Brand, Identity and Reputation: Exploring, Creating New Realities ...

3.3 Opinions of Facebook members of Selva brand
200 subjects who are the members of Selçuk University Facebook page have stated that they agree with the ruling, ―The
group I belong to reflects my character‖ in the one sample T-test according to Table-3 which is applied to their answers
(P=0,001). The subjects have stated an opinion such that they certainly agree with the ruling, ―The group I belong to is a
part of my image‖ ( p=0,001). The subjects have stated that they definitely agree with the ruling, ―I am supplying a
major social benefit to this group as member― (P=0,001).
According to Table-6, The participants surely agree that the subjects are of the ―sincerity‖, sophisticate and
―Competence‖ image of the brand in terms of the image of the University. They certainly agree that the brand is of a
―Excitement‖ giving image. They do not agree that the brand is of a ―Ruggedness‖ image. There is no significant
difference between the genders in terms of reasons for the membership to the group. In the independent t-test carried
out between the men and women in terms of image of the university, no significant difference is found.
4.CONCLUSION
The social media use purposes of the organization administrators are found to be different. The profit making company,
Selva, uses the social media for establishing a brand image, reach their target group using a speedy and sincere language,
and support the traditional promotion activities. The non-profit making organization, Homeless Animals Protection
Association, uses the social media to reach their target group speedily and free of charge, and reduce the costs in an
unprofessional way. The University, Selçuk University, uses the social media to reach their members in a speedy and
inexpensive way. Furthermore, the efforts of the university to create a brand identity are also realize via social media.
5.TABLE
Table-1 Opinions of Facebook members of Selva Food Inc.
t P
The group I belong to reflects my character 2,4 0,017
The group I belong to is a part of my image 5,212 0,001
I am supplying a major social benefit to this group as member -0,931 0,353
Table-2 Opinions of Facebook members of Homeless Animal‘s Protection Association
t P
The group I belong to reflects my character 15,707 0,001
The group I belong to is a part of my image 4,365 0,001
I am supplying a major social benefit to this group as member -14,181 0,001
Table-3 Opinions of Facebook members of Selcuk University
t P
The group I belong to reflects my character 6,914 0,001
The group I belong to is a part of my image 8,771 0,001
I am supplying a major social benefit to this group as member 15,596 0,001
Table-4 Facebook Members of Selva Food Inc. Image Perception
Selva Food Inc. Image t P
Sincerity 6,315 0,001
Sophistication 3,388 0,001
Excitement -1,191 0,235
Competence 2,015 0,045
Ruggedness -15,584 0,001
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