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
15
LIFE ON LAND
1
Research Products
16
PEACE, JUSTICE AND STRONG INSTITUTIONS
0
Research Products
14
LIFE BELOW WATER
1
Research Products
6
CLEAN WATER AND SANITATION
0
Research Products
3
GOOD HEALTH AND WELL-BEING
0
Research Products
17
PARTNERSHIPS FOR THE GOALS
3
Research Products
4
QUALITY EDUCATION
1
Research Products
2
ZERO HUNGER
0
Research Products
10
REDUCED INEQUALITIES
0
Research Products
7
AFFORDABLE AND CLEAN ENERGY
0
Research Products
13
CLIMATE ACTION
0
Research Products
1
NO POVERTY
0
Research Products
9
INDUSTRY, INNOVATION AND INFRASTRUCTURE
1
Research Products
12
RESPONSIBLE CONSUMPTION AND PRODUCTION
5
Research Products
8
DECENT WORK AND ECONOMIC GROWTH
3
Research Products
11
SUSTAINABLE CITIES AND COMMUNITIES
0
Research Products
5
GENDER EQUALITY
0
Research Products
Documents
23
Citations
298
h-index
12
This researcher does not have a WoS ID.
Scholarly Output
25
Articles
19
Views / Downloads
226/681
Supervised MSc Theses
3
Supervised PhD Theses
1
WoS Citation Count
155
Scopus Citation Count
214
WoS h-index
7
Scopus h-index
8
Patents
0
Projects
0
WoS Citations per Publication
6.20
Scopus Citations per Publication
8.56
Open Access Source
5
Supervised Theses
4
| Journal | Count |
|---|---|
| Management Decision | 2 |
| International Journal of Consumer Studies | 2 |
| International Journal of Bank Marketing | 1 |
| International Journal of Happiness and Development | 1 |
| International Series in Operations Research and Management Science | 1 |
Current Page: 1 / 4
Scopus Quartile Distribution
Competency Cloud
25 results
Scholarly Output Search Results
Now showing 1 - 10 of 25
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 Citation - WoS: 21Citation - Scopus: 27Connecting 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 Duygu Durumunun Tüketici Şikayet Davranışına Etkisi Hakkında Bir Pilot Çalışma(Melih Topaloğlu, 2018) Tosun, Petek; Sezgin, Selime; 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.Article PAZARLAMA 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.Master Thesis Marka Güveni, Marka Değeri ve Tutumlar: İleri Dönüştürülmüş Gıda Satın Alma Niyetinin İncelenmesi(2025) Kemer, Ezgi; Tosun, PetekGıda 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.Article The Impact of Financial Well-Being on Subjective Happiness, Innovativeness, and Personal Growth(Inderscience Enterprises Ltd, 2025) Tosun, Petek; Dogan, Mesut; Koyluoglu, A. SelcukThis 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.Article Citation - WoS: 35Citation - Scopus: 39Tourist Personality, Value Co-Creation, and Emotional Well-Being(Wiley, 2024) Uslu, Abdullah; 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 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 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.Book Part Citation - Scopus: 3Communicating Value in Healthcare Marketing From a Social Media Perspective(Springer, 2022) Çağlıyor, S.; Tosun, P.; Uray, N.Sustainable 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.
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