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Yoğun rekabet ortamında şirketler sosyal bir amacı destekleme ihtiyacı duymaktadır. Böylelikle hedef kitlesi ile arasında bir ilişki kurma imkânı bulmaktadır. Günümüzde bireylerin toplumsal sorunlara duyarlı olması, ürün ve hizmet tercihlerinde farklı kriterleri de göz önünde bulundurmasına sebep olmaktadır. Bu çalışmada halkla ilişkiler perspektifinden kurumsal sosyal sorumluluk projelerinin inandırıcığına yönelik algıyı ortaya çıkarmak amaçlanmaktadır. Bir meslek yüksekokulu öğrencileri üzerinde nicel araştırma yöntemlerinden yüz yüze anket çalışması gerçekleştirilmiştir. Basit rastlantısal örneklem yöntemi ile seçilen 250 kişi ile gerçekleştirilen çalışmanın örneklemi, bir MYO’nun 5 farklı programında eğitim gören birinci ve ikinci sınıf öğrencileri arasından seçilmiştir. Araştırma sonucu elde edilen verilerin analizi SPSS 22 programı ile yapılmış ve %95 güven düzeyi ile çalışılmıştır. İşletmelerin faaliyet gösterdikleri toplumların ihtiyaçlarına uygun olarak gerçekleştirilen çevre, sağlık, eğitim, kültür-sanat alanlarında gerçekleştirilen kurumsal sosyal sorumluluk projelerinin meslek yüksekokulu öğrencileri tarafından hangi koşullarda inandırıcı algılandığı ve toplumun hangi alanlarda projelere ihtiyaç duyduğu ortaya konulmaya çalışılmıştır. Araştırma sonuçlarına göre öğrenciler öncelikli olarak toplumun sorunlarına yönelik eksikliklerin giderilmesi gerektiğini verdikleri yanıtlar ile dile getirmektedir. Özellikle eğitim, sağlık, çevre gibi temel sorunların çözümü için projelere öncelik istemektedirler. Daha sonraki aşamada kültür-sanat faaliyetleri yer almaktadır. Bu nedenle ülkelerin sorunlarına duyarlılık gösteren projeler gerçekleştirmek önemli hale gelmektedir.
In an intense competitive environment, companies need support for a social purpose. In this way, it finds the possibility to establish a relationship with its target audience. Today, individuals are sensitive to social problems, and they consider different criteria in their product and service preferences. This study aims to reveal the perception of the persuasion of corporate social responsibility projects from the perspective of public relations. A professional high school students face-to-face survey study of quantum research methods was carried out. The sample of the study with 250 people chosen by the simple random sampling method is chosen among the first and second-class students who are trained in a MYO’s 5 different programs. The analysis of the results of the study was done with the SPSS 22 program and worked with a 95% confidence level. Enterprise social responsibility projects carried out in the fields of environment, health, education, culture and art in accordance with the needs of the communities in which they operate have been sought to figure out in which circumstances the students of the professional high school are perceived as convincing and in which areas the society needs projects. According to the results of the research, students express primarily with the answers that they need to address the deficiencies of society. They prioritize projects to solve basic problems such as education, health, and the environment. The next phase is the cultural activity. This is why it becomes important to implement projects that show sensitivity to the problems of the countries.
In a highly competitive environment, companies need to support a social goal. Thus, it finds the opportunity to establish a relationship with its target audience. The fact that individuals are sensitive to social problems causes them to consider different criteria in product and service preferences. In this study, it is aimed to reveal the perception towards the credibility of corporate social responsibility projects from the public relations perspective. A face-to-face survey was conducted on the students of a vocational school. The sample of the study, which was conducted with 250 randomly selected individuals, was selected among the first and second grade students studying in 5 different programs of a Vocational School. The data obtained from the research were analyzed with SPSS 22 program and 95% confidence level was used. It has been tried to put forward the conditions under which the students of vocational high schools perceive the corporate social responsibility projects realized in the fields of environment, health, education, culture and arts, which are realized in accordance with the needs of the societies in which businesses operate, and in which areas the society needs projects. According to the results of the research, the students first of all stated that they should overcome the deficiencies regarding the problems of the society with their answers. They want to prioritize projects in order to solve basic problems such as education, health and environment. In the next stage, culture and art activities take place. Therefore, it becomes important to realize projects that are sensitive to the problems of countries.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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