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Abstract


CRISIS MANAGEMENT IN SOCIAL MEDIA: EVALUATION OF CORPORATE BRANDS

From the first days of today's communication world to the present advanced IT technologies with full speed and self-renewal, in addition to being supported by its infrastructures, social media and its channels have become one of the daily routines of human life. This is considered new but when taken with different aspects as well and its unique mass and individual communication possibilities into consideration in today’s conditions, it is not new and with its way of communication beyond the provision of communication not only for individual purposes, ordinary, daily communication and facilities, it has come to the point where international brands, companies and all other corporate structure organizations can not ignore. In terms of its infrastructure facilities and the communication models they are designed, it has composed a new model of communication, different from the basis and which may lead the influences from individual to mass or on the contrary from mass to the individual and it may cause positive or negative shocking results. The inevitable consequences of this reality and the effects that have made to the real life, it has become a social concept in terms of its results moving away from the virtual and numerical way of communication This study, consists of review of social media channels also mentioned with new media discourse in terms of institutional structures and mainly with commercial activities, handling social media of companies operating with known national and international brands in the past 10 years, with different aspects of social media-related crises through experienced cases with errors made directly or indirectly, consciously or unconsciously, unpredictable, unexpected, and suddenly emerged.. In the analysis part of the study, sample case selection has been made in terms of compliance with the specified sampling criteria of 39 national and international companies and brands. A qualitative analysis study involving each of the 50 structured survey questions has been made. The analyses of the research findings of the collected crisis have been made independent from each other and analyses of dependent and related application of the variables to the selected cases according to the data structure have been made in the cross-tables. As the sources of the data; the data is composed of current and past data received from the social media authorities such as Social Brands, WeAre Social and advertising agencies and social media tracking centers. These data have been obtained through the telephone from the answers given by the people in charge of the relevant department of the companies having experienced the crises and from the data base archives of the national media monitoring centers.



Keywords
Social Media, Crisis, Crisis Management, Brand, Reputation, Impact



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