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
Main Affiliation
Business Administration
Status
Website
ORCID ID
Scopus Author ID
Turkish CoHE Profile ID
Google Scholar ID
WoS Researcher ID
Scholarly Output
17
Articles
15
Citation Count
44
Supervised Theses
0
17 results
Scholarly Output Search Results
Now showing 1 - 10 of 17
Article Citation - WoS: 13Citation - Scopus: 13The Impact of Brand Origin and Csr Actions on Consumer Perceptions in Retail Banking During a Crisis(Emerald Group Publishing Ltd, 2023) Tosun, Petek; 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.Book Part Citation - Scopus: 3Communicating Value in Healthcare Marketing From a Social Media Perspective(Springer, 2022) Çağlıyor, S.; Çağlıyor, Sendi; Tosun, P.; Tosun, Petek; Uray, N.; 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 - WoS: 3Citation - Scopus: 2User-Generated and Brand-Generated Content as Indicators of University Brand Personality and Business Strategy(Routledge Journals, Taylor & Francis Ltd, 2022) Karadag, Hande; Tosun, Petek; 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: 15Citation - Scopus: 19Consumer Complaining Behavior in Hospitality Management(Routledge Journals, Taylor & Francis Ltd, 2022) Tosun, Petek; Tosun, Petek; Sezgin, Selime; Uray, Nimet; 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.Book Part Citation - Scopus: 1Transforming Universities for a More Competent Society: Digitalization and Higher Education(IGI Global, 2022) Tosun, P.; 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 - Scopus: 17Meat Substitutes in Sustainability Context: a Content Analysis of Consumer Attitudes(Routledge, 2020) Tosun, Petek; Uray, Nimet; Yanar, Merve; Tosun, Petek; 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: 7Citation - Scopus: 8The Impact of Perceived Corporate Social Responsibility on Consumer Happiness and Brand Admiration(Emerald Group Publishing Ltd, 2023) Tosun, Petek; 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 - WoS: 16Citation - Scopus: 18Tourist Personality, Value Co-Creation, and Emotional Well-Being(Wiley, 2024) Uslu, Abdullah; 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 Citation - WoS: 14Citation - Scopus: 15Examining 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.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; Tosun, Petek; Gurce, Merve YanarThis 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.
