Araştırma Makalesi
BibTex RIS Kaynak Göster

Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case

Yıl 2019, Cilt: 17 Sayı: 34, 301 - 322, 13.09.2019
https://doi.org/10.35408/comuybd.425271

Öz

Reputation is an intangible asset stemming from the rational and perceptual evaluations of different stakeholder groups regarding an organization. It is also a valuable asset helping organizations gain a competitive advantage as well as being a crucial tool through which organizations protect themselves particularly in turbulent times such as the one Facebook Inc. has recently been going through. As it has turned out that personal data of up to 87 million users was obtained by an analytics firm without users’ permission, the company have had quite hard times and this also led to significant reputational damage that is hard to fix. For instance, in response to the revelation of the scandal, lawmakers and regulators in the U.S. and U.K. increased their scrutiny of the social media giant and furious users across the world who are protestingithave launched "Delete Facebook" campaigns. Hence, this survey conducted in the wake of the news of the scandal attempts to determine whether the people would continue to use their social media accounts or not by utilizing the perceived reputation scale. The analysis was done through Decision Trees technique and the rules that affect the perception of the participants and their preferences are revealed. Participants' reputation perceptions are mapped and the probability value of each decision is calculated by the Naive Bayes algorithm. Accordingly, in the decision tree diagram, thirteen rules were obtained. Then, the probability values of each decision made by the Bayesian classifier were calculated and the output of the decision tree diagram was tested. As a result, each rule obtained from the Decision Tree diagram has the same result as the Bayes probability values. 

Kaynakça

  • A.G. Asuero., A. Sayago., A. G. González (2006) The Correlation Coefficient: An Overview, Critical Reviews in Analytical Chemistry, 36:1, 41-59
  • Andrew R. Leach and Valerie J.Gillet (2003 ). An Introduction to ChemoinformaticsBy (University of Sheffield, U.K.). Kluwer Academic Publishers:  Dordrecht. 2003
  • Barnett, M.L., Jermier, J., Lafferty, B. (2006). Corporate reputation: the definitional landscape. Corporate Reputation Review, 9(1).
  • Barney, J. B. (1986), “Strategic factor markets: Expectations, luck, and business strategy”, 
Management Science, 32(10), pp. 1231-1242.
  • Bounsaythip, C., Runsala, R. E., 2001. Overview of Data Mining for Customer Behavior Modeling. VTT İnformation Technology.
  • Breiman, JH Friedman, RA Olshen, and CJ Stone (1984) Classification and Regression Trees. Wadsworth Inc.
  • Brown, Tom J., Peter A. Dacin, Michael G. Pratt, David A. Whetten (2006), Identity, intended image, construed image, and reputation: An interdisciplinary framework and suggested terminology, Journal of the Academy of Marketing Science, 34(2), 99-106.
  • Carroll E. Craig (2013). The handbook of communication and corporate reputation WestSussex: John Wiley &Sons Publication.
  • Chen, C. and Otubanjo, O. (2013). A functional perspective to the meaning of corporate reputation, The Marketing Review,13(4), 329-345.
  • Cravens, K., Goad Oliver, E., Ramamoorti, S., 2003. The reputationindex: measuring and managing corporate reputation. European Management Journal 21 (2), 201-212.
  • Davies A. (2006). Best practice in corporate governance: Building reputation and sustainable success, Hants: Gower Publishing.
  • Davies, G., Chun, R., da Silva, R. et al. Corp Reputation Rev (2001) 4: 113. https://doi.org/10.1057/palgrave. crr.1540137
  • Fombrun, C.;Gardberg, N.,Sever, J. J. The Reputation QuotientSM: A multi-stakeholder measure of corporate reputationBrand Management (2000) 7: 241. https://doi.org/10.1057/bm.2000.10
  • Fombrun, C. J., Ponzi, L. J.; Newburry, W. (2015). Stakeholder tracking and analysis: The RepTrak® system for measuring corporate reputation. Corporate Reputation Rewiew, 18(1).
  • Fombrun, C. J.ve Riel, V. (1997). The reputational landscape, Corporate Reputation Review 1(2). DOI: 10.1057/palgrave.crr.1540008
  • Helm, S., (2005). Designing a Formative Measure for Corporate Reputation,Corporate Reputation Review Volume 8, Issue 2, pp. 95-109., 2005, Doi: 10.1057/palgrave.cr r.1540242
  • Kass, G. V. (1980). An exploratory technique for investigating large quantities of categorical data. Applied Statistics 29 (2), 119–127.
  • Lange, D.; Lee, P.M.; Dai, Y. (2011). Organizational reputation: A review. Journal of Management, 37 (1), 153-184
  • Orre, R. (2003). On Data Mining and Classification Using a. Bayesian Confidence Propagation Neural Network, doctoral dissertation, Stockholm.
  • Ponzi L. J.; Fombrun C. J.; Gardberg N.A. (2011). RepTrak TM Pulse: Conceptualizing and validating a short-form measure of corporate reputation. Corporate Reputation Review, 14 (1).
  • Pruzan, P. (2001). Corporate reputation: image and identity: Corporate Reputation Review, 4 (1), 50-64.Quinlan, J.R. Induction of Decision Trees, 1986, Machine Learning 1:81-106.
  • Roberts, P. W. and Dowling, G. R. (2002), Corporate reputation and sustained superior financial performance. Strat. Mgmt. J., 23: 1077-1093. doi:10.1002/smj.274
  • Sarstedt, Marko, Wilczynski, Petra and Melewar, T.C., (2013), Measuring reputation in global markets—A comparison of reputation measures’ convergent and criterion validities, Journal of World Business, 48, issue 3, p. 329-339Shkolnikov, A., Leachman, J.,Sullivan, J.D. (2004, December 27). The Business Case for Corporate Citizenship. Report No. 0410. Center for International Private Enterprise, USA.
  • Sumer, H. vePernsteiner, H. (2014). İtibaryönetimi, İstanbul: Beta.
  • Walsh G.; Beatty S. (2007). Customer-based reputation of service firm: Scale development and validation. Journal of the Academy of Marketing Science 35 (1).
  • Wang, Y.; Li, Y.; Song, Y.; Rong, X.; Zhang, S. Improvement of ID3 Algorithm Based on Simplified Information Entropy and Coordination Degree. Algorithms 2017, 10, 124.
Yıl 2019, Cilt: 17 Sayı: 34, 301 - 322, 13.09.2019
https://doi.org/10.35408/comuybd.425271

Öz

Kaynakça

  • A.G. Asuero., A. Sayago., A. G. González (2006) The Correlation Coefficient: An Overview, Critical Reviews in Analytical Chemistry, 36:1, 41-59
  • Andrew R. Leach and Valerie J.Gillet (2003 ). An Introduction to ChemoinformaticsBy (University of Sheffield, U.K.). Kluwer Academic Publishers:  Dordrecht. 2003
  • Barnett, M.L., Jermier, J., Lafferty, B. (2006). Corporate reputation: the definitional landscape. Corporate Reputation Review, 9(1).
  • Barney, J. B. (1986), “Strategic factor markets: Expectations, luck, and business strategy”, 
Management Science, 32(10), pp. 1231-1242.
  • Bounsaythip, C., Runsala, R. E., 2001. Overview of Data Mining for Customer Behavior Modeling. VTT İnformation Technology.
  • Breiman, JH Friedman, RA Olshen, and CJ Stone (1984) Classification and Regression Trees. Wadsworth Inc.
  • Brown, Tom J., Peter A. Dacin, Michael G. Pratt, David A. Whetten (2006), Identity, intended image, construed image, and reputation: An interdisciplinary framework and suggested terminology, Journal of the Academy of Marketing Science, 34(2), 99-106.
  • Carroll E. Craig (2013). The handbook of communication and corporate reputation WestSussex: John Wiley &Sons Publication.
  • Chen, C. and Otubanjo, O. (2013). A functional perspective to the meaning of corporate reputation, The Marketing Review,13(4), 329-345.
  • Cravens, K., Goad Oliver, E., Ramamoorti, S., 2003. The reputationindex: measuring and managing corporate reputation. European Management Journal 21 (2), 201-212.
  • Davies A. (2006). Best practice in corporate governance: Building reputation and sustainable success, Hants: Gower Publishing.
  • Davies, G., Chun, R., da Silva, R. et al. Corp Reputation Rev (2001) 4: 113. https://doi.org/10.1057/palgrave. crr.1540137
  • Fombrun, C.;Gardberg, N.,Sever, J. J. The Reputation QuotientSM: A multi-stakeholder measure of corporate reputationBrand Management (2000) 7: 241. https://doi.org/10.1057/bm.2000.10
  • Fombrun, C. J., Ponzi, L. J.; Newburry, W. (2015). Stakeholder tracking and analysis: The RepTrak® system for measuring corporate reputation. Corporate Reputation Rewiew, 18(1).
  • Fombrun, C. J.ve Riel, V. (1997). The reputational landscape, Corporate Reputation Review 1(2). DOI: 10.1057/palgrave.crr.1540008
  • Helm, S., (2005). Designing a Formative Measure for Corporate Reputation,Corporate Reputation Review Volume 8, Issue 2, pp. 95-109., 2005, Doi: 10.1057/palgrave.cr r.1540242
  • Kass, G. V. (1980). An exploratory technique for investigating large quantities of categorical data. Applied Statistics 29 (2), 119–127.
  • Lange, D.; Lee, P.M.; Dai, Y. (2011). Organizational reputation: A review. Journal of Management, 37 (1), 153-184
  • Orre, R. (2003). On Data Mining and Classification Using a. Bayesian Confidence Propagation Neural Network, doctoral dissertation, Stockholm.
  • Ponzi L. J.; Fombrun C. J.; Gardberg N.A. (2011). RepTrak TM Pulse: Conceptualizing and validating a short-form measure of corporate reputation. Corporate Reputation Review, 14 (1).
  • Pruzan, P. (2001). Corporate reputation: image and identity: Corporate Reputation Review, 4 (1), 50-64.Quinlan, J.R. Induction of Decision Trees, 1986, Machine Learning 1:81-106.
  • Roberts, P. W. and Dowling, G. R. (2002), Corporate reputation and sustained superior financial performance. Strat. Mgmt. J., 23: 1077-1093. doi:10.1002/smj.274
  • Sarstedt, Marko, Wilczynski, Petra and Melewar, T.C., (2013), Measuring reputation in global markets—A comparison of reputation measures’ convergent and criterion validities, Journal of World Business, 48, issue 3, p. 329-339Shkolnikov, A., Leachman, J.,Sullivan, J.D. (2004, December 27). The Business Case for Corporate Citizenship. Report No. 0410. Center for International Private Enterprise, USA.
  • Sumer, H. vePernsteiner, H. (2014). İtibaryönetimi, İstanbul: Beta.
  • Walsh G.; Beatty S. (2007). Customer-based reputation of service firm: Scale development and validation. Journal of the Academy of Marketing Science 35 (1).
  • Wang, Y.; Li, Y.; Song, Y.; Rong, X.; Zhang, S. Improvement of ID3 Algorithm Based on Simplified Information Entropy and Coordination Degree. Algorithms 2017, 10, 124.
Toplam 26 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Volkan Yüncü

Üzeyir Fidan

Yayımlanma Tarihi 13 Eylül 2019
Gönderilme Tarihi 19 Mayıs 2018
Yayımlandığı Sayı Yıl 2019 Cilt: 17 Sayı: 34

Kaynak Göster

APA Yüncü, V., & Fidan, Ü. (2019). Integrating Organizational Reputation Mechanism to Decision-Making Processes: Facebook Case. Yönetim Bilimleri Dergisi, 17(34), 301-322. https://doi.org/10.35408/comuybd.425271

Sayın Araştırmacı;

Dergimize gelen yoğun talep nedeniyle Ekim 2024 sayısı için öngörülen kontenjan dolmuştur, gönderilen makaleler ilerleyen sayılarda değerlendirilebilecektir. Bu hususa dikkat ederek yeni makale gönderimi yapmanızı rica ederiz.

Yönetim Bilimler Dergisi Özel Sayı Çağrısı
Yönetim Bilimleri Dergisi 2024 yılının Eylül ayında “Endüstri 4.0 ve Dijitalleşmenin Sosyal Bilimlerde Yansımaları” başlıklı bir özel sayı yayınlayacaktır.
Çanakkale Onsekiz Mart Üniversitesi Biga İktisadi ve İdari Bilimler Fakültesi tarafından 5-6 Temmuz 2024 tarihlerinde çevrimiçi olarak düzenlenecek olan 4. Uluslararası Sosyal Bilimler Konferansı’nda sunum gerçekleştiren yazarların dergi için ücret yatırmasına gerek olmayıp, dekont yerine Konferans Katılım Belgesini sisteme yüklemeleri yeterli olacaktır.
Gönderilen makalelerin derginin yazım kurallarına uygun olması ve DergiPark sistemi üzerinden sisteme yüklenmesi gerekmektedir. Özel sayı ana başlığı ile ilgisiz makaleler değerlendirmeye alınmayacaktır. Özel sayı için gönderilen makalelerin "Makalemi özel sayıya göndermek istiyorum" kutucuğu işaretlenerek sisteme yüklenmesi gerekmektedir. Özel sayı için gönderilmemiş makalelerin bu sayıya eklenmesi mümkün olmayacaktır.
Özel Sayı Çalışma Takvimi
Gönderim Başlangıcı: 15 Nisan 2024
Son Gönderim Tarihi: 15 Temmuz 2024
Özel Sayı Yayınlanma Tarihi: Eylül 2024

Dergimize göndereceğiniz çalışmalar linkte yer alan taslak dikkate alınarak hazırlanmalıdır. Çalışmanızı aktaracağınız taslak dergi yazım kurallarına göre düzenlenmiştir. Bu yüzden biçimlendirmeyi ve ana başlıkları değiştirmeden çalışmanızı bu taslağa aktarmanız gerekmektedir.
İngilizce Makale Şablonu için tıklayınız...

Saygılarımızla,