İşletme Bölümü Koleksiyonu

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

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Institution Author: search.filters.institutionAuthor.Tosun, PetekSubject: search.filters.subject.Corporate social responsibility

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Now showing 1 - 4 of 4
  • 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.
  • Article
    Citation - WoS: 8
    Citation - Scopus: 9
    Corporate Social Responsibility Disclosure on the Websites of Coffee Chains in Turkey
    (Emerald, 2021-08-13) Tosun, Petek
    Purpose – Coffee is among the primary products that attract the public attention to the social andenvironmental responsibilities of companies. Coffee shops have a big carbon footprint because of their dailyoperations. With the rising consciousness about sustainability in developing countries, online disclosure ofcorporate social responsibility (CSR) is becoming increasingly important for not only multinational but alsolocal coffee chains. The purpose of this study is to analyze the extent to which coffee chains include CSR ontheir websites.Design/methodology/approach – Turkey, which is a large emerging economy with an expandingcoffee chain market, is selected as the research context. The CSR disclosure on the websites of coffee chains isexamined by content analysis according to CSR dimensions. A sample of 27 coffee chains with more than tenstores is included in the analysis.Findings – Foreign coffee chains disclose more information on the environment and fair trade than localcoffee chains. On the other hand, CSR content in websites of foreign and local coffee chains does not differsignificantly in human resources and community dimensions. Foreign coffee chains have comparativelylonger brand history, more rooted brands and larger networks than local coffee chains.Originality/value – To the best of the author’s knowledge, this study is the first that used a contentanalysis about CSR on the websites of coffee chains in Turkey. Findings contribute to the understanding ofCSR disclosure in the coffee chain industry and can be beneficial for researchers and managers in otheremerging markets.Keywords Marketing, Turkey, Emerging markets, CSR, Corporate social responsibility,Coffee chainsPaper type Research paper
  • Conference Object
    Corporate Social Responsibility Communication of Banks in the First Days of the Covid-19 Pandemic in Turkey
    (2021) Tosun, Petek
    The purpose of this study is to examine corporate social responsibility (CSR) communication and the waysthe pandemic changed CSR communication of banks on social media at the beginning of the COVID-19pandemic in Turkey. A content analysis was made on the Facebook accounts of the biggest public, private,and foreign-owned retail banks in Turkey. The findings have shown that banks have increased their overalland health-related CSR communication during the pandemic. Besides, it was found that each bank had itsunique CSR approach and shifted its CSR activities online. Messages with CSR content got a higher numberof consumer comments than non-CSR messages. Customer interaction levels differed significantly amongmessages that included different CSR content such as health and society. This study reflects Turkish banks’CSR communication on social media, presents comparative results for crisis and non-crisis periods, andprovides analysis results about CSR communication during the pandemic. Besides, it is among the firststudies that examine the financial institutions’ social media marketing communication related to theCOVID-19 pandemic. The findings of this study may help marketing managers in designing their marketingstrategies in crisis times.
  • 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.