifesto texts focus on establishing a connection with customers through shared values using simple language and emotional narratives (pathos), while contract texts prioritize legal risk management through high technical jargon and complex structures (logos).

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study compares the corporate digital texts of Garanti BBVA, which has a tradition of corporate banking, and Enpara, which focuses on digital banking, through the strategies of ethos (reliability), pathos (emotional appeal), and logos (logical reasoning).
📊
Key Findings & Data:Conducted using qualitative content analysis, the study systematically examined the discursive divergence between the banks' publicly available manifesto texts and their technical contracts using computer-assisted qualitative data analysis techniques.
💡
Conclusion & Impact:The findings reveal that banks adopt a two-tiered communication structure; manifesto texts focus on establishing a connection with customers through shared values using simple language and emotional narratives (pathos), while contract texts prioritize legal risk management through high technical jargon and complex structures (logos).
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Dijital Marka · Retorik · Bankacılık

Abstract

This study compares the corporate digital texts of Garanti BBVA, which has a tradition of corporate banking, and Enpara, which focuses on digital banking, through the strategies of ethos (reliability), pathos (emotional appeal), and logos (logical reasoning). Conducted using qualitative content analysis, the study systematically examined the discursive divergence between the banks' publicly available manifesto texts and their technical contracts using computer-assisted qualitative data analysis techniques. The findings reveal that banks adopt a two-tiered communication structure; manifesto texts focus on establishing a connection with customers through shared values using simple language and emotional narratives (pathos), while contract texts prioritize legal risk management through high technical jargon and complex structures (logos). The most striking result of the research is that although the concept of “trust” is presented in manifestos as a promise of an ethical and transparent relationship, at the contract level, it is instrumentalized for the construction of an asymmetric authority (ethos) where risk is largely transferred to the customer. In conclusion, the study highlights the discursive inconsistency between brands' online promises and their operational responsibility limits in the digital finance world, offering a critical perspective on strategic brand management.

Özet

Bu çalışma, kurumsal bankacılık geleneğine sahip Garanti BBVA ile dijital bankacılık odaklı Enpara’nın kurumsal dijital metinlerini; ethos (güvenilirlik), pathos (duygusal çekicilik) ve logos (mantıksal kanıtlama) stratejileri üzerinden karşılaştırmalı olarak incelemektedir. Nitel içerik analizi yöntemiyle yürütülen çalışmada, bankaların kamuya açık manifesto metinleri ile teknik sözleşmeleri arasındaki söylemsel ayrışma bilgisayar destekli nitel veri analizi teknikleriyle sistematik olarak incelenmiştir. Elde edilen bulgular, bankaların iki katmanlı bir iletişim yapısı benimsediğini; manifesto metinlerinin yalın bir dil ve duygusal anlatılarla (pathos) müşteriyle ortak değerler üzerinden bağ kurmaya odaklandığını, buna karşın sözleşme metinlerinin yüksek teknik jargon ve karmaşık yapılarla (logos) hukuki risk yönetimini önceliklendirdiğini ortaya koymaktadır. Araştırmanın en dikkat çekici sonucu, "güven" kavramının manifestolarda etik ve şeffaf bir ilişki vaadi olarak sunulmasına rağmen, sözleşme düzeyinde riskin büyük ölçüde müşteriye devredildiği asimetrik bir otorite (ethos) inşası için araçsallaştırılmasıdır. Sonuç olarak çalışma, dijital finans dünyasında markaların çevrimiçi vaatleri ile operasyonel sorumluluk sınırları arasındaki söylemsel tutarsızlığı görünür kılarak stratejik marka yönetimine eleştirel bir perspektif sunmaktadır.

🔖

Cite This Article

Armutlu, İ. İ. (2026). The Strategic Integration of Rhetoric in Digital Brand Communication: The Case of Enpara and Garanti BBVA in Online Banking. Yeni Medya, Sayı: 20, 175–198. https://doi.org/10.55609/yenimedya.1858333

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (49)

  1. Adwan, A. A., & Altrjman, G. (2023). The role of social media marketing and marketing management promoting and developing brand sustainability strategy. International Journal of Data and Network Science, 8(1), 439. https://doi.org/10.5267/j.ijdns.2023.9.011
  2. Afful, J. B. A., Hesse, E. K., Agbaglo, E., & Bonsu, E. M. (2023). Persuasive strategies in grant recommendation letters written by senior faculty in a Ghanaian university. ExELL, 11(2), 133. https://doi.org/10.2478/exell-2023-0009
  3. Alam, M. Z. (2023). An investigation on the use of digital marketing towards the customer satisfaction and brand loyalty of hotels/ restaurants sector in Saudi Arabia. International Journal of Data and Network Science, 7(4), 1493. https://doi.org/10.5267/j.ijdns.2023.8.013
  4. Alam, S. S., & Yasin, N. M. (2010). What factors influence online brand trust: evidence from online tickets buyers in Malaysia. Journal of Theoretical and Applied Electronic Commerce Research, 5(3). https://doi.org/10.4067/s0718-18762010000300008
  5. Beelitz, A., & Merkl‐Davies, D. M. (2019). Discursive framing in private and public communication by pro-nuclear corporate, political and regulatory actors following the fukushima disaster. Accounting Auditing & Accountability Journal, 32(5), 1585. https://doi.org/10.1108/aaaj-05-2017-2928
  6. Bendrat, A. (2019). Rhetoric in digital communication: Merging tradition with modernity. Res Rhetorica, 6(3). https://doi.org/10.29107/rr2019.3.8
  7. Bright, L. F., Lim, H. S., & Logan, K. (2021). ‘Should i post or ghost?’: Examining how privacy concerns impact social media engagement in US consumers. Psychology and Marketing, 38(10), 1712. https://doi.org/10.1002/mar.21499
  8. Camilleri, M. A. (2021). Strategic dialogic communication through digital media during COVID-19 Crisis (p. 1). https://doi.org/10.1108/978-1-80071-264-520211001
  9. Chellappa, R. K., & Sin, R. G. (2005). Personalization versus privacy: an empirical examination of the online consumer’s dilemma. Information Technology and Management, 6, 181. https://doi.org/10.1007/s10799-005-5879-y
  10. Creswell, J. W. (2015). Educational Research: Planning, Conducting, And Evaluating Quantitative (5th ed.). Pearson Education.
  11. Creswell, J. W. & Poth C. N. (2018). Qualitative inquiry & research design choosing among five approaches (5th ed.). Sage.
  12. Dewulf, A., Craps, M., & Dercon, G. (2004). How issues get framed and reframed when different communities meet: a multi‐level analysis of a collaborative soil conservation initiative in the Ecuadorian Andes. Journal of Community & Applied Social Psychology, 14(3), 177. https://doi.org/10.1002/casp.772
  13. Edgar, V. C., Brennan, N., & Power, S. B. (2021). The language of profit warnings: a case of denial, defiance, desperation and defeat. Accounting Auditing & Accountability Journal, 35(9), 28. https://doi.org/10.1108/aaaj-04-2020-4519
  14. Elhai, N. E. H. A. (2020). An Analysis of Persuasive Strategies in the Political Talks of Ahmed Ouyahia: A Contrastive Study of Arabic and French. International Journal of English Literature and Social Sciences, 5(1), 307. https://doi.org/10.22161/ijels.51.50
  15. Etikan, J. (2024). Corporate social responsibility (CSR) and its influence on organizational reputation. Journal of Public Relations, 2(1), 1. https://doi.org/10.47941/jpr.1694
  16. F, T. P. J., D, E. J., E, G. B., B, C. A., Angela, U. J., & Lazaro, B. G. (2024). Trust and online transactions: an in-depth case study of consumer perceptions and behavior in e-commerce. International Journal of Advanced Multidisciplinary Research and Studies, 4(3), 416. https://doi.org/10.62225/2583049x.2024.4.3.2802
  17. Fayvishenko, D., Mitchuk, 0., & Lorvi, İ. (2023). Communication strategies of brand management and online marketing of digital products. Economic Affairs, 68. https://doi.org/10.46852/0424-2513.1s.2023.31
  18. Feinberg, M., & Willer, R. (2019). Moral reframing: A technique for effective and persuasive communication across political divides. Social and Personality Psychology Compass, 13(12). https://doi.org/10.1111/spc3.12501
  19. Garcia Marzá, D. (2017). From ethical codes to ethical auditing: An ethical infrastructure for social responsibility communication. El Profesional de La Informacion, 26(2), 268. https://doi.org/10.3145/epi.2017.mar.13
  20. Habibi, A., Hagh, S. G., Bahabadi, M. H., Hamedani, S. S., Yasin, N. M., & Omar, N. A. (2014). Brand Personality Moderating Effect on Relationship between Website Quality and Online Trust: Malaysian Online Environment Context. Asian Social Science, 10(11). https://doi.org/10.5539/ass.v10n11p210
  21. Hamad, W. E., Moerman, L., & Pupovac, S. (2023). Chevron Australia and Tax Justice Network: a case of rhetoric. Pacific Accounting Review, 35(3), 412. https://doi.org/10.1108/par-04-2022-0059
  22. Hamby, A., Brinberg, D., & Daniloski, K. (2019). It’s about our values: How founder’s stories influence brand authenticity. Psychology and Marketing, 36(11), 1014. https://doi.org/10.1002/mar.21252
  23. Hamimid, A. (2015). The Argumentative Trilogy:, Ethos, Pathos, Logos Looking Into How Into Persuade, 45. https://doi.org/10.34174/0079-000-043-023
  24. Hemsley‐Brown, J. (2022). Antecedents and consequences of brand attachment: A literature review and research agenda [Review of Antecedents and consequences of brand attachment: A literature review and research agenda]. International Journal of Consumer Studies, 47(2), 611. Wiley. https://doi.org/10.1111/ijcs.12853
  25. Heracleous, L., & Klaering, L. A. (2014). Charismatic Leadership and Rhetorical Competence. Group & Organization Management, 39(2), 131. https://doi.org/10.1177/1059601114525436
  26. Hoblos, N., Sandeep, M. S., & Pan, S. L. (2023). Achieving stakeholder alignment in digital transformation: A frame transformation perspective. Journal of Information Technology, 39(4), 630. https://doi.org/10.1177/02683962231219518
  27. Hossain, M., Islam, M. T., Momin, M. A., Nahar, S., & Alam, Md. S. (2018). Understanding Communication of Sustainability Reporting: Application of Symbolic Convergence Theory (SCT). Journal of Business Ethics, 160(2), 563. https://doi.org/10.1007/s10551-018-3874-6
  28. Hu, T., & Bing, S. (2020). More proximal, more willing to purchase: the mechanism for variability in consumers’ purchase intention toward sincere vs. exciting brands. Frontiers in Psychology, 11, 1258. https://doi.org/10.3389/fpsyg.2020.01258
  29. Huang, C., Zhuang, S., Li, Z., & Gao, J. (2022). Creating a sincere sustainable brand: the application of aristotle’s rhetorical theory to green brand storytelling. Frontiers in Psychology, 13, 897281. https://doi.org/10.3389/fpsyg.2022.897281
  30. Jikun, L., & Xiaoxi, D. (2024). An empirical study of the impact of digital marketing on the brand image of new retail companies. Academic Journal of Business & Management, 6(1). https://doi.org/10.25236/ajbm.2024.060135 Jindal, L. (2023). The role brand personality plays in purchase decisions. Tuijin Jishu/Journal of Propulsion Technology, 44(4), 322. https://doi.org/10.52783/tjjpt.v44.i4.839
  31. Kapust, D. J. (2009). Acting the Princely Style: Ethos and Pathos in Cicero’s on the Ideal Orator and Machiavelli’s the Prince. Political Studies, 58(3), 590. https://doi.org/10.1111/j.1467-9248.2009.00793.x
  32. Keni, K. (2021). Brand personality as a predictor of consumer brand relationship. Jurnal Manajemen, 25(2), 206. https://doi.org/10.24912/jm.v25i2.736
  33. Lin, F.-L., & Ku, T.-H. (2023). Effect of digital brand experience on luxury fashion brand authenticity, attachment and loyalty. South African Journal of Business Management, 54(1). https://doi.org/10.4102/sajbm.v54i1.3583
  34. Manoli, A. E. (2022). Strategic brand management in and through sport. Journal of Strategic Marketing, 1. https://doi.org/10.1080/0965254x.2022.2059774
  35. Mària, J. F., & Goodman, J. (2022). Conflicts in the framing of conflicts: The case of community investment in a mining company in the Democratic Republic of the Congo. Journal of International Development, 35(5), 671. https://doi.org/10.1002/jid.3701
  36. Maria, R. S. (2024). Impact of Digital marketing in building brand awareness and engagement. Interantional Journal Of Scientific Research In Engineering And Management, 8(5), 1. https://doi.org/10.55041/ijsrem35200
  37. Marmat, G. (2021). Online brand communication and building brand trust: social information processing theory perspective. Global Knowledge Memory and Communication, 71, 584. https://doi.org/10.1108/gkmc-12-2020-0195
  38. Mateus, S. (2021). The Hybrid Rhetorical Ethos. Linguagem Em (Dis)Curso, 21(2), 197. https://doi.org/10.1590/1982-4017-210203-11119
  39. Mbama, C. I., Ezepue, P. O., Alboul, L., & Beer, M. (2018). Digital banking, customer experience and financial performance. Journal of Research in Interactive Marketing, 12(4), 432. https://doi.org/10.1108/jrim-01-2018-0026
  40. Middleton, K., Thompson‐Whiteside, H., Turnbull, S., & Fletcher‐Brown, J. (2021). How consumers subvert advertising through rhetorical institutional work. Psychology and Marketing, 39(3), 634. https://doi.org/10.1002/mar.21612
  41. Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2016). Brand authenticity: testing the antecedents and outcomes of brand management’s passion for its products. Psychology and Marketing, 33(6), 421. https://doi.org/10.1002/mar.20888
  42. Pizzi, G., & Scarpi, D. (2020). Privacy threats with retail technologies: A consumer perspective. Journal of Retailing and Consumer Services, 56, 102160. https://doi.org/10.1016/j.jretconser.2020.102160
  43. Sahu, A. sahu, Khemka, M., Agrwal, A., Sahu, B., & Shadan, M. (2024). Consumer confidence in digital finance: trust dynamics in online banking. International Journal For Multidisciplinary Research, 6(3). https://doi.org/10.36948/ijfmr.2024.v06i03.19946
  44. Shahrin, M., Wahid, R. A., & Isa, A. M. (2022). Forward thinking in building sustainability practice in malaysia: a new trend in evaluating the digital brand storytelling in malaysian social enterprise brand. European Journal of Business Management and Research, 7(3), 313. https://doi.org/10.24018/ejbmr.2022.7.3.1458
  45. Siqueira, J. R., Bendixen, M., Reinoso‐Carvalho, F., & Campo, R. (2023). Key drivers of brand trust in a Latin American airline: the impact of Colombia’s Avianca customer experience. Journal of Marketing Analytics, 11(2), 186. https://doi.org/10.1057/s41270-023-00208-8
  46. Torres, J. L. S., Bhattarai, A., Dang, A., & Rawal, M. (2023). Do you want to be roasted? The boundaries of using dark humor as a brand-to-brand communication strategy. Journal of Research in Interactive Marketing, 18(2), 220. https://doi.org/10.1108/jrim-12-2022-0370
  47. Visentin, M., Pizzi, G., & Pichierri, M. (2019). Fake news, real problems for brands: the impact of content truthfulness and source credibility on consumers’ behavioral intentions toward the advertised brands. Journal of Interactive Marketing, 45(1), 99. https://doi.org/10.1016/j.intmar.2018.09.001
  48. Fayvishenko, D., Mitchuk, 0., & Lorvi, İ. (2023). Communication strategies of brand management and online marketing of digital products. Economic Affairs, 68. https://doi.org/10.46852/0424-2513.1s.2023.31
  49. Hamimid, A. (2015). The Argumentative Trilogy:, Ethos, Pathos, Logos Looking Into How Into Persuade, 45. https://doi.org/10.34174/0079-000-043-023