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Trust in Communication Management

Edited By Aydemir Okay

This book aspires to make an expedient contribution to the trust-based body of knowledge. Various disciplines analyze the notion of "trust", by addressing it from their own perspectives. The fact that the importance of multilevel and cross-level perspectives is gaining increasing attention in communication management has led to a call for examining trust across levels of communication analysis. The authors approach trust from the standpoint of different sub-branches of communication discipline, including brand management, public relations research, comparative advertising, health communication, political communication and digital communication. In addition, this book provides empirical evidence from a wide range of cases in Turkey, seeking to both reveal the existing situation in details and open up a world of new questions and lines of enquiry to pursue for future research.

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Part II Trust in Political Communication

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Hasan Güllüpunar-Emre Ş� Aslan The Effect of the Political Leader’s Level of “Trust” on the “Credibility” Perception of the Political Messages: Case of the Turkish General Parliamentary Election on November 1, 2015 Abstract Trust is an important factor in the individual’s perception of the environment� Even if trust is interpreted as a sense growing voluntarily, it is actually formed as a result of perception management� In this regard, it is one of the significant concepts that needs to be addressed in political communication in which persuasion is the basis� A well-managed trust process affects voter behaviour� The study investigates the effect of the trustworthiness of the political party leaders with a group in the parliament after the General Parliamentary Election on November 1, 2015 in Turkey on the credibility of the messages given to the voters by their parties in the election campaigns� The study has been performed in two stages on the same sample group consisting of the students of Faculty of Communication, Gümüşhane University� It has been concluded in the study that political leaders’ level of trust has a significant ef- fect on the credibility levels of the messages given to the voters in the election campaign� Trust is the sense of belief and commitment without fear, hesitation or doubt (http://www�tdk�gov�tr) or is related to an individual’s faith that he will not have any damage by the opposite side (Gümüs and Zengin, 2012: 120)� In other words, feeling trust...

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