Using Social Media Communication as a Marketing Strategy to Generate Corporate Reputation: A Study in the Telecommunication Industry

Changes that took place thanks to globalization and the internet have affected both businesses and consumers. In order to succeed in a high competitive market environment, businesses are constantly developing new strategies in order to satisfy consumers. Consumers on the other hand are more likely to choose the businesses that produce goods and services of high quality, take in consideration their requests, deliver values and establish an interactive communications with their consumers through social media platforms. With the widespread use of the internet, establishing an interactive communication with consumers has become critical. The establishment of interactive communication is possible mainly through social media platforms and therefore, businesses should produce strategies that aim to manage, enhance and protect corporate reputation, which is also affected by the use of social media. This study intends to demonstrate the importance of managing corporate reputation through usage of social media platforms. According to the results of this study there are four main dimensions of social media that affect corporate reputation. Interaction and utility, Evaluation, Information and Contradiction does affect reputation individually. According to this study; the most important dimensions affecting corporate reputation are Interaction and utility and Evaluation. Moreover the effect of social media on corporate reputation according to analysis conducted in this study is very significant and high. This study revealed that effect of social media on corporate reputation is significant and has its importance in managing online corporate reputation.