How a turkish bank uses corporate social responsibility to construct its identity? A case study
Date
2016Source Title
İstanbul Üniversitesi İletişim Fakültesi Dergisi
Print ISSN
1302-633X
Publisher
İstanbul Üniversitesi İletişim Fakültesi
Volume
50
Pages
75 - 89
Language
English
Type
ArticleItem Usage Stats
84
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18
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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