Özet:

Positive electronic communication from oral to oral on social media institutions has a significant value. Social media employers create a bridge between the institution and the public in the formation of this value. The objective of this study is to study the relationship between the use of social media and positive electronic oral communication of institutional employees and to test the structural model developed on the basis of literature. The study was conducted with 619 (375 men, 244 women) employees from the Ministry of Family and Social Policy. The data collection tools of the study are the Social Media Use Scale (SMKÖ) and the Positive Electronic Internal to Internal Communication Scale. Before the measurement model was created, the structure of the variables was tested and observed to be efficient enough to be included in the structural equality model. The recommended model has been tested. As a result of the analysis, both the subdimensions of Social Compliance and Emotional Connection (SUDB) and Social Routine Compliance (SRU) that measure the consistency of social media use have a meaningful and positive impact on the communications from mouth to mouth on the institutions of institutional employees who participate in the work. This positive impact should be taken into account in the practice of public relations within the institution.

Özet:

On the social media, positive electronic word-of-mouth communication about corporations has an important value. Employees who use social media be a bridge between the corporations and the public in the formation of this value. The aim of this study is to examine the relationship between the use of social media and the positive electronic communication behaviors of institution employees and to test the structural model developed based on the literature. The study was conducted with 619 (375 male, 244 female) employees of the Ministry of Family and Social Policies. The data collection tools of the study were the Social Media Use Scale and the Positive Electronic Word of Mouth Communication Scale. Before the measurement model was set, the structure of the variables was tested and observed to be efficient enough to be included in the structural equation modeling. Then the proposed model was tested. As a result of the analysis, it has been found that both of the Social Integration and Emotional Connection (SIEC)and Adaptation to Integration into Social Routines (ISR)subscales, which measure social media use Integration, have a significant and positive impact on positive Word of Mouth Communication about the corporations of the institution employees participating in the study. This positive effect should be taken into account in the internal public relations practices.

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