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      • Department of Communication and Design
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      The online presence of Turkish banks: communicating the softer side of corporate identity

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      Author(s)
      Ozdora-Aksak, E.
      Atakan-Duman, S.
      Date
      2015
      Source Title
      Public Relations Review
      Print ISSN
      0363-8111
      Publisher
      Elsevier Ltd
      Volume
      41
      Issue
      1
      Pages
      119 - 128
      Language
      English
      Type
      Article
      Item Usage Stats
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      Abstract
      This study tries to understand the process of organizational identity construction and the role of public relations in assisting this process. This study focuses on Turkey's banking sector to understand how organizational identities are constructed and supported by corporate social responsibility (CSR) activities in addition to how they are communicated to stakeholders. The corporate websites and social media accounts (Facebook and Twitter) of the eight largest banks in Turkey are examined through thematic content analysis to understand their identity construction processes and how much they benefit from CSR activities in this process. Institutional theory is utilized in this study to get a deeper understanding of the role of CSR in organizational identity construction. The results reveal that online presence of banks in Turkey tends to emphasize the softer, especially socially responsible side of their organizational identities. © 2014 Elsevier Inc. All rights reserved.
      Keywords
      Banking sector
      Corporate social responsibility
      Organizational identity
      Public relations
      Qualitative analysis
      Social media
      Permalink
      http://hdl.handle.net/11693/23214
      Published Version (Please cite this version)
      http://dx.doi.org/10.1016/j.pubrev.2014.10.004
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