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Article
Publication date: 3 September 2020

Selin Türkel, Ebru Uzunoğlu and Sema Misci Kip

The purpose of this paper is to unearth common perceptions of non-profit organization (NPO) trust and reputation, with a specific focus in their overlaps and…

Abstract

Purpose

The purpose of this paper is to unearth common perceptions of non-profit organization (NPO) trust and reputation, with a specific focus in their overlaps and intersections. Examining the two concepts in tandem allows a more comprehensive approach offering new insights.

Design/methodology/approach

This study is devoted to the analysis of the interplay of NPO trust and reputation combining semantic network analysis with a personification approach. The data are collected via semi-structured interviews with 482 individuals.

Findings

The present results reveal both common (e.g. charitable, credible) and unique (e.g. illuminating, nice) personality traits. Findings also demonstrate that reputation is a broader concept than trust, with more characteristics. Moreover, it is possible to state that NPOs deemed reputable have a 50% chance of being trusted.

Research limitations/implications

Clearly delineating the relationship between the concepts of NPO trust and reputation has certain conceptual significance and practical value. As traits are grouped in the existing taxonomy categories based on the analysis, it could contribute to improving understanding of these constructs, as well as a modification in the existing classification.

Practical implications

This study aims to assist NPO managers by providing a list of ideal traits for NPO reputation and trust. It can serve as a guide for managers to assess their own perceptions, for comparison with those of competitors.

Originality/value

To the authors' knowledge, this study is the first attempt to provide an interrelated perspective to the study of NPO trust and reputation through semantic network and personification approach.

Details

Corporate Communications: An International Journal, vol. 26 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

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Article
Publication date: 6 February 2020

Sema Misci Kip and Pınar Umul Ünsal

This study aims to achieve broad insights into perceptions and attitudes of Turkish digital immigrants (DI) and digital natives (DN) toward native advertising (NA) format.

Abstract

Purpose

This study aims to achieve broad insights into perceptions and attitudes of Turkish digital immigrants (DI) and digital natives (DN) toward native advertising (NA) format.

Design/methodology/approach

Based on extant review of literature, semi-structured interview questions helped to solicit subjective interpretations, perceptions and attitudes of Turkish consumers toward NA format. In-depth interviews with 36 participants were conducted.

Findings

The study gains new knowledge on issues related to NA format, such as self-determination of viewing, privacy and accuracy of information. Findings provide whys and wherefores for these undiscovered issues, as well as for preexisting themes such as format recall and recognition, disclosure, communication/marketing aims, attitudes toward NA format, brand and publisher, NA placement and “nativity” of the format. In terms of perceptions and attitudes of DIs and DNs, both similarities and differences exist. DNs consider viewing NA content under their own initiative, so their perceptions and attitudes toward NA are shaped accordingly.

Research limitations/implications

The interviews were carried out in a single setting; with a convenience sample of consumers living in Izmir, Turkey. Certain age and education levels were considered desirable as main criteria for selection.

Practical implications

The study identifies consumer concerns on the NA format and content; and provides suggestions for advertisers, publishers and ad professionals on disclosure, relevancy and frequency of exposure, which can be applied in practice. Implications for public policy are also discussed.

Originality/value

This is the first known study to explore perceptions and attitudes of DIs and DNs toward NA format in the Turkish context. This study uncovers and discusses insights into underlying reasons of DI/DNs’ perceptions and attitudes. The study extends prior findings of quantitative research on NA, offering fruitful insights for future research.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Content available

Abstract

Details

Qualitative Market Research: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1352-2752

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