Tüketiciler Sosyal Medyadaki Kurumsal Sosyal Sorumluluk Mesajlarını Gerçekten Önemsiyor mu? Türk Telekomünikasyon Şirketleri Üzerine Bir Araştırma

Yıl 2021, Cilt: 16 Sayı: 1, 47 - 72, 15.04.2021

Mustafa Abdül Metin Dinçer , Emre Yıldırım , Yusuf Arslan

https://doi.org/10.17550/akademikincelemeler.840643

Cited By: 2

Öz

Son yirmi yılda, kurumsal sosyal sorumluluk (KSS) gönüllü işletme faaliyetlerden ziyade zorunlu bir işletme faaliyeti olarak görülmeye başlanmıştır. Alan yazın taraması, bu faaliyetlerin satışları artırma, şirketlerin olumlu imajını geliştirme, maliyetleri düşürme noktasında, çevreyi koruma ve diğer birçok konuda faydalar sağladığını ortaya koymaktadır. Fakat bu durum gerçeği ne kadar yansıtmaktadır? Bu durum gerçekten de tüm sektörler ve platformlar için geçerli midir? Bu bağlamda, çalışmada tüketicilerin, şirketlerin sosyal medyadaki KSS mesajlarına önem verip vermedikleri araştırılmış ve bu çerçevede, Türk telekomünikasyon şirketleri hakkında bir araştırma yürütülmüştür. Araştırmacılar tarafından nitel içerik analizi yapılmıştır. Bu bağlamda, yapılan nitel içerik analizinde kullanılan araştırmanın belgeleri MAXQDA programı ile analiz edilmiştir. Elde edilen sonuçlara göre, araştırmanın vakalarını oluşturan tüketicilerin çoğu KSS faaliyetlerinin samimiyetine inanmamakta ve bu samimiyetsizlik de tüketiciler üzerinde güvensizliğe neden olmaktadır. Yine, tüketicilerin zihnindeki bu olumsuz boyutların her ikisi de vakaların KSS faaliyetleri hakkında doğru mesajları tüketiciye iletmelerine engel olmaktadır.

Anahtar Kelimeler

Sosyal Medya, Tüketici Davranışları, Kurumsal Sosyal Sorumluluk

Do Consumers Really Care About Corporate Social Responsibility Messages on Social Media? An Investigation on Turkish Telecommunication Companies

Öz

Over the last two decades, corporate social responsibility (CSR) has been regarded as obligatory rather than voluntary. The literature review suggests that these activities provide benefits such as increasing sales, developing the companies' positive image, reducing the costs, protecting the environment, and many other issues. However, it is questionable whether it is valid for all sectors and platforms. In this sense, this study investigates whether the consumers care about companies' CSR messages on social media. From this perspective, an investigation on Turkish telecommunication companies was conducted. The researchers made a qualitative content analysis, and in this regard, the documents of the study were analyzed with qualitative analysis software MAXQDA. According to the obtained results, most consumers do not believe in the sincerity of the cases' CSR activities. Moreover, this insincerity leads to negative credibility in the field. Both of these negative dimensions in the consumers' minds prevent the correct message conveying about CSR activities of the cases.

Anahtar Kelimeler

Consumer Behavior, Social Media, corporate social responsibility

Kaynakça

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