Abstract:

Today, financial institutions’ responsibilities towards shareholders and all stakeholders have increased, and financial public relations, like all corporate communication processes, have gained importance. Financial Public Relations is a administrative communication process that regulates the relations of the organization with stakeholders and other public and aims to create a positive image and a good corporate reputation. Due to its increasingly enriched practices and rapidly developing structure in recent years, digital communication platforms offer new opportunities for financial institutions to communicate and trade with stakeholders. Social media, which is one of the digital communication platforms, is also one of the mechanisms that financial institutions, especially banks, use to gain information and share information. The main objective of this study is to evaluate how successful financial institutions use social media platforms in the context of their sharing related to social responsibility activities. Among the organizations that have succeeded in corporate social responsibility research, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, the Bank of Turkey, and the Bank of Turkey. The social media platforms of the banks have the largest number of users in their Facebook accounts shared with an image analysis method, which is one of the quality research methods. According to the findings obtained in the posts shared by the banks, when discussed the number of sharing they have done in relation to corporate social responsibility activities, the most sharing in this scope is made by Akbank. After the number of shares related to the KSS activities is assessed, the Guarantee Bank is in the second place. The share of the business bank in this sense is quite small compared to the other two banks. However, compared to the number of general sharing they make on Facebook, the three banks have not given enough place to their sharing related to social responsibility activities in this social media medium.