TY  - JOUR
TI  - THE ROLE OF DIGITAL MEDIA IN IMAGE FORMATION: A STUDY ON THE PROJECTION OF CORPORATE IMAGE ON THE CONSUMER
AB  - 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.
AU  - Savaş, Sezgin
AU  - Karadoğan Doruk, Sevim Ece
DO  - 10.32739/etkilesim.2021.7.118
PY  - 2021
JO  - Üsküdar Üniversitesi İletişim Fakültesi Akademik Dergisi Etkileşim 
VL  - 0
IS  - 7
SN  - 2636-7955
SP  - 60
EP  - 85
DB  - TRDizin
UR  - http://search/yayin/detay/1207399
ER  -