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Summary


BİR DIŞ PAYDAŞ OLAN MEZUNLARIN İTİBAR ALGILAMALARI: ERÜ İLETİŞİM FAKÜLTESİ ÖRNEĞİ

Reputation is an intangible value consisting of perceptions of internal and external stakeholders of the organization. The sum of the images about the institution on the target audiences constitutes the reputation of the institution. In competitive conditions of today, it has become necessary for institutions to manage their reputations and measure how their reputation is perceived by their stakeholders regardless of which sector they operate in. In the study, it is aimed to measure the attitudes of the graduates that are the external stakeholders of the Erciyes University Faculty of Communication, towards the institution they graduated from. Mixed method technique was used in the research. First an online questionnaire followed by a semi-structured focus group interview was done in order to collect data.This design has been particularly useful in explaining unexpected research findings. With the convenience sampling method 208 graduates participated in the voluntary survey and 17 graduates participated in the focus group interview. The findings obtained by both methods confirm each other. It has been determined that Erciyes University Faculty of Communication has many positive images in the perception of its graduates that are its external stakeholders.



Keywords
reputation, reputation management, reputation perception, external stakeholder, university graduates.

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