Cihan Kocabaş | Marmara University (original) (raw)

Uploads

Papers by Cihan Kocabaş

Thesis Chapters by Cihan Kocabaş

Corporate communication management model proposal for higher education institutions: A mixed method research based on stakeholder opinions, 2022

The main purpose of this research is to develop a corporate communication management model for hi... more The main purpose of this research is to develop a corporate communication management model for higher education institutions in Turkey. To accomplish this, a literature review was conducted within the framework of corporate communication and higher education issues, and theoretical background information about the study subject was compiled. It was deemed appropriate that the study, which included in-depth analysis based on stakeholder opinions, was designed using a mixed-method approach and carried out with a multi-stage design method to serve the primary and secondary purposes of the study.
In the study, sequential empirical studies (four qualitative and two quantitative) were conducted to find answers to all research questions. These studies supported one another. Printed promotional materials and corporate social media accounts of higher education institutions were examined and interviews were conducted with employees of the corporate communication unit. In addition, a scale development study was carried out in line with literature and expert opinions, and the scale, whose validity and reliability studies were completed, was applied to the academic staff of higher education institutions. In the last stage, a draft model was studied by a consultant and the researcher, taking into account both quantitative and qualitative data. The draft model was presented to field experts and corporate communication unit managers of higher education institutions for evaluation in terms of content and scope. The draft model was revised and finalized based on feedback received.
Exploratory Factor Analysis, Confirmatory Factor Analysis, Independent Groups T-Test, and ANOVA Test were used to analyze the quantitative data collected within the scope of the research. On the other hand, qualitative data were subjected to content analysis. Patterns were identified and reported in the findings section as codes, categories, and themes. The analysis of quantitative data was conducted using SPSS and AMOS software, and the analysis of qualitative data was conducted using QSR NVIVO and MS Excel.
In the promotional materials examined within the scope of the research, it was found that the content targeted towards candidate students was intense. The official social media accounts were found to mostly include news and announcements for all stakeholders. According to the statements of employees of the corporate communication unit, corporate communication units are often considered as the first point of contact by higher education
ix
stakeholders. Furthermore, results from the scale applied indicated that the perceptions of the academic staff towards the corporate communication of their institutions were generally positive. The feedback received from experts and corporate communication managers regarding the developed draft model was used to develop the scope and content of the final model.
The results of this research reveal the current state of corporate communication units, which are an important aspect of higher education management and are becoming increasingly important in higher education institutions, based on multiple data sources. It is believed that the model proposal developed for the corporate communication units of higher education institutions using empirical data will benefit the entire higher education community, corporate communication units, relevant researchers, and policy makers. In the final part of the study, suggestions for future research and practitioners are provided.
Key words: Higher Education, Higher Education Institiues, University, Communication, Corporate Communication

Corporate communication management model proposal for higher education institutions: A mixed method research based on stakeholder opinions, 2022

The main purpose of this research is to develop a corporate communication management model for hi... more The main purpose of this research is to develop a corporate communication management model for higher education institutions in Turkey. To accomplish this, a literature review was conducted within the framework of corporate communication and higher education issues, and theoretical background information about the study subject was compiled. It was deemed appropriate that the study, which included in-depth analysis based on stakeholder opinions, was designed using a mixed-method approach and carried out with a multi-stage design method to serve the primary and secondary purposes of the study.
In the study, sequential empirical studies (four qualitative and two quantitative) were conducted to find answers to all research questions. These studies supported one another. Printed promotional materials and corporate social media accounts of higher education institutions were examined and interviews were conducted with employees of the corporate communication unit. In addition, a scale development study was carried out in line with literature and expert opinions, and the scale, whose validity and reliability studies were completed, was applied to the academic staff of higher education institutions. In the last stage, a draft model was studied by a consultant and the researcher, taking into account both quantitative and qualitative data. The draft model was presented to field experts and corporate communication unit managers of higher education institutions for evaluation in terms of content and scope. The draft model was revised and finalized based on feedback received.
Exploratory Factor Analysis, Confirmatory Factor Analysis, Independent Groups T-Test, and ANOVA Test were used to analyze the quantitative data collected within the scope of the research. On the other hand, qualitative data were subjected to content analysis. Patterns were identified and reported in the findings section as codes, categories, and themes. The analysis of quantitative data was conducted using SPSS and AMOS software, and the analysis of qualitative data was conducted using QSR NVIVO and MS Excel.
In the promotional materials examined within the scope of the research, it was found that the content targeted towards candidate students was intense. The official social media accounts were found to mostly include news and announcements for all stakeholders. According to the statements of employees of the corporate communication unit, corporate communication units are often considered as the first point of contact by higher education
ix
stakeholders. Furthermore, results from the scale applied indicated that the perceptions of the academic staff towards the corporate communication of their institutions were generally positive. The feedback received from experts and corporate communication managers regarding the developed draft model was used to develop the scope and content of the final model.
The results of this research reveal the current state of corporate communication units, which are an important aspect of higher education management and are becoming increasingly important in higher education institutions, based on multiple data sources. It is believed that the model proposal developed for the corporate communication units of higher education institutions using empirical data will benefit the entire higher education community, corporate communication units, relevant researchers, and policy makers. In the final part of the study, suggestions for future research and practitioners are provided.
Key words: Higher Education, Higher Education Institiues, University, Communication, Corporate Communication