THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY COMMUNICATION ON SOCIAL MEDIA ON CUSTOMER LOYALTY AND THE MEDIATING ROLE OF CUSTOMER SATISFACTION: THE CASE OF GSM SECTOR

Ömer Faruk Özgür; Mehmet Yalçınkaya

Makale detayları

THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY COMMUNICATION ON SOCIAL MEDIA ON CUSTOMER LOYALTY AND THE MEDIATING ROLE OF CUSTOMER SATISFACTION: THE CASE OF GSM SECTOR

Yazarlar:

Ömer Faruk Özgür | Mehmet Yalçınkaya

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.12 Issue 3, pp.1812-1850

Belge Tipi:

Makale

Yayın Tarihi:

9/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001328845

pISSN:

2146-3301

Anahtar kelimeler:

Özet:

 Although companies offer very similar products, goods and services, one of the important tools that allow brands to differentiate from each other is the social responsibility activities carried out by companies. It is of great importance not only to carry out social responsibility activities but also to announce these activities to the relevant target audiences of the brands. In the literature, many issues such as the effect of corporate social responsibility on customer loyalty, its effect on brand image, and its effect on purchasing have been addressed in studies related to corporate social responsibility. In this study, it is aimed to measure the mediating role of customer satisfaction in the effect of brands communication about social responsibility activities on social media platforms on customer loyalty. For this purpose, a survey was conducted with 563 GSM operator customers over the age of 18 who are social media users. The surveys were analyzed with SPSS and AMOS statistical programs. Based on our research findings, it is seen that corporate social responsibility communication on social media has an impact on customer loyalty and customer satisfaction. In addition, one of the results of our research is that customer satisfaction has a mediating effect on the effect of corporate social responsibility communication on social media on customer loyalty.

 Although companies offer very similar products, goods and services, one of the important tools that allow brands to differentiate from each other is the social responsibility activities carried out by companies. It is of great importance not only to carry out social responsibility activities but also to announce these activities to the relevant target audiences of the brands. In the literature, many issues such as the effect of corporate social responsibility on customer loyalty, its effect on brand image, and its effect on purchasing have been addressed in studies related to corporate social responsibility. In this study, it is aimed to measure the mediating role of customer satisfaction in the effect of brands communication about social responsibility activities on social media platforms on customer loyalty. For this purpose, a survey was conducted with 563 GSM operator customers over the age of 18 who are social media users. The surveys were analyzed with SPSS and AMOS statistical programs. Based on our research findings, it is seen that corporate social responsibility communication on social media has an impact on customer loyalty and customer satisfaction. In addition, one of the results of our research is that customer satisfaction has a mediating effect on the effect of corporate social responsibility communication on social media on customer loyalty.

 Although companies offer very similar products, goods and services, one of the important tools that allow brands to differentiate from each other is the social responsibility activities carried out by companies. It is of great importance not only to carry out social responsibility activities but also to announce these activities to the relevant target audiences of the brands. In the literature, many issues such as the effect of corporate social responsibility on customer loyalty, its effect on brand image, and its effect on purchasing have been addressed in studies related to corporate social responsibility. In this study, it is aimed to measure the mediating role of customer satisfaction in the effect of brands communication about social responsibility activities on social media platforms on customer loyalty. For this purpose, a survey was conducted with 563 GSM operator customers over the age of 18 who are social media users. The surveys were analyzed with SPSS and AMOS statistical programs. Based on our research findings, it is seen that corporate social responsibility communication on social media has an impact on customer loyalty and customer satisfaction. In addition, one of the results of our research is that customer satisfaction has a mediating effect on the effect of corporate social responsibility communication on social media on customer loyalty.

 İnternet teknolojilerinin gelişimi ile beraber sosyal medya platformları diye adlandırılan araçlar gerek insanların gerekse kurumların iletişim biçimlerini her geçen gün dönüştürmeye devam etmektedir. Bununla birlikte şirketler birbirine çok benzeyen ürün, mal ve hizmetleri sunmalarına rağmen markaların birbirinden farklılaşmasına imkân veren önemli araçlardan biri şirketlerin yaptığı sosyal sorumluluk faaliyetleridir. Sosyal sorumluluk faaliyetlerinin yapılması kadar bu faaliyetlerin markaların ilgili hedef kitlelerine duyurulması da büyük önem arz etmektedir. Literatürde bu faaliyet kurumsal sosyal sorumluluk iletişimi olarak adlandırılmaktadır. İletişim bilimleri literatüründe kurumsal sosyal sorumluluk faaliyetleri önemli bir çalışma alanı olarak karşımıza çıkmaktadır. Literatürde kurumsal sosyal sorumluluk ile alakalı çalışmalarda müşteri sadakatine etkisi, marka imajına etkisi, satın almaya etkisi gibi birçok konu ele alınmıştır. Bu çalışmada markaların sosyal medya platformlarındaki sosyal sorumluluk faaliyetlerine ilişkin iletişimlerinin müşteri sadakatine etkisinde müşteri memnuniyetinin aracı rolünün ölçülmesi hedeflenmiştir. Bu amaçla 18 yaşını doldurmuş, sosyal medya kullanıcısı olan 563 GSM operatörü müşterisi ile anket yapılmıştır. Anketler SPSS ve AMOS istatistik programları ile analiz edilmiştir. Araştırma bulgularımızdan yola çıkarak sosyal medyadaki kurumsal sosyal sorumluluk iletişiminin müşteri sadakati ve müşteri memnuniyeti üzerinde etkisi olduğu görülmüştür. Ayrıca sosyal medyada yapılan kurumsal sosyal sorumluluk iletişiminin müşteri sadakati üzerindeki etkisinde müşteri memnuniyetinin aracılık etkisi olduğu araştırmamızda ulaşılan sonuçlardan biridir.

Makale detayları

THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY COMMUNICATION ON SOCIAL MEDIA ON CUSTOMER LOYALTY AND THE MEDIATING ROLE OF CUSTOMER SATISFACTION: THE CASE OF GSM SECTOR

Yazarlar:

Ömer Faruk Özgür | Mehmet Yalçınkaya

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.12 Issue 3, pp.1812-1850

Belge Tipi:

Makale

Yayın Tarihi:

9/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001328845

pISSN:

2146-3301

Customer Loyalty

Customer Satisfaction

Social Responsibility

Social Media

Social Responsibility Communication

GSM OperatorsSosyal Sorumluluk

Sosyal Medya

Sosyal Sorumluluk İletişimi

Müşteri Sadakati

Müşteri Memnuniyeti

GSM Operatörleri

Sayı

Makale detayları

Yazarlar: Ömer Faruk Özgür | Mehmet Yalçınkaya

Yayıncı: Gumushane University

Ana Başlıklar: İletişim Çalışmaları

Dergi: Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.12 Issue 3, pp.1812-1850

Belge Tipi: Makale

Yayın Tarihi: 9/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001328845

pISSN: 2146-3301

Sayı

Yazarlar:

Ömer Faruk Özgür | Mehmet Yalçınkaya

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.12 Issue 3, pp.1812-1850

Belge Tipi:

Makale

Yayın Tarihi:

9/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001328845

pISSN:

2146-3301