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TELEKOMÜNİKASYON ŞİRKETLERİ TARAFINDAN İŞ HAYATINA YÖNELİK HAZIRLANMIŞ REKLAM KAMPANYALARINDAKİ ÇERÇEVELEME ETKİSİNİN İNCELENMESİ: İŞ-TURKCELL ÖRNEĞİ

Year 2022, Volume: 15 Issue: 39, 1072 - 1093, 15.09.2022
https://doi.org/10.12981/mahder.1136581

Abstract

Telekomünikasyon firmalarının, artan teknolojik gelişmeler ışığında çeşitlendirdikleri hizmetler, nihayet iş hayatına da yansımıştır. Microsoft için yapılan bir araştırmada teknolojiyi etkin kullanan KOBİ’lerin (küçük ve orta ölçekli işletme) satış oranlarının, yeni teknolojiyi benimsemeyen şirketlere nazaran %15 daha hızlı arttığı şeklindeki bulgu, teknolojik çözüm desteklerinin önemini vurgulamaktadır. Dolayısıyla, günümüzde pek çok operatör tarafından hem KOBİ düzeyindeki firmalara hem de büyük ölçekli firmalara teknolojik çözümler sunulmaktadır.
Bu çalışmada, Turkcell tarafından şirketlere sunulan teknolojik çözümleri pazarlamak için hazırlanmış reklamlarının içerik analizi yapılmıştır. Çalışmanın amacı, yapılan içerik analizinde ortaya çıkan çerçeveleme eğilimini belirlemektir. Bu amaçla, Turkcell tarafından gösterime konulan reklamların metinleri incelenmiş ve metinlerde yer alan olumlu-olumsuz çerçeveler saptanmıştır. İlgili analiz harekete geçirici cümleler ve hikayeleştirme tekniği kullanılan reklamlar ekseninde incelenmiş olup markanın genel iletişim stratejisi bağlamında tartışılmıştır.
Elde edilen sonuçlar markanın, hedef kitleye göre özelleştirilen bir iletişim tasarımı gerçekleştirdiğini ve bu kapsamda konumlandırma faaliyetlerini yürüttüğünü ortaya koymaktadır. Markanın yıllar içinde rekabet gücünü temellendirdiği değerler kendi içinde önemli bir uyum ve tutarlılığa sahip bulunmuştur.

References

  • Alexander, N. S., Bick, G., Abratt, R., & Bendixen, M. (2009). Impact of branding and product augmentation on decision making in the B2B market. South African Journal of Business Management, 40(1), 1-120.
  • Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2006). Modern Pazarlama (4. Baskı). İstanbul: Değişim Yayınları.
  • Augier, M., & Kreiner, K. (2000). Rationality, imagination and intelligence: some boundaries in human decision-making. Industrial and Corporate Change, 9(4), 659-681.
  • Bag, S., Gupta, S., Kumar, A., & Sivarajah, U. (2021). An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance. Industrial Marketing Management, 92, 178-189.
  • Bizer, G. Y., Larsen, J. T., & Petty, R. E. (2011). Exploring the valence‐framing effect: Negative framing enhances attitude strength. Political psychology, 32(1), 59-80.
  • Bocconcelli, R., Cioppi, M., Fortezza, F., Francioni, B., Pagano, A., Savelli, E., & Splendiani, S. (2018). SMEs and marketing: a systematic literature review. International Journal of Management Reviews, 20(2), 227-254.
  • Brown, B. P., Bellenger, D. N., & Johnston, W. J. (2007). The implications of business-to-business and consumer market differences for B2B branding strategy. Journal of business market management, 1(3), 209-230.
  • Brown, B. P., Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2011). When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity. International Journal of Research in Marketing, 28(3), 194-204.
  • Campellone, T. R., & Kring, A. M. (2013). Who do you trust? The impact of facial emotion and behaviour on decision making. Cognition & emotion, 27(4), 603-620.
  • Candi, M., & Kahn, K. B. (2016). Functional, emotional, and social benefits of new B2B services. Industrial Marketing Management, 57, 177-184.
  • Čater, B., & Čater, T. (2009). Emotional and rational motivations for customer loyalty in business-to-business professional services. The Service Industries Journal, 29(8), 1151-1169.
  • Cheng, F. F., & Wu, C. S. (2010). Debiasing the framing effect: The effect of warning and involvement. Decision Support Systems, 49(3), 328-334.
  • Cortez, R. M., & Johnston, W. J. (2017). The future of B2B marketing theory: A historical and prospective analysis. Industrial Marketing Management, 66, 90-102.
  • Dodge, H. R. (1970). Industrial marketing. McGraw-Hill Companies.
  • Dorovskykh, O. (2015). Native advertising as a storytelling tool: framing of brand messages. University of Missouri-Columbia.
  • Emami, A., Welsh, D. H., Ramadani, V., & Davari, A. (2020). The impact of judgment and framing on entrepreneurs’ decision-making. Journal of Small Business & Entrepreneurship, 32(1), 79-100.
  • Gong, J., Zhang, Y., Yang, Z., Huang, Y., Feng, J., & Zhang, W. (2013). The framing effect in medical decision-making: a review of the literature. Psychology, health & medicine, 18(6), 645-653.
  • Guercini, S., & Runfola, A. (2021). Heuristics in decision-making by exporting textiles SMEs. Journal of Global Fashion Marketing, 12(1), 1-15.
  • Gümüş, U. T., Erhan, V., & Kılıç, Ç. (2019). Davranışsal Finansta Çerçeveleme Etkisi: Nazilli İibf Örneği. Ekev Akademi Dergisi, (78), 567-585.
  • Habibi, F., Hamilton, C. A., Valos, M. J., & Callaghan, M. (2015). E-marketing orientation and social media implementation in B2B marketing. European Business Review.
  • Hadjikhani, A., & LaPlaca, P. (2013). Development of B2B marketing theory. Industrial Marketing Management, 42(3), 294-305.
  • Hall, C. (2019). Social work as narrative: Storytelling and persuasion in professional texts. Routledge.
  • Hanafi, T. (2018). The testing of belief-adjustment model and framing effect on non-professional investor’s investment decision-making. The Indonesian Accounting Review, 7(1), 1-14.
  • Hartman, S., Parra, C., & de Roo, G. (2019). Framing strategic storytelling in the context of transition management to stimulate tourism destination development. Tourism Management, 75, 90-98.
  • Iyer, G. R., Xiao, S. H., Sharma, A., & Nicholson, M. (2015). Behavioral issues in price setting in business-to-business marketing: A framework for analysis. Industrial Marketing Management, 47, 6-16.
  • Javalgi, R. R. G., Todd, P., & Granot, E. (2011). The internationalization of Indian SMEs in B‐to‐B markets. Journal of Business & Industrial Marketing.
  • Jin, J., Zhang, W., & Chen, M. (2017). How consumers are affected by product descriptions in online shopping: event-related potentials evidence of the attribute framing effect. Neuroscience research, 125, 21-28.
  • Kemp, E., Briggs, E., & Anaza, N. A. (2020). The emotional side of organizational decision-making: examining the influence of messaging in fostering positive outcomes for the brand. European Journal of Marketing.
  • Kula, V., & Tatoglu, E. (2003). An exploratory study of Internet adoption by SMEs in an emerging market economy. European Business Review.
  • Leek, S., & Christodoulides, G. (2012). A framework of brand value in B2B markets: The contributing role of functional and emotional components. Industrial Marketing Management, 41(1), 106-114.
  • Lynch, J., & De Chernatony, L. (2004). The power of emotion: Brand communication in business-to-business markets. Journal of Brand management, 11(5), 403-419.
  • Moore, J. N., Hopkins, C. D., & Raymond, M. A. (2013). Utilization of relationship-oriented social media in the selling process: A comparison of consumer (B2C) and industrial (B2B) salespeople. Journal of Internet Commerce, 12(1), 48-75.
  • Morris, M. H., & Davis, D. L. (1992). Measuring and managing customer service in industrial firms. Industrial Marketing Management, 21(4), 343-353.
  • Pandey, N., Nayal, P., & Rathore, A. S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing.
  • Pandey, S. K., & Mookerjee, A. (2018). Assessing the role of emotions in B2B decision making: an exploratory study. Journal of Indian Business Research.
  • Razmi, F. (2018). User Experience Design Value Framing based on Service Innovation: Storytelling as an Intervention to Support Aging-in-Place. In DS 93: Proceedings of the 20th International Conference on Engineering and Product Design Education (E&PDE 2018), Dyson School of Engineering, Imperial College, London. 6th-7th September 2018 ( 546-551).
  • Rėklaitis, K., & Pilelienė, L. (2019). Principle differences between B2B and B2C marketing communication processes. Organizacijų vadyba: sisteminiai tyrimai= Management of organizations: systematic research. Kaunas: Vytauto Didžiojo universitetas; Sciendo, 2019, T. 81.
  • Ribas Ana Carolina, De Almeıda Lucıana (2021), The role of emotions in B2B context: A systematic literature review. Proceedings of the European Marketing Academy, 50., (93404)
  • Saab, A. B., & Botelho, D. (2020). Are organizational buyers rational? Using price heuristics in functional risk judgment. Industrial marketing management, 85, 141-151.
  • Sefil, S., & Çilingiroğlu, H. K. (2011). Davranışsal finansın temelleri: karar vermenin bilişsel ve duygusal eğilimleri. Mart 14, 2022 tarihinde DSpace@Ticaret Web Sitesi: http://acikerisim.ticaret.edu.tr adresinden alındı
  • Song, Y., Luximon, Y., & Luo, J. (2020). A moderated mediation analysis of the effect of lettering case and color temperature on trustworthiness perceptions and investment decisions. International Journal of Bank Marketing.
  • Steiger, A., & Kühberger, A. (2018). A meta-analytic re-appraisal of the framing effect. Zeitschrift für Psychologie.
  • Susanti, V., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2020). Rational antecedent framework of brand satisfaction in the industrial market: Assessing rational perceived quality and rational perceived value roles. International review of Management and Marketing, 10(1), 19.
  • Tu, J. C., Kao, T. F., & Tu, Y. C. (2013). Influences of framing effect and green message on advertising effect. Social Behavior and Personality: an international journal, 41(7), 1083-1098.
  • Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453– 458. https://doi.org/10.1126/science.7455683
  • Wang, Y., Rod, M., Ji, S., & Deng, Q. (2017). Social media capability in B2B marketing: toward a definition and a research model. Journal of Business & Industrial Marketing.
  • Zhang, Z., & Han, B. (2012). The framing effect of coupon value for new products: An empirical study in China. The International Review of Retail, Distribution and Consumer Research, 22(2), 209-222.
  • Zhu, P., Wang, Z., Li, X., Liu, Y. H., & Zhu, X. (2020). Understanding promotion framing effect on purchase intention of elderly mobile app consumers. Electronic Commerce Research and Applications, 44,
  • İnternet Kaynakları Cumhuriyet (2022), https://www.cumhuriyet.com.tr/yasam/turkiyede-ilk-cep-telefonu-ne-zaman-kullanildi-ilk-gorusme-demirel-ile-ciller-arasinda-1914933#:~:text=T%C3%BCrkiye'de%20ilk%20cep%20telefonu%20g%C3%B6r%C3%BC%C5%9Fmesi%2023%20%C5%9Eubat%201994%20g%C3%BCn%C3%BC,hizmete%20ba%C5%9Flayan%20Telsim%20takip%20etti. MFA (2022), https://www.mfa.gov.tr/
Year 2022, Volume: 15 Issue: 39, 1072 - 1093, 15.09.2022
https://doi.org/10.12981/mahder.1136581

Abstract

References

  • Alexander, N. S., Bick, G., Abratt, R., & Bendixen, M. (2009). Impact of branding and product augmentation on decision making in the B2B market. South African Journal of Business Management, 40(1), 1-120.
  • Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2006). Modern Pazarlama (4. Baskı). İstanbul: Değişim Yayınları.
  • Augier, M., & Kreiner, K. (2000). Rationality, imagination and intelligence: some boundaries in human decision-making. Industrial and Corporate Change, 9(4), 659-681.
  • Bag, S., Gupta, S., Kumar, A., & Sivarajah, U. (2021). An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance. Industrial Marketing Management, 92, 178-189.
  • Bizer, G. Y., Larsen, J. T., & Petty, R. E. (2011). Exploring the valence‐framing effect: Negative framing enhances attitude strength. Political psychology, 32(1), 59-80.
  • Bocconcelli, R., Cioppi, M., Fortezza, F., Francioni, B., Pagano, A., Savelli, E., & Splendiani, S. (2018). SMEs and marketing: a systematic literature review. International Journal of Management Reviews, 20(2), 227-254.
  • Brown, B. P., Bellenger, D. N., & Johnston, W. J. (2007). The implications of business-to-business and consumer market differences for B2B branding strategy. Journal of business market management, 1(3), 209-230.
  • Brown, B. P., Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2011). When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity. International Journal of Research in Marketing, 28(3), 194-204.
  • Campellone, T. R., & Kring, A. M. (2013). Who do you trust? The impact of facial emotion and behaviour on decision making. Cognition & emotion, 27(4), 603-620.
  • Candi, M., & Kahn, K. B. (2016). Functional, emotional, and social benefits of new B2B services. Industrial Marketing Management, 57, 177-184.
  • Čater, B., & Čater, T. (2009). Emotional and rational motivations for customer loyalty in business-to-business professional services. The Service Industries Journal, 29(8), 1151-1169.
  • Cheng, F. F., & Wu, C. S. (2010). Debiasing the framing effect: The effect of warning and involvement. Decision Support Systems, 49(3), 328-334.
  • Cortez, R. M., & Johnston, W. J. (2017). The future of B2B marketing theory: A historical and prospective analysis. Industrial Marketing Management, 66, 90-102.
  • Dodge, H. R. (1970). Industrial marketing. McGraw-Hill Companies.
  • Dorovskykh, O. (2015). Native advertising as a storytelling tool: framing of brand messages. University of Missouri-Columbia.
  • Emami, A., Welsh, D. H., Ramadani, V., & Davari, A. (2020). The impact of judgment and framing on entrepreneurs’ decision-making. Journal of Small Business & Entrepreneurship, 32(1), 79-100.
  • Gong, J., Zhang, Y., Yang, Z., Huang, Y., Feng, J., & Zhang, W. (2013). The framing effect in medical decision-making: a review of the literature. Psychology, health & medicine, 18(6), 645-653.
  • Guercini, S., & Runfola, A. (2021). Heuristics in decision-making by exporting textiles SMEs. Journal of Global Fashion Marketing, 12(1), 1-15.
  • Gümüş, U. T., Erhan, V., & Kılıç, Ç. (2019). Davranışsal Finansta Çerçeveleme Etkisi: Nazilli İibf Örneği. Ekev Akademi Dergisi, (78), 567-585.
  • Habibi, F., Hamilton, C. A., Valos, M. J., & Callaghan, M. (2015). E-marketing orientation and social media implementation in B2B marketing. European Business Review.
  • Hadjikhani, A., & LaPlaca, P. (2013). Development of B2B marketing theory. Industrial Marketing Management, 42(3), 294-305.
  • Hall, C. (2019). Social work as narrative: Storytelling and persuasion in professional texts. Routledge.
  • Hanafi, T. (2018). The testing of belief-adjustment model and framing effect on non-professional investor’s investment decision-making. The Indonesian Accounting Review, 7(1), 1-14.
  • Hartman, S., Parra, C., & de Roo, G. (2019). Framing strategic storytelling in the context of transition management to stimulate tourism destination development. Tourism Management, 75, 90-98.
  • Iyer, G. R., Xiao, S. H., Sharma, A., & Nicholson, M. (2015). Behavioral issues in price setting in business-to-business marketing: A framework for analysis. Industrial Marketing Management, 47, 6-16.
  • Javalgi, R. R. G., Todd, P., & Granot, E. (2011). The internationalization of Indian SMEs in B‐to‐B markets. Journal of Business & Industrial Marketing.
  • Jin, J., Zhang, W., & Chen, M. (2017). How consumers are affected by product descriptions in online shopping: event-related potentials evidence of the attribute framing effect. Neuroscience research, 125, 21-28.
  • Kemp, E., Briggs, E., & Anaza, N. A. (2020). The emotional side of organizational decision-making: examining the influence of messaging in fostering positive outcomes for the brand. European Journal of Marketing.
  • Kula, V., & Tatoglu, E. (2003). An exploratory study of Internet adoption by SMEs in an emerging market economy. European Business Review.
  • Leek, S., & Christodoulides, G. (2012). A framework of brand value in B2B markets: The contributing role of functional and emotional components. Industrial Marketing Management, 41(1), 106-114.
  • Lynch, J., & De Chernatony, L. (2004). The power of emotion: Brand communication in business-to-business markets. Journal of Brand management, 11(5), 403-419.
  • Moore, J. N., Hopkins, C. D., & Raymond, M. A. (2013). Utilization of relationship-oriented social media in the selling process: A comparison of consumer (B2C) and industrial (B2B) salespeople. Journal of Internet Commerce, 12(1), 48-75.
  • Morris, M. H., & Davis, D. L. (1992). Measuring and managing customer service in industrial firms. Industrial Marketing Management, 21(4), 343-353.
  • Pandey, N., Nayal, P., & Rathore, A. S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing.
  • Pandey, S. K., & Mookerjee, A. (2018). Assessing the role of emotions in B2B decision making: an exploratory study. Journal of Indian Business Research.
  • Razmi, F. (2018). User Experience Design Value Framing based on Service Innovation: Storytelling as an Intervention to Support Aging-in-Place. In DS 93: Proceedings of the 20th International Conference on Engineering and Product Design Education (E&PDE 2018), Dyson School of Engineering, Imperial College, London. 6th-7th September 2018 ( 546-551).
  • Rėklaitis, K., & Pilelienė, L. (2019). Principle differences between B2B and B2C marketing communication processes. Organizacijų vadyba: sisteminiai tyrimai= Management of organizations: systematic research. Kaunas: Vytauto Didžiojo universitetas; Sciendo, 2019, T. 81.
  • Ribas Ana Carolina, De Almeıda Lucıana (2021), The role of emotions in B2B context: A systematic literature review. Proceedings of the European Marketing Academy, 50., (93404)
  • Saab, A. B., & Botelho, D. (2020). Are organizational buyers rational? Using price heuristics in functional risk judgment. Industrial marketing management, 85, 141-151.
  • Sefil, S., & Çilingiroğlu, H. K. (2011). Davranışsal finansın temelleri: karar vermenin bilişsel ve duygusal eğilimleri. Mart 14, 2022 tarihinde DSpace@Ticaret Web Sitesi: http://acikerisim.ticaret.edu.tr adresinden alındı
  • Song, Y., Luximon, Y., & Luo, J. (2020). A moderated mediation analysis of the effect of lettering case and color temperature on trustworthiness perceptions and investment decisions. International Journal of Bank Marketing.
  • Steiger, A., & Kühberger, A. (2018). A meta-analytic re-appraisal of the framing effect. Zeitschrift für Psychologie.
  • Susanti, V., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2020). Rational antecedent framework of brand satisfaction in the industrial market: Assessing rational perceived quality and rational perceived value roles. International review of Management and Marketing, 10(1), 19.
  • Tu, J. C., Kao, T. F., & Tu, Y. C. (2013). Influences of framing effect and green message on advertising effect. Social Behavior and Personality: an international journal, 41(7), 1083-1098.
  • Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453– 458. https://doi.org/10.1126/science.7455683
  • Wang, Y., Rod, M., Ji, S., & Deng, Q. (2017). Social media capability in B2B marketing: toward a definition and a research model. Journal of Business & Industrial Marketing.
  • Zhang, Z., & Han, B. (2012). The framing effect of coupon value for new products: An empirical study in China. The International Review of Retail, Distribution and Consumer Research, 22(2), 209-222.
  • Zhu, P., Wang, Z., Li, X., Liu, Y. H., & Zhu, X. (2020). Understanding promotion framing effect on purchase intention of elderly mobile app consumers. Electronic Commerce Research and Applications, 44,
  • İnternet Kaynakları Cumhuriyet (2022), https://www.cumhuriyet.com.tr/yasam/turkiyede-ilk-cep-telefonu-ne-zaman-kullanildi-ilk-gorusme-demirel-ile-ciller-arasinda-1914933#:~:text=T%C3%BCrkiye'de%20ilk%20cep%20telefonu%20g%C3%B6r%C3%BC%C5%9Fmesi%2023%20%C5%9Eubat%201994%20g%C3%BCn%C3%BC,hizmete%20ba%C5%9Flayan%20Telsim%20takip%20etti. MFA (2022), https://www.mfa.gov.tr/
There are 49 citations in total.

Details

Primary Language Turkish
Subjects Regional Studies
Journal Section Articles
Authors

Kader Kızıl Erol 0000-0002-9143-2946

Nihan Tomris Küçün 0000-0001-5548-6093

Sezen Güngör 0000-0001-8388-6350

Publication Date September 15, 2022
Submission Date June 27, 2022
Published in Issue Year 2022 Volume: 15 Issue: 39

Cite

APA Kızıl Erol, K., Tomris Küçün, N., & Güngör, S. (2022). TELEKOMÜNİKASYON ŞİRKETLERİ TARAFINDAN İŞ HAYATINA YÖNELİK HAZIRLANMIŞ REKLAM KAMPANYALARINDAKİ ÇERÇEVELEME ETKİSİNİN İNCELENMESİ: İŞ-TURKCELL ÖRNEĞİ. Motif Akademi Halkbilimi Dergisi, 15(39), 1072-1093. https://doi.org/10.12981/mahder.1136581