Petek Tosun

Tosun, Petek

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

Job Title

Doç. Dr.

Email Address

petek.tosun@khas.edu.tr

Main Affiliation

Business Administration

ORCID ID

0000-0002-9228-8907

Scopus Author ID

57203211930

Full item page

Sustainable Development Goals Report Points

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Scholarly Output

19

Articles

15

Citation Count

44

Supervised Theses

2 Scholarly Output Search Results

Now showing 1 - 10 of 19

Citation - Scopus: 3
Communicating Value in Healthcare Marketing From a Social Media Perspective
(Springer, 2022) Çağlıyor, S.; Çağlıyor, Sendi; Tosun, P.; Tosun, Petek; Uray, N.; Uray, Nimet; Business Administration
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.
Citation - WoS: 3
Citation - Scopus: 2
User-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, Busra; Business Administration
The 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.
Citation - WoS: 13
Citation - Scopus: 13
The 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. Selcuk; Business Administration
PurposeConsumers' 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.
Citation - Scopus: 1
Transforming Universities for a More Competent Society: Digitalization and Higher Education
(IGI Global, 2022) Tosun, P.; Tosun, Petek; Business Administration
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.
Citation - WoS: 15
Citation - Scopus: 19
Consumer Complaining Behavior in Hospitality Management
(Routledge Journals, Taylor & Francis Ltd, 2022) Tosun, Petek; Tosun, Petek; Sezgin, Selime; Uray, Nimet; Uray, Nimet; Business Administration
The 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.
Duygu Durumunun Tüketici Şikayet Davranışına Etkisi Hakkında Bir Pilot Çalışma
(Melih Topaloğlu, 2018) Tosun, Petek; Uray, Nimet; Sezgin, Selime; Tosun, Petek; Uray, Nimet; Business Administration
Bu 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.
Sosyal Medya Kullanımı ve İlk Güvenin Kırsal Tüketicilerin Mobil Bankacılık Niyetlerine İlişkin Rolü: Planlanmış Davranış Teorisinin Uygulanması
(2024) Tosun, Petek; Tosun, Petek; Business Administration
Bankacılık sektörü, internetin yaygın kullanımı ve teknolojik gelişmelerin hızlanması sayesinde diğer sektörlerde de olduğu gibi değişmiştir. Mobil bankacılık, insanların mobil cihazları kullanarak finansal işlemler gerçekleştirmesi için pratik ve güvenli bir yol haline gelmiştir. Mobil bankacılığın avantajlarına rağmen, kırsal kesimdeki müşterilerin zayıf teknoloji okuryazarlığı ve güven eksikliği nedeniyle mobil bankacılığı kullanma niyetleri düşüktür. Çalışma, Planlı Davranış Teorisi (TPB) doğrultusunda, kırsal kesimdeki müşterilerin mobil bankacılığı kullanma eğilimlerinin tutumlar, öznel normlar, algılanan davranışsal kontrol, sosyal medya kullanımı ve erken güven tarafından nasıl etkilendiğini araştırır. Çalışmada 5 puanlık Likert ölçeği kullanılarak kırsal Türkiye'de ikamet eden 327 katılımcıdan bilgi toplayan bir anket metodolojisi kullanılmıştır. Anket soruları, önceki çalışmalarda kullanılan doğrulanmış ölçeklerden adapte edilerek alınmıştır. Önerilen ilişkileri doğrulamak için verileri incelemek amacıyla regresyon analizi ve Pearson korelasyon analizi kullanılmıştır. Bulgular, sosyal medya kullanımının olumlu tutumları, öznel normları, algılanan davranış kontrolünü ve mobil bankacılığa yönelik ilk güveni önemli ölçüde etkilediğini ve nihayetinde bu hizmetleri kullanma niyetini artırdığını göstermektedir. Sunulan hipotezlerin hepsi veriler tarafından desteklenmiş ve sosyal medya kullanımının ve ilk güvenin kırsal müşterilerin mobil bankacılık niyetleri üzerindeki önemli etkisini göstermiştir. Sonuçlar, kırsal müşteriler arasında dijital okuryazarlığı ve güveni artırmak için bir araç olarak sosyal medyanın önemini vurgulamaktadır. Finansal kuruluşlar, sosyal medya platformlarını etkili bir şekilde kullanarak kırsal müşterilerin mobil bankacılık hizmetleriyle etkileşimini artırabilir, kırsal alanlarda daha fazla finansal katılımı ve ekonomik kalkınmayı teşvik edebilir. Ayrıca kırsal müşteriler için ilk güvenin kritik rolünü vurgulamaktadır ve bankaların mobil bankacılığın kullanımına teşviki için güven oluşturmaya öncelik vermesi gerektiğini önermektedir.
Citation - Scopus: 18
Meat Substitutes in Sustainability Context: a Content Analysis of Consumer Attitudes
(Routledge, 2020) Tosun, Petek; Uray, Nimet; Yanar, Merve; Tosun, Petek; Sezgin, Selime; Uray, Nimet; Business Administration
Food 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.
Citation - WoS: 14
Citation - Scopus: 15
Examining the Impact of the Fear of Missing Out on Museum Visit Intentions
(Sage Publications Inc, 2023) Tosun, Petek; Tosun, Petek; Business Administration
This 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.
Citation - WoS: 2
Citation - Scopus: 3
Consumer 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 Yanar; Business Administration
This 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.