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What is Peso Model

Handbook of Research on New Media Applications in Public Relations and Advertising
It is an abbreviation of initials of paid, earned, shared and owned media types and it indicates to the coordinated use of the four media types.
Published in Chapter:
The Use of New Media Applications in Corporate Social Responsibility: Vodafone “#BuMamaBenden” Case Study
Eda Turanci (Ankara Haci Bayram Veli University, Turkey) and Nefise Sirzad (Cankaya University, Turkey)
DOI: 10.4018/978-1-7998-3201-0.ch017
Abstract
Corporate social responsibility is the responsibility of the corporations towards the stakeholders, the environment, and society. It covers the voluntary practices for the solution of social problems. Similar to other areas, new media applications offer new opportunities in terms of corporate social responsibility practices. In addition, it is now possible for companies to benefit from four different types of media: “paid, earned, shared, and owned media”. The purpose of this study is to reveal how corporations take advantage of paid, owned, earned, and shared media using new media applications in their social responsibility practices. For this purpose, the Vodafone Turkey Foundation's #BuMamaBenden project is selected as a case study and examined. The research results show that new media applications can be used as an effective tool to reach people. Moreover, the coordinated use of these four media types can increase the impact of corporate social responsibility projects and keeps them alive.
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