Browsing by Author "Tosun, Petek"

Now showing 1 - 20 of 22

Beyond the Screen: The Impact of TV Series on Visit and Purchase Intentions
(Emerald Group Publishing Ltd, 2025) Tosun, Petek; Uslu, Abdullah; Yanar Gurce, Merve
PurposeDrawing on parasocial relationship theory and the meaning transfer model, this study suggests and tests an original model that examines viewers' intentions to visit a destination and purchase destination origin products, considering cultural proximity, celebrity involvement, enjoyment, country knowledge obtained via TV series and perceived product experience.Design/methodology/approachTurkish TV dramas were selected as the research context due to the increased global attention in the last decades. A field survey was conducted on foreign tourists in T & uuml;rkiye. The research model was tested with PLS-SEM.FindingsCultural proximity is positively related to celebrity involvement and enjoyment, influencing country knowledge and the intention to purchase the country's products. Celebrity involvement and country knowledge positively influence visit intentions. Moreover, the perceived product experience is positively related to purchase intentions.Practical implicationsTV dramas can significantly leverage international purchase intentions and promote destination-specific products in global markets, particularly with celebrity endorsements. Producers and marketers can strategically integrate cultural and local elements into TV dramas to enhance destination marketing strategies.Social implicationsTV dramas can deepen intercultural understanding by enhancing foreign viewers' knowledge of the origin country's culture, values, and lifestyle. By building emotional connections through media characters, countries can develop positive perceptions of each other and develop social affinities with one another, which can impact travel and consumption patterns.Originality/valueThis study shows the positive impact of TV series enjoyment on the country knowledge and perceived product experience regarding the origin country of TV dramas.
Brand Love and Brand Forgiveness: an Empirical Study in Turkey
(Warsaw: Faculty of Management Publishing House. University of Warsaw, 2022-04-12) Tosun, Petek; Yanar Gürce, Merve; Öncü Eroğlu Pektaş, Güzide
Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned behavior. Regression analyses showed that brand anthropomorphization and subjective norms have a signifi cant impact on brand love. Brand love positively infl uences brand forgiveness and acts as a mediator between subjective norms, brand anthropomorphization, and brand forgiveness constructs. Besides mediation, brand anthropomorphization directly infl uences brand forgiveness. The fi ndings of this study contribute to the existing knowledge on brand love and brand forgiveness concepts by presenting empirical research fi ndings that investigate brand love antecedents. This study has also shown the signifi cant impact of anthropomorphizing a brand on brand forgiveness and brand love.
Citation - WoS: 17
Citation - Scopus: 20
Connecting Through Chatbots: Residents' Insights on Digital Storytelling, Place Attachment, and Value Co-Creation
(Routledge Journals, Taylor & Francis Ltd, 2024) Tosun, Petek; Uslu, Abdullah; Erul, Emrullah
Despite the widespread adoption of chatbots in tourism, there is limited research on their role in digital storytelling from residents' perspectives. Drawing on Social Presence Theory, the primary objective of this study was to examine the impact of a chatbot's anthropomorphic conversation style (emotional vs. neutral) on perceived digital storytelling components in destination marketing. Additionally, the research explored how digital storytelling through chatbots influenced residents' place attachment and, consequently, their engagement in value co-creation. To address these research objectives, the study adopted a quantitative perspective and employed an experimental design. Data were collected from 176 residents of Side, Turkey, using convenience sampling, and all hypotheses were confirmed. The perceptions of digital storytelling expressed as emotional (experimental group) were found to be more positive than the neutral (control group). In addition, digital storytelling significantly influenced place attachment, which was a significant predictor of value co-creation. Finally, place attachment partially mediated the relationship between digital storytelling and residents' value co-creation. The findings provided valuable insights for tourism stakeholders such as businesses, policymakers, and researchers, guiding the effective implementation of chatbots in destination marketing, investigating residents' perspectives regarding emotional digital storytelling by chatbots, and enhancing residents' engagement in value co-creation.
Citation - WoS: 2
Citation - Scopus: 3
Consumer Complaining Behavior in Banking: the Influence of Brand Image on Brand Forgiveness and Negative Word-Of
(Palgrave Macmillan Ltd, 2022) Tosun, Petek; Gurce, Merve Yanar
This study has established a conceptual model regarding the impacts of brand image, which consists of two subdimensions, corporate social responsibility (CSR) image and personnel image, and brand trust on brand forgiveness and consumer complaining behavior in retail banking. Through a quantitative analysis, the findings showed that favorable CSR image and personnel image positively influence brand forgiveness, reducing negative word-of-mouth in cases of service failures. However, brand forgiveness does not stop consumers from voicing their complaints directly to the firm. Consumers with lower brand trust, brand forgiveness, and brand image are more likely to voice their complaints to third parties.
Citation - WoS: 16
Citation - Scopus: 22
Consumer Complaining Behavior in Hospitality Management
(Routledge Journals, Taylor & Francis Ltd, 2022) Tosun, Petek; Sezgin, Selime; Uray, Nimet
The purpose of this study is to investigate the impacts of assertiveness, aggressiveness, and perceived risks on consumer complaining behavior (CCB) in the tourism and hospitality sector. This research utilized a quantitative methodology through the implementation of a two-stage study based on surveys. Study 1 examined the impacts of assertiveness, aggressiveness, and perceived risks on CCB in the context of low-quality summer vacation, while Study 2 further investigated the relationships in the research model by replicating the survey within the framework of high-quality summer vacation. The results were then analyzed through factor and regression analyses. Both of the studies demonstrated that assertiveness positively influences CCB directly and also indirectly via the mediating effect of perceived risks. It was found that aggressiveness positively influences CCB when consumers have high service quality expectations but when they have low expectations for service quality, it is insignificant.
Citation - WoS: 5
Citation - Scopus: 13
Cryptocurrencies as a Means of Payment in Online Shopping
(Emerald Group Publishing Ltd, 2024) Al Reshaid, Faisal; Tosun, Petek; Gurce, Merve Yanar
PurposeCryptocurrencies are becoming increasingly attractive as alternatives to traditional currencies. Although many retailers accept cryptocurrencies as a means of payment in online shopping, consumers' cryptocurrency adoption intention in online shopping (CCAI) is still low. This study aims to investigate the influence of attitudes, subjective norms, consumer trust, financial literacy and fear of missing out (FOMO) on CCAI.Design/methodology/approachA quantitative research approach was followed using a consumer survey. Hypothesized relationships were tested through regression and mediation analyses.FindingsThe results revealed that consumers could accept cryptocurrencies as a means of payment in online shopping. Attitudes, subjective norms, consumer trust and financial literacy directly and positively influence CCAI, while they indirectly affect CCAI through the mediating impact of FOMO.Practical implicationsMarketing managers should improve consumers' knowledge about cryptocurrencies and trust in online shopping to increase CCAI. Social media marketing can be appropriate, while the advertising content can address keeping up with others and staying connected.Originality/valueThis study addresses a critical gap in the literature by empirically examining the antecedents of CCAI within an original conceptual model based on the theoretical framework provided by the theory of planned behavior. Attitudes, subjective norms, trust and financial literacy influence CCAI, where FOMO plays a significant role as a mediator.
Duygu Durumunun Tüketici Şikayet Davranışına Etkisi Hakkında Bir Pilot Çalışma
(Melih Topaloğlu, 2018) Tosun, Petek; Sezgin, Selime; Uray, Nimet
Bu pilot çalışmanın amacı, duygu durumunun tüketici şikâyet davranışı üzerindeki etkisini incelemek ve oluşturulan kavramsal modelin ön testini yapmaktır. Çalışmanın kavramsal modeli, algılanan marka değeri, algılanan risk, duygu durumu ve tüketici etkileşim stilleri olan kendinden emin olma ve agresiflik değişkenlerini içermektedir. 2x2 faktöriyel deneysel serim tasarımıyla ve anket yöntemiyle elde edilen verilerin analizi sonucunda, algılanan risk, agresiflik ve rıza göstermeye direnme değişkenlerinin, tüketici şikayet davranışı üzerinde pozitif yönlü bir etkiye sahip olduğu görülmüştür. Telafi talep edebilme, bilgi ve yardım isteyebilme değişkenlerinin ise tüketici şikayet davranışının üzerinde etkili olmadığı görülmüştür. Algılanan marka değeri yüksek ise, ya da tüketicilerin duygu durumu negatif ise, şikayet etme eğilimi istatistiki olarak artmamaktadır. Örneklem sayısının düşüklüğü (n=118) ve tüketici şikayet davranışı ölçeğinin kategorik olması gibi kısıtlara sahip olan bu pilot çalışma sonucunda, kavramsal modelin ön testi yapılmış, gelecekteki araştırmalarda kullanılabileceği ve duygu durumunun e-posta ile dağıtılan anketlerdeki görsellerle değişimlenebileceği görülmüştür.
Event and Destination Image as Antecedents of Supportive Communication, Visit and Purchase Intentions
(Routledge Journals, Taylor & Francis Ltd, 2025) Uslu, Abdullah; Tosun, Petek; Al-Sulaiti, Khalid
Focusing on the Qatar 2022 FIFA World Cup, this study examined the impact of event image, subjective knowledge, and destination image on supportive communication and visit and purchase intentions. Structural equation modeling analyses on PLS-SEM were conducted following a consumer survey. The findings showed that the mega sport event's image and subjective knowledge of consumers regarding the event positively influenced destination image, positively affecting supportive communication intent, visit intentions, and the intention to purchase destination-origin products. Based on the image transfer and halo effect theories, this study extended previous findings by introducing subjective knowledge and purchase intentions into the event image-destination image-behavioral intentions framework. In alignment with the associate network memory model, the image transfer from the event to the destination significantly influences three behavioral intentions: supportive communication intent, visit intentions, and the intention to purchase the destination's products.
Citation - WoS: 15
Citation - Scopus: 21
Examining the Impact of the Fear of Missing Out on Museum Visit Intentions
(Sage Publications Inc, 2023) Uslu, Abdullah; Tosun, Petek
This study investigates the influence of the desire for continuous learning, fear of missing out (FOMO), involvement, and enjoyment from the virtual travel experience (VTE), on museum visit intentions. The direct impacts of FOMO, consumer attitudes, and subjective norms on visit intentions were examined within a conceptual research model that combines the theory of reasoned action (TRA) and self-determination theory (SDT). Survey data obtained from 385 potential tourists were analyzed by PLS-SEM. Findings revealed that the desire for continuous learning positively influences FOMO, and involvement positively affects attitudes toward museum visits, which, in turn, increases visit intentions. Enjoyment from the VTE moderates the attitude-visit intentions relationship. This study has extended previous findings by proposing and empirically testing an original framework for examining behavioral intentions. It has shown the significant impact of the desire for continuous learning on FOMO, which operates as a self-regulatory feeling and increases museum visit intentions.
Financial Well-Being, Voluntary Simplicity, and Ethical Fashion Consumption
(Taylor & Francis LTD, 2025) Guner, Elif; Gurce, Merve Yanar; Tosun, Petek
This study investigates ethical fashion consumption (EFC) with an original conceptual model based on the theory of planned behavior (TPB). The TPB framework was expanded to include financial well-being and voluntary simplicity. The research model was tested in a two-stage study with 117 participants from Turkey and 72 from Kuwait. Regression analyses were conducted in SPSS. The prominent finding in both studies was the significant impact of financial well-being on perceived behavioral control (perception of the ability to perform a behavior) and voluntary simplicity (a lifestyle choice to consume less), and, consequently, on EFC. However, the impact of attitudes on EFC was not significant in either study. Subjective norms were a significant predictor of EFC in Study 1 but not in Study 2. The findings support an extended TPB framework that integrates financial well-being and voluntary simplicity to better explain EFC. The results point out that fashion marketers can significantly benefit from having a deep (rich) product line regarding ethical options. Price, convenience, and reachability can be used as differentiation and positioning elements in the product line. Marketers may also offer products that appeal to various consumer segments regarding financial well-being and voluntary simplicity.
Citation - WoS: 14
Citation - Scopus: 15
The Impact of Brand Origin and Csr Actions on Consumer Perceptions in Retail Banking During a Crisis
(Emerald Group Publishing Ltd, 2023) Tosun, Petek; Koyluoglu, A. Selcuk
PurposeConsumers' corporate social responsibility (CSR) expectations have increased in the new coronavirus (COVID-19) pandemic, while many financial institutions have supported society with their health-related CSR actions. This study examines the impact of CSR actions and brand origin on consumer attitudes, CSR perceptions, customer-based brand equity (CBBE) and supportive communication intent in retail banking during the crisis from signaling and stakeholder theory perspectives.Design/methodology/approachA 2 (foreign vs. local brand) x 2 (COVID-19-related vs. another CSR action) between-subjects factorial design was used to analyze consumer data.FindingsCSR actions of local brands created more positive attitudes, CSR perceptions and greater CBBE and supportive communication intent than foreign banks. However, CSR action (COVID-19-related vs. another) did not significantly influence consumer attitudes, CSR perceptions, CBBE and supportive communication intent.Originality/valueThis research has shown the significant impact of brand origin on consumer perceptions in response to CSR actions during the pandemic. It has suggested an original conceptual framework and presented timely empirical findings for retail banking in the pandemic period, which can exemplify a crisis period shaped by uncertainty. Besides, it extended the previous literature by focusing on the interaction between brand origin and CSR actions in shaping consumers' CSR and brand perceptions. It is among the first studies examining brand origin's impact on supportive communication intent.
The Impact of Financial Well-Being on Subjective Happiness, Innovativeness, and Personal Growth
(Inderscience Enterprises Ltd, 2025) Tosun, Petek; Dogan, Mesut; Koyluoglu, A. Selcuk
This study examines the impact of the perceived personal financial condition (financial well-being, economic hardship, income change, and financial threat) on subjective happiness and depression and the influence of subjective happiness and depression on personal growth initiative and consumer innovativeness. The theoretical model that depended on the broadenand-build theory of positive emotions was tested on a consumer sample (n = 755) using hierarchical regression analyses. The findings supported the hypotheses and showed the significant impact of personal financial condition on happiness and depression. Financial well-being positively influences subjective happiness and reduces depression. Subjective happiness and depression lead to increased levels of consumer innovativeness and personal growth initiative. This study contributes to the literature by suggesting and empirically testing a comprehensive theoretical model that demonstrates the significant impact of personal financial condition on happiness and depression and, consequently, consumer innovativeness and personal growth initiative.
Citation - WoS: 14
Citation - Scopus: 16
The Impact of Perceived Corporate Social Responsibility on Consumer Happiness and Brand Admiration
(Emerald Group Publishing Ltd, 2023) Tosun, Petek; Tavsan, Nihat
PurposeThis study examines the effect of perceived corporate social responsibility (CSR) on consumer happiness and brand admiration as a consequence of consumer happiness. It suggests an original conceptual model that investigates perceived CSR, ethical consumption and hope as antecedents of consumer happiness.Design/methodology/approachThe study followed a quantitative approach. A face-to-face survey was conducted to examine the conceptual model. Data were analyzed with partial least squares structural equation modeling (PLS-SEM).FindingsHope and perceived CSR significantly influence consumer happiness. Consumer happiness is a significant antecedent of brand admiration. Although consumers' ethical position (idealism and relativism) is linked to ethical consumption, ethical consumption does not influence consumer happiness. Idealism and relativism are insignificant in moderating the perceived CSR-consumer happiness relationship.Practical implicationsBrands' CSR actions create a positive atmosphere and contribute to consumer happiness and brand admiration. Managers can emphasize happiness and hope in CSR programs to build stronger consumer relationships. CSR activities can be engaging for consumers regardless of their ethical consumption levels.Originality/valueAlthough CSR, consumer happiness and their impacts on consumer-brand relationships are crucial, previous studies mainly focused on the organizational perspective and employee emotions regarding CSR. This study focused on consumer happiness in the CSR context and tested a conceptual model that revealed the significant relationships between hope, perceived CSR, consumer happiness and brand admiration. It extended previous findings by showing the direct positive impact of perceived CSR on consumer happiness.
Citation - WoS: 3
Citation - Scopus: 4
The Impact of Servitization on Perceived Quality, Purchase Intentions and Recommendation Intentions in the Ready-To Sector
(Emerald Group Publishing Ltd, 2023) Tosun, Petek; Tosun, Gokhan
PurposeThis study examines the impact of servitization in the form of repair and maintenance services on consumers' quality perceptions, purchase intentions and recommendation intentions while considering consumer frugality as a moderator in the retail ready-to-wear sector.Design/methodology/approachA quantitative approach based on consumer research was pursued. Study 1 tested the research model using a fictitious ready-to-wear brand within an experimental design. To increase the generalizability of results, Study 2 retested the model with a well-known ready-to-wear brand. For both studies, regression, mediation and moderation analyses were conducted in SPSS.FindingsBoth studies showed that servitization positively influences perceived quality. Servitization positively affects purchase intentions and recommendation intentions indirectly via the mediating role of perceived quality. Frugality moderates the relationship between servitization and perceived quality for the fictitious brand (Study 1), whereas it is not significant for a well-known ready-to-wear brand (Study 2). Servitization positively influences perceived quality regardless of consumers' frugality levels for a stronger brand.Originality/valueThis study suggests and tests an original conceptual model that relies on signaling theory. It is among the first studies to examine the impact of servitization on retail fashion consumers' quality perceptions and consequent purchase and recommendation intentions. This study also contributes to the literature by presenting empirical findings based on consumer research on servitization while considering frugality as a moderator.Practical implicationsBundling products with additional services can contribute to quality perceptions and consequently to purchase and recommendation intentions for ready-to-wear brands.
Marka Güveni, Marka Değeri ve Tutumlar: İleri Dönüştürülmüş Gıda Satın Alma Niyetinin İncelenmesi
(2025) Kemer, Ezgi; Tosun, Petek
Gıda israfı, dünya genelinde en önemli sorunlardan biri haline gelmektedir. 2024 yılında, toplam gıda israfının %46'sı, gıda tüketiciye ulaşmadan önce gerçekleşmiştir. Temelde, gıdalar süpermarketlere, restoranlara veya tüketicilerin evlerine ulaşmadan önce israf edilmektedir. Bu sorunları ele almak ve gıda israfını azaltmak amacıyla birçok girişimde bulunulmuştur. Umut verici çözümlerden biri, gıda israfının kullanılabilir kısımlarını yeni gıda ürünlerinde bileşen olarak değerlendiren upcycled (geri dönüştürülmüş) gıdalardır. Upcycled gıdalar yeni ürünlerdir ve tüketicilerin bu ürünleri kabul etmesi hem zorlayıcı hem de gıda sektörü açısından kritik bir konudur. Bu yeni ürünü keşfetmek amacıyla, çeşitli çalışmalar upcycled gıdalara yönelik tutumları incelemiştir. Bu araştırma, tüketicilerin en sevdikleri marka tarafından sunulan upcycled cips ürününe yönelik tutumlarını araştırmaktadır. Önerilen model, Planlı Davranış Teorisi'ne dayanmakta olup, marka güveni ve marka değerinin etkisini de göz önünde bulundurmaktadır. Araştırma kapsamında Türkiye'de 450 tüketiciyle çevrimiçi bir anket gerçekleştirilmiştir. Hipotezlerimizi test etmek için Yapısal Eşitlik Modellemesi (PLS-SEM) kullanılmıştır. Sonuçlar, tutumların, öznel normların ve algılanan davranışsal kontrolün, upcycled cips satın alma niyeti üzerindeki olumlu etkisini doğrulamıştır. Ayrıca, tüketicilerin en sevdikleri markanın bir upcycled cips ürünü piyasaya sürmesi durumunda nasıl tepki verdiklerine dair çalışmamız ilginç sonuçlar ortaya koymuştur. Bulgular, marka güveninin, tüketicilerin upcycled cipslere yönelik tutumlarıyla olumlu bir şekilde ilişkili olduğunu göstermiştir. Ancak, marka değeri ile satın alma niyeti arasındaki ilişki desteklenmemiştir. Çalışmanın sonucunda, tutumların, öznel normların ve algılanan davranışsal kontrolün tüketicilerin satın alma niyetleri üzerinde önemli bir etkisi olduğu belirlenmiştir. Özellikle, marka güveninin, yeni piyasaya sürülen upcycled cipslere yönelik tüketici tutumları üzerinde güçlü bir etkisi olduğu görülmüştür. Elde edilen bulgular, akademisyenler, kamu politikası yapıcıları ve tüketicilerin en sevdikleri markalar tarafından sunulan upcycled gıda ürünlerini satın alma niyetlerini anlamak isteyen yöneticiler için önemli çıkarımlar sunmaktadır. Upcycled gıda pazarlamacıları, ürün hakkında ve nasıl üretildiğine dair daha fazla bilgi sağlayarak marka güvenini güçlendirmelidir.
Citation - Scopus: 20
Meat Substitutes in Sustainability Context: a Content Analysis of Consumer Attitudes
(Routledge, 2020) Tosun, Petek; Yanar, Merve; Sezgin, Selime; Uray, Nimet
Food consumption affects the environment because it requires the usage of water, land, and oil resources. In particular, the consumption of red meat is associated with sustainability issues. Replacing meat with plant-based meat substitutes offers a useful way of reducing the burden that meat consumption places on the environment and dealing with issues regarding animal welfare. However, consumer acceptance of such products is low in some countries. The purpose of this paper is to clarify consumer attitudes toward meat substitutes and discuss them from a marketing perspective. The findings of this study, which are based on content analyses of web forums in Turkey, indicate that negative consumer perceptions can be categorized into three main dimensions: unhealthy, unusual, and tasteless. A marketing perceptive is used to discuss the findings.
PAZARLAMA BİLİMİNDE DUYGU VE DUYGU DURUMU KAVRAMLARI İÇİN BAZ ALINMIŞ TEORİLER
(Cahit Aydemir, 2019) Tosun, Petek
Günlük hayatın ve insan benliğinin ayrılmaz birer parçası olan duygular, pazarlama bilimi içerisinde çeşitli bağlamlarda çalışılmıştır. Bu makalenin amacı, duygu ve duygu durumu kavramlarının pazarlama bilimi içerisinde çalışıldığı genel bağlamlar olan bilişsel süreçler, satın alma davranışı, ürün ve hizmet değerlendirmesi ile marka-tüketici ilişkisi kapsamındaki çalışmaları kavramsal şekilde incelemek ve pazarlama biliminde duygulara ilişkin çalışmalarda temel alınmış teorileri ve modelleri özetlemektir. Tüketicilerin bilişsel süreçleri ve davranışlarına etki eden duygu yayılım mekanizmaları olarak, aralarında Bilgi Kaynağı Olarak Duygular Modeli, Duygu Yayılma Modeli, Sezgisel ve Sistematik Bilgi İşleme Modeli ve Uyum Teorisi’nin de yer aldığı on iki adet kuram açıklanmıştır. Pazarlama alanında temel alınan teorileri ilk kez sınıflandıran ve özetleyen bu çalışm a ile gelecekteki araştırmaların kavramsal çerçeveleri açısından bir kaynak oluşturmak hedeflenmiştir. Pazarlamada duygu ve duygu durumuna ilişkin ça lışmalarda baz alınmış teori ve modellerin açıklandığı ve sınıflandırıldığı bu çalışmada ayrıca pazarlama yöneticileri için uygulama örneklerine de yer verilmiştir. Pazarlamada duygu ve duygu durum araştırmaları son yıllarda giderek artmakta olup, duygusal süreçlerin, bilişsel süreçler ve tüketici davranışı üzerindeki etkisinin daha net anlaşılabilmesi için daha çok sayıda araştırm a yapılmasına ihtiyaç duyulmaktadır.
Citation - WoS: 4
Citation - Scopus: 4
Reducing Consumer-Brand Incongruity Through Corporate Social Responsibility and Brand Trust: Exploring Negative Word-Of (nwom)
(Wiley, 2024) Tosun, Petek; Cagliyor, Sandy Ipeker; Gurce, Merve Yanar
Drawing upon consumer-brand disidentification theory and balance theory, this study examines symbolic and ideological incongruity in consumer-brand relationships through an original conceptual model shaped by negative past experiences, brand trust, perceived corporate social responsibility (CSR), and negative word-of-mouth (NWOM). A preliminary study was conducted to explore the dimensions of consumers' negative past experiences by topic detection. Latent Dirichlet allocation (LDA) topic modeling was undertaken to analyze online consumer reviews (n = 6095) about a coffee chain brand. The dimensions detected in this preliminary study were included in the research model and further analyzed in the main study. The main study, a cross-sectional consumer survey (n = 522), tested the original research model by way of partial least squares structural equation modeling (PLS-SEM) on SmartPLS. The findings showed that negative past experiences consisted of product-related, service-related, and technology-related problems and negatively influenced brand trust. It was found that brand trust and perceived CSR negatively affected symbolic and ideological incongruity, while symbolic and ideological incongruity positively influenced NWOM. The findings provide empirical evidence for balance theory by showing that the three critical domains of consumer-brand relationships (ideological, symbolic, and experiential) provide a complex cognitive model that covers personal-symbolic and moral-societal aspects of consumer-brand disidentification and consequent NWOM intentions. In line with consumer-brand disidentification theory, the results contribute to the literature by demonstrating the direct negative impacts of brand trust and perceived CSR on symbolic and ideological incongruity, as well as the direct positive impacts of symbolic and ideological incongruity on NWOM.
Sosyal Medya Kullanımı ve İlk Güvenin Kırsal Tüketicilerin Mobil Bankacılık Niyetlerine İlişkin Rolü: Planlanmış Davranış Teorisinin Uygulanması
(2024) Yüzer, Sabiha; Tosun, Petek
Bankacılık sektörü, internetin yaygın kullanımı ve teknolojik gelişmelerin hızlanması sayesinde diğer sektörlerde de olduğu gibi değişmiştir. Mobil bankacılık, insanların mobil cihazları kullanarak finansal işlemler gerçekleştirmesi için pratik ve güvenli bir yol haline gelmiştir. Mobil bankacılığın avantajlarına rağmen, kırsal kesimdeki müşterilerin zayıf teknoloji okuryazarlığı ve güven eksikliği nedeniyle mobil bankacılığı kullanma niyetleri düşüktür. Çalışma, Planlı Davranış Teorisi (TPB) doğrultusunda, kırsal kesimdeki müşterilerin mobil bankacılığı kullanma eğilimlerinin tutumlar, öznel normlar, algılanan davranışsal kontrol, sosyal medya kullanımı ve erken güven tarafından nasıl etkilendiğini araştırır. Çalışmada 5 puanlık Likert ölçeği kullanılarak kırsal Türkiye'de ikamet eden 327 katılımcıdan bilgi toplayan bir anket metodolojisi kullanılmıştır. Anket soruları, önceki çalışmalarda kullanılan doğrulanmış ölçeklerden adapte edilerek alınmıştır. Önerilen ilişkileri doğrulamak için verileri incelemek amacıyla regresyon analizi ve Pearson korelasyon analizi kullanılmıştır. Bulgular, sosyal medya kullanımının olumlu tutumları, öznel normları, algılanan davranış kontrolünü ve mobil bankacılığa yönelik ilk güveni önemli ölçüde etkilediğini ve nihayetinde bu hizmetleri kullanma niyetini artırdığını göstermektedir. Sunulan hipotezlerin hepsi veriler tarafından desteklenmiş ve sosyal medya kullanımının ve ilk güvenin kırsal müşterilerin mobil bankacılık niyetleri üzerindeki önemli etkisini göstermiştir. Sonuçlar, kırsal müşteriler arasında dijital okuryazarlığı ve güveni artırmak için bir araç olarak sosyal medyanın önemini vurgulamaktadır. Finansal kuruluşlar, sosyal medya platformlarını etkili bir şekilde kullanarak kırsal müşterilerin mobil bankacılık hizmetleriyle etkileşimini artırabilir, kırsal alanlarda daha fazla finansal katılımı ve ekonomik kalkınmayı teşvik edebilir. Ayrıca kırsal müşteriler için ilk güvenin kritik rolünü vurgulamaktadır ve bankaların mobil bankacılığın kullanımına teşviki için güven oluşturmaya öncelik vermesi gerektiğini önermektedir.
Sosyal Medyada Dijital Kurumsal Sosysal Sorumluluk Açıklamarı ve Tüketici Algıları
(2025) Biçer, Deniz; Tosun, Petek
Markaların Kurumsal Sosyal Sorumluluk (KSS) iletişimleri, marka itibarını arttırma, etkileşim sağlama ve şeffaflık konusundaki toplumsal beklentilere yanıt verme yetenekleri sayesinde son on yılda giderek daha önemli hale gelmiştir. İşaretleme teorisini ve paydaş teorisini temel alan bu çalışma, sosyal medyada KSS algılarının marka güveni ve tüketici etkileşimi üzerindeki etkisine, müşteri memnuniyetinin etkisi de göz önünde bulundurarak odaklanmaktadır. Tüketicilerin etkileşim düzeylerini etkili bir şekilde ölçmek için karma yöntem yaklaşımı kullanılmış, sosyal medyadaki KSS paylaşımlarının içerik analizi ve çevrimiçi anket gerçekleştirilmiştir. Çalışma 1, marka tarafından üretilen sosyal media içeriklerindeki KSS algılarının tüketici etkileşmini nasıl etkilediğini incelemiştir. Seçilen bu markanın tweet'leri (n=290), içerik analizi ile incelenmiş ve ANOVA sonuçları, toplulukla ilgili KSS açıklamalarının tüketici etkileşimini arttırdığını göstermiştir. Çalışma 2 kapsamında, KSS açıklamalarını marka güveni, müşteri memnuniyeti ve tüketici etkileşimiyle ilişkilendiren önerilen modeli değerlendirmek amacıyla kesitsel bir tüketici anketi gerçekleştirilmiştir. Samsung markası kullanılarak yapılan çevirmiçi anket (n=312), faktör ve regresyon analizleriyle incelenmiştir ve sonuçlar, tüketiclerle uzun vadeli etkileşimlerde çağrı içeren KSS kampanyalarının etkileşim düzeylerini ve marka güvenini arttırdığını göstermiştir. Şeffaf KSS iletişim stratejileri sayesinde marka güveni ve tüketici etkileşimi güçlendirilebilir. Bu bulgular, dijital tüketici davranışı bağlamında paydaş teorisinin kullanımını genişletmek ve KSS iletişiminde paydaş teorisiyle bağlantısını vurgulamak açısından teorik çerçeveye katkı sağlamıştır. Ayrıca, işaretleme teorisinin bu baglama entegrasyonu, KSS iletişimlerinin markalar ve paydaşlar arasındaki bilgi asimetrisini azaltan işaretler olarak rolüne dikkat çekmektedir. Yöntemsel çıkarımlar, KSS stratejilerinin sosyal medyada tüketici etkileşimini arttırabileceğini vurgulamaktadır.