Kıygı Çallı, Meltem

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Meltem Kıygı Callı
Kıygı Callı, Meltem
Kıygı Çallı,M.
Kiygi Calli,Meltem
Kiygi Calli,M.
Kıygı Çallı, MELTEM
M. Kıygı Çallı
M. Kıygı Callı
KIYGI ÇALLI, Meltem
Meltem, Kiygi Calli
Kıygı Callı, M.
Meltem Kıygı Çallı
K.,Meltem
Kıygı Çallı, Meltem
MELTEM KIYGI ÇALLI
Meltem KIYGI ÇALLI
Kıygı Çallı, M.
Kiygi Calli, Meltem
Kiygi Calli M.
K., Meltem
KIYGI ÇALLI, MELTEM
Kıygı-Çallı, Meltem
Kiygi-Calli, Meltem
Job Title
Dr. Öğr. Üyesi
Email Address
meltem.kiygicalli@khas.edu.tr
Scopus Author ID
Turkish CoHE Profile ID
Google Scholar ID
WoS Researcher ID
Scholarly Output

12

Articles

8

Citation Count

3

Supervised Theses

3

Scholarly Output Search Results

Now showing 1 - 10 of 12
  • Article
    Citation Count: 0
    Babbling through social media: A cross-country study mapping out social networks using eWOM intentions
    (Springer, 2023) Kıygı Çallı, Meltem; Kıygı-Çallı, Meltem; El Oraiby, Maryam
    This research aims to determine the factors affecting the users’ electronic word-of-mouth (eWOM) seeking and sharing intentions and to reveal the interactions among and within clusters using social network analysis (SNA). This study includes three hierarchical sub-studies conducted in two countries, Turkey and Poland. First, we develop a segmentation for social networking site (SNS) users based on the frequency of sharing product-related information on SNSs. Second, we investigate the impact of several factors that affect eWOM seeking and sharing intentions using regression analysis. In the second sub-study, we also include the identified segments developed in the first sub-study as another factor that may have differentiated eWOM intentions. Third, to understand the degree of interaction among SNS users, we apply an SNA using the forecasted eWOM intentions scores from the second sub-study, which gives us hypothetical social networks. The results of SNA present strong interactions inter- and intra-clusters in both countries. Some key findings include the identification of three SNS user segments, including “Middlers,” that may be of particular interest to brands. We also find that in terms of eWOM intentions, users in Turkey are more active than in Poland. Although some predictors of eWOM seeking and sharing intentions differ between the two countries, users intend to be more active in eWOM seeking than in eWOM sharing. The comparative study provides valuable insights for decision-makers to engage different market segments via SNSs with various proposed features using suggested information contents for selected product categories.
  • Article
    Citation Count: 0
    Markaların Sosyal Medya Yardım Masası Hesaplarına Yapılan Şikayetlerin Analizi: Yüksek Teknoloji Ürünleri Üzerine Bir Çalışma
    (Melih Topaloğlu, 2018) Kıygı Çallı, Meltem; Kiygi Calli, Meltem
    Bu araştırmada marka müşterilerinin satın alıp kullandıkları ürünlerle ilgili istek ve şikayetlerini ilettikleri çevrimiçi yardım masalarıyla olan etkileşimi incelenerek markaların şikayetlere nasıl yanıt verdikleri ve uyguladıkları şikayet yönetiminin müşterilerin duygularındaki değişimi nasıl etkilediği araştırılmış ve sosyal medya ağlarından elde edilen veriler duygu analizi yöntemiyle analiz edilmiştir. Çalışmada müşterilerin istek ve şikayetlerini ilettikleri paylaşımlarındaki tutumlarının duygusal değerinin ne olduğu, çevrimiçi yardım masasının konuyu nasıl ele aldığı ve çevrimiçi yardım masası ile olan etkileşimin uzunluğunun (soru ve cevap iletişiminin sayısı) tutum ve duygusal değeri nasıl etkilediği incelenmiştir. Araştırmanın sonuçlarına göre çalışmada ele alınan markaların kendilerine çevrimiçi yardım masaları üzerinden iletilen talep ve şikayetleri ivedilikle çözdükleri belirlenmiştir. Büyük markalar hizmet telafisi paradoksu teorisine göre hareket edip ürünleri hakkında sorun yaşamış ve ürün hakkında şikayette bulunmuş müşterilerini mutlu etmektelerdir. Böylece bu müşterilerin sadık müşterilere dönüştükleri sonucuna varılmaktadır.
  • Article
    Citation Count: 0
    Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama
    (TÜRKİYE EKONOMİK VE MALİ ARAŞTIRMALAR VAKFI, 2017) Kıygı Çallı, Meltem
    Literatür taraması şeklinde gerçekleştirilen bu çalışmada girişimsel pazarlama kavramsal olarak ele alınmıştır. Çalışmada girişimsel pazarlamanın tanımı ve yedi farklı boyutu, girişimsel pazarlama ve geleneksel pazarlamanın strateji, taktik ve süreç yönünden farklılıkları ve pazarlama işlevlerine farklı yaklaşımlar olarak gerilla pazarlama, fısıltı pazarlaması ve viral pazarlamaya yer verilmiştir. Böylece girişimsel pazarlamayı benimseyen bir işletmeye, pazarlama strateji ve taktiklerini nasıl uygulaması gerektiği konusunda bilgi sağlamak ve farkındalıklarını artırmak amaçlanmaktadır. Çalışmanın sonunda araştırmanın sınırlılıkları ve gelecek çalışmalar için öneriler sunulmaktadır.
  • Master Thesis
    Research ethical issues while collecting free data from social media and its impact on consumer perception
    (Kadir Has Üniversitesi, 2020) Kıygı Çallı, Meltem; Kıygı Çallı, Meltem
    Early developments on the internet and the improvement of social media have encouraged the interconnectivity of consumers. Consumers have social cooperation's through social media, such as online sites, networks, evaluations, audits, and suggestions. To address the examination question during the thesis, I have utilized primary data collection. Utilizing primary data collection permitted me to deliver specific ethical issues to social media and how these media explicitly impact their consumer perception. Data collection was an essential piece of exploration since this was the storm cellar of the discoveries. Besides, utilizing primary data gave me a more prominent control over the collection of data. I had chosen when I needed to spread the questionnaire on the web and when I needed to stop the collection of data. Data collection has begun the 11 of April 2020 and has finished on the 30 of April 2020. In this manner, the collection has endured 20 days. I would not like to have a data collection that lasts longer since I was restricted with the limited capacity to focus time committed to the exposition composing and by the way that I expected to keep enough days accessible to have the option to best investigate and talk about the aftereffects of the questionnaire. Twenty days was sufficient to get many respondents to the questionnaire. This research is analyzing through the Partial Least Square Structural Equation Model (PLS-SEM) strategy, which help later to know about the social media research ethical issues on consumer perception and by implications of it this strategy defines the intention of internet user about social media. As the proposed study, ethical issues and Internet Users Information Privacy Concerns (IUIPC) are significant predecessors of social media, which this way gets ahead broken practices by consumers. All the more explicitly, ethical issues have a positive connection with consumer perception, yet just the risk belief, behavioral intention, and deception have an insignificant relationship with consumer perception. The investigation encourages and spreads links made in the earlier writing, explicitly as far as connections between consumer perception and ethical issues. Our discoveries likewise add to the discussion by affirming the job of IUIPC in adding to the ethical issues and consumer perception. The examination gives another understanding into the connection among consumers and ethical issues as consumers look for data for delight, consumers think that it is hard to trust concerning their observations about items or administrations of brands. This can equally clarify one of the different discoveries of this investigation with regards to why consumers follow numerous others. It is past the extent of the examination to get the full consequences of ethical issues because of the constrained size of the example and absence of time. For additional examination, it is ideal for researching progressively about the reasons why consumers are distrustful and whether this wonder is growing after some time.
  • Article
    Citation Count: 0
    A holistic empirical approach to marketing activities and performance interaction in banking industry: the mediating role of customer-based brand equity
    (Emerald Group Publishing Ltd, 2024) Uray, Nimet; Kıygı Çallı, Meltem; Ulengin, Burc; Kiygi-Calli, Meltem
    PurposeThis paper aims to examine the direct impacts of marketing resources and marketing activities on several business performance indicators in the banking industry and the indirect effects through customer-based brand equity.Design/methodology/approachWe use a holistic empirical approach based on resource-based view and marketing productivity chain. The main study consists of a secondary analysis using quarterly data of fourteen banks over four years. We analyze the data using fixed-effect panel data regression, namely seemingly unrelated regressions.FindingsWe find that customer-based brand equity is one of the most influential factors on business performance. Moreover, the indirect effect through customer-based brand equity should be considered in improving business performance. Marketing-related financial resources positively impact customer-based brand equity and business performance. Regarding marketing activities, pricing strategies affect the bank preferences of customers, which in turn affect the growth of deposit volumes and churn rates. Additionally, the number of bank branches positively impacts business performance. Advertising spending on different media has differentiated impacts on the performance indicators; thus, the allocation of advertising budget and advertising planning are critical.Originality/valueThis study examines the inter-relationships among marketing resources, marketing activities, consumer response through brand equity and marketing performance. This study contributes to the literature by integrating the resource-based view and the marketing productivity chain to analyze the inter-relationships using panel data and several sector-related metrics. This study provides valuable insights to decision-makers in the banking industry.
  • Master Thesis
    Data-driven advertising: The effectiveness of dynamic product ads (Dpas)
    (Kadir Has Üniversitesi, 2021) Kıygı Çallı, Meltem; Kıygı Çallı, Meltem
    Dynamic Product Ads (DPAs) are data-driven online advertising forms for mostly remarketing purposes or detect consumers who are interested in that category of product. Both large-scale and small-scale businesses can use DPA in their advertising strategy as it reduces the time spent on the production of ads and targeting process, besides providing the highest level of personalization in today's technology. The primary purpose of the DPAs is to drive consumers to purchase, and some of its features, such as the easiness of the buying process and the high level of personalization, are possible effects to trigger impulsive buying behavior. This study examines the effectiveness of DPAs comparing to manually optimized ads on Facebook and Instagram for a small-scale business in the light of impulsive buying theory. The data contains online advertising campaigns from a small-scale business with a niche product in an extended period. The key findings of this research revealed that for niche products, manually optimized ads on Instagram are more effective on purchase, and dynamic product ads are more effective on reach and driving consumers to the website. There is no significant effect of DPA on impulse buying.
  • Article
    Citation Count: 0
    Ürün Tercihlerini Etkileyen Ambalaj Tasarım Faktörlerinin Kısmi Yarar Konjoint Analizi İle Belirlenmesi: Organik Sabun Ürünü Üzerine Bir Çalışma
    (Adem Anbar, 2019) Kıygı Çallı, Meltem
    Bu çalışmanın amacı farklı ambalaj tasarımlarının tüketici satın alma niyetine olan etkilerini ortaya koymak ve bu etkinin hangi ambalaj tasarımı için en fazla olduğunu belirlemektir. Bu amaçla ambalaj tasarımında bulunan farklı faktörler belirlenmiş ve her faktörün tüketicinin satın alma niyetine olan etkisi incelenmiştir. Bu çalışmada ambalaj tasarımının faktörleri ambalajın şekli, rengi ve üzerindeki yazılar için kullanılan yazı stilidir. Tüketicinin satın alma niyetini en çok etkileyen ambalaj tasarım faktörünü belirlemek için bu araştırmada çevrimiçi anket yöntemi uygulanmış ve veriler toplanmıştır. Farklı ambalaj tasarımları görsel olarak tasarlanmış ve anket katılımcılarından farklı kombinasyonlardaki tasarımları satın alma niyetlerine göre derecelendirmeleri istenmiştir. Veriler kısmi yarar konjoint analiz yöntemi uygulanarak analiz edilmiştir. Sonuç olarak organik sabun ürünü için tüketici satın alma niyetine etki eden ve en yüksek önem değerine sahip ambalaj tasarımı belirlenmiştir. Analizle elde edilen fayda faktörünün katılımcıların demografik özelliklerine göre farklılık gösterip göstermediği incelenmiş, pazar bölümlendirme yöntemlerinden biri olan fayda temelli bölümlendirme ile elde edilen pazar bölümleri de bu çalışmada araştırılmıştır.
  • Master Thesis
    The effects of digital strategies on customer churn in the telecom industry
    (Kadir Has Üniversitesi, 2022) Kırgız, Ömer Buğra; Kıygı Çallı, Meltem; Kıygı Çallı, Meltem
    The telecom industry has been saturated over the last years and organic growth in the number of customers has been slowing down. Institutions allocate a significant amount of resources to reducing churn rates as the variations in service offerings become subtle. Customer retention strategies such as customer relationship management, loyalty programs, and convergence of services are some of the widely-used efforts in the telecom industry in this respect. Thanks to the increasing app penetration, digital loyalty apps, and over-the-top media services emerged as a way of both service differentiation points as well as customer retention strategies. Regardless of all these strategies, some customers will still churn; therefore, churn prediction plays an essential role in the sustainable future of businesses. Churn prediction is used both to detect customers with a high propensity to churn and to interpret the reasons behind the churn decision of customers. This study examines the variables playing important role in churn decisions and the effectiveness of digital loyalty and over-the-top service strategies on customer retention in light of the relationship marketing strategy. The customer churn data in this study is received from a telecom company and contains the attributes of both churner and non-churner customers. Random Forest and Logistic Regression classifiers are used as the machine learning algorithm in the churn prediction model. To understand the variable importance, mean decrease in impurity and mean decrease in model accuracy using permutation are used. The key findings of this research revealed that while digital loyalty app strategies are effective, over-the-top media service strategies play an unimportant role in the churn decision of customers.
  • Book Part
    Citation Count: 3
    Corporate social responsibility in packaging: Environmental and social issues
    (Springer Nature, 2019) Kıygı Çallı, Meltem
    Today, “corporate social responsibility” is becoming popular. For this reason, companies are focusing on corporate social responsibility projects in order to reach consumers with social responsibility who attaches importance to this issue. Companies also use packaging, which is often used as a means of marketing communication, to promote their corporate social responsibility projects to the consumers. In this chapter, social responsibility in packaging has been explored in details. When the issue of social responsibility is addressed in packaging, only in environment-friendly packaging but also the necessity of dealing with many different factors is explained in this section. In addition to this, how social responsibility communication can be done through packaging is also examined.
  • Article
    Citation Count: 1
    Forecasting time-varying arrivals: Impact of direct response advertising on call center performance
    (Elsevier Inc., 2021-07) Kıygı Çallı, Meltem; Weverbergh, Marcel; Franses, Philip Hans
    This study investigates manpower planning and the performance of a national call center for scheduling car repairs and responding to road interventions. We model the impact of advertising on the required capacity and develop a forecasting model for incoming calls, where the impact of direct-response advertising is considered. With the estimation results, we forecast the number of incoming calls to the call center. Next, the forecasts are input into the capacity planning simulation module to directly simulate a service process at the highly disaggregated level. This simulation mimics the service level requirements and queue behavior and shows that the call center is operating at a high level of efficiency and performance. We illustrate that advertising may cause a temporary overload of the system and increase the number of abandoned calls, which is suboptimal for call center performance.