Efficiency of social responsibility projects promoted in social media

Abstract

Purpose- People's commitment to social media and their tendency to SRP are driving marketers and companies to SRP in social media. It is aimed to investigate which type of SRP is promoted in social media and which social media channels are more likely to share SRP-related posts. In the research, it is examined whether the attention and actions of the society are mobilized according to the age and income status of the society. One wonders whether social media has an impact on getting people to participate in the SRP and whether people's interest in social media has an impact on their participation in the SRP. Methodology- A positivist research approach is adopted as the research design. The quantitative analysis method is used in the research. Data in the research is collected using an online questionnaire. In the published survey, 501 people who have completed the survey and are available are reached in total. Arithmetic mean, correlation, ANOVA and T-test are used to analyze the survey data. Findings- SRPSM attracts the attention of the community and mobilizes the community to participate in these projects. In the fields of health, environment, and education; SRP is more widely promoted on Instagram and Twitter channels. Young people and people with a high-income level do not participate much in the SRP promoted on the social media channel. Social media is an effective tool to get people to participate in the SRP. People's interest in SRP on social media drives them to participate in SRP. Conclusion- While the 1st and 2nd hypotheses are rejected, the 3rd and 4th hypotheses are accepted. It is assumed that the analysis results obtained from the research will contribute to researchers and practitioners. After the conclusion part, limitations and suggestions are presented to researchers who will conduct research and study on this subject in the future. Keywords: social responsibility (SR), social media (SM), digital marketing, social responsibility projects (SRP), responsibility. JEL Codes: M11, M14, M31