İşletme Bölümü Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1937

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Access Right: Closed AccessSubject: search.filters.subject.Corporate social responsibility

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  • Book Part
    Social Media Marketing of Brands in the Covid-19 Pandemic: Exploring the Crisis-Related Content
    (IGI Global, 2022) Tosun, Petek
    This chapter explores the social media marketing communication of brands in the first days of the novel coronavirus (COVID-19) outbreak within the theoretical framework provided by signaling theory. The social media content of six Turkish brands was examined by content analysis. The findings have shown that brands shared posts in four themes: brand promotion, brand's COVID-19 messages, product promotion, and special day posts. Brands integrated the COVID-19 agenda in their social media communication in two ways. First, they designed and shared posts that focused solely on the pandemic. These COVID-19-related posts constituted a separate category that did not include any direct relevance to the brands' promotion activities. Second, they added COVID-19-related points in their social media posts. This study provides valuable findings for marketing practitioners and academicians regarding social media communication in a global health crisis.
  • Book Part
    Corporate Social Responsibility in the Food Industry From a Marketing Perspective.
    (Livre de Lyon, 2020) Tosun, Petek; Selçuk Köylüoğlu
    Rapid developments in technology, the increase in the world population, environmental degradation, pandemics, and various social problems have led to a different perception and understanding of marketing. Marketing has been increasingly expected to embrace and even contribute to the remedy of issues such as obesity and been discussed from a social responsibility perspective. Although several studies have investigated the impact of CSR in the food sector, the market shares of sustainable products are generally low, so there is a need to comprehend better the effect of CSR on food marketing in different contexts. To compile previous research and present findings in an integrated way, this study focuses on CSR in the food industry from a marketing perspective.