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
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
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Business Administration
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Sustainable Development Goals
15
LIFE ON LAND
2
Research Products
16
PEACE, JUSTICE AND STRONG INSTITUTIONS
0
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14
LIFE BELOW WATER
0
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6
CLEAN WATER AND SANITATION
0
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3
GOOD HEALTH AND WELL-BEING
0
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17
PARTNERSHIPS FOR THE GOALS
0
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4
QUALITY EDUCATION
1
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2
ZERO HUNGER
0
Research Products
10
REDUCED INEQUALITIES
0
Research Products
7
AFFORDABLE AND CLEAN ENERGY
0
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13
CLIMATE ACTION
0
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1
NO POVERTY
0
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9
INDUSTRY, INNOVATION AND INFRASTRUCTURE
2
Research Products
12
RESPONSIBLE CONSUMPTION AND PRODUCTION
1
Research Products
8
DECENT WORK AND ECONOMIC GROWTH
0
Research Products
11
SUSTAINABLE CITIES AND COMMUNITIES
1
Research Products
5
GENDER EQUALITY
0
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Documents
13
Citations
59
h-index
4
Documents
11
Citations
38
Scholarly Output
15
Articles
10
Views / Downloads
166/1717
Supervised MSc Theses
3
Supervised PhD Theses
0
WoS Citation Count
13
Scopus Citation Count
19
WoS h-index
3
Scopus h-index
4
Patents
0
Projects
0
WoS Citations per Publication
0.87
Scopus Citations per Publication
1.27
Open Access Source
8
Supervised Theses
3
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| Journal | Count |
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| Business Process Management Journal | 1 |
| Electronic Markets | 1 |
| Global Knowledge Memory and Communication | 1 |
| International Journal of Sports Science & Coaching | 1 |
| Journal of Business Research | 1 |
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Now showing 1 - 10 of 15
Article Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama(TÜRKİYE EKONOMİK VE MALİ ARAŞTIRMALAR VAKFI, 2017) Kiygi Calli, MeltemLiteratür 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 The Effects of Digital Strategies on Customer Churn in the Telecom Industry(Kadir Has Üniversitesi, 2022) Kırgız, Ömer Buğra; Kıygı Çallı, MeltemThe 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.Article Citation - WoS: 4Citation - Scopus: 4Babbling Through Social Media: a Cross-Country Study Mapping Out Social Networks Using Ewom Intentions(Springer, 2023) Zülal, İşler; Kıygı-Çallı, Meltem; El Oraiby, MaryamThis 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 Ürün Tercihlerini Etkileyen Ambalaj Tasarım Faktörlerinin Kısmi Yarar Konjoint Analizi İle Belirlenmesi: Organik Sabun Ürünü Üzerine Bir Çalışma(Adem Anbar, 2019) Kiygi Calli, MeltemBu 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.Article Markaların Sosyal Medya Yardım Masası Hesaplarına Yapılan Şikayetlerin Analizi: Yüksek Teknoloji Ürünleri Üzerine Bir Çalışma(Melih Topaloğlu, 2018) Önden, Abdullah; Kiygi Calli, MeltemBu 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.Master Thesis Research Ethical Issues While Collecting Free Data From Social Media and Its Impact on Consumer Perception(Kadir Has Üniversitesi, 2020) Naeem, Bushra; Kıygı Çallı, MeltemEarly 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.Book Part The Mystique of Luxury Products(Emerald Group Publishing Ltd., 2018) Kiygi-Calli, M.The spending capacity of the middle-income class increases with growing economies. With this increase, luxury goods are not only consumed by rich people alone. For this reason, luxury brands are expanding their target population and enriching their products and services accordingly. Thus, the luxury market which addresses the middle-and upper-middle-income groups is changing and its importance is increasing. In this chapter, the definition of luxury, the classification of luxury goods, the requirements of the luxury marketing mix (product, price, distribution and promotion) and applied strategies are examined. This chapter also covers how luxury products have authentic features, premium and masstige brands, fake luxury products that are the exact copies of original luxury brands, and how and why this fake luxury market grows. At the end of the chapter, the luxury market in Turkey, which has been growing rapidly, especially in recent years, is examined in detail and all the features of the market are presented. It is expected that this market will continue to grow in the future, as a large number of tourists from nearby regions, Central Asia and Arab countries come to Turkey to buy luxury branded products and services. © 2018 by Emerald Publishing Limited. All rights reserved.Article A Holistic Empirical Approach To Marketing Activities and Performance Interaction in Banking Industry: the Mediating Role of Customer-Based Brand Equity(Emerald Publishing, 2025) Akdogan, C.B.; Uray, N.; Ulengin, B.; Kiygi-Calli, M.Purpose: This 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/approach: We 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. Findings: We 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/value: This 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. © 2024, Emerald Publishing Limited.Article Rethinking Performance Measurement in Esports: How Games Shape Coaching Priorities for Amateur Player Development(SAGE Publications Inc., 2025) El Oraiby, M.; Kiygi-Calli, M.With the rising popularity of esports, the demand for effective performance assessment methods has become critical for coaching practices. Esports performance evaluation remains a complex task due to the unique demands of different games and the dynamic nature of the esports ecosystem. Additionally, the effectiveness of performance indicators in evaluating amateur players in the early stages of their careers remains unclear. To investigate this, we conduct expert interviews with head coaches of three distinct team games, Valorant, PUBG Mobile, and League of Legends, to uncover critical factors that coaches consider in evaluating amateur player performance. Our findings reveal fundamental challenges that question the validity of standardized indicators for performance measurement. Coaches highlighted that while quantitative metrics, such as in-game statistics, are commonly used in tracking player progress, they must be carefully contextualized within the unique demands of each game and the team dynamics. Moreover, coaches underscore that soft skills are as determinant as individual technical skills for fostering future career success in esports, particularly in team-based games where communication and stress management play a crucial role. These findings highlight the need for a more nuanced, coach-driven approach to performance assessment for amateur players. This exploratory study suggests that performance measurement frameworks need to account for context-dependent competencies and player career development in esports. © The Author(s) 2025Book Part Citation - Scopus: 4Corporate social responsibility in packaging: Environmental and social issues(Springer Nature, 2019) Kiygi Calli, MeltemToday, “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.
