During the shift from industrial age to information age, globalization wave and technological developments made a huge impact on the organizational structures and practices. The ability of adapting to technological changes and using the advances in information technology to respond to customer needs have also become essential. The purpose of the study is to analyze the impact of social media applications on corporate reputation. The data was gathered from users of online banking services in Istanbul, Turkey. The results reveal that electronic service quality has a positive impact on perceived corporate reputation in the banking industry. The implications for further studies are discussed in line with the study findings.

Social media applications in business can be conceptualized as tools that enable organizations establish online marketing functions in order to reach target customer groups (Hanna et al., 2011). In this context, social media tools are tools for marketing and management, which contribute to organizational profits by speeding up the response rate to customer needs. Online advertisements and online customer services remove the barriers of time and space for customers by providing boundless access to information, about newly established services and products. Technological advancements and their practical implications in business are the latest topics that deserve attention in management sciences. Thus, electronic services via the use of social media tools should be taken into account in terms of their contribution to organizational profit and perceived corporate firm reputation in the industry. Social media is a platform where all the company’s activities are publicly exposed; this span of information can either benefit the company or can be devastating for its reputation. As such, a brief literature review about the concepts of corporate reputation, electronic service quality and social media concepts is presented in the theoretical background section.

Business Strategy, Journal, Corporate Reputation, Era of Social Media, Study in Turkish Banking Industry, Istanbul, Turkey, Electronic Service Quality, Social Media.