CORPORATE REPUTATION MANAGEMENT AND SOCIAL MEDIA: AN ANALYSIS ON FACEBOOK ACCOUNTS OF THE MOST VALUABLE 5 BRANDS IN TURKEY

Abstract

In today’s competitive world, brands need to manage their corporate reputation in order to gain the trust and prestige of their national and international shareholders so that they can make difference over their rivals. With changing and develeoping information and communication technologies, brands benefit from new communication technologes as well as traditional tools for reputaion management. The aim of this study is not only to show the relationship between reputation management and the Facebook shares of 5 of the most valuable 100 brands of Turkey (Turk Telekom, Akbank, Turk Hava Yollari, Turkiye Is Bankasi ve Arcelik) according to Brand Finance which is one of the most leading brand assessment foundations in the world, but also to discover the aim of these companies for using Facebook accounts. The method of the study is content analysis technique implemented by taking as a reference the observation form in which there are items which Gokdagli (2010) used in his graduate thesis called “ The Assessment of Web-sites of Companies As a Tool for Corporate Reputation Management” based on multi-dimensional Corporate Reputation measurement model by Fombrun (2001).