THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER
Yıl: 2021 Cilt: 0 Sayı: 7 Sayfa Aralığı: 60 - 85 Metin Dili: İngilizce DOI: 10.32739/etkilesim.2021.7.118 İndeks Tarihi: 08-11-2023
THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER
Öz: In this article, how the corporate identity is reflected by the corporates through digital media, the level of formation of the corporate image in the desired direction as a result of identity presentation and the level of digital media dependence through image formation are analyzed. As part of the research, firstly, the digital media activities of corporations were analyzed through content analysis and the images that corporations tried to form on certain subjects were determined. Afterward, a questionnaire was applied to the consumers of these corporations to identify how the consumers perceived the corporations regarding the same subjects. As a result of the research, it has been revealed that the selected corporations were able to project the im- ages they want to their consumers to a large extent. According to the results of the Chi-Square analysis carried out as part of the research, it was found that the perception of the corporate image by consumers is not dependent on dig- ital media. In this regard, other activities (sponsorship, advertising, etc.) were proved to be more important than digital media activities during the image formation and maintenance stage.
Anahtar Kelime: İMAJ ÜRETİMİNDE DİJİTAL MEDYANIN ROLÜ: KURUMLARIN OLUŞTURMAYA ÇALIŞTIKLARI İMAJIN TÜKETİCİYE NE ORANDA YANSIDIĞINA YÖNELİK BİR ÇALIŞMA
Öz: Bu makalede kurumsal kimliğin kurumlar tarafından dijital medya yoluyla nasıl yansıtıldığı, kimlik sunumu sonucu kurumsal imajın istenilen yönde oluşma düzeyi ve imaj oluşumu ile dijital medyanın bağımlılık düzeyi ortaya koyulmaktadır. Araştırma kapsamında, ilk olarak, içerik analizi ile kurumların dijital medya aktiviteleri incelenmiş ve belirli konularda kurumların oluşturmaya çalıştıkları imajlar tespit edilmiştir. Daha sonra ise kurumların tüketicilerine anket uygulanarak aynı konularda tüketicilerin kurumu nasıl algıladığı tespit edilmiştir. Araştırma sonucunda, seçilmiş olan kurumların istedikleri imajları tüketicilerine büyük ölçüde yansıtabildikleri ortaya çıkmıştır. Araştırma kapsamında gerçekleştirilmiş olan Ki-Kare analizi sonuçlarına göre, kurum imajının tüketiciler tarafından algılanmasının dijital medyaya bağımlı olmadığı bulunmuştur. Bu doğrultuda, imaj oluşturma ve sürdürme aşamasında dijital medya aktivitelerinden çok diğer aktivitelerin (sponsorluk, reklam vb.) önemli olduğu ortaya konulmuştur.
Anahtar Kelime: Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | Savaş S, Karadoğan Doruk S (2021). THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER. , 60 - 85. 10.32739/etkilesim.2021.7.118 |
| Chicago | Savaş Sezgin,Karadoğan Doruk Sevim Ece THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER. (2021): 60 - 85. 10.32739/etkilesim.2021.7.118 |
| MLA | Savaş Sezgin,Karadoğan Doruk Sevim Ece THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER. , 2021, ss.60 - 85. 10.32739/etkilesim.2021.7.118 |
| AMA | Savaş S,Karadoğan Doruk S THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER. . 2021; 60 - 85. 10.32739/etkilesim.2021.7.118 |
| Vancouver | Savaş S,Karadoğan Doruk S THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER. . 2021; 60 - 85. 10.32739/etkilesim.2021.7.118 |
| IEEE | Savaş S,Karadoğan Doruk S "THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER." , ss.60 - 85, 2021. 10.32739/etkilesim.2021.7.118 |
| ISNAD | Savaş, Sezgin - Karadoğan Doruk, Sevim Ece. "THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER". (2021), 60-85. https://doi.org/10.32739/etkilesim.2021.7.118 |
| APA | Savaş S, Karadoğan Doruk S (2021). THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER. Üsküdar Üniversitesi İletişim Fakültesi Akademik Dergisi Etkileşim , 0(7), 60 - 85. 10.32739/etkilesim.2021.7.118 |
| Chicago | Savaş Sezgin,Karadoğan Doruk Sevim Ece THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER. Üsküdar Üniversitesi İletişim Fakültesi Akademik Dergisi Etkileşim 0, no.7 (2021): 60 - 85. 10.32739/etkilesim.2021.7.118 |
| MLA | Savaş Sezgin,Karadoğan Doruk Sevim Ece THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER. Üsküdar Üniversitesi İletişim Fakültesi Akademik Dergisi Etkileşim , vol.0, no.7, 2021, ss.60 - 85. 10.32739/etkilesim.2021.7.118 |
| AMA | Savaş S,Karadoğan Doruk S THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER. Üsküdar Üniversitesi İletişim Fakültesi Akademik Dergisi Etkileşim . 2021; 0(7): 60 - 85. 10.32739/etkilesim.2021.7.118 |
| Vancouver | Savaş S,Karadoğan Doruk S THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER. Üsküdar Üniversitesi İletişim Fakültesi Akademik Dergisi Etkileşim . 2021; 0(7): 60 - 85. 10.32739/etkilesim.2021.7.118 |
| IEEE | Savaş S,Karadoğan Doruk S "THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER." Üsküdar Üniversitesi İletişim Fakültesi Akademik Dergisi Etkileşim , 0, ss.60 - 85, 2021. 10.32739/etkilesim.2021.7.118 |
| ISNAD | Savaş, Sezgin - Karadoğan Doruk, Sevim Ece. "THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER". Üsküdar Üniversitesi İletişim Fakültesi Akademik Dergisi Etkileşim 7 (2021), 60-85. https://doi.org/10.32739/etkilesim.2021.7.118 |
