The Contribution of Corporate Social Responsibility Activities on Organizational Identity: An Analysis of Turkey’s Banking Sector

• In Event: So Far, So Good, Part 1: Organizational Communication Research Escalator

Abstract

This project focuses on the role of public relations in constructing organizational identity by bringing together the literatures of public relations and organization studies, concentrating on external stakeholders, and using qualitative and quantitative techniques to understand this relationship in detail. This study analyzes public and private banks in the Turkish banking sector with more than 300 branches and investigates the role of public relations and corporate social responsibility practices in creating their organizational identities and employees’ perceptions of this identity. In order to analyze the banks’ organizational identity, the research examines their corporate web sites and social media accounts (Facebook and Twitter) through content analysis. In addition, secondary data such as press releases and annual reports of the top three scoring banks based on our quantitative analysis will be examined with case study methodology in order to understand how they define and communicate their organization’s identity.

Authors

• Emel Isil Ozdora, Bilkent University

• Sirin Atakan-Duman, Turgut Ozal University