EFFECT OF SOCIAL CAPITAL ON CORPORATE IMAGE: AN APPLICATION IN CIVIL SOCIETY ORGANIZATIONS

Abstract

In this study, the effect of the social capital of the enterprises on the corporate image is examined. It is thought that social capital, which is constituted as the concrete values that individuals have acquired in their daily lives and formed by means of good will, sincerity, sympathy and social relations between individuals constituting society, and which are divided into structural, cognitive and relational dimensions plays an important role in the emergence of the corporate image that reflects all the visual, verbal and behavioral elements that provide the formation of the enterprise. In this context; first of all, conceptual framework is presented about social capital and corporate image. Then, the findings and results obtained from the survey conducted within the scope of the research are presented. Structural equation modeling was preferred as a model. SPSS 22.0 and AMOS 24 package programs were used to analyze the data. According to the findings of the study, it is determined that the corporate image will increase when the social capital of the enterprises increase positively.