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Gokhan AYDIN

University of Brighton, Brighton Business School, Faculty Member

Istanbul Arel University, Business Administration, Faculty Member

Istanbul Medipol University, School of Business and Management Sciences, Faculty Member

University of East London, Fashion Marketing, Faculty Member

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Gökhan Aydın is currently working as a Senior Lecturer and Course Leader in the School of Business and Law at the University of Brighton. He has been lecturing on various marketing topics at graduate and undergraduate levels since 2013. He has 12 years of hands-on private sector work experience in addition to academic experience and studies. He is experienced in brand
Address: Istanbul, İstanbul, Turkey

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Papers by Gokhan AYDIN

Dijital Ekonomide Teknoloji Bağımlılığı ve Çözüm Önerileri

Addicta: The Turkish Journal on Addictions, 2018

Bu çalışmada dünya genelinde hızla benimsenen yeni teknolojilerinin yol açtığı teknoloji bağımlıl... more Bu çalışmada dünya genelinde hızla benimsenen yeni teknolojilerinin yol açtığı teknoloji bağımlılığı ele alınmıştır. Çalışmada teknoloji bağımlılığının, dijital ekosistemin üzerine kurulduğu dikkat ekonomisinin doğal bir sonucu olduğu ileri sürülmektedir. Literatürde internet bağımlılığı, sosyal medya, oyun, cep telefonu gibi birçok uygulama alt başlığında incelenen söz konusu bağımlılık çeşidi, bu çalışmada en genel ifadesiyle teknoloji bağımlılığı olarak isimlendirilmiştir. Dijital platform sahiplerinin, son yıllarda insan beyninin işleyişi ve davranışlarıyla ilgili ulaşılan bulgulardan hareketle karşı koyulması güç biçimde alışkanlık yapan deneyimler (uygulamalar, sistemler, oyunlar vd.) tasarlaması, ekran başında geçirilen sürenin gittikçe artmasının önemli bir nedeni olarak görülmektedir. Bu durumun kontrol altına alınabilmesi için dünyadaki güncel başarı örnekleri incelenerek bütünleşik bir bakış açısıyla çözüm önerileri geliştirilmiştir. Teknoloji bağımlılığıyla mücadelede, sırasıyla, bireysel olarak çocukların, ailenin, kurumların (okul vd. eğitim kurumları) ve nihayet toplum ve politika belirleyicilerin yapabilecekleri ilgili başlıklar altında gruplanarak incelenmiştir.

Gösteri̇şçi̇ Tüketi̇mi̇n Ci̇nsi̇yetler Arasinda Terci̇h Sebepleri̇yle İlgi̇li̇ Bi̇r Deneyse

The Journal of Academic Social Science Studies, 2015

Gerçekleştirilmiş olan bu çalışma ile günümüzde kullanımı yaygınlaşmış olan lüks tüketim ürünleri... more Gerçekleştirilmiş olan bu çalışma ile günümüzde kullanımı yaygınlaşmış olan lüks tüketim ürünlerinin literatürde tercih nedenleri arasında görülen sosyal güdüler karşı cinsi etkileme özelinde incelenmiştir. Karşı cinse mesaj verme (sinyalleşme) aracı olarak kişilerin gösterişçi lüks ürünler kullanması özellikle gençler arasında sıklıkla gözlemlenen bir durumdur. Fakat cinsiyete göre bu eğilimde farklılıklar olabileceğine teorik ve uygulamalı çalışmalarda işaret edilmektedir. Bu olası farklılığın tespiti ve karşı cinsi etkilemek için gösterişçi ürünleri tercih etme eğilimlerinin ortaya konulması için 2x2 tasarımlı deneysel bir çalışma gerçekleştirilmiştir. Bu deneysel çalışma ile Ykuşağına ait 215 kişinin lüks tüketim ürünleri için yaptıkları harcamalar deneklerin romantik / eş seçimi durumunda ve normal bir durumda olması koşuluna göre deneysel bir uygulama ile ortaya çıkarılmıştır. Deney ve kontrol gruplarının cinsiyet bazında karşılaştırılması ile ortaya çıkan dört grup arasında gösterişçi tüketimdeki farklılıklar olduğu ortaya konulmuştur. Deney grubundaki erkeklerin kontrol grubundaki erkeklerden daha fazla gösterişçi ürün alma niyetinde olduğu gözlenmiştir. Kadınlarda böyle bir farklılık görülmemiştir. Bu doğrultuda karşı cinsi etkilemek için lüks tüketim ürünlerinin sinyalleşme aracı olarak kullanımının erkekler tarafından tercih edildiği, kadınlarda ise böyle bir davranışa rastlanmadığı yargısına varmaktayız.

Overcoming Resistance Barriers in Mobile Banking through Financial Literacy

International Journal of Mobile Communications

Visual elements effect on mobile application preference

Pressacademia, 2016

Mobile devices and related services are attracting the interest of both marketing academicians an... more Mobile devices and related services are attracting the interest of both marketing academicians and professionals as well as entrepreneurs. Mobile applications (apps) that work on these devices are promoted as individual service products or as supplementary services. In this context, this study aims to reveal the effect of visual elements in mobile app choice using app icons, the primary visual elements affecting consumer choice. The icons provide the first impression and are considered as the most frequently seen visual elements of apps. The visual and cognitive elements; color, symmetry, complexity, concreteness, familiarity and meaningfulness dimensions are used as icon characteristics. By utilizing the PAD model developed by Mahrabian and Russell, the effect of icon characteristics on users' dispositions and on download intentions was tested. Moreover, the effect of visual icon attributes on perceived quality was tested using the data collected through an online survey study. The analysis was carried out using structural equation modelling. This study aims to enable mobile app developers in improving their designs by revealing the effect of various visual elements on consumers' mobile app download intentions and expected to pioneer further studies in Turkey.

Y Jenerasyonunda Sözsüz İletişim Yöntemi Olarak Gösterişçi Tüketim Kullanımıyla İlgili Deneysel Bir Çalışma

Bu calisma icerisinde gunumuzde kullanimi istikrarli bir sekilde artis gosteren luks tuketim urun... more Bu calisma icerisinde gunumuzde kullanimi istikrarli bir sekilde artis gosteren luks tuketim urunleri sozel olmayan iletisim bakis acisindan ele alinmistir. Karsi cinse mesaj verme (sinyallesme) araci olarak luks urunlerin kullanimi bircok kulturde ve ozellikle gencler arasinda yukselen bir egilim olarak gorulmektedir. Karsi cinsi etkilemek icin gosterisci urunler kullanma egiliminin kadin ve erkekler arasinda tercih edilme sekillerinin ortaya konulmasi icin deneysel bir calisma yurutulmustur. Bu deneysel calisma ile Y-jenerasyonuna mensup olan 208 kisinin luks tuketim urunleri icin yaptiklari harcamalarin degisiklik gosterip gostermedigi uygulamali bir arastirma sonucunda ortaya konulmustur. Calismanin sonuclarina gore karsi cinsi etkilemek icin bir sinyallesme araci olarak luks tuketim urunlerinin kullanimini erkeklerin tercih ettigi, kadinlar arasinda ise boyle bir egilim olmadigi tespit edilmistir.

Alexander Brem & Éric Viardot (eds.), Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation, Springer, 2015, 230 pp. $179Hardcover

The Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Inno... more The Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation book edited by Alexander Brem & Eric Viardot provides a contemporary look at innovation from a marketing point of view. Innovation has been a hot topic both for academicians and managers for the last twenty years may well remain an area of interest for years to come. The title of the book emphasizes basic topics that are covered in the book but it hardly represents whole coverage of the book. Each of the eleven chapters discusses a distinct aspect of innovation in marketing related issues. In this way the book offers its readers interested in a specific area an effective way of welcoming different aspects of it and helps in enabling the development of more comprehensive approaches to innovation. The research areas revealed throughout the book includes innovation and internal & external stakeholders, adoption of innovation, business model innovations, corporate vision and innovatio...

Examining Social Commerce Intentions Through the Uses and Gratifications Theory

International Journal of E-Business Research, 2019

Changes in consumer behavior enabled by social networking technologies is leading to a transforma... more Changes in consumer behavior enabled by social networking technologies is leading to a transformation in e-commerce. Consumers' use of social media sites and relevant technologies for different aspects of shopping has become an issue of utmost concern to retailers and related businesses. Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate motives of users utilizing social media in their purchase decisions. Drawing from digital marketing and e-commerce literature, relevant uses and gratifications for social commerce (s-commerce) were chosen as information access, escape, entertainment, passing time, cool and new trends, and socialization. The proposed model was analyzed and tested via OLS regression and ANOVA analysis using the data collected from a survey study on 361 subjects in Turkey. Information access, relaxing entertainment, and socialization motives emerged as significant antecedents of s-commerce intentions. No significant effect ...

A study on consumer perception of luxery destination in Turkey

Pressacademia, 2015

Luxury consumption has an increasing trend despite the recent global economic crisis. Luxury tour... more Luxury consumption has an increasing trend despite the recent global economic crisis. Luxury tourism and luxury hospitality are among the leading categories that drive luxury consumption. The definition of luxury as well the luxury tourism destinations is not a constant and may vary from an individual to another. The destination to be travelled is one of the important criteria determining luxury perceptions. In this study, consumers' luxury destination perceptions are sought to be determined in order to set a foundation to further develop upon in luxury destination studies that are in scarce supply in Turkey. This study area offers Turkey, which targets to achieve higher levels of tourism revenues in the next decade an important opportunity to realize this goal. The conspicuous luxury destinations and non-conspicuous destinations are determined by a two-stage survey study. The three conspicuous destinations appeared as Bodrum, Antalya and Çeşme as the outcome of the analysis carried out.

Improving Health and Efficiency With Strategic Social Media Use in Health Organizations

Research Anthology on Public Health Services, Policies, and Education, 2021

The emergence of social networking systems as mainstream applications and an inherent element of ... more The emergence of social networking systems as mainstream applications and an inherent element of daily life is a phenomenon observed throughout the world as the worldwide social media users exceeds 2.7 billion. Similar to other sectors, healthcare organizations have also started benefiting from social media in distinct ways such as collecting feedback, educating, communicating and supporting patients and citizens. Social networks can act as remarkable channels for healthcare providers, governmental institutions, pharmaceutical companies, hospitals and others to educate, communicate to, listen, connect to and engage existing and potential customers, patients, physicians and healthcare professionals. Despite the various benefits offered, health institutions, health professionals and stakeholders are reluctant to utilize social media due to several barriers and lack of expertise. This chapter aims to provide a better understanding on the ways healthcare companies can utilize social net...

Mobile Multi-Brand Loyalty Programs: Elaborating Customer Value and Satisfaction

International Journal of E-Business Research, 2022

This study, based on value theory, aims to shed light on our understanding of changing consumer p... more This study, based on value theory, aims to shed light on our understanding of changing consumer perspectives on loyalty programs (LPs) within the digitally transformed retail environment by assessing the significance of value perceptions (i.e., monetary, hedonic, symbolic, knowledge) provided by LP benefits on member satisfaction. The value theory was expanded with the addition of personalization and information disclosure comfort constructs in accordance with the literature on mobile application adoption. The results of an online survey study on two leading coalition LPs in Turkey indicate that the monetary, hedonic, and symbolic values established by LP benefits are positively related to satisfaction. Furthermore, personalization was found to be a major factor that indirectly influences satisfaction through different perceptions of value. Privacy concerns, on the other hand, were found to have a significant but weak influence on satisfaction. Finally, the well-established effect of satisfaction on attitudinal loyalty was also confirmed.

Insights into mobile health application market via a content analysis of marketplace data with machine learning

PLOS ONE

Background Despite the benefits offered by an abundance of health applications promoted on app ma... more Background Despite the benefits offered by an abundance of health applications promoted on app marketplaces (e.g., Google Play Store), the wide adoption of mobile health and e-health apps is yet to come. Objective This study aims to investigate the current landscape of smartphone apps that focus on improving and sustaining health and wellbeing. Understanding the categories that popular apps focus on and the relevant features provided to users, which lead to higher user scores and downloads will offer insights to enable higher adoption in the general populace. This study on 1,000 mobile health applications aims to shed light on the reasons why particular apps are liked and adopted while many are not. Methods User-generated data (i.e. review scores) and company-generated data (i.e. app descriptions) were collected from app marketplaces and manually coded and categorized by two researchers. For analysis, Artificial Neural Networks, Random Forest and Naïve Bayes Artificial Intelligence ...

Dünyada Ve Türki̇ye'De Sağlik Turi̇zmi̇ Pazarlama Uygulamalari Ve Karşilaştirmali Durum Anali̇zi̇

ÖZET Bu çalışmanın amacı sağlık turizm pazarlamasının dünyada ve Türkiye'deki uygulamalarını ... more ÖZET Bu çalışmanın amacı sağlık turizm pazarlamasının dünyada ve Türkiye'deki uygulamalarını incelemek ve Türkiye için hangi stratejik pazarlama faaliyetlerinin uygun olduğunu tartışmaktır. Bu bağlamda SWOT analizi yapılmış ve Devlet kuruluşları ile Özel Sektör uygulayıcılarının Sağlık Turizm'ini geliştirmek için neler yapabilecekleri konusunda öneriler sunulmuştur. Anahtar Kelimeler: sağlık hizmetleri pazarlaması, sağlık turizmi, sağlık hizmetleri turizmi, sağlık turizmi pazarlaması, medikal turizm. COMPARATIVE SITUATION ANALYSIS AND MARKETING APPLICATIONS IN HEALTHCARE TOURISM AROUND THE GLOBE AND IN TURKEY ABSTRACT The purpose of the present study is to conduct a literature survey on marketing strategies which should be effective for healthcare industry in Turkey. Moreover, which marketing strategies would be appropriate for Turkey is discussed. In this context, a SWOT Analysis is conducted and some suggestions are proposed for policy makers and managers.

Adoption of mobile payment systems: a study on mobile wallets

Pressacademia, 2016

This study aims to understand the factors contributing to consumer attitude development towards a... more This study aims to understand the factors contributing to consumer attitude development towards and intention to use mobile payment systems. One of major mobile network operators' mobile wallet application in Turkey was used as a proxy of the mobile payment systems. Survey methodology is used to collect data from subscribers by stratified random sampling among two distinct groups (users and nonusers). A total of 1395 questionnaires were collected from subscribers and analyzed using partial least squares structural equation modeling. The findings highlight the importance of ease of use and usefulness in attitude development. On the other hand, security concerns were found to have low level of effects on attitudes and use intentions. Effect of social influence was found to be insignificant among the users. There were differences between users' and non-users' perceptions and beliefs indicated by significant differences in the majority of the constructs employed in the study.

Authenticity, Uniqueness and Intention to Buy Scarce Products

International Journal of Marketing Studies, 2016

This study aims to find empirical evidence between personality elements (authenticity, sense of u... more This study aims to find empirical evidence between personality elements (authenticity, sense of uniqueness, need for uniqueness) and individual's preference of scarce products (PUI). A model was founded upon an extension of Snyder's studies of uniqueness seeking behavior and psychological authenticity literature. Survey methodology was used and a questionnaire was developed using widely accepted authenticity (operationalized under three categories, namely authentic living, self-alienation and external influence), sense of uniqueness (SOU), and need for uniqueness (NFU) scales. A total of 257 valid questionnaires were obtained out of 298 fully-completed forms collected from young millennials in Turkey, one of the largest developing countries with a collectivist culture. The data was analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that only authentic living has a statistically significant effect on individuals' SOU. This component of authenticity also has a significant effect on consumers' desire for scarce and unique products through SOU. Significant but moderate level direct effects of SOU on PUI and NFU on PUI were observed in the analysis. Compared to the extant literature, this study adopts a more comprehensive interpretation of uniqueness, and incorporates authenticity as an antecedent to fill a research gap.

Tüketici temelli marka değerinin finansal performans üzerine etkisi

Itudergisi D, Oct 28, 2011

Gerçekleştirilen çalışmada önemi artan (tüketici temelli) marka değeri konusu ve finansal perform... more Gerçekleştirilen çalışmada önemi artan (tüketici temelli) marka değeri konusu ve finansal performans üzerine etkileri incelenmiştir. Tüketici gözünde oluşan marka değerinin alt boyutlarıyla ortaya konularak, bu boyutların şirkete somut finansal katkıları olup olmadığı ve katkı şekilleri Türkiye menşeli firmalar için analiz edilmiştir. Yöntem olarak çalışma, Türkiye"de tüketici temelli marka değerinin (brand equity) bir anket çalışmasından elde edilecek veriler ile belirlenmesi, firmaların finansal performansının halka açık finansal tablolardan elde edilmesi ve bu iki veri grubu arasında istatistiksel olarak anlamlı bir ilişki bulunup bulunmadığının detaylı olarak analizi ve yorumlanması şeklindedir. Tüketici temelli firma gücünün (değerinin) ölçümünde pazarlama literatüründe genel kabul gören Aaker (1991)"in önerdiği boyutlar üzerine geliştirilen çok boyutlu bir model kullanılmıştır. Aaker"in önerdiği ve çalışma içerisinde kullanılan boyutlar marka farkındalığı, algılanan kalite, marka sadakati ve marka çağrışımları olarak sıralanabilir. Bu boyutların ölçümü için geçtiğimiz yıllar içerisinde uluslararası literatürde yer alan çalışmalarda kullanılarak geçerliliği test edilmiş ölçeklerden faydalanılmıştır. Bu ölçeklerde yer alan ölçüm soruları Türkçe"ye ve Türkiye şartlarına uyarlanarak, uzman görüşleri ve pilot çalışma doğrultusunda yapılan ekleme ve değişiklikler sonucunda nihai haline getirilmiştir. Firmaların finansal performanslarının karşılaştırılabilmesi için uluslararası kabul görmüş çeşitli finansal performans göstergelerinden faydalanılmıştır. Finansal performans göstergelerinin her bir firma için değerini hesap etmekte İstanbul Menkul Kıymetler Borsası vasıtasıyla elde edilen halka açık finansal tablolar kullanılmıştır.

Effect of Brand Equity on Firms Financial Performance in Consumer Goods Industries

Pressacademia, 2015

This study aims to find empirical evidence linking consumer based brand equity (CBBE) with financ... more This study aims to find empirical evidence linking consumer based brand equity (CBBE) with financial performance of firms. Aaker's CBBE approach is adopted and this equity is measured using a questionnaire developed from scales in existing literature. Differing from the extant literature, this study relates CBBE and firms' performance by taking a direct approach in measuring financial performance by utilizing independently audited financial statements. A face-to-face survey study encompassing 28 companies from a variety of consumer goods industries was carried out in Turkey arriving at 505 valid responses. Firms' financial performance was assessed using ten different performance indicators derived from financial statements submitted to Istanbul Stock Exchange. Following an exploratory factor analysis to reveal CBBE dimensions, a multiple regression analysis was carried out to test potential effects of CBBE factors on financial performance indicators. As an outcome of the analysis it has been seen that the components of CBBE positively affect most of the financial performance indicators to varying extents. Perceived quality dimension appears to be the major driver of financial performance followed by the composite factor encompassing brand awareness and brand association components. Consumer based brand equity (CBBE) and its elements help customers in interpreting and processing information, create confidence in purchasing decisions and also enhance

Türki̇ye’De Kirsal Turi̇zm Desti̇nasyonlarinin Rekabetçi̇ Gücünün Geli̇şti̇ri̇lmesi̇ İçi̇n Strateji̇k Öneri̇ler

OZET Bu calisma Turkiye’nin kirsal turizm acisindan rekabet gucunun artirilmasina yonelik stratej... more OZET Bu calisma Turkiye’nin kirsal turizm acisindan rekabet gucunun artirilmasina yonelik strateji belirleme ve uygulama gelistirebilmesine destek olmak amacini gutmektedir. Bu dogrultuda dunya genelindeki en iyi uygulamalar (best-practices) incelenerek turizm, pazarlama, rekabet ve tutundurma calismalarigenis capli olarak ilgili literaturdendestek alinarak degerlendirilmistir. Ayni zamanda dunyadan onemli ornekler, Avrupa Birligi ulkelerine odaklanarakokuyuculara metin icerisinde sunulmustur. Turkiye’de bu gune kadar gerceklestirilen basarili kirsal turizm uygulamalarina yer verilerek rekabetci kirsal turizm ve tutundurma cabalari karsilastirmali olarak degerlendirilmistir. Yapilan calismanin sonucunda ilgili kisi/ kurum ve devlet destegi ile yerel halka verilecek cevresel, agro-turizm, eko-turizm ve ilgili turizm alanlarindaki bilimsel bilgilendirme faaliyetlerinin arttirilmasi, devlet desteginin saglanmasi, oncelikli bolgelerin saptanmasi, turizm odakli alternatif gecim faaliyetl...

A comparative study on attitudes towards SMS advertising and mobile application advertising

International Journal of Mobile Communications, 2017

The objective of the present study is to determine the major factors influencing consumers' attit... more The objective of the present study is to determine the major factors influencing consumers' attitudes towards two major types of mobile marketing activities: SMS advertising and mobile application advertising. It also discusses the potential differences in antecedents of attitude between the two types of advertisements. The study was carried out in Turkey among university students, who are commonly targeted in mobile marketing studies due to their high mobile phone ownership rates and familiarity with new technologies. A total of 489 valid questionnaires were obtained and analysed using partial least squares structural equation modelling. The findings indicate that overall attitudes towards both mobile advertisement types are negative, SMS marketing being the inferior type. Differences in perceptions of the antecedents of attitudes towards SMS and mobile app ads were detected. On the other hand, the way variables affect attitudes (paths) among the two wireless advertisements types were quite similar.

How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

Journal of Theoretical and Applied Electronic Commerce Research, 2021

This study aims to establish actionable guidelines and provide strategic insights as a means of i... more This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were foun...

Do Personality Traits and Shopping Motivations Affect Social Commerce Adoption Intentions? Evidence from an Emerging Market

Journal of Internet Commerce, 2019

Abstract Social commerce has become a hot topic since the beginning of Web 2.0 era; however, rele... more Abstract Social commerce has become a hot topic since the beginning of Web 2.0 era; however, relevant research is scarce in emerging economies. This study aims to fill this research gap and answer the main research question of “what type of relevant personality traits and shopping motivations affect social commerce adoption intentions”. The research model was developed upon personality traits (openness to experience, need for uniqueness and buying impulsiveness) that are deemed to be relevant to online shopping and social media use. An online questionnaire was conducted on social media users. A total of 269 valid questionnaires were analyzed via structural equation modeling to test for the proposed relationships, majority of which emerged as non-linear. The findings highlight the significance of socialization motives in addition to utilitarian and hedonic shopping motives on social commerce adoption intentions. Openness to experience emerged as a significant trait that has an indirect effect on social commerce adoption intentions. Age and education materialized as significant demographics influencing shopping motivations in a social commerce setting.

Dijital Ekonomide Teknoloji Bağımlılığı ve Çözüm Önerileri

Addicta: The Turkish Journal on Addictions, 2018

Bu çalışmada dünya genelinde hızla benimsenen yeni teknolojilerinin yol açtığı teknoloji bağımlıl... more Bu çalışmada dünya genelinde hızla benimsenen yeni teknolojilerinin yol açtığı teknoloji bağımlılığı ele alınmıştır. Çalışmada teknoloji bağımlılığının, dijital ekosistemin üzerine kurulduğu dikkat ekonomisinin doğal bir sonucu olduğu ileri sürülmektedir. Literatürde internet bağımlılığı, sosyal medya, oyun, cep telefonu gibi birçok uygulama alt başlığında incelenen söz konusu bağımlılık çeşidi, bu çalışmada en genel ifadesiyle teknoloji bağımlılığı olarak isimlendirilmiştir. Dijital platform sahiplerinin, son yıllarda insan beyninin işleyişi ve davranışlarıyla ilgili ulaşılan bulgulardan hareketle karşı koyulması güç biçimde alışkanlık yapan deneyimler (uygulamalar, sistemler, oyunlar vd.) tasarlaması, ekran başında geçirilen sürenin gittikçe artmasının önemli bir nedeni olarak görülmektedir. Bu durumun kontrol altına alınabilmesi için dünyadaki güncel başarı örnekleri incelenerek bütünleşik bir bakış açısıyla çözüm önerileri geliştirilmiştir. Teknoloji bağımlılığıyla mücadelede, sırasıyla, bireysel olarak çocukların, ailenin, kurumların (okul vd. eğitim kurumları) ve nihayet toplum ve politika belirleyicilerin yapabilecekleri ilgili başlıklar altında gruplanarak incelenmiştir.

Gösteri̇şçi̇ Tüketi̇mi̇n Ci̇nsi̇yetler Arasinda Terci̇h Sebepleri̇yle İlgi̇li̇ Bi̇r Deneyse

The Journal of Academic Social Science Studies, 2015

Gerçekleştirilmiş olan bu çalışma ile günümüzde kullanımı yaygınlaşmış olan lüks tüketim ürünleri... more Gerçekleştirilmiş olan bu çalışma ile günümüzde kullanımı yaygınlaşmış olan lüks tüketim ürünlerinin literatürde tercih nedenleri arasında görülen sosyal güdüler karşı cinsi etkileme özelinde incelenmiştir. Karşı cinse mesaj verme (sinyalleşme) aracı olarak kişilerin gösterişçi lüks ürünler kullanması özellikle gençler arasında sıklıkla gözlemlenen bir durumdur. Fakat cinsiyete göre bu eğilimde farklılıklar olabileceğine teorik ve uygulamalı çalışmalarda işaret edilmektedir. Bu olası farklılığın tespiti ve karşı cinsi etkilemek için gösterişçi ürünleri tercih etme eğilimlerinin ortaya konulması için 2x2 tasarımlı deneysel bir çalışma gerçekleştirilmiştir. Bu deneysel çalışma ile Ykuşağına ait 215 kişinin lüks tüketim ürünleri için yaptıkları harcamalar deneklerin romantik / eş seçimi durumunda ve normal bir durumda olması koşuluna göre deneysel bir uygulama ile ortaya çıkarılmıştır. Deney ve kontrol gruplarının cinsiyet bazında karşılaştırılması ile ortaya çıkan dört grup arasında gösterişçi tüketimdeki farklılıklar olduğu ortaya konulmuştur. Deney grubundaki erkeklerin kontrol grubundaki erkeklerden daha fazla gösterişçi ürün alma niyetinde olduğu gözlenmiştir. Kadınlarda böyle bir farklılık görülmemiştir. Bu doğrultuda karşı cinsi etkilemek için lüks tüketim ürünlerinin sinyalleşme aracı olarak kullanımının erkekler tarafından tercih edildiği, kadınlarda ise böyle bir davranışa rastlanmadığı yargısına varmaktayız.

Overcoming Resistance Barriers in Mobile Banking through Financial Literacy

International Journal of Mobile Communications

Visual elements effect on mobile application preference

Pressacademia, 2016

Mobile devices and related services are attracting the interest of both marketing academicians an... more Mobile devices and related services are attracting the interest of both marketing academicians and professionals as well as entrepreneurs. Mobile applications (apps) that work on these devices are promoted as individual service products or as supplementary services. In this context, this study aims to reveal the effect of visual elements in mobile app choice using app icons, the primary visual elements affecting consumer choice. The icons provide the first impression and are considered as the most frequently seen visual elements of apps. The visual and cognitive elements; color, symmetry, complexity, concreteness, familiarity and meaningfulness dimensions are used as icon characteristics. By utilizing the PAD model developed by Mahrabian and Russell, the effect of icon characteristics on users' dispositions and on download intentions was tested. Moreover, the effect of visual icon attributes on perceived quality was tested using the data collected through an online survey study. The analysis was carried out using structural equation modelling. This study aims to enable mobile app developers in improving their designs by revealing the effect of various visual elements on consumers' mobile app download intentions and expected to pioneer further studies in Turkey.

Y Jenerasyonunda Sözsüz İletişim Yöntemi Olarak Gösterişçi Tüketim Kullanımıyla İlgili Deneysel Bir Çalışma

Bu calisma icerisinde gunumuzde kullanimi istikrarli bir sekilde artis gosteren luks tuketim urun... more Bu calisma icerisinde gunumuzde kullanimi istikrarli bir sekilde artis gosteren luks tuketim urunleri sozel olmayan iletisim bakis acisindan ele alinmistir. Karsi cinse mesaj verme (sinyallesme) araci olarak luks urunlerin kullanimi bircok kulturde ve ozellikle gencler arasinda yukselen bir egilim olarak gorulmektedir. Karsi cinsi etkilemek icin gosterisci urunler kullanma egiliminin kadin ve erkekler arasinda tercih edilme sekillerinin ortaya konulmasi icin deneysel bir calisma yurutulmustur. Bu deneysel calisma ile Y-jenerasyonuna mensup olan 208 kisinin luks tuketim urunleri icin yaptiklari harcamalarin degisiklik gosterip gostermedigi uygulamali bir arastirma sonucunda ortaya konulmustur. Calismanin sonuclarina gore karsi cinsi etkilemek icin bir sinyallesme araci olarak luks tuketim urunlerinin kullanimini erkeklerin tercih ettigi, kadinlar arasinda ise boyle bir egilim olmadigi tespit edilmistir.

Alexander Brem & Éric Viardot (eds.), Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation, Springer, 2015, 230 pp. $179Hardcover

The Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Inno... more The Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation book edited by Alexander Brem & Eric Viardot provides a contemporary look at innovation from a marketing point of view. Innovation has been a hot topic both for academicians and managers for the last twenty years may well remain an area of interest for years to come. The title of the book emphasizes basic topics that are covered in the book but it hardly represents whole coverage of the book. Each of the eleven chapters discusses a distinct aspect of innovation in marketing related issues. In this way the book offers its readers interested in a specific area an effective way of welcoming different aspects of it and helps in enabling the development of more comprehensive approaches to innovation. The research areas revealed throughout the book includes innovation and internal & external stakeholders, adoption of innovation, business model innovations, corporate vision and innovatio...

Examining Social Commerce Intentions Through the Uses and Gratifications Theory

International Journal of E-Business Research, 2019

Changes in consumer behavior enabled by social networking technologies is leading to a transforma... more Changes in consumer behavior enabled by social networking technologies is leading to a transformation in e-commerce. Consumers' use of social media sites and relevant technologies for different aspects of shopping has become an issue of utmost concern to retailers and related businesses. Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate motives of users utilizing social media in their purchase decisions. Drawing from digital marketing and e-commerce literature, relevant uses and gratifications for social commerce (s-commerce) were chosen as information access, escape, entertainment, passing time, cool and new trends, and socialization. The proposed model was analyzed and tested via OLS regression and ANOVA analysis using the data collected from a survey study on 361 subjects in Turkey. Information access, relaxing entertainment, and socialization motives emerged as significant antecedents of s-commerce intentions. No significant effect ...

A study on consumer perception of luxery destination in Turkey

Pressacademia, 2015

Luxury consumption has an increasing trend despite the recent global economic crisis. Luxury tour... more Luxury consumption has an increasing trend despite the recent global economic crisis. Luxury tourism and luxury hospitality are among the leading categories that drive luxury consumption. The definition of luxury as well the luxury tourism destinations is not a constant and may vary from an individual to another. The destination to be travelled is one of the important criteria determining luxury perceptions. In this study, consumers' luxury destination perceptions are sought to be determined in order to set a foundation to further develop upon in luxury destination studies that are in scarce supply in Turkey. This study area offers Turkey, which targets to achieve higher levels of tourism revenues in the next decade an important opportunity to realize this goal. The conspicuous luxury destinations and non-conspicuous destinations are determined by a two-stage survey study. The three conspicuous destinations appeared as Bodrum, Antalya and Çeşme as the outcome of the analysis carried out.

Improving Health and Efficiency With Strategic Social Media Use in Health Organizations

Research Anthology on Public Health Services, Policies, and Education, 2021

The emergence of social networking systems as mainstream applications and an inherent element of ... more The emergence of social networking systems as mainstream applications and an inherent element of daily life is a phenomenon observed throughout the world as the worldwide social media users exceeds 2.7 billion. Similar to other sectors, healthcare organizations have also started benefiting from social media in distinct ways such as collecting feedback, educating, communicating and supporting patients and citizens. Social networks can act as remarkable channels for healthcare providers, governmental institutions, pharmaceutical companies, hospitals and others to educate, communicate to, listen, connect to and engage existing and potential customers, patients, physicians and healthcare professionals. Despite the various benefits offered, health institutions, health professionals and stakeholders are reluctant to utilize social media due to several barriers and lack of expertise. This chapter aims to provide a better understanding on the ways healthcare companies can utilize social net...

Mobile Multi-Brand Loyalty Programs: Elaborating Customer Value and Satisfaction

International Journal of E-Business Research, 2022

This study, based on value theory, aims to shed light on our understanding of changing consumer p... more This study, based on value theory, aims to shed light on our understanding of changing consumer perspectives on loyalty programs (LPs) within the digitally transformed retail environment by assessing the significance of value perceptions (i.e., monetary, hedonic, symbolic, knowledge) provided by LP benefits on member satisfaction. The value theory was expanded with the addition of personalization and information disclosure comfort constructs in accordance with the literature on mobile application adoption. The results of an online survey study on two leading coalition LPs in Turkey indicate that the monetary, hedonic, and symbolic values established by LP benefits are positively related to satisfaction. Furthermore, personalization was found to be a major factor that indirectly influences satisfaction through different perceptions of value. Privacy concerns, on the other hand, were found to have a significant but weak influence on satisfaction. Finally, the well-established effect of satisfaction on attitudinal loyalty was also confirmed.

Insights into mobile health application market via a content analysis of marketplace data with machine learning

PLOS ONE

Background Despite the benefits offered by an abundance of health applications promoted on app ma... more Background Despite the benefits offered by an abundance of health applications promoted on app marketplaces (e.g., Google Play Store), the wide adoption of mobile health and e-health apps is yet to come. Objective This study aims to investigate the current landscape of smartphone apps that focus on improving and sustaining health and wellbeing. Understanding the categories that popular apps focus on and the relevant features provided to users, which lead to higher user scores and downloads will offer insights to enable higher adoption in the general populace. This study on 1,000 mobile health applications aims to shed light on the reasons why particular apps are liked and adopted while many are not. Methods User-generated data (i.e. review scores) and company-generated data (i.e. app descriptions) were collected from app marketplaces and manually coded and categorized by two researchers. For analysis, Artificial Neural Networks, Random Forest and Naïve Bayes Artificial Intelligence ...

Dünyada Ve Türki̇ye'De Sağlik Turi̇zmi̇ Pazarlama Uygulamalari Ve Karşilaştirmali Durum Anali̇zi̇

ÖZET Bu çalışmanın amacı sağlık turizm pazarlamasının dünyada ve Türkiye'deki uygulamalarını ... more ÖZET Bu çalışmanın amacı sağlık turizm pazarlamasının dünyada ve Türkiye'deki uygulamalarını incelemek ve Türkiye için hangi stratejik pazarlama faaliyetlerinin uygun olduğunu tartışmaktır. Bu bağlamda SWOT analizi yapılmış ve Devlet kuruluşları ile Özel Sektör uygulayıcılarının Sağlık Turizm'ini geliştirmek için neler yapabilecekleri konusunda öneriler sunulmuştur. Anahtar Kelimeler: sağlık hizmetleri pazarlaması, sağlık turizmi, sağlık hizmetleri turizmi, sağlık turizmi pazarlaması, medikal turizm. COMPARATIVE SITUATION ANALYSIS AND MARKETING APPLICATIONS IN HEALTHCARE TOURISM AROUND THE GLOBE AND IN TURKEY ABSTRACT The purpose of the present study is to conduct a literature survey on marketing strategies which should be effective for healthcare industry in Turkey. Moreover, which marketing strategies would be appropriate for Turkey is discussed. In this context, a SWOT Analysis is conducted and some suggestions are proposed for policy makers and managers.

Adoption of mobile payment systems: a study on mobile wallets

Pressacademia, 2016

This study aims to understand the factors contributing to consumer attitude development towards a... more This study aims to understand the factors contributing to consumer attitude development towards and intention to use mobile payment systems. One of major mobile network operators' mobile wallet application in Turkey was used as a proxy of the mobile payment systems. Survey methodology is used to collect data from subscribers by stratified random sampling among two distinct groups (users and nonusers). A total of 1395 questionnaires were collected from subscribers and analyzed using partial least squares structural equation modeling. The findings highlight the importance of ease of use and usefulness in attitude development. On the other hand, security concerns were found to have low level of effects on attitudes and use intentions. Effect of social influence was found to be insignificant among the users. There were differences between users' and non-users' perceptions and beliefs indicated by significant differences in the majority of the constructs employed in the study.

Authenticity, Uniqueness and Intention to Buy Scarce Products

International Journal of Marketing Studies, 2016

This study aims to find empirical evidence between personality elements (authenticity, sense of u... more This study aims to find empirical evidence between personality elements (authenticity, sense of uniqueness, need for uniqueness) and individual's preference of scarce products (PUI). A model was founded upon an extension of Snyder's studies of uniqueness seeking behavior and psychological authenticity literature. Survey methodology was used and a questionnaire was developed using widely accepted authenticity (operationalized under three categories, namely authentic living, self-alienation and external influence), sense of uniqueness (SOU), and need for uniqueness (NFU) scales. A total of 257 valid questionnaires were obtained out of 298 fully-completed forms collected from young millennials in Turkey, one of the largest developing countries with a collectivist culture. The data was analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that only authentic living has a statistically significant effect on individuals' SOU. This component of authenticity also has a significant effect on consumers' desire for scarce and unique products through SOU. Significant but moderate level direct effects of SOU on PUI and NFU on PUI were observed in the analysis. Compared to the extant literature, this study adopts a more comprehensive interpretation of uniqueness, and incorporates authenticity as an antecedent to fill a research gap.

Tüketici temelli marka değerinin finansal performans üzerine etkisi

Itudergisi D, Oct 28, 2011

Gerçekleştirilen çalışmada önemi artan (tüketici temelli) marka değeri konusu ve finansal perform... more Gerçekleştirilen çalışmada önemi artan (tüketici temelli) marka değeri konusu ve finansal performans üzerine etkileri incelenmiştir. Tüketici gözünde oluşan marka değerinin alt boyutlarıyla ortaya konularak, bu boyutların şirkete somut finansal katkıları olup olmadığı ve katkı şekilleri Türkiye menşeli firmalar için analiz edilmiştir. Yöntem olarak çalışma, Türkiye"de tüketici temelli marka değerinin (brand equity) bir anket çalışmasından elde edilecek veriler ile belirlenmesi, firmaların finansal performansının halka açık finansal tablolardan elde edilmesi ve bu iki veri grubu arasında istatistiksel olarak anlamlı bir ilişki bulunup bulunmadığının detaylı olarak analizi ve yorumlanması şeklindedir. Tüketici temelli firma gücünün (değerinin) ölçümünde pazarlama literatüründe genel kabul gören Aaker (1991)"in önerdiği boyutlar üzerine geliştirilen çok boyutlu bir model kullanılmıştır. Aaker"in önerdiği ve çalışma içerisinde kullanılan boyutlar marka farkındalığı, algılanan kalite, marka sadakati ve marka çağrışımları olarak sıralanabilir. Bu boyutların ölçümü için geçtiğimiz yıllar içerisinde uluslararası literatürde yer alan çalışmalarda kullanılarak geçerliliği test edilmiş ölçeklerden faydalanılmıştır. Bu ölçeklerde yer alan ölçüm soruları Türkçe"ye ve Türkiye şartlarına uyarlanarak, uzman görüşleri ve pilot çalışma doğrultusunda yapılan ekleme ve değişiklikler sonucunda nihai haline getirilmiştir. Firmaların finansal performanslarının karşılaştırılabilmesi için uluslararası kabul görmüş çeşitli finansal performans göstergelerinden faydalanılmıştır. Finansal performans göstergelerinin her bir firma için değerini hesap etmekte İstanbul Menkul Kıymetler Borsası vasıtasıyla elde edilen halka açık finansal tablolar kullanılmıştır.

Effect of Brand Equity on Firms Financial Performance in Consumer Goods Industries

Pressacademia, 2015

This study aims to find empirical evidence linking consumer based brand equity (CBBE) with financ... more This study aims to find empirical evidence linking consumer based brand equity (CBBE) with financial performance of firms. Aaker's CBBE approach is adopted and this equity is measured using a questionnaire developed from scales in existing literature. Differing from the extant literature, this study relates CBBE and firms' performance by taking a direct approach in measuring financial performance by utilizing independently audited financial statements. A face-to-face survey study encompassing 28 companies from a variety of consumer goods industries was carried out in Turkey arriving at 505 valid responses. Firms' financial performance was assessed using ten different performance indicators derived from financial statements submitted to Istanbul Stock Exchange. Following an exploratory factor analysis to reveal CBBE dimensions, a multiple regression analysis was carried out to test potential effects of CBBE factors on financial performance indicators. As an outcome of the analysis it has been seen that the components of CBBE positively affect most of the financial performance indicators to varying extents. Perceived quality dimension appears to be the major driver of financial performance followed by the composite factor encompassing brand awareness and brand association components. Consumer based brand equity (CBBE) and its elements help customers in interpreting and processing information, create confidence in purchasing decisions and also enhance

Türki̇ye’De Kirsal Turi̇zm Desti̇nasyonlarinin Rekabetçi̇ Gücünün Geli̇şti̇ri̇lmesi̇ İçi̇n Strateji̇k Öneri̇ler

OZET Bu calisma Turkiye’nin kirsal turizm acisindan rekabet gucunun artirilmasina yonelik stratej... more OZET Bu calisma Turkiye’nin kirsal turizm acisindan rekabet gucunun artirilmasina yonelik strateji belirleme ve uygulama gelistirebilmesine destek olmak amacini gutmektedir. Bu dogrultuda dunya genelindeki en iyi uygulamalar (best-practices) incelenerek turizm, pazarlama, rekabet ve tutundurma calismalarigenis capli olarak ilgili literaturdendestek alinarak degerlendirilmistir. Ayni zamanda dunyadan onemli ornekler, Avrupa Birligi ulkelerine odaklanarakokuyuculara metin icerisinde sunulmustur. Turkiye’de bu gune kadar gerceklestirilen basarili kirsal turizm uygulamalarina yer verilerek rekabetci kirsal turizm ve tutundurma cabalari karsilastirmali olarak degerlendirilmistir. Yapilan calismanin sonucunda ilgili kisi/ kurum ve devlet destegi ile yerel halka verilecek cevresel, agro-turizm, eko-turizm ve ilgili turizm alanlarindaki bilimsel bilgilendirme faaliyetlerinin arttirilmasi, devlet desteginin saglanmasi, oncelikli bolgelerin saptanmasi, turizm odakli alternatif gecim faaliyetl...

A comparative study on attitudes towards SMS advertising and mobile application advertising

International Journal of Mobile Communications, 2017

The objective of the present study is to determine the major factors influencing consumers' attit... more The objective of the present study is to determine the major factors influencing consumers' attitudes towards two major types of mobile marketing activities: SMS advertising and mobile application advertising. It also discusses the potential differences in antecedents of attitude between the two types of advertisements. The study was carried out in Turkey among university students, who are commonly targeted in mobile marketing studies due to their high mobile phone ownership rates and familiarity with new technologies. A total of 489 valid questionnaires were obtained and analysed using partial least squares structural equation modelling. The findings indicate that overall attitudes towards both mobile advertisement types are negative, SMS marketing being the inferior type. Differences in perceptions of the antecedents of attitudes towards SMS and mobile app ads were detected. On the other hand, the way variables affect attitudes (paths) among the two wireless advertisements types were quite similar.

How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

Journal of Theoretical and Applied Electronic Commerce Research, 2021

This study aims to establish actionable guidelines and provide strategic insights as a means of i... more This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were foun...

Do Personality Traits and Shopping Motivations Affect Social Commerce Adoption Intentions? Evidence from an Emerging Market

Journal of Internet Commerce, 2019

Abstract Social commerce has become a hot topic since the beginning of Web 2.0 era; however, rele... more Abstract Social commerce has become a hot topic since the beginning of Web 2.0 era; however, relevant research is scarce in emerging economies. This study aims to fill this research gap and answer the main research question of “what type of relevant personality traits and shopping motivations affect social commerce adoption intentions”. The research model was developed upon personality traits (openness to experience, need for uniqueness and buying impulsiveness) that are deemed to be relevant to online shopping and social media use. An online questionnaire was conducted on social media users. A total of 269 valid questionnaires were analyzed via structural equation modeling to test for the proposed relationships, majority of which emerged as non-linear. The findings highlight the significance of socialization motives in addition to utilitarian and hedonic shopping motives on social commerce adoption intentions. Openness to experience emerged as a significant trait that has an indirect effect on social commerce adoption intentions. Age and education materialized as significant demographics influencing shopping motivations in a social commerce setting.

Chapter 12 Improving Health and Efficiency With Strategic Social Media Use in Health Organizations: A Critical Review of the Status Quo

Multidimensional Perspectives and Global Analysis of Universal Health Coverage, 2020

The emergence of social networking systems as mainstream applications and an inherent element of ... more The emergence of social networking systems as mainstream applications and an inherent element of daily life is a phenomenon observed throughout the world as the worldwide social media users exceeds 2.7 billion. Similar to other sectors, healthcare organizations have also started benefiting from social media in distinct ways such as collecting feedback, educating, communicating and supporting patients and citizens. Social networks can act as remarkable channels for healthcare providers, governmental institutions, pharmaceutical companies, hospitals and others to educate, communicate to, listen, connect to and engage existing and potential customers, patients, physicians and healthcare professionals. Despite the various benefits offered, health institutions, health professionals and stakeholders are reluctant to utilize social media due to several barriers and lack of expertise. This chapter aims to provide a better understanding on the ways healthcare companies can utilize social networks in detail to overcome use barriers and obtain related benefits.