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Contextual Approaches in Communication

Edited By Corina Daba-Buzoianu, Hasan Arslan and Mehmet Ali Icbay

Contexual Approaches in Communication is a collection of papers by researchers from several different institutions on a wide range of communication issues: social responsibility, social media, cyberbullying, interpersonal communication, gender issues and the impact of Facebook, advertising, television and mobese cameras. The book addresses educators, researchers, social students and teachers and it will also be useful to all those who interact, one way or another, with both students and teachers in a communication context.


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Corporate Social Responsibility Practice Implications in New Communication Platforms ([Ahmet Tarhan] [Mustafa Bal])


Ahmet Tarhan & Mustafa Bal Corporate Social Responsibility Practice Implications in New Communication Platforms Introduction Nowadays, it seems rather difficult to maintain the companies through only seek- ing profit. As well as the profit motive, the companies also should show themselves in other fields to their target groups. One of those fields is corporate social respon- sibility. Bowen (1953: 6) defined social responsibility as the whole of obligations and necessities related to improving social life through deciding and determining the policies related to social values and expectations as well as their own purposes. Some of the obligations that lead companies to social responsibility applications are as follows: the increasing level of income in Turkey, the consumers who gain awareness, similarity of almost all the products and services except small differ- ences in the markets (Ülger, 2003: 118), increasing levels of social expectations and sensitivity to environment, and the companies which desire to locate themselves next to the target groups different from their rivals (Tarhan, 2011: 540). The leading factor that provides the enterprise with a competitive advantage against rivals is the positive impression gained with corporate reputation and brand value. The images and brand names, which are intangibles and enable the compa- nies to communicate with their target groups, gain strength through social respon- sibility activities and provide a competitive advantage via their rivals (Crowther and Aras, 2008: 61). Thus, the social responsibility activities which the companies will execute through gaining awareness about their responsibilities will turn them back into a...

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