{"id":91,"date":"2016-12-14T12:56:42","date_gmt":"2016-12-14T12:56:42","guid":{"rendered":"http:\/\/yenimedya.aydin.edu.tr\/?page_id=91"},"modified":"2017-05-10T05:57:34","modified_gmt":"2017-05-10T05:57:34","slug":"ejnm_v01i1102","status":"publish","type":"page","link":"https:\/\/yenimedya.aydin.edu.tr\/tr\/ejnm_v01i1102\/","title":{"rendered":"ejnm_v01i1102"},"content":{"rendered":"

HALKLA \u0130L\u0130\u015eK\u0130LERDE \u0130MAJ BA\u011eLAMINDA T\u00dcKET\u0130C\u0130N\u0130N ALGISI: VOLKSWAGEN EM\u0130SYON HABER\u0130N\u0130N \u0130NCELENMES\u0130<\/strong><\/p>\n

Berkan BAYINDIR<\/p>\n

\u00d6Z <\/strong><\/p>\n

Bu \u00e7al\u0131\u015fmam\u0131zda, Volkswagen firmas\u0131 hakk\u0131nda 18 Eyl\u00fcl 2015 tarihinde ortaya \u00e7\u0131kan firman\u0131n \u00e7e\u015fitli otomobil modellerinin dizel motorlu versiyonlar\u0131nda, emisyon oranlar\u0131 ile ilgili hileli y\u00f6nlendirme (manip\u00fclasyon) yapt\u0131klar\u0131na dair Amerika kaynakl\u0131 haberin yerli ve yabanc\u0131 bas\u0131nda yay\u0131nlanmas\u0131ndan sonra, \u00fclkemizdeki Volkswagen marka otomobil kullan\u0131c\u0131lar\u0131 veya markaya ilgi duyan hedef kitledeki ilk bir ayl\u0131k zaman dilimindeki yans\u0131malar\u0131 incelenecektir. Firman\u0131n k\u00f6kl\u00fc bir otomobil markas\u0131 olmas\u0131, d\u00fcnya \u00e7ap\u0131nda sat\u0131\u015f a\u011f\u0131n\u0131n bulunmas\u0131 ve \u00fclkemizde de otomobil sat\u0131\u015f\u0131nda \u00f6nde gelen firmalardan biri olmas\u0131 nedeniyle; hileli y\u00f6nlendirme haberine kar\u015f\u0131, hedef kitlenin d\u00fc\u015f\u00fcncelerinin marka a\u00e7\u0131s\u0131ndan da ayr\u0131 bir \u00f6nem arz etti\u011fini tahmin etmekteyiz. \u0130ncelememizi yaparken iki farkl\u0131 internet sitesinin forum sayfalar\u0131ndan yararlanarak buradaki \u00fcyelerin payla\u015fm\u0131\u015f olduklar\u0131 mesajlar\u0131n i\u00e7erik \u00e7\u00f6z\u00fcmlemesi yap\u0131larak habere kar\u015f\u0131 tutumlar\u0131 ve Volkswagen markas\u0131 ile ilgili d\u00fc\u015f\u00fcnceleri analiz edilecektir. Yaz\u0131m\u0131zda ama\u00e7, \u00f6nem, s\u0131n\u0131rl\u0131l\u0131klar, y\u00f6ntem ve teknikler a\u00e7\u0131kland\u0131ktan sonra, firman\u0131n k\u0131sa tarihi hakk\u0131nda bilgi verilecek ve sonra haberin medyada yay\u0131nlanmas\u0131 aktar\u0131larak bahsi ge\u00e7en internet sitelerindeki forum mesajlar\u0131n\u0131n incelenmesiyle devam edilecektir. Volkswagen firmas\u0131n\u0131n ad\u0131n\u0131n hileli y\u00f6nlendirme olay\u0131na kar\u0131\u015fmas\u0131ndan sonra sat\u0131\u015f rakamlar\u0131nda ya da mali durumunda herhangi bir de\u011fi\u015fiklik olup olmad\u0131\u011f\u0131 kontrol edilerek, elde edilen bulgular\u0131n yorumlanmas\u0131 ile ara\u015ft\u0131rmam\u0131z sonland\u0131r\u0131lacakt\u0131r.<\/p>\n

Anahtar kelimeler:<\/em><\/strong> halkla ili\u015fkiler, imaj, t\u00fcketici alg\u0131s\u0131, manip\u00fclasyon, Volkswagen<\/em><\/p>\n

\u00a0<\/strong><\/p>\n

CONSUMER PERSEPTION IN CONTEXT OF IMAGE IN PUBLIC RELATIONS: RESEARCH OF VOLKSWAGEN EMITION NEWS<\/strong><\/p>\n

ABSTRACT <\/strong><\/p>\n

In this study, we are examining the American origin news during its first month time period after being released on 18th<\/sup> September 2015 both in the national and foreign press which was about Volkswagen\u2019s manipulating the emission rates in some of their diesel engine car versions, and its effects on Volkswagen made car users or the target group who is interested in the brand. Because of being a well-established company, having a worldwide sales network and being one of the leader companies on car sales in or country, we presume that the thoughts of the company\u2019s target group on the news about manipulation are also important for the brand. While we are doing our research, we are going to get the data from the written messages, which were shared by the members, in forum pages of two different internet sites. By using content analysing method we will try to analyse the member\u2019s attitudes towards the news and their thoughts about the Volkswagen brand. After explaining the aim, importance, restraints, method and techniques, and then brief information about the history of the company will be given and then the news released in the media is going to be quoted. Afterwards we will continue with analysing the forum messages that were written in the mentioned internet sites. We are going to check if there are any changes in the sales quantities and financial state of the company after the Volkswagen brand having been involved in news about manipulation and at last we aim to end our study with the interpretation of the findings.<\/p>\n

Keywords:<\/em><\/strong> public relations, image, consumer perception, manipulation, Volkswagen<\/em><\/p>\n

 <\/p>\n

TAM MET\u0130N
\n<\/strong><\/p>\n

PDF<\/a><\/p>\n

 <\/p>\n

KAYNAKLAR<\/strong><\/p>\n

Aziz, A. (2014). Sosyal Bilimlerde Ara\u015ft\u0131rma Y\u00f6ntemleri ve teknikleri,9. Bask\u0131, Ankara: Nobel Akademik Yay\u0131nc\u0131l\u0131k E\u011fitim Dan\u0131\u015fmanl\u0131k Tic. Ltd. \u015eti.<\/em><\/p>\n

Erdil, S. T. ve Uzun, Y. (2009). Marka Olmak, 1. Bask\u0131, \u0130stanbul: Beta Bas\u0131m Yay\u0131m Da\u011f\u0131t\u0131m.<\/em><\/p>\n

Gr\u0131nig, J. (2005). Halkla \u0130li\u015fkiler ve \u0130leti\u015fim Y\u00f6netiminde M\u00fckemmellk, 1. Bask\u0131, \u0130stanbul: Rota Yay\u0131n Yap\u0131m Tan\u0131t\u0131m Tic. Ltd. \u015eti.<\/em><\/p>\n

Karasar, N. (1999). Bilimsel Ara\u015ft\u0131rma Y\u00f6ntemi, Ankara: Nobel Yay\u0131n Da\u011f\u0131t\u0131m.<\/em><\/p>\n

Kazanc\u0131, M. (2011). Kamuda ve \u00d6zel Kesimde Halkla \u0130li\u015fkiler, Ankara: Turhan Kitabevi.<\/em><\/p>\n

McQuail, D. ve Windahl, S. (1997). Kitle \u0130leti\u015fim Modelleri, \u0130mge Kitabevi, Ankara.<\/em><\/p>\n

Melonson, W. (2016). \u201cMarketing Communications versus Public Relations: Toward an Understanding of Differences and Commonality\u201d \u0130leti\u015fimin G\u00fcc\u00fc Kurumsaldan K\u00fcresele Halkla \u0130li\u015fkiler, ed: Filiz Balta Pelteko\u011flu, \u0130stanbul: Beta Bas\u0131m Yay\u0131m Da\u011f\u0131t\u0131m A.\u015e. (3-21).<\/em><\/p>\n

Meri\u00e7, S. (2015). \u201cVolkswagen \u00d6rnekti \u0130bret Oldu\u2026\u201d, \u0130stanbul: Marketing T\u00fcrkiye, Kas\u0131m 2015.<\/em><\/p>\n

Mutlu, E. (1995). \u0130leti\u015fim S\u00f6zl\u00fc\u011f\u00fc, Ankara: Ark Yay\u0131nevi.<\/em><\/p>\n

Okay, A. (2012). Kurum Kimli\u011fi,6. Bas\u0131m, \u0130stanbul: Derin Yay\u0131nlar\u0131.<\/em><\/p>\n

Oskay, \u00dc. (2014). Kitle \u0130leti\u015fiminin K\u00fclt\u00fcrel \u0130\u015flevleri, XIX Y\u00fczy\u0131ldan G\u00fcn\u00fcm\u00fcze Kuramsal Bir Yakla\u015f\u0131m, \u0130stanbul: \u0130nk\u0131lap Kitabevi.<\/em><\/p>\n

Parlat\u0131r, \u0130., G\u00f6zayd\u0131n, N., Z\u00fclfikar, H., Aksu, B. T., T\u00fcrkmen, T., Y\u0131lmaz, Y., (1998). T\u00fcrk\u00e7e S\u00f6zl\u00fck, Ankara: T\u00fcrk Tarih Kurumu Bask\u0131 Evi.<\/em><\/p>\n

Pelteko\u011flu, Filiz, B. (2000). Halkla \u0130li\u015fkiler Nedir?, 2. Bas\u0131, \u0130stanbul: Beta Yay\u0131nevi.<\/em><\/p>\n

Top, S., (2009). Toplam Kalite Y\u00f6netimi Ba\u011flam\u0131nda S\u00fcrekli iyile\u015ftirme Anlay\u0131\u015f\u0131, 1. Bas\u0131, \u0130stanbul: Beta Bas\u0131m Yay\u0131m Da\u011f\u0131t\u0131m A.\u015e.<\/em><\/p>\n

Wright, D. (1998) \u201cHalkla \u0130li\u015fkiler Uygulamac\u0131lar\u0131 \u0130\u00e7in S\u00fcrekli E\u011fitim\u201d, Ipra-Uluslar Aras\u0131 Halkla \u0130li\u015fkiler Derne\u011fi Alt\u0131n Kitap-Say\u013112, \u0130stanbul: IPRA ve yazarlar.<\/em><\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

HALKLA \u0130L\u0130\u015eK\u0130LERDE \u0130MAJ BA\u011eLAMINDA T\u00dcKET\u0130C\u0130N\u0130N ALGISI: VOLKSWAGEN EM\u0130SYON HABER\u0130N\u0130N \u0130NCELENMES\u0130 Berkan BAYINDIR \u00d6Z Bu \u00e7al\u0131\u015fmam\u0131zda, Volkswagen firmas\u0131 hakk\u0131nda 18 Eyl\u00fcl 2015 tarihinde ortaya \u00e7\u0131kan firman\u0131n \u00e7e\u015fitli otomobil… <\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-91","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/91"}],"collection":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/comments?post=91"}],"version-history":[{"count":9,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/91\/revisions"}],"predecessor-version":[{"id":451,"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/pages\/91\/revisions\/451"}],"wp:attachment":[{"href":"https:\/\/yenimedya.aydin.edu.tr\/tr\/wp-json\/wp\/v2\/media?parent=91"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}