The Relationship Between Netiquette and Lovemark in Digital Communication Strategies: A Study on the Banking Sector

Büşra Küçükcivil

Makale detayları

The Relationship Between Netiquette and Lovemark in Digital Communication Strategies: A Study on the Banking Sector

Yazarlar:

Büşra Küçükcivil

Yayıncı:

Akdeniz University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 47, pp.314-336

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001325514

pISSN:

2619-9718

Anahtar kelimeler:

Özet:

 The purpose of this research is to examine the digital communication strategy of Ziraat Bank, which was selected as the lovemark of the year 2023 in the banking sector, on the X platform and to reveal how the netiquette rules and lovemark creation practices are applied. In this regard, in order to create a comprehensive and representative data set, research data were obtained from the X account of Ziraat Bank, which was selected as the banking sector lovemark for 2023. In this study, where the qualitative content analysis technique was used, the MAXQDA program, was used in the coding and analysis of the research data. According to the analysis and findings of the research, it was determined that the posts shared from Ziraat Banks X account throughout 2023 were within the scope of the netiquette sub-dimensions; Connection, Intimacy, Consideration of Others, Respect and Recommendation; and within the scope of the lovemark sub-dimensions; Intimacy, Rational Connection, Awareness, Emotional Connection and Mystery. In addition, it was found that netiquette and lovemark were used with an integrative strategy in the posts shared from Ziraat Banks X account. It was understood that a common interaction and flow was created between netiquette and lovemark. As a result of the relevant interaction and flow, according to the code co-occurrence analysis and findings of the netiquette and lovemark sub-dimensions, in addition to Intimacy, which is both a netiquette and lovemark sub-dimension, it was found that the Connection and Rational Connection codes came together more frequently.

 The purpose of this research is to examine the digital communication strategy of Ziraat Bank, which was selected as the lovemark of the year 2023 in the banking sector, on the X platform and to reveal how the netiquette rules and lovemark creation practices are applied. In this regard, in order to create a comprehensive and representative data set, research data were obtained from the X account of Ziraat Bank, which was selected as the banking sector lovemark for 2023. In this study, where the qualitative content analysis technique was used, the MAXQDA program, was used in the coding and analysis of the research data. According to the analysis and findings of the research, it was determined that the posts shared from Ziraat Banks X account throughout 2023 were within the scope of the netiquette sub-dimensions; Connection, Intimacy, Consideration of Others, Respect and Recommendation; and within the scope of the lovemark sub-dimensions; Intimacy, Rational Connection, Awareness, Emotional Connection and Mystery. In addition, it was found that netiquette and lovemark were used with an integrative strategy in the posts shared from Ziraat Banks X account. It was understood that a common interaction and flow was created between netiquette and lovemark. As a result of the relevant interaction and flow, according to the code co-occurrence analysis and findings of the netiquette and lovemark sub-dimensions, in addition to Intimacy, which is both a netiquette and lovemark sub-dimension, it was found that the Connection and Rational Connection codes came together more frequently.

 The purpose of this research is to examine the digital communication strategy of Ziraat Bank, which was selected as the lovemark of the year 2023 in the banking sector, on the X platform and to reveal how the netiquette rules and lovemark creation practices are applied. In this regard, in order to create a comprehensive and representative data set, research data were obtained from the X account of Ziraat Bank, which was selected as the banking sector lovemark for 2023. In this study, where the qualitative content analysis technique was used, the MAXQDA program, was used in the coding and analysis of the research data. According to the analysis and findings of the research, it was determined that the posts shared from Ziraat Banks X account throughout 2023 were within the scope of the netiquette sub-dimensions; Connection, Intimacy, Consideration of Others, Respect and Recommendation; and within the scope of the lovemark sub-dimensions; Intimacy, Rational Connection, Awareness, Emotional Connection and Mystery. In addition, it was found that netiquette and lovemark were used with an integrative strategy in the posts shared from Ziraat Banks X account. It was understood that a common interaction and flow was created between netiquette and lovemark. As a result of the relevant interaction and flow, according to the code co-occurrence analysis and findings of the netiquette and lovemark sub-dimensions, in addition to Intimacy, which is both a netiquette and lovemark sub-dimension, it was found that the Connection and Rational Connection codes came together more frequently.

 Bu araştırmanın amacı, bankacılık sektöründe 2023 yılının aşk markası seçilen Ziraat Bankasının X platformundaki dijital iletişim stratejisini inceleyerek netiket kurallarının ve aşk marka oluşturma pratiklerinin nasıl uygulandığını ortaya koymaktır. Bu doğrultuda kapsamlı ve temsil edici bir veri setinin oluşturulması adına, 2023 yılı banka sektörü aşk markası olarak seçilen Ziraat Bankasının X hesabından bir yıllık 2023 yılı süreç olmak üzere araştırma verileri elde edilmiştir. Nitel içerik analizi tekniğinin kullanıldığı bu çalışmada, araştırma verilerinin kodlanması ve analiz edilmesinde, MAXQDA programından yararlanılmıştır. Araştırmanın analiz ve bulgularına göre Ziraat Bankasının X hesabından 2023 yılının tamamında paylaşılan gönderilerin, netiket alt boyutlarından; Bağlantı, Samimiyet, Başkalarını Düşünmek, Saygı ve Tavsiye; aşk marka alt boyutlarından ise Samimiyet, Rasyonel Bağ, Farkındalık, Duygusal Bağ ve Gizem kapsamlarında olduğu tespit edilmiştir. Ek olarak Ziraat Bankasının X hesabından paylaşılan gönderilerde, netiket ve aşk markanın bütünleştirici bir strateji ile kullanıldığı bulgulanmıştır. Başka bir deyişle netiket ve aşk marka arasında ortak bir etkileşim ve akış oluşturulduğu anlaşılmıştır. İlgili etkileşim ve akış neticesinde netiket ve aşk marka alt boyutları kod birlikte oluşum analiz ve bulgularına göre hem netiket hem de aşk marka alt boyutu olan Samimiyete ek olarak Bağlantı ve Rasyonel Bağ kodlarının bir araya gelme durumlarının ise daha yoğun bir sıklıkta olduğu bulgulanmıştır.

Makale detayları

The Relationship Between Netiquette and Lovemark in Digital Communication Strategies: A Study on the Banking Sector

Yazarlar:

Büşra Küçükcivil

Yayıncı:

Akdeniz University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 47, pp.314-336

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001325514

pISSN:

2619-9718

Digital Communication

Target Group

Netiquette

Lovemark

Social NetworkDijital İletişim

Hedef Kitle

Netiket

Sosyal Ağ

Aşk Marka

Sayı

Makale detayları

Yazarlar: Büşra Küçükcivil

Yayıncı: Akdeniz University

Ana Başlıklar: İletişim ve Medya Çalışmaları (Diğer)

Dergi: Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 47, pp.314-336

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001325514

pISSN: 2619-9718

Sayı

Yazarlar:

Büşra Küçükcivil

Yayıncı:

Akdeniz University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 47, pp.314-336

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001325514

pISSN:

2619-9718