This research conceptualizes and measures social media adoption (SMA) of companies with a process-based approach and explains its antecedents of micro- and macro-environment, size, and ownership, as well as its consequence of intention to increase resources dedicated to social media. Based on data from 310 Turkish small and medium enterprises, the study first develops a conceptual framework on the pillars of internal and external stakeholder focus as well as relationship and information oriented implementation. Based on these two dimensions, it discusses the novel concepts of social customer relations, social stakeholder communication, social intelligence, and social responsiveness related to SMA. The study further indicates that ownership type and micro environment play a role in SMA and that path dependence exists in the interplay of current adoption and future intentions
İşletmeler kâr elde etme amacıyla kurulmuş olsalar da topluma karşı yerine getirmeleri gereken sorumlulukları vardır. Bir başka deyişle, toplum işletmelerden belli başlı sorumlulukları gerçekleştirmelerini beklemektedir. Bu bağlamda, işletmeler sosyal sorumluluk projeleri gerçekleştirerek müşterilerinin beklentilerini karşılama eğilimindedirler. Diğer taraftan, işletmeler yapmış oldukları sosyal sorumluluk projeleri çerçevesinde müşterilerin güvenini kazanarak satın alma davranışlarını etkilemeyi de amaçlamaktadırlar. Dolayısıyla, bu çalışmanın amacı müşterilerin sosyal sorumluluk algılarının satın alma niyeti üzerindeki etkisinde güvenin aracılık rolünü incelemektir. Bahsi geçen kavramlar arasındaki ilişkiyi tespit etmek amacıyla araştırma, bir vakıf üniversitesinde yüksek lisans eğitimi alan 313 kişi üzerinde gerçekleştirilmiştir. Araştırmada Türkiye otomotiv pazarında bilinen lider bir firma üzerinden sorular sorulmuş olup araştırma sonuçları, algılanan sosyal sorumluluğun satın alma niyeti üzerindeki etkisinde güvenin tam aracı etkisi olduğunu göstermekte ve güvenin önemini vurgulamaktadır.
Green products and services have become an important part of consumption, as consumers' knowledge and concern towards environmental sustainability has increased and they have started to concentrate on their environmental impact. Nonetheless, green marketing still constitutes a small portion of the overall consumer spending. This chapter aims to highlight the importance of marketing activities in the adoption and social normalization of green consumption by the consumers generating public support and economic benefits for the companies as well as environmental and social gains for the society in return. Combining both micro and macro-level determinants and consequences, a conceptual framework is suggested which aims to contribute to literature both theoretically and practically.
Organizations are embracing employer branding now more than ever as a tool to retain, motivate, and attract a valuable competitive asset, namely talented employees, as they play a vital role in organizational success. Recently, new digital technologies, particularly social media, have replaced the traditional communication channels and made it harder for companies to achieve their employer-branding objectives. Most organizations are now employing digital technologies at a great extent to get in touch with all their key stakeholders. This chapter initially provides an overview of research on employer branding and its longterm strategic benefits to organizations. The author discusses the use of digital technologies, particularly social media, for employer branding. A framework is introduced covering all the topics mentioned and providing insights to organizations on how and in what form employer brand value should be communicated within the digital media.
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