Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy
THE IMPORTANCE OF WEB SITES IN TERMS OF CONSUMER BEHAVIOUR: A RESEARCH ON TURKISH AUTOMOBILE MANUFACTURERS
Research Assistant Gül Coşkun, PhD. Ege University, Faculty of Communication, Department of Public Relations
[email protected] Research Assistant Mehmet Tokatlı Ege University, Faculty of Communication, Department of Public Relations
[email protected]
Abstract Today communication technologies, which gains importance gradually, are in use in every sphere of life and penetrate into daily life. Like it is the case in each and every area, communication technologies affect advertisement, human relations and marketing and can orient behaviours of consumers. The consumer conducts a research through internet media where one can get information anytime and about anything or through conventional media with regards to the product or service they would like to receive and decides on being a client aftermath of the research. Consumers carrying out extensive research about the luxury consumer goods use internet very effectively. In this study which sets out the importance of web sites in terms of consumer behaviour and how they should be, firstly literature information is presented and following the result of research findings, conclusions and recommendations are provided. Key Words: Consumer Behaviour, Websites, Automotive Topic Group: Marketing and Consumer Behaviour INTRODUCTION Client potentials of the organizations and client satisfaction are among the important factors which ensure these organizations survive in today’s world. Especially in this era when the rate of production and competition is very high, the organizations become successful by producing the products according to the expectations of the target group; promoting and providing the product in the right manner. Internet media is the preferred media by today’s consumers as the information flow is the most rapid and the extent of information is the largest. Organizations’ internet websites are visited by target groups and consumers in order to obtain the information they need before making the purchasing decision. Through the information provided, consumers can make comparisons among various brands and then move towards the possible
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy purchasing decision. Hence, the organizations’ usage and management of information and communication technologies, organization’s website, social media etc. designs tailored for the wills and expectations of the target groups ensure that organization/product or the service in question will be easily remembered by the consumers. CONSUMER BEHAVIOUR AND SCOPE When historical development of consumer behaviour is examined, it will be understood that not much importance was attached to consumer behavious especially through Fordizmprevailing period when the production was standard. In this period, standard products were manufactured, provided and the demands were met in such manner. Consumer requests could be ignored by the organizations. Production redundancy accessed in time and changing supply-demand equilibrium has oriented organizations to understand the consumers and pay attention to the consumers’ wills. Standard products and services are becoming more diversified in line with the demands of the consumers and organizations have started to provide various products and services for different target groups. Today’s marketing philosophy by all means has turned into an individual perspective. Organizations which used to provide standard products to customers in the past have a tendency to create a separate product for each and every different kind of consumers now. This shows the importance attached to the consumer behaviours by the organizations. Consumer is the one who evaluates a product or service according to his/her judgements, purchases and uses while customer could be defined as one who purchases a product or service from a specific producer or shop (Khan 2004:5). The essential objective of organizations’ is to turn consumers into clients and become the shop or provider where needs of clients are met. This could be ensured through envisaging the consumer behaviour and managing them. Consumer behaviour focuses on the studies examining as to why and how a service or good is consumed (Zengin 2012:33 cited Chaudhuri,2006). Consumer behaviour can be defined as the decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services. This definition clearly brings out that it is not just the buying of goods/services that receives attention in consumer behaviour but, the process starts much before the goods have been acquired or bought. A process of buying starts in the minds of consumers, which lead to the finding of alternatives between products that can be acquired with their relative advantages and disadvantages. This leads to internal and external research. Then follows a process of decision-making for purchase and using the goods, and then the post purchase behaviour which is also very important, because it gives a clue to the marketers whether his product has been a success or not (Khan 2004:2). There are numerous factors directly or indirectly affecting the consumer behaviour. The organizations’ should be familiar with the value judgements, language, culture etc. of the community of which the individual is a part and make use of the information in the phase of regulating the marketing mix along with the individual characteristics of the target group. IMPORTANCE OF WEBSITES IN TERMS OF CONSUMER BEHAVIOUR It is seen that today’s consumers are more aware about meeting their needs compared to past. Consumers having the chance to access information at anytime and anywhere carry out a research; gather information with regards to product/service and access to users’ comments before actual purchasing. They use internet actively for that purpose. The most distinctive
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy feature of internet media from conventional media is that it provides an interactive media and therefore internet becomes a new tool of communication due to such a different feature (Esrock&Leichty, 1998:306). According to research, only 14% of internet users have trust in conventional advertisements while 78% think that users’ comments and likes are more credible and reliable (Kara 2012:106 cited Davey,2010). Organizations have to attach great importance to new media channels except for the conventional ones and therefore a new era which could be called as human relations 2.0 is formed. Organizations endeavour to direct consumer behaviours through websites, social media and networks; and create a positive impression about them. Today, the interaction between organizations and the target groups has become rather transparent. The reason of this is the information flow in websites, online news releases, news groups, blogs and similar media and the fact that information and messages are disseminated to different resources and exchange of information is carried out with different platforms (Güçdemir,2010:59-60). Websites especially used by today’s consumers for obtaining information have an impact on organization, product and service preference. Hence, it is of importance that organizations use their websites and other internet media effectively. Organizations’ management of these virtual media and making them functional facilitates the communication with the target group. The essential objectives of organizations’ establishing a website could be listed as follows: such services as management of public relations in virtual media and conducting virtual media applications; ensuring that people with their fingertips could access to product and service information; being effective in new distribution channel; showing product and capacity of the organization; client services, direct sales; news; stocks (Schmitt&Simonson,2000:369-370). Primary use of websites in the organizations are as follows: providing information to media organizations, establishing dayto-day communication with all the target groups, collecting information with regards to different consumers, improving the image of the organization, strengthening the organization identity, establishing communication with the employees, creating a statuesque symbol for the organization, having access to international markets, having access to an individual surfing in the internet (Okay&Okay,2007:550). THE IMPORTANCE OF TARGET GROUP PERCEPTION IN WEB SITE DESIGN Management of websites gains more and more importance and as it is the case in each and every area, it also has an important role in orienting consumer behaviour. For the design of website, the wills of consumers to receive information should be envisaged beforehand and such elements should be taken into account for design. Such details as information provided in the websites, easy-accessibility of the site and establishment of rapid and accurate communication between the organization and the consumer through website could be effective on turning a consumer into the client and strengthening the bond of client with the organization upon ensuring the client satisfaction. Therefore, the organizations should pay attention to expectation of consumer during website design, management and content and updating of the website. Site’s function and presentation characteristics (Gibson vd.,2001), advertisement and promotion applications, social media links could be examined as titles. Functional chrematistics, information/information flow, communication network, participation and campaigning are examined. • Information, information flow: It encompasses the information useful for orienting the consumer behaviour. It is possible to examine such information useful for orienting the consumer behaviours as information of organizational culture, product and service
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy
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information, after-sales information, public relations in the virtual media and advertisement activities and communication. Communication network: It encompasses internal and external links for establishing communication between target groups and the authorities. Participation: Participation feature among the functional features is related to the proportion of communication established between the consumer and organization through website. Within this scope, there are certain techniques and applications used in the websites such as areas or parts where e-mail communication could be established, feedback from the e-mail address in the site, e-mail media highlighting the special areas, visitor questionnaires for obtaining the visitors’ opinions about certain subjects, online real-time conversation with the officials, online real-time conversations with the online users, visitors’ guestbook Campaigning: Campaigning feature ensures consumers spend time in the website they are interested or access to the spot they would like access in the site. Advertisement techniques such as pop-up, pop-under, and banner etc., social responsibility campaigns, campaigns of product and services, and downloadable products are examined within this context.
Presentation characteristics of organization website include visuality, accessibility, navigability, freshness and visibility. • Visuality: Multimedia use including frameworks in the site, graphics, page design composed of animated images and sound, video, animation elements are visuality features of the site. • Accessibility: Presence or absence of a framework feature in the sit, site’s text version availability, downloadability and writing of documents in text version, presence of website translation into a foreign language, presence of software for people with visual impairment could be taken into account in terms of accessibility feature of the site. • Navigatibility: Such feature as easy-navigation in the site for visitors means that they have access to the information they look for in the shortest time possible. Navigatibility clues, search engines, presence of homepage icon on the bottom, top or sides, permanent presence of fixed menu bars lower or upper part of the page and site map could be taken into account in terms of navigatibility feature of the site. • Freshness: Web sites should encompass the most up-to-date information with regards to the organization. In addition to that, replying the mails sent to the mail address in the site also falls in the scope of freshness. • Visibility: Visibility feature includes information like whether the site is visible in search engines or not, how many times it is visible in these engines, in which row the home page of the site is visible in the engines. Use of e-promotion and e-advertisement in the websites has an important role in reaching the message to the target group in a short manner and establishing the emotional connection of the target group with the promotions. • In general, the advertisement techniques used in the websites; banner advertisements, sprung boxes (pop-up/pop under), frames sidebar, rich media, screensavers, content sponsorships, hyperlinks, advertorials model, picture in picture aids in the search results and targeted advertisements could be listed here.
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy •
Promotion techniques within the scope of automobile sites are as follows: free promotional products, free magazines, catalogues, brochures and/or publications, sweepstakes, gift token and downloads.
Use of social media gains more and more importance in terms of the target group. The fact that today’s consumers spend so much time in the social media, especially in the social networks and they do not spare time for conventional media as they used to resulted in organizations’ diversifying their social media applications. It is observed that organizations give links to social media sites through their websites and even more they direct their target groups to their pages in the social media by giving links and eventually interact with the target groups. The possible list of social media could listed as mentioned under (Parker,2010:XXXXI): • Social networks (Facebook etc.), microblogs (Twitter), blogs (organizational blog), multimedia sites (Youtube etc.), social bookmarking sites (Delicious etc.), official forums of the organization, wikies(wikipedia). A RESEARCH ON TURKISH AUTOMOBILE MANUFACTURERS AIM OF THE RESEARCH Use of information and communication technologies is becoming widespread. Organizations provide wide range of information regarding the organization, product and services to its consumers and other target group in this media. The fact that consumers obtain information regarding the product and service in pre-and-post sales period and that it is a 7/24 accessible communication channel make the web media attractive. Businesses have access to available consumers and to-be-consumers via websites, promote and even sell their products and services, form different databases and establish interactive communication with all of their target groups. Within the scope of this study, it is aimed at explaining how Turkish automobile manufacturers use websites for promotion and orient consumer behaviours. SCOPE OF RESEARCH The scope this research is to establish websites of automobile brands which are manufactured in Turkey. The automobile manufacturers in question are determined by taking Turkish Republic, the Ministry of Industry and Trade “Turkiye Automotive Sector, Strategy Document and Action Plan 2011-2014”, and all the automotive manufacturers in this document are Honda, Hyundai, Oyak Renault, Tofaş and Toyota (Turkish Republic, the Ministry of Industry, 2013).The brands of which websites are examined are as follows: Honda, Hyundai, Renault, Fiat and Toyota. Websites addresses examined are listed as such: For Honda "http://www.honda.com.tr/otomobil.aspx, For Hyundai http://www.hyundai.com/tr/tr/Main/index.html, For Renault http://www.renault.com.tr/anasayfa, For Fiat http://www.fiat.com.tr/Sayfalar/anasayfa.aspx, For Toyota http://www.toyota.com.tr/
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy METHOD OF RESEARCH For the analysis of automotive brands, the method in “Election Campaigning On The WWW In The US And The Uk: A Comparative Analysis" of Gibson, Margolis, Resnick ve Ward (2001) Akıncı Vural and Coşkun (2006:109-115) “e-Marketing Communication in The New Media: A Research on Websites of Faculties of Communication” were taken as basis. For the examination of websites of the automobile brands within the scope of analysis in terms of promotion and consumer behaviours, indices were formed based on function, presentation features, and promotion and advertisement techniques. Organizational websites’ information/information flow, communication network, participation and campaigning functions (See Table 1), such presentation features as visuality, accessibility, navigatibiility and visibility(See Table 2) and promotion and advertisement techniques used (See Table 3) were examined and assessed. Subindices and scoring system were taken as basis for the abovementioned studies for determination of all functions, presentation features, promotion and advertisement techniques of organizational websites (See: Annexes) Index for social media use was prepared within the scope of this study. There was not an assessment index about the subject beforehand and a new index was prepared within the scope of this very study (See Table 4). Evaluation of websites was conducted between June 2003- July 2013. Index used for the study is provided in the annex of the study (See: Annex 1). LIMITATION OF THE STUDY It is possible to evaluate the limitations of the study as time and method. The study was carried out between June 2003- July 2013. By the method, general frames of the organizational websites were examined within the scope of the study. FINDINGS AND INTERPRETATION The web sites function feature, information/information flow, internal and external communication network, participation and campaigning were taken into account as functional feature of websites of the automobile brands within the scope of the study and the results were presented in the under mentioned table. Table 1: Full Function of Web Sites Examined Information Flow Honda Hyundai Renault Fiat Toyota Average Range
29 27 31 23 30 28 0-37
Communication Network InternalExternal 5-1 3-1 5-3 3-1 4-1 4-1,4 0-5 / 0-5
Participation Campaigning 2 3 1 1 4 2,2 0-8
4 2 3 3 4 3,2 0-4
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy When information/information flow is examined within the scope of index formed within the study, it is seen that there are organizational history, environmental policy, product service information, technical product information, accessories and product price information, product visuals, test drive links, advertisement publication, news and bulletins, transfer of organizational visual identity, communication information, service contact information, appointment system, social media links, after sales service information, information about active roadside assistance in all of websites of automobile companies manufacturing in Turkey. However, there were not any public relations and pressroom part and related information are gathered under news link. For the organizational identity transfer of automobile companies, there are logo, emblem, etc. information but information concerning the development of logo and the story behind is only present in Fiat. Social responsibility activities, promotion and campaigning information was present in Honda, Renault, Fiat and Toyota, however not in Hyundai website. Magazine and newspaper information belonging to organization, brochure and manuals, main slogan of the organization, headquarter information are present in all web sites except for Fiat. Financial information (payment and credit information) is present in all websites except for Hyundai. 2nd hand automobile information is present in all brands except for Honda. Organization’s investment profile was present in Honda, Hyundai, Toyota and Renault; however in Fiat’s website such information could not be found. Philosophy, mission and vision were present in Honda, Renault and Toyota but not present in Hyundai and Fiat’s website. Organization awards were present in Hyundai, Renault and Toyota websites, but such information was not found in Honda and Fiat’s website. Transfer of information concerning the sponsorships of the organization was present in Hyundai, Fiat and Toyota websites; but not present in Honda and Renault’s websites. FAQ (frequently asked questions) part was present in Hyundai, Renault and Toyota, but not present in Honda and Fiat’s website. Online TV applications were only present in Honda and Renault’s website. User comments are presented as video in only Honda’s website. Information of public relations activities were not presented under a special link; but under news link. Message of the organization leader, fan club information and other useful links were not present in any of the organizations’ website within the scope of the study. Within the context of information and information flow, Honda, Renault, Toyota and Hyundai’s websites the proportion of information is higher when compared to Fiat. When web site averages of all websites, information and information flow has 28 points out of 37 points in 5 automobile brand website. It is seen that Renault ranks the first in terms of information and information flow in the website. It may be interpreted that the reason of this is the fact that when compared to other brands Renault sees Turkiye as the leading market. In the evaluation of communication network function, internal and external links of automobile brands were checked. In this context, it is observed that majority of the automobile brands’ websites have internal links, while the number of external links is very low. In general, there are links to their own social media. Renault has the highest number of external links. Renault has links with different micro sites except for the links to the social media. Participation function was evaluated in terms of openness, feedback, visitor questionnaire and areas for mutual communication. When websites are evaluated in terms of participation, it seen that these sites are functional with regards to participation or
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy interactivity. In none of the websites, was there an area for mutual communication. It is also observed that there is not site subscription system but only an e-bulletin subscription part. Areas for e-mail communication are present in Toyota and Hyundai however, are not present in the other brands. The headlines examined in this scope are as follows: areas for e-mail communication, e-mail address in the site, e-mail media highlighting certain subjects (service etc.), online form for subscription, visitors questionnaire, realtime conversation with client representative, online real-time conversation with the users registered into the site, bulletin board and visitors guestbook; each headline had 1 point, in total 8 points and it is found out that website average 2,2. Participation and feedback feature was evaluated through the online form and with messages left in the questions part. Fiat, Honda and Hyundai gave feedback in 24 hours by phone; Toyota and Renault did in 48 hours via e-mail. In the evaluation about campaigning function, in Honda and Toyota campaigns (pop-up and banner in the homepage etc.), social responsibility campaigns, product campaigns transfer and download(logo, screen savers, product visuals and wallpapers, etc.) were present, however in Fiat and Renault download feature was not present, and in Hyundai campaigns and social responsibility campaigns were not present. Table 2: Presentation of Organizational Websites
Honda Hyundai Renault Fiat Toyota Average Range
Visuality 6 6 6 6 6 6 0-6
Accessibility 4 5 4 4 4 4,2 0-5
Navigatability 5 5 5 5 5 5 0-5
Freshness 1 2 1 2 1 1,4 0-6
Presentation features of websites are examined concerning visuality, accessibility, navigatibility, freshness, visibility. In terms of visuality, it is found out that all websites in the study have graphics, frames, animation/images, sound, video and animation. In the examination of accessibility, it is seen that there is frame option, the entire site could be presented in text format, all automobile brands, the documents could be downloaded and written in text format and wireless access is possible by wap-pda. Translation into foreign language is possible in only Hyundai web site. In general, concerning the accessibility feature all sites have adequate capacity in that regard. In the examination of navigatibility, it seen that all the websites have navigatibility clues, in-site search engine, homepage icon, fixed menu bars and site maps, hence all the websites are adequate in terms of navigatibility. All sites were checked in daily basis in general also especially focused to find any freshness in main pages and news section. In time period, only update on main page came from Fiat. Fiat added a pop-up on main page in purpose of directing their visitors to be
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy informed about new promotion policies. On the other hand other coopearations showed no freshness on their main pages. In news section, all cooperations except Hyundai, update their news in time period between 3-9 months but Hyundai regularly adds fresh news each month and keeps the site fresh. For visibility feature of the websites, organization name and homepage links are googled. When organization names were googled, they ranked the first in the search engine; however when homepage links were googled, the number of organizational link was 14 for Renault, 10 for Honda, Hyundai, and Fiat and 8 for Toyota. Table 3: Use of e-Advertisement and e-Promotion Techniques in the Websites Examined
Honda Hyundai Renault Fiat Toyota Average
E-Advertisement Techniques 4 2 5 3 5 3,8
E-Promotion Techniques 2 2 1 1 2 1,6
Range
0-11
0-5
Websites e-advertisement features are evaluated concerning banner advertisements, popups/popunders, side frames, rich media, and screensavers, content sponsorships, hyperlinks, advertorials model, picture in picture, aids the search results, targeted advertising in quantity. It is observed that e-advertisement technique was used in limited manner for the promotion of all websites. Banner advertisement and aids the search were present in all websites, however pop-ups/pop-unders were used in only Honda, Renault, Fiat and Toyota websites. Picture in picture was present in Honda and Toyota website, hyperlinks were present in Toyota website, content sponsorships and rich media was present in Renault website. Side frames, screensavers, advertorial model and targeted advertisement techniques were not present in any of the websites. For the examination of e-promotion techniques, free promotional products, free magazines, catalogues, brochures and/or publications and sweepstakes, gift tokens are taken into account. It is observed that organizations do not spare enough space to promotion techniques in their websites. Promotional magazine, catalogue, brochure or publications are available in all websites however download feature is available in Honda, Hyundai and Toyota. Free promotion, sweepstakes and gift tokens are available in none of the websites. There are only discount announcements about certain areas such as spare part and maintenance for limited time.
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy Table 4: Social Media Use of Automobile Brands Examined
Social Network (Facebook etc.) Microblogs (Twitter etc.) Organizational Blog
Honda + + -
Hyundai + + -
Renault + + -
Fiat + + -
Toyota + + -
Multimedia (Youtube etc.) Social Bookmarking (Delicious etc.) Forum Wiki Total Range
+ + 4 0-7
+ + 4 0-7
+ + 4 0-7
+ + 4 0-7
+ + 4 0-7
Another area that organizations today should pay attention to about consumer behaviours in the context of web 2.0 and 3.0 is social media links and is also examined through websites within the scope of the study. Social media research composing of social network, organization blog, multimedia, social bookmarking, forum and wikis is conducted on the social media tools mostly used in Turkey. In the research, it is observed that all the websites provide link to organization social networks (facebook, etc.) and microblog(twitter, etc) on their homepages. In Hyundai, Renault, Fiat and Toyota websites, there are links to multimedia sites (Youtube, pinterest, instagram, etc.) Social bookmarking (delicious, stumble upon, etc.) is only available in Honda website. Whilst forums and organizational blogs are not available in any of the automobile company website; it is observed that as a result of the research conducted, there are forums and blogs established and managed by the users’ own endeavours using organizational identity elements of the organization such as brand, product, logo, etc. It is also found out that all the information is available about the brands in Wikipedia. CONCLUSION AND RECOMMENDATIONS Web media gains more and more importance today which is one of the effective ways of the organizations for reaching out their target groups. The fact that generation Y and Z adapted internet use and this technology into their daily lives bring about that organizations attach more and more importance to web technologies for reaching these target groups. Information regarding automobile, brands, prices, features, after sale services could be looked through the websites by the automobile consumers and client target groups as automobile brands are among the luxury consumption in today’s Turkiye. Websites are the primary information resources concerning the consumer behaviours and they affect the consumers’ orientation to a dealer or service for automobile sale or service procurement. Consumers attach importance to quality, brand and emotional closeness, design, after sales service, financial matters in luxury consumption. Therefore, the main drivers of the consumer behaviours are organizational culture, advertisement and human resources activities of the organization and continuous client satisfaction. Today’s consumers can have access to information about such drivers in the internet in the largest scope. In addition to this, social media use is on the increase as it is the case in other areas. Social
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy media is of utmost importance for reaching the generation Y and Z and establishing interactive communication with the target groups. Within the scope of the study, websites of the automobile brands of which manufacturing takes place in Turkey are examined for orientation of the consumers in terms of certain criteria. In parallel to this, as a result of the study it is possible to explain the conclusions and recommendations are as follows: • When websites are examined concerning the information and information transfer, it is seen that websites of all the automobile brands in question reflect the organizational culture and identity; however logo stories citing the organizational logo story are not available except for Fiat. It may be envisaged that culture could be better explained to the target group through stories. For example, as Fiat stated the date of logo formation; it may seen intriguing for the target group and ensures the emotional closeness. Such stories are recommended for transferring the organizational culture to the target group for the other companies as well. Apart from that, frequently asked questions, information concerning the organization’s public relations, message of the organization leader, fan club information, other useful links about automobile (website of the State Land Roads), sponsored events and social responsibility should be inside the frame bars and information about all these should be more detailed. • When websites are examined concerning the communication function, while there is adequate number of internal links in the websites; the number of external links is not enough except for Renault. Taking into account that micro websites under control of the organization and external links will come up in higher ranks in the search engines; the number of such external links should be increased. In addition to that, it is important to provide links to dealers and service centres links for meeting the need of the target group in this regard; it will also increase the visibility of the organization in the web domain. Thanks to these websites under control of the organization, the organization can manage the links on the first page in the search engines and prevent a possible bad experience of a client from dissemination and hence, tarnishing the image of the organization. • Within the scope of participation function, it is observed that feedback, visitor questionnaire and areas for mutual communication are either limited or non-existent. Especially systems for mutual communication online contribute to meeting the needs of the target group immediately and managing the organizational culture to this end. Visitor questionnaire ensures management of feedbacks from the client and follow-up of the innovations wills and demands within the scope of product and service. Efficient use of these areas and effective communication with the target group will pave the way for emotional closeness with the target group and involve the target group into the process. • With regards to campaigning function, research conducted on availability of various advertisement techniques, announcement of social responsibility campaign and addition of free download option. While it is observed that especially user manual, brochure, ebulletin and product visuals are presented in a downloadable manner; there is not any instrument for emotional closeness such as screensavers, wallpapers and advergame. The commitment of especially young target group like a passion towards the automobile may be foreseen. Therefore, availability of downloadable elements in high resolution integrated with the design will satisfy the young target group and the brand will be longlasting in their computers. • When accessibility features are examined, it is observed all the websites within the scope of the research have adequate capacity; however it is found out that there is not
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy
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translation into a foreign language option and that is taken as a shortcoming. In Turkiye where a lot of foreign citizens are present by tourism or by working purposes, the nonexistence of translation into a foreign language will bear some problems. It is also established that websites within the scope of the study do not use eadvertisement and e-promotion features adequately. Use of these techniques effectively will facilitate the transfer of product/service information to target group by organization, informing the target group about campaigns/promotions and presentation of targeted information to consumers. However, attention must be paid to the fact that eadvertisement techniques are not used intensively and distractively; such a thing may have a negative impact on the target group. When social media uses are examined, it is seen that organizations in question use social media, microblogs and multimedia sites actively; however organizational blog and social bookmarking sites are not used in the adequate level. Therefore, it is of utmost importance to have organizational blogs and keep them updated as there is a common language shared with the target group, creation of a more sincere environment. Social bookmarking sites should also be used effectively by the organizations as they facilitate finding the organizations in the searches. As a result of the study, it is observed that all the organizations are present in Wikipedia, it is suggested that the information there should be kept under control of the organizations, necessary corrections should be made and updated in time.
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Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy Zengin S.(2012). Impact of the Brand on the Consumer and a Practice on Automotive Sector, Turkish Republic Adıyaman University, Social Sciences Institute, Master’s Thesis Adıyaman. ATTACHMENT 1 (CORPORATE WEB SİTE ANALYZING INDEX) Functions Information Provision Additive index - 1 point assigned for each item present (0-37) 1. Organizational History 2. Organization Philosophy/Mission/Vision 3. Organization spokesman /Leader message 4. Organization Investmen Profile 5. Organization infrastructure of the factory 6. Environmental Policy 7. Social Responsibilty Project 8. Organization Magazine and Newspaper Information 9. Brochures and User's Guide 10. Organization Awards 11. Product/Service Information 12. Product Technical Information 13. Accessory Details 14. Product / Service Price Information 15. Financial Information ( Payment, Credit Policies) 16. Product Images 17. Test Drive 18. Second Used Cars Information 19. Public Relations Activities 20. Sponsorships 21. Advertisements 22. Relations with press /Newsroom (Nwesletters, news etc.) 23. Corporate Identity İnformation (logo, brand name and their stories 24. Brand Slogan/Mail Slogan 25. Fan Club Information 26. Online Television Activities 27. Promotion and Campaign Information 28. User's Comments 29. Communication Information 30. Central Office Information 31. Service Informaton 32. Online Appointment System 33. Social Media Links 34. Other Useful Links 35. After sales service information 36. Active Roadside Assistance 37. Frequently Asked Questions
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy Networking Internal: Ordinal index: 0-5 plus point Internal links include those to sub-brands, international branches etc. if they are independent of the main party site. 0 = no links; 1 = 1-10; 2 = 11-20; 3 = 21-50; 4 = 51-100; 5 = +100. External: Ordinal index: 0-5 plus point Dış Haberleşme: 0 = no links; 1 = 1-10; 2 = 11-20; 3 = 21-50; 4 = 51-100; 5 = +100. Participation Cumulative index (0- 8) 0penness (0-1): Email contacts to distinct units or branches Feedback Index (0-3): 1. Email address on the site, 2. Email address explicitly focused on soliciting comments, 3. An online form to submit views offered. Opinion Poll (0-1) Interaction Index (0- 3): 1. Chat room for real-time discussion with customer representative, 2. Chat room for real-time discussion with other customers, 3. bulletin board or guestbook to post views Campaigning 1 point assigned for each item present (0- 4) 1. Campaigning (banner, pop-up ad etc. on home page) 2. Presentation of Social Resposibility Campaigns Information 3. Presentation Product Campaigns Information 4. Download (logo, screen saver, wall papers etc.) PRESENTATION Visuality: Cumulative index (0-6) Comprised two additive indices Homepage Design: Index 1 point for each item present (0-3) 1. Graphics 2. Frames 3. Moving ../images Multimedia: Index 1 point for each item present (0-3) 1. Sound 2. Video 3. Live streaming Accessibilty: In principle index 1 point for each item present (0-5) 1. Frames option 2. Text only option (entire site) 3. Text only documents to download and print 4. WAP/PDA ‘wireless’ enabled 5. Foreign language translation Navigability Additive index - 1 point for each item present (0 – 5) 1. Navigation tips 2. Search engines in website 3. Home page icon on under or lower level pages 4. Fixed menu bar on under or lower level pages 5. Site map/index
Advances in Business-Related Scientific Research Conference 2013 in Rome (ABSRC 2013 Rome) October 2–4, 2013, Rome, Italy Freshness Ordinal index (0-6) Updated daily (6); 1-2 days (5); 3-7 days (4); every two weeks (3); monthly (2); 1-6 months (1); + 6 months (0) Visibility Number of links in (calculated with search engine, e.g. Google link:www.conservatives.com) Advertising Techniques (1-11) 1. Banners 2. Sprung Boxes (Pop-Up / Pop-Under) 3. Frames Sidebar 4. Rich Media 5. Screen Savers 6. Content Sponsorship 7. Hyperlinkler 8. Advertorials Modal 9. Picture in Picture 10. Aids the Search Results 11. Targeted Advertising Promotions Techniques (0-5) 1. Free Promotional Products 2. Free magazines, catalogs, brochures and / or publications 3. Sweepstakes 4. Gift Token 5. Downloads Social Media Techniques (0-7) 1. Social Networks (Facebook etc) 2. Mikroblogs (Twitter) 3. Organization Blogs (Kurumsal Blog) 4. Multimedia(Youtube vb.) 5. Social Bookmarking (Delicious vb.) 6. Forums 7. Wikies (Wikipedia)
