Consumer Behavior and Marketing Influence

Social media and social media applications that build consumer communities involving rich user-generated content are new marketplaces and/or tools for marketers. This study aims to specify the factors affecting consumers' attitudes toward marketing with social media. Given this context, a 7-factor, consumer-based atti…

• BİROL TOPÇU

Social media and social media applications that build consumer communities involving rich user-generated content are new marketplaces and/or tools for marketers. This study aims to specify the factors affecting consumers' attitudes toward marketing with social media. Given this context, a 7-factor, consumer-based atti…

• ERKAN AKAR

The world witnessed a rapid growth in the e-commerce in the recent years. Widespread use of mobile devices in the e-commerce has a role in this augmentation. Associated with growth of trading volume and the introduction of new devices, new products and solutions emerge and they diversify concerning online payments. Co…

• CEM GÜRLER

The advancement of e-wallet systems, including Alipay, has led consumers to embrace digital payment with financial technologies. Yet, limited research focused on the usage of e-wallets in the context of emerging economies. This research is aimed at investigating the predictors of consumers’ use behavior of the Alipay…

The purpose of this study is to investigate whether hedonic motives and browsing affect impulse buying and examine the role of browsing as a mediator between hedonic motives and impulse buying.In this context, a model was proposed and tested on a sample of customers who made an impulse purchase in Ankara. Confirmatory…

• BEYZA ÖZYİĞİT GÜLTEKİN

Purpose – The purpose of this study is to explore a consumption values model for Islamic mobile banking acceptance and to identify any differences in perceived consumption values between Muslims and non-Muslims towards the use of Islamic mobile banking services. Design/methodology/approach – Using an online survey met…

Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC)…

• İSMAİL ERKAN

Purpose This paper aims to discover consumer segments with different behavioral profiles in the mobile phone market. For this purpose, it seeks to analyze the decision‐making criteria of 302 mobile phone consumers in Turkey and cluster the sample meaningfully into four behaviorally different groups. Design/methodology…

• VESİLE ASLIHAN NASIR İŞLER

Abstract Purpose – The aim of this study is to determine the paths between the five SERVQUAL dimensions, customer satisfaction and customer loyalty. Design/methodology/approach – The paper is based on a sample of 505 supermarket customers in Turkey who have completed a self‐administered questionnaire. The paper uses m…

• MUSTAFA GÜLMEZ

Previous research on ethnocentrism and lifestyle has focused on attitudinal segmentation. However, consumer attitudes may not always be consistent with the actual purchasing decision. Since behavioural intentions are more proximal predictors of behaviours than attitudes, segmenting markets using purchasing intentions…

• BAHTİŞEN KAVAK

No abstract yet.

• SELİM ADEM HATIRLI

No abstract yet.

• BURHAN ÖZKAN