Tosun, Petek
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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
Main Affiliation
Business Administration
Status
Current Staff
Website
ORCID ID
Scopus Author ID
Turkish CoHE Profile ID
Google Scholar ID
WoS Researcher ID
Sustainable Development Goals
13
CLIMATE ACTION
0
Research Products
2
ZERO HUNGER
0
Research Products
7
AFFORDABLE AND CLEAN ENERGY
0
Research Products
11
SUSTAINABLE CITIES AND COMMUNITIES
0
Research Products
15
LIFE ON LAND
1
Research Products
14
LIFE BELOW WATER
1
Research Products
8
DECENT WORK AND ECONOMIC GROWTH
3
Research Products
3
GOOD HEALTH AND WELL-BEING
0
Research Products
5
GENDER EQUALITY
0
Research Products
9
INDUSTRY, INNOVATION AND INFRASTRUCTURE
1
Research Products
12
RESPONSIBLE CONSUMPTION AND PRODUCTION
5
Research Products
16
PEACE, JUSTICE AND STRONG INSTITUTIONS
0
Research Products
1
NO POVERTY
0
Research Products
6
CLEAN WATER AND SANITATION
0
Research Products
17
PARTNERSHIPS FOR THE GOALS
3
Research Products
4
QUALITY EDUCATION
1
Research Products
10
REDUCED INEQUALITIES
0
Research Products
Documents
23
Citations
305
h-index
12
This researcher does not have a WoS ID.
Scholarly Output
27
Articles
21
Views / Downloads
43/0
Supervised MSc Theses
3
Supervised PhD Theses
1
WoS Citation Count
165
Scopus Citation Count
221
WoS h-index
7
Scopus h-index
8
Patents
0
Projects
0
WoS Citations per Publication
6.11
Scopus Citations per Publication
8.19
Open Access Source
7
Supervised Theses
4
| Journal | Count |
|---|---|
| Management Decision | 2 |
| International Journal of Consumer Studies | 2 |
| Elektronik Sosyal Bilimler Dergisi (Elektronik) | 1 |
| International Journal of Bank Marketing | 1 |
| International Journal of Happiness and Development | 1 |
Current Page: 1 / 4
Scopus Quartile Distribution
Competency Cloud
27 results
Scholarly Output Search Results
Now showing 1 - 10 of 27
Master Thesis Sosyal Medyada Dijital Kurumsal Sosysal Sorumluluk Açıklamarı ve Tüketici Algıları(2025) Biçer, Deniz; Tosun, PetekMarkaların 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.Article Citation - WoS: 22Citation - Scopus: 24Examining the Impact of the Fear of Missing Out on Museum Visit Intentions(Sage Publications Inc, 2023) Uslu, Abdullah; 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.Article Citation - WoS: 2Citation - Scopus: 3Consumer 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; Yanar Gürce, MerveThis 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.Article 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, KhalidFocusing 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.Doctoral Thesis KOBİ'lerde Sürdürülebilir Pazarlama Yönelimini Belirleyici Faktörler ve Firma Performansına Etkilerinin İncelenmesi: Karma Yöntem Araştırması(2025) Varol, Kübra; Tosun, PetekSon yıllarda küresel ve çevresel sorunların artması ve paydaş beklentilerinin yükselmesi, küçük ve orta ölçekli işletmeleri (KOBİ'ler) sürdürülebilirliği stratejilerine entegre etmeye zorlamaktadır. Ancak mevcut araştırmaların çoğu büyük ölçekli şirketlere odaklanmış, KOBİ'ler ise yerel ekonomilerdeki merkezi rolleri ve paydaşlarla yakın ilişkilerine rağmen görece ihmal edilmiştir. Bu tez, KOBİ'lerin Sürdürülebilir Pazarlama Yönelimi'ni (SPY) nasıl benimsediğini, hangi örgütsel güdüler ve dışsal baskılarla şekillendiğini ve firma performansına etkilerini incelemektedir. Çalışmada iş etiği ve pazarlama stratejisi literatürü temel alınarak üç güdü tanımlanmıştır: araçsal (çıkar odaklı), ilişkisel (paydaş odaklı) ve ahlaki (etik temelli). SPY; stratejik entegrasyon, toplumsal etkileşim ve etik yeterlikler olmak üzere üç boyutta kavramsallaştırılmıştır. Ayrıca düzenleyici gereklilikler, piyasa beklentileri ve sektör normları gibi dışsal baskılar ile rekabet yoğunluğu, piyasa dalgalanması ve teknolojik yeterlikler gibi bağlamsal faktörler de dikkate alınmıştır. Tez, karma yöntem yaklaşımıyla yürütülmüştür. Nitel aşamada Türkiye'deki KOBİ sahipleri ve yöneticileriyle yapılan görüşmeler, güdüler ve bağlamsal etkileri ortaya koymuştur. Elde edilen bulgular, kavramsal modelin nicel aşamada yapısal eşitlik modellemesi (YEM) ile test edilmesine temel sağlamıştır. Çalışma üç katkı sunmaktadır: KOBİ'lerin pazarlama stratejilerinde güdülerin rolünü ortaya koyarak iş etiği literatürünü genişletmek; SPY ile çok boyutlu performans arasındaki bağı ampirik olarak göstermek; çevresel türbülansı düzenleyici faktör olarak ekleyerek SPY'nin rekabetçiliği destekleme koşullarına dair daha dinamik bir anlayış geliştirmek.Article Citation - Scopus: 22Meat Substitutes in Sustainability Context: a Content Analysis of Consumer Attitudes(Routledge, 2020) Tosun, Petek; Yanar, Merve; Sezgin, Selime; Uray, NimetFood 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.Article Citation - WoS: 4Citation - Scopus: 3User-Generated and Brand-Generated Content as Indicators of University Brand Personality and Business Strategy(Routledge Journals, Taylor & Francis Ltd, 2022) Karadag, Hande; Tosun, Petek; Ayan, BusraThe rising competition and social media usage increased the importance of university brand personality and strategic marketing in higher education. This study explores the interrelationships between brand-generated content (BGC) and user-generated content (UGC) on social media and universities' competitive strategy and brand personality. BGC that included four universities' tweets and UGC that consisted of consumer comments were analyzed by content and correspondence analysis in R programming language. The findings indicated that BGC was in alignment with universities' generic strategies. BGC-UGC dispersions across brand personality were in alignment for the differentiator university, while there was a mismatch between BGC and UGC for low-cost universities. The differentiator university was associated with being prestigious, cosmopolitan, and conscientious, while the low-cost universities were associated with sincerity. The findings supported the applicability of generic business strategies to the higher education context and showed the strategic link between brand personality and the pursued generic strategy.Article Citation - WoS: 7Citation - Scopus: 16Cryptocurrencies as a Means of Payment in Online Shopping(Emerald Group Publishing Ltd, 2024) Al Reshaid, Faisal; Tosun, Petek; Gurce, Merve Yanar; Yanar Gürce, MervePurposeCryptocurrencies 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.Article Citation - WoS: 15Citation - Scopus: 17The 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. SelcukPurposeConsumers' 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.Article Citation - WoS: 19Citation - Scopus: 24Consumer Complaining Behavior in Hospitality Management(Routledge Journals, Taylor & Francis Ltd, 2022) Tosun, Petek; Sezgin, Selime; Uray, NimetThe 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.
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