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
11
SUSTAINABLE CITIES AND COMMUNITIES
0
Research Products
10
REDUCED INEQUALITIES
0
Research Products
9
INDUSTRY, INNOVATION AND INFRASTRUCTURE
1
Research Products
12
RESPONSIBLE CONSUMPTION AND PRODUCTION
5
Research Products
2
ZERO HUNGER
0
Research Products
3
GOOD HEALTH AND WELL-BEING
0
Research Products
13
CLIMATE ACTION
0
Research Products
7
AFFORDABLE AND CLEAN ENERGY
0
Research Products
5
GENDER EQUALITY
0
Research Products
6
CLEAN WATER AND SANITATION
0
Research Products
8
DECENT WORK AND ECONOMIC GROWTH
3
Research Products
16
PEACE, JUSTICE AND STRONG INSTITUTIONS
0
Research Products
4
QUALITY EDUCATION
1
Research Products
15
LIFE ON LAND
1
Research Products
1
NO POVERTY
0
Research Products
14
LIFE BELOW WATER
1
Research Products
17
PARTNERSHIPS FOR THE GOALS
3
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
Article Duygu Durumunun Tüketici Şikayet Davranışına Etkisi hakkında bir Pilot Çalışma(2018) Uray, Nimet; Tosun, Petek; Sezgin, Selime DemetThe purpose of this study is to examine the effect of mood on consumer complaining behavior (CCB) and do the pilot testing of the proposed conceptual framework. The conceptual framework includes perceived brand value, perceived risk, mood, and consumer interaction style constructs, which are, aggressiveness and assertiveness. The data collected by questionnaires as a part of 2x2 between-subjects factorial experimental design, have shown that perceived risk, aggressiveness, and resisting requests for compliance have positive effect on CCB. Consumers who are in a negative mood and perceive high brand value are slightly more likely to complain, but not significant in explaining CCB. Despite the limitations of small sample size (n=118) and a use of categorical treatment of CCB scale, this pilot study reveals that online mood induction with photographs is an acceptable manipulation method; the conceptual model is valid to be re-tested in future studies.Book Part Citation - Scopus: 1Transforming Universities for a More Competent Society: Digitalization and Higher Education(IGI Global, 2022) Tosun, P.Digitalization 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 Beyond the Screen: The Impact of TV Series on Visit and Purchase Intentions(Emerald Group Publishing Ltd, 2025) Tosun, Petek; Uslu, Abdullah; Yanar Gurce, MervePurposeDrawing 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.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 - 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: 19Citation - Scopus: 20The 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.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.
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