Using Social Media Communication as a Marketing Strategy to Generate Corporate Reputation: A Study in the Telecommunication Industry

Basit Öğe Kaydı
dc.contributor.authorZenelaj, Besjon
dc.contributor.authorGambarov, Vusal
dc.contributor.authorBilge, Fahrettin Atil
dc.date.accessioned2020-03-26T19:31:49Z
dc.date.available2020-03-26T19:31:49Z
dc.date.issued2016
dc.departmentSelçuk Üniversitesien_US
dc.description16th International Joint Conference on Central and Eastern Europe in the Changing Business Environment -- 42517 -- Prague, CZECH REPUBLICen_US
dc.description.abstractChanges that took place thanks to globalization and the internet have affected both businesses and consumers. In order to succeed in a high competitive market environment, businesses are constantly developing new strategies in order to satisfy consumers. Consumers on the other hand are more likely to choose the businesses that produce goods and services of high quality, take in consideration their requests, deliver values and establish an interactive communications with their consumers through social media platforms. With the widespread use of the internet, establishing an interactive communication with consumers has become critical. The establishment of interactive communication is possible mainly through social media platforms and therefore, businesses should produce strategies that aim to manage, enhance and protect corporate reputation, which is also affected by the use of social media. This study intends to demonstrate the importance of managing corporate reputation through usage of social media platforms. According to the results of this study there are four main dimensions of social media that affect corporate reputation. Interaction and utility, Evaluation, Information and Contradiction does affect reputation individually. According to this study; the most important dimensions affecting corporate reputation are Interaction and utility and Evaluation. Moreover the effect of social media on corporate reputation according to analysis conducted in this study is very significant and high. This study revealed that effect of social media on corporate reputation is significant and has its importance in managing online corporate reputation.en_US
dc.description.sponsorshipUniv Econ, Fac Int Relat, Dept Int Business, Univ Econ, Fac Business Adm, Dept Marketing, Univ Econ Bratislava, Fac Commerce, Dept Int Business, Univ Econ Bratislava, Fac Commerce, Dept Marketingen_US
dc.identifier.endpage370en_US
dc.identifier.isbn978-80-245-2145-9
dc.identifier.startpage356en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12395/34186
dc.identifier.wosWOS:000391263100033en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.publisherOECONOMICA PUBLISHING HOUSEen_US
dc.relation.ispartofPROCEEDINGS OF 16TH INTERNATIONAL JOINT CONFERENCE: CENTRAL AND EASTERN EUROPE IN THE CHANGING BUSINESS ENVIRONMENTen_US
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.selcuk20240510_oaigen_US
dc.subjectInteractive communicationen_US
dc.subjectCorporate Reputationen_US
dc.subjectSocial Mediaen_US
dc.titleUsing Social Media Communication as a Marketing Strategy to Generate Corporate Reputation: A Study in the Telecommunication Industryen_US
dc.typeConference Objecten_US

Dosyalar

Koleksiyon

WoS İndeksli Yayınlar Koleksiyonu