Use of Netnography in Corporate Communication

Levent Özkoçak; Seçkin Şahin

Makale detayları

Use of Netnography in Corporate Communication

Yazarlar:

Levent Özkoçak | Seçkin Şahin

Yayıncı:

Selcuk University

Ana Başlıklar:

Halkla İlişkiler

Dergi:

Selçuk İletişim Vol.17 Issue 2, pp.314-340

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001329622

pISSN:

2148-2942

Anahtar kelimeler:

Özet:

 Corporate communication is the process of implementing, managing and evaluating institutions communication strategies and practices in an integrated manner by combining them with corporate goals. It is seen that the concept is generally categorized in the context of managerial, organizational and marketing communication. However, it would not be wrong to say that the concept has diversified its categories with different approaches. Regardless of the context in which it is considered, the concept puts forward the handling of communication processes with an integrated approach as a dominant condition. This is because every goal that is expected to be achieved serves corporate purposes. In the study where corporate communication practices are discussed at an academic level, the articles are studies that examine the practices of institutions regarding their applications. The main criterion of the selected studies is that their research methodologies are netnography. The main reason for this is that, with the netnography technique in digital social environments, what is said, written, criticisms and likes about the institution and the brand can be examined objectively. In this context, the aim of the study is to reveal the levels of use of netnography in corporate communication studies. For this purpose, Ebsco, Science Direct and Web of Science journals, among the online academic journals in the Anadolu University library, were selected as samples in the universe. By searching the keyword Netnography, 476 articles were examined and 82 of them were included in the research. The articles subject to the research were examined using the content analysis method.

 Corporate communication is the process of implementing, managing and evaluating institutions communication strategies and practices in an integrated manner by combining them with corporate goals. It is seen that the concept is generally categorized in the context of managerial, organizational and marketing communication. However, it would not be wrong to say that the concept has diversified its categories with different approaches. Regardless of the context in which it is considered, the concept puts forward the handling of communication processes with an integrated approach as a dominant condition. This is because every goal that is expected to be achieved serves corporate purposes. In the study where corporate communication practices are discussed at an academic level, the articles are studies that examine the practices of institutions regarding their applications. The main criterion of the selected studies is that their research methodologies are netnography. The main reason for this is that, with the netnography technique in digital social environments, what is said, written, criticisms and likes about the institution and the brand can be examined objectively. In this context, the aim of the study is to reveal the levels of use of netnography in corporate communication studies. For this purpose, Ebsco, Science Direct and Web of Science journals, among the online academic journals in the Anadolu University library, were selected as samples in the universe. By searching the keyword Netnography, 476 articles were examined and 82 of them were included in the research. The articles subject to the research were examined using the content analysis method.

 Corporate communication is the process of implementing, managing and evaluating institutions communication strategies and practices in an integrated manner by combining them with corporate goals. It is seen that the concept is generally categorized in the context of managerial, organizational and marketing communication. However, it would not be wrong to say that the concept has diversified its categories with different approaches. Regardless of the context in which it is considered, the concept puts forward the handling of communication processes with an integrated approach as a dominant condition. This is because every goal that is expected to be achieved serves corporate purposes. In the study where corporate communication practices are discussed at an academic level, the articles are studies that examine the practices of institutions regarding their applications. The main criterion of the selected studies is that their research methodologies are netnography. The main reason for this is that, with the netnography technique in digital social environments, what is said, written, criticisms and likes about the institution and the brand can be examined objectively. In this context, the aim of the study is to reveal the levels of use of netnography in corporate communication studies. For this purpose, Ebsco, Science Direct and Web of Science journals, among the online academic journals in the Anadolu University library, were selected as samples in the universe. By searching the keyword Netnography, 476 articles were examined and 82 of them were included in the research. The articles subject to the research were examined using the content analysis method.

 Kurumsal iletişim kurumların iletişim stratejilerini ve uygulamalarını kurum hedefleri ile birleştirerek bütünleşik bir biçimde uygulama, yönetme ve değerlendirme süreci olarak karşımıza çıkmaktadır. Kavramın genel kapsamda yönetsel, örgütsel ve pazarlama iletişimi bağlamında kategori edildiği görülmektedir. Ancak kavramın farklı yaklaşımlarla kategorilerin çeşitlendiğini de söylemek yanlış olmayacaktır. Hangi bağlamda ele alınırsa alırsın kavram, iletişim süreçlerinin bütünleşik yaklaşımla ele alınmasını başat koşul olarak ortaya koyar. Bunun nedeni ulaşılması beklenen her hedefin, kurumsal amaçlara hizmet etmesidir. Kurumsal iletişim uygulamalarının akademik düzlemde ele alındığı çalışmada makaleler, kurumların uygulamalarına ilişkin pratiklerini inceleyen çalışmalardan oluşmaktadır. Seçilen çalışmaların temel kıstası, araştırma metodolojilerinin netnografi olmasıdır. Bunun temel nedeni dijital sosyal ortamlarda netnografi tekniği ile kurum ve marka hakkında konuşulanların, yazılanların, eleştirilerin ve beğenilerin tarafsız gözle incelenebilmesidir. Bu bağlamda çalışmanın amacı kurumsal iletişim çalışmalarında netnografinin kullanımın düzeylerini ortaya koymaktır. Bu amaç doğrultusunda Anadolu Üniversitesi kütüphanesinde yer alan online akademik dergilerinden EbscoHost, Science Direct ve Web of Science dergileri evrende örneklem olarak seçilmiştir. Netnography anahtar kelimesinin aratılması ile 1.862 makale incelenmiş, 82si araştırma kapsamına alınmıştır. Araştırmaya konu olan makaleler içerik analizi yöntemi ile incelenmiştir.

Makale detayları

Use of Netnography in Corporate Communication

Yazarlar:

Levent Özkoçak | Seçkin Şahin

Yayıncı:

Selcuk University

Ana Başlıklar:

Halkla İlişkiler

Dergi:

Selçuk İletişim Vol.17 Issue 2, pp.314-340

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001329622

pISSN:

2148-2942

Corporate Communication

Public Relations

Netnography

Content Analysis

Marketing CommunicationKurumsal İletişim

Halkla İlişkiler

Netnografi

İçerik Analizi

Pazarlama İletişimi

Sayı

Makale detayları

Yazarlar: Levent Özkoçak | Seçkin Şahin

Yayıncı: Selcuk University

Ana Başlıklar: Halkla İlişkiler

Dergi: Selçuk İletişim Vol.17 Issue 2, pp.314-340

Belge Tipi: Makale

Yayın Tarihi: 10/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001329622

pISSN: 2148-2942

Sayı

Yazarlar:

Levent Özkoçak | Seçkin Şahin

Yayıncı:

Selcuk University

Ana Başlıklar:

Halkla İlişkiler

Dergi:

Selçuk İletişim Vol.17 Issue 2, pp.314-340

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001329622

pISSN:

2148-2942