Kurumsal markaların desteklenmesinde sosyal medyanın rolü: Tanzanya telekomünikasyon şirketleri örneği

This study aimed at exploring the role of social media in promoting organizational brand of the telecommunication organizations. The study employed mixed methods of both qualitative and quantitative research approaches. Three research methods were used in conducting this study; content analysis, interview and online questionnaire survey. The study involved 870 Facebook posts from the four telecommunication organizations in Tanzania which were analyzed qualitatively. Also, 116 respondents were featured in this research whereby 16 respondents participated in the interview and the other 100 participants filled in the online questionnaire survey. The results of the study reveal that, social media play the great role in promoting organizational brand of the telecommunication organizations. Through the posts shared on Facebook, organizations managed to make their organizational brands recognized by and shared information about organizations to their stakeholders. This study shows that, social media offer to organizations alternative way of branding the corporate brand in front of their stakeholders instead of relying on the mainstream media only. Further research is required on the roles of social media in the building of organizational brand from the perspective of the organizations' practitioners. Keywords: Social media, Facebook, Organizational brand, Organizational communication, Telecommunication organizations.