Tosun, Petek
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Name Variants
Petek TOSUN
TOSUN, PETEK
P. Tosun
PETEK TOSUN
TOSUN, Petek
Tosun, Petek
Tosun, P.
Petek, Tosun
Tosun,P.
T.,Petek
Petek Tosun
Tosun,Petek
T., Petek
Tosun, PETEK
TOSUN, PETEK
P. Tosun
PETEK TOSUN
TOSUN, Petek
Tosun, Petek
Tosun, P.
Petek, Tosun
Tosun,P.
T.,Petek
Petek Tosun
Tosun,Petek
T., Petek
Tosun, PETEK
Job Title
Doç. Dr.
Email Address
petek.tosun@khas.edu.tr
ORCID ID
Scopus Author ID
Turkish CoHE Profile ID
Google Scholar ID
WoS Researcher ID
Scholarly Output
16
Articles
14
Citation Count
44
Supervised Theses
0
16 results
Scholarly Output Search Results
Now showing 1 - 10 of 16
Book Part Citation Count: 3Communicating Value in Healthcare Marketing from a Social Media Perspective(Springer, 2022) Çağlıyor, Sendi; Tosun, Petek; Uray, NimetSustainable healthcare policies and a developed healthcare industry are vital to countries’ competitiveness and productivity. The ongoing transformations in healthcare services and advances in health technologies and analytics make it clear that there is a pressing need for more collaborative and interdisciplinary efforts in the industry. This study aims to explore the effectiveness of online marketing communication for healthcare services in Turkey with regard to the value-driven marketing approach utilized by leading chain hospitals through an examination of two research questions: (1) Which messages are emphasized in the social media marketing communications of hospitals? (2) Which factors increase engagement with healthcare consumers on social media? To that end, we compiled the Facebook and Twitter posts of three of the largest hospital chains in Turkey for the last 5 years along with the interaction metrics of the posts, ultimately generating a dataset consisting of 9212 posts in total. Using Latent Dirichlet Allocation, we identified four main topics: Posts on holidays and special days/weeks promoting healthy lifestyles, informative posts about the symptoms and treatments of illnesses, posts containing statistics about diseases, and posts including news about the hospital in question. In the following stage, we carried out predictive analysis using three tree-based machine learning algorithms (decision trees, random forests, and gradient boosting trees) to predict total interaction and relative variable importance. Our model performed at an accuracy rate of 70%. The findings of this study indicate that contextual factors such as the number of followers may have more predictive power than content or interactivity factors. Hospitals use social media to improve their brand reputation and increase public awareness about health and critical diseases. The posts about holidays and special days and using links in the posts resulted in the most interaction. Message source was identified as an important factor, so different social media platforms should be treated as separate mediums in the design of marketing communication strategies and the different dynamics of those platforms should be considered instead of posting the same content on various platforms. As such, this research has valuable implications for marketing managers and administrators working in healthcare in terms of the design of their online marketing communication strategies. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.Article Citation Count: 2Connecting through chatbots: residents' insights on digital storytelling, place attachment, and value co-creation(Routledge Journals, Taylor & Francis Ltd, 2024) Tosun, Petek; Uslu, Abdullah; Erul, EmrullahDespite 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.Article Citation Count: 0The impact of servitization on perceived quality, purchase intentions and recommendation intentions in the ready-to-wear sector(Emerald Group Publishing Ltd, 2023) Tosun, Petek; Tosun, GokhanPurposeThis 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.Article Citation Count: 0PAZARLAMA BİLİMİNDE DUYGU VE DUYGU DURUMU KAVRAMLARI İÇİN BAZ ALINMIŞ TEORİLER(Cahit Aydemir, 2019) Tosun, PetekGünlük 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.Article Citation Count: 0Duygu Durumunun Tüketici Şikayet Davranışına Etkisi Hakkında Bir Pilot Çalışma(Melih Topaloğlu, 2018) Uray, Nimet; Tosun, Petek; Uray, NimetBu 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.Book Part Citation Count: 0Transforming universities for a more competent society: Digitalization and higher education(IGI Global, 2022) Tosun, PetekDigitalization has transformed the higher education sector. It is a significant factor that shapes the future of higher education. Universities are the primary institutions that must ensure the relevancy and actuality of their curricula and provide high-quality education programs by utilizing new methods and technologies in the rapidly changing environment. Business administration, a popular program for undergraduate and graduate students, must evolve with the dynamic education environment shaped by digital learning alternatives. The management programs must respond to the rapidly changing needs of the labor market, students, and society to provide students with the relevant skills. The chapter presents a literature synthesis, summarizes the new trends and priorities in designing and managing higher education, and points out practical implications and future research directions for higher education managers and researchers © 2022, IGI Global. All rights reserved.Article Citation Count: 4Tourist personality, value co-creation, and emotional well-being(Wiley, 2024) Tosun, Petek; Tosun, PetekThis study aimed to examine value co-creation as a predictor of customer satisfaction and emotional well-being using a comprehensive research model. It investigated the personal (customer extraversion and agreeableness) and situational (customer-employee rapport) variables that influence value co-creation (customer participation and citizenship behaviors) and, consequently, lead to customer satisfaction and emotional well-being. The tourism sector was selected for the study because value co-creation, satisfaction, and emotional well-being are crucial for hotel managers and academic researchers in the dynamic and competitive service environment. Around 400 tourists in Turkey participated in the field research. Data analysis with partial least squares structural equation modeling showed that extraversion and agreeableness positively influenced customer-employee rapport and value co-creation; agreeable and extroverted customers are more likely to positively interact with the service staff and engage in value co-creation. Customer-employee rapport positively affects value co-creation, customer satisfaction, and emotional well-being. Value co-creation has a significant positive impact on customer satisfaction and emotional well-being. The results contribute to the literature by testing an original model illustrating customers' role in value co-creation. Customer personalities shape value co-creation in dyadic exchange relationships. Their personalities, behaviors, and interactions during the service process shape their satisfaction and emotional well-being. This study contributes to the social exchange theory and service-dominant logic perspectives by providing empirical evidence regarding the significant direct impact of value co-creation on tourists' emotional well-being.Article 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, GüzideBrand 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.Article Citation Count: 2The impact of perceived corporate social responsibility on consumer happiness and brand admiration(Emerald Group Publishing Ltd, 2023) Tosun, Petek; Tavsan, NihatPurposeThis 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.Article Citation Count: 6Examining the Impact of the Fear of Missing Out on Museum Visit Intentions(Sage Publications Inc, 2023) Tosun, Petek; Tosun, PetekThis 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.
