Pandemi Sürecinde Otomobil Markalarının Kriz İletişimleri
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Dosyalar
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
2020 yılının başlarında patlak veren Covid-19, kısa zamanda tüm dünyayı
sarmalamış ve distopyayı aratmayacak yeni bir düzensizlik inşa etmiştir. Hastalığın
beraberinde getirdiği pandemi yaşamı gerek insanlara gerek de sektörlere yıllar süren bir
esaret yaşatmıştır. Yaşamın neredeyse her sahasında kendi hegemonyasını kuran pandemi,
seneler süren global bir buhrana dönüşmüştür. Bu nedenle hem insanlık hem de markalar
kendilerini derin bir belirsizlik ve muğlaklık içerisinde bulmuştur.
Son zamanlarda kan kaybeden offline pazarlama, pandemi sürecinde neredeyse dibe
vurmuştur. Diğer yandan Covid-19’un katalizör rolü üstlenmesiyle beraber dijital
pazarlamanın yükselişi ivme kazanmış ve hatta zirve yapmıştır. Dijital kabilenin yerlileri
olan tüketiciler süreç içerisinde evrim geçirmiş, yeni tüketim alışkanlıkları edinmiştir.
Alışılagelmiş her şeyi ters yüz eden pandemi, bu süreçteki pazarlama içeriklerinde
de büyük değişikliklere yol açmıştır. Yıllardır tüketiciye “yola çık, limit tanıma, mesafeleri
aş, dünyayı keşfet” şeklinde mesajlar yönelten otomobil markaları salgın sürecinde ise “evde
kal, mesafeni koru, güvende kal” biçiminde söylemler üzerinden marka iletişimi
gerçekleştirmiştir. Farkındalık yaratabilmek ve yarışın gerisinde kalmamak adına yeni
pazarlama dinamiklerine hızlıca adapte olan markalar, dijital medya araçlarını daha faal bir
biçimde kullanmıştır.
Araştırmanın amacı, pandemi krizinde otomobil markaları tarafından geliştirilen
kriz iletişimlerinin tüketici tutumlarını hangi yönde ve ne düzeyde etkilediğini münakaşa
etmektir. Kantitatif araştırma ve analiz yöntemleri sayesinde ulaşılan bulgular; ürün-reklam
ilgilenimi yüksek olan tüketicilerin, ilgilenim düzeyi düşük olan tüketicilere kıyasla daha
olumlu yönde marka ve reklam tutumu geliştirdikleri yönündedir.
Covid-19, which broke out at the beginning of 2020, soon surrounded the whole world and built a new disorder that would look like a dystopia. The pandemic life brought by the disease has caused years of captivity to both people and sectors. The pandemic, which has established its hegemony in almost every field of life, has turned into a global crisis that has lasted for years. For this reason, both humanity and brands have found themselves in a deep uncertainty and ambiguity. Offline marketing, which has lost blood recently, has almost hit the bottom during the pandemic process. On the other hand, the rise of digital marketing gained momentum and even peaked with Covid-19 playing the role of catalyst. Consumers, who are natives of the digital tribe, have evolved and acquired new consumption habits in the process. The pandemic, which turned everything ordinary upside down, has also led to major changes in the marketing content in this process. Car brands, which have been sending messages such as "get out, know the limits, overcome the distances, explore the world" for years, have carried out brand communication through discourses such as "stay at home, keep your distance, stay safe" during the epidemic process. In order to raise awareness and not lag behind the race, brands that quickly adapted to new marketing dynamics used digital media tools more actively. The aim of the research is to discuss in which direction and to what extent the crisis communication developed by automobile brands affects consumer attitudes during the pandemic crisis. Findings achieved through quantitative research and analysis methods; It is found that consumers with high product-advertising involvement develop more positive brand and advertising attitudes compared to consumers with low involvement.
Covid-19, which broke out at the beginning of 2020, soon surrounded the whole world and built a new disorder that would look like a dystopia. The pandemic life brought by the disease has caused years of captivity to both people and sectors. The pandemic, which has established its hegemony in almost every field of life, has turned into a global crisis that has lasted for years. For this reason, both humanity and brands have found themselves in a deep uncertainty and ambiguity. Offline marketing, which has lost blood recently, has almost hit the bottom during the pandemic process. On the other hand, the rise of digital marketing gained momentum and even peaked with Covid-19 playing the role of catalyst. Consumers, who are natives of the digital tribe, have evolved and acquired new consumption habits in the process. The pandemic, which turned everything ordinary upside down, has also led to major changes in the marketing content in this process. Car brands, which have been sending messages such as "get out, know the limits, overcome the distances, explore the world" for years, have carried out brand communication through discourses such as "stay at home, keep your distance, stay safe" during the epidemic process. In order to raise awareness and not lag behind the race, brands that quickly adapted to new marketing dynamics used digital media tools more actively. The aim of the research is to discuss in which direction and to what extent the crisis communication developed by automobile brands affects consumer attitudes during the pandemic crisis. Findings achieved through quantitative research and analysis methods; It is found that consumers with high product-advertising involvement develop more positive brand and advertising attitudes compared to consumers with low involvement.
Açıklama
Anahtar Kelimeler
Covid-19, Pandemi, Pazarlama, Marka, Kriz İletişimi, Otomobil, Covid-19, Pandemic, Marketing, Brand, Crisis Communication, Automobile
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Yeşil, A., (2023). Pandemi Sürecinde Otomobil Markalarının Kriz İletişimleri. (Yüksek Lisans Tezi).
Selçuk Üniversitesi, Sosyal Bilimler Enstitüsü, Konya.
