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      • Department of Communication and Design
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      How a turkish bank uses corporate social responsibility to construct its identity? A case study

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      Author(s)
      Özdora-Aksak, Emel
      Atakan-Duman, Ş.
      Date
      2016
      Source Title
      İstanbul Üniversitesi İletişim Fakültesi Dergisi
      Print ISSN
      1302-633X
      Publisher
      İstanbul Üniversitesi İletişim Fakültesi
      Volume
      50
      Pages
      75 - 89
      Language
      English
      Type
      Article
      Item Usage Stats
      33
      views
      6
      downloads
      Abstract
      Based on institutional theory, this article aims to understand the corporate social responsibility (CSR) agenda, organizational identity construction, and how both are communicated. To achieve this goal, the study focuses on Garanti Bank’s organizational identity and CSR agenda to develop a deeper understanding of the role of CSR in identity construction and in gaining legitimacy. The researchers analyzed Garanti Bank’s corporate website and social media accounts (Facebook and Twitter) in addition to conducting qualitative in-depth interviews with communication and CSR managers. By engaging in a thematic content analysis, the authors aim to understand how Garanti Bank defines its identity, shows its legitimacy, develops a CSR agenda, and communicates all of these attributes to stakeholders. The study results reveal that ‘technology’ and ‘being first’ are instrumental themes in how the bank positions itself and in gaining a competitive identity. On the other hand, themes related to ‘CSR’ and ‘being ethical’ are instrumental in gaining a moral organizational identity. The results underline CSR initiatives’ role in constructing a competitive, legitimate and moral organizational identity. The thematic content analyses indicated that for Garanti Bank, CSR is one of the most crucial identity themes, and thus it is communicated via all organizational communication channels
      Keywords
      Organizational identity,
      Corporate social responsibility
      Legitimacy
      Örgütsel kimlik
      Kurumsal sosyal sorumluluk
      Meşruiyet
      Permalink
      http://hdl.handle.net/11693/54460
      Published Version (Please cite this version)
      https://doi.org/10.17064/iüifhd.50861
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      • Department of Communication and Design 65
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