Welcome to the InfoSci Platform
The Use of New Media Applications in Corporate Social Responsibility: Vodafone “#BuMamaBenden” Case Study

The Use of New Media Applications in Corporate Social Responsibility: Vodafone “#BuMamaBenden” Case Study

Eda Turanci, Nefise Sirzad
Copyright: © 2021 |Pages: 18
ISBN13: 9781799832010|ISBN10: 1799832015|ISBN13 Softcover: 9781799832027|EISBN13: 9781799832034
DOI: 10.4018/978-1-7998-3201-0.ch017
Cite Chapter Cite Chapter

MLA

Turanci, Eda, and Nefise Sirzad. "The Use of New Media Applications in Corporate Social Responsibility: Vodafone “#BuMamaBenden” Case Study." Handbook of Research on New Media Applications in Public Relations and Advertising, edited by Elif Esiyok, IGI Global, 2021, pp. 274-291. https://doi.org/10.4018/978-1-7998-3201-0.ch017

APA

Turanci, E. & Sirzad, N. (2021). The Use of New Media Applications in Corporate Social Responsibility: Vodafone “#BuMamaBenden” Case Study. In E. Esiyok (Ed.), Handbook of Research on New Media Applications in Public Relations and Advertising (pp. 274-291). IGI Global. https://doi.org/10.4018/978-1-7998-3201-0.ch017

Chicago

Turanci, Eda, and Nefise Sirzad. "The Use of New Media Applications in Corporate Social Responsibility: Vodafone “#BuMamaBenden” Case Study." In Handbook of Research on New Media Applications in Public Relations and Advertising, edited by Elif Esiyok, 274-291. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-3201-0.ch017

Export Reference

Mendeley
Favorite

Abstract

Corporate social responsibility is the responsibility of the corporations towards the stakeholders, the environment, and society. It covers the voluntary practices for the solution of social problems. Similar to other areas, new media applications offer new opportunities in terms of corporate social responsibility practices. In addition, it is now possible for companies to benefit from four different types of media: “paid, earned, shared, and owned media”. The purpose of this study is to reveal how corporations take advantage of paid, owned, earned, and shared media using new media applications in their social responsibility practices. For this purpose, the Vodafone Turkey Foundation's #BuMamaBenden project is selected as a case study and examined. The research results show that new media applications can be used as an effective tool to reach people. Moreover, the coordinated use of these four media types can increase the impact of corporate social responsibility projects and keeps them alive.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.