CEO’LARIN MEDYADAKİ YANSIMALARININ KURUM İTİBARINA ETKİSİ
Abstract
CEO’nun medya imajı, paydaşların şirketlerle ilgili algılamalarında önemli bir etkiye sahiptir. Diğer yandan dünyada teknoloji şirketlerinin yükselişi ile birlikte CEO’ların medyada yer almaları artmıştır. Gazeteciler, sanatçılara benzer bir yaklaşımla CEO’ların hem kişisel hem de iş hayatlarını haber konusu yapmaktadır. Medyanın bu ilgisi CEO’ların kişisel imajlarına etkisi olduğu gibi, şirketlerin kurumsal itibarına olumlu ya da olumsuz yansımaktadır. Bu çalışmada CEO’ların medyada ne kadar yer aldığı, nasıl bir imaja sahip oldukları ve şirketlerinin itibarıyla ilişkisi ele alınmaktadır. Bu amaçlara ulaşmak adına nicel içerik analizi yöntemi kullanılmıştır. Araştırmada incelenen şirketler ve CEO’ları Türkiye Capital dergisinin her yıl yaptığı “Türkiye’nin En Beğenilen Şirketleri” sıralamasına göre seçilmiştir. Bu çalışmada Capital dergisinin 2015 yılı sonuçlarına göre ilk 20 listesine giren şirketler araştırmaya dahil edilmiştir. Örneklem kapsamında Türkiye’de 2015 yılında en çok satılan ilk dört gazete (Zaman, Hürriyet, Posta, Sözcü) ile Dünya gazetesinin 2014-2015 yılları arasındaki sayıları incelenmiştir. Araştırma sonucunda CEO’lar hakkında çıkan haberlerin sayısı ile Capital dergisinin “Türkiye’nin En Beğenilen Şirketleri” listesi arasında bir ilişkiye rastlanılmamıştır. Öte yandan son yıllarda medyada CEO’ların magazin ünlüleri gibi yansıtılma eğilimi olmasına rağmen bu çalışmada yer alan CEO’larla ilgili haberlerde kişisel ve karizmatik yönlerinden çok az söz edilmiştir (%4,6). CEO’lar, en fazla profesyonel yeterlilikleri (%42.7) yönünden haberlerde yer almıştır.
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Our purpose is to investigate and discuss the impact of celebrity CEOs. Numerous CEOs have attained celebrity status through infusion into media coverage. Consequently, CEOs routinely enter into American popular culture. We offer general propositions that successful CEOs gain positive media coverage, and thus gain celebrity CEO status. Subsequently, celebrity CEOs are vulnerable to becoming rigid in their business strategy and also fixate on increasing firms’ corporate social responsibility operatives, both of which are enhanced by narcissism. Under negative conditions (i.e., poor performance, bad press), celebrity CEOs tend to escalate their commitment as opposed to admitting a change is necessary.
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