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Journals / Erciyes İletişim Dergisi / 2018 / Cilt: 5 - Sayı: 3

MEDIA VISIBILITY IN REPUTATION FORMATION: A RESEARCH ON BANKS

İTİBAR OLUŞUMUNDA MEDYADA GÖRÜNÜRLÜK: BANKALAR ÜZERİNE BİR ARAŞTIRMA

Sevil BAYÇU UZOĞLU
Emine ŞARDAĞI
Pages
108–122
Publication Date
2022-10-11
DOI
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AI Summary & Key Takeaways

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

However, it has been conclueded that the quality of the media reports of the corporation is important and there is a relationship between the reputation rankings and the quality of the news in the media.

📌 3 Key Takeaways

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Objective & Hypothesis:The concept of reputation, which expresses how corporations are perceived by both their customers and their employees, has become one of the topics that are becoming increasingly important in today’s competitive conditions and which are also of interest to the academy.
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Key Findings & Data:Garanti Bank and Akbank, which are among the “Most Admired Companies” of the year published by Capital Magazine each year, examined the visibility of the media in 2014-2015.
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Conclusion & Impact:However, it has been conclueded that the quality of the media reports of the corporation is important and there is a relationship between the reputation rankings and the quality of the news in the media.
🔬Design:Research Article
📍Scope:2014-2015 Verileri
⚙️Variables:kurumsal itibar · medya · İtibar

Abstract

The concept of reputation, which expresses how corporations are perceived by both their customers and their employees, has become one of the topics that are becoming increasingly important in today’s competitive conditions and which are also of interest to the academy. The reputation of corporation is measured by bringing various components together. In the stakeholder’s perceptions, the news that takes place in the media in the formation of the reputation for the corporation also has an important place. Clients who do not have direct experience with the corporation or the target audience use various means to obtain information about the corporation. One of these tools is media and media news. In this study, it has been tried to examine whether there is a relation between the news in the media and reputation rankings. Garanti Bank and Akbank, which are among the “Most Admired Companies” of the year published by Capital Magazine each year, examined the visibility of the media in 2014-2015. The news was evaluated by content analysis method and by 6 components including “Reputation Quotient” developed by Fombrun. An attempt has been made to answer the question as to whether or not there is any contribution in respect of the visibility of the media in the study. As a result of the study, it was revealed that there is no relation between the visibility of the corporation and the ranking of the reputation. However, it has been conclueded that the quality of the media reports of the corporation is important and there is a relationship between the reputation rankings and the quality of the news in the media.

Özet

Kurumların hem müşterileri hem de çalışanları tarafından nasıl algılandığını ifade eden itibar kavramı günümüzün rekabet koşullarında giderek önemli hale gelen ve akademinin de ilgi duyduğu konulardan birisi olmuştur. Kurumların itibarları çeşitli bileşenlerin biraraya getirilmesi ile ölçülmektedir. Paydaşların algılarında kuruma yönelik itibarın oluşumunda medyada yer alan haberler de önemli bir yer tutmaktadır. Kurumla doğrudan deneyime sahip olmayan müşteriler ya da hedef kitle kurum hakkında bilgi edinmek için çeşitli araçları kullanır. Başvurulan bu araçlardan biri de medya ve medyada çıkan haberlerdir. Yapılan bu çalışmada medyada çıkan haberler ile itibar sıralamaları arasında bir ilişkisinin olup olmadığı irdelenmeye çalışılmıştır. Çalışmada Capital Dergisi’nin her yıl yayınladığı yılın “En Beğenilen Şirketleri” arasında yer alan Garanti Bankası ve Akbank’ın 2014-2015 yıllarında geleneksel medyadaki görünürlükleri incelenmiştir. Ulaşılan haberler içerik analizi yöntemiyle ve Fombrun tarafından geliştirilen “İtibar Katsayısı” (Reputation Quotient) yer alan 6 bileşen çerçevesinde değerlendirilmiştir. Çalışmada medyadaki görünürlüğün itibar sıralamasına katkısının olup olmadığı sorusuna cevap aranmaya çalışılmıştır. Çalışmanın sonucunda bankaların medyadaki görünürlüğü ile itibar sıralaması arasında herhangi bir ilişki olmadığı saptanmıştır. Bununla birlikte kurumların medyada çıkan haberlerinin niteliğinin önemli olduğu ve itibar sıralaması ile medyada çıkan haberlerinin niteliği arasında bir ilişki olduğu belirlenmiştir.

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Cite This Article

UZOĞLU, S. B., ŞARDAĞI, E. (2022). MEDIA VISIBILITY IN REPUTATION FORMATION: A RESEARCH ON BANKS. Erciyes İletişim Dergisi, Cilt: 5 - Sayı: 3, 108–122. https://ajindex.com/articles/501119

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