THE EFFECT OF CEO'S MEDIA PRESENTATION ON CORPORATE REPUTATION

Yıl 2019, Cilt: 7 Sayı: 1, 82 - 109, 29.03.2019

Adil Bical , Sevil Bayçu

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%).

Anahtar Kelimeler

CEO, Corporate reputation, Image

CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ

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.

Anahtar Kelimeler

CEO, Kurumsal İtibar, İmaj

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