THE EVALUATION OF CORPORATE SOCIAL RESPONSIBILITY IN TERMS OF STAKEHOLDER THEORY AND COMMUNICATION APPROACH: A CONTENT ANALYSIS TOWARDS PRESS RELEASES OF BANKS

In today, the survival of the companies against awareness of consumers, development of competition environment, changing of community’s expectations from businesses and the similarity of products and services’ quality to each other might be possible to direct their differences. in the era which it has become a necessity to create the difference in order to provide the competitive advantage, companies which act with the understanding of corporate social responsibility can have this criterion of differentiation. in this study it is aimed to display comparatively how five important banks (garanti bankası, türkiye iş bankası, yapı kredi bankası, denizbank ve türk ekonomi bankası) in the turkish financial industry use the corporate social responsibility for particular stakeholder- oriented communication objectives in their press releases. accordingly, this study comprises the content analysis of press releases about corporate social responsibility activities which have been issued on the web sites of first five private-capital banks, based on total assets with reference to december data of 2008 year of the banks association of turkey, in last two years (01.01.2008 - 31.12.2009). with regard to the result of the study, it is proved that press releases heavily focus on societal activities and especially target to communities and customers. the result of this study also shows that five banks which have been examined within the research have implemented the similar strategies.