<span style="display: inline !important; float: none; background-color: transparent; color: #000000; cursor: text; font-family: 'Noto Sans',Arial,Helvetica,sans-serif; font-size: 14px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">In <span style="background-color: transparent; color: #000000; cursor: text; display: inline; float: none; font-family: &quot; noto sans&quot;,arial,helvetica,sans-serif; font-size: 14px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">TUJOM- Turkish Journal of Marketing, the copyrights of the articles belong to the Authors. <span style="display: inline !important; float: none; background-color: transparent; color: #000000; cursor: text; font-family: 'Noto Sans',Arial,Helvetica,sans-serif; font-size: 14px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><span style="background-color: transparent; color: #000000; cursor: text; display: inline; float: none; font-family: &quot; noto sans&quot;,arial,helvetica,sans-serif; font-size: 14px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">TUJOM- Turkish Journal of Marketing protects its articles under the Creative Commons (cc by-nc-nd 4.0) license. Authors are considered to have accepted this.
The mediating role of the need for uniqueness in the effect of fear of missing out (FOMO) on impulsive purchasing
The primary objective of this study is to examine the relationships among FOMO (Fear of Missing Out), the need for uniqueness, and impulsive purchasing behaviour, and to identify the effects of these variables on consumer behaviour. The study specifically addresses how FOMO influences impulsive purchasing behaviour and how the need for uniqueness may mediate this relationship. The study population consists of 476 participants aged 18 or older residing in Sivas Province, who were recruited through convenience sampling. Data analysis was conducted using SPSS 26.0 and AMOS 24.0. The findings indicate that consumers' decision-making processes are shaped not only by rational factors but also strongly by emotional and social factors. Analyses have shown that FOMO significantly increases consumers' tendency toward impulsive purchasing, leading them to make quick, unplanned purchases to avoid missing out. Additionally, it has been found that the need for uniqueness partially mediates the relationship between FOMO and impulsive purchasing. The research findings reveal that FOMO and the need for uniqueness together trigger consumers' unplanned, impulsive purchasing behaviour; in this regard, the study makes a theoretical contribution by presenting a comprehensive model of the relationships among these variables in the marketing literature.
FOMO, Need for Uniqueness, Impulsive Buying, Consumer Behaviour
Copyright (c) 2026 Ahmet Duman- Özlem Akbulut Dursun http://creativecommons.org/licenses/by-nc-nd/4.0
The relationship between advertising expenditures and household indebtedness in Türkiye: An evaluation from the perspective of ethical marketing and moral economy
This study examines the relationship between advertising expenditures and household indebtedness in Türkiye and evaluates this relationship from the perspectives of ethical marketing and moral economy. The study is based on a literature review and quantitative secondary data analysis. In this context, data for the 2000–2025 period on resident household final consumption expenditures, advertising expenditures, and the number of individuals with unpaid personal loans or credit card debt were analysed comparatively. The findings show that while the share of household final consumption expenditures in GDP has followed a long-term declining trend, advertising expenditures have increased significantly, especially in recent years. At the same time, the rise in card payment tendencies and in the number of individuals with unpaid debt indicates a stronger link between consumption behaviour and financial fragility. The study concludes that advertising should be considered not only as a demand-enhancing tool but also as a factor affecting consumption and borrowing behaviour. Therefore, marketing practices should be evaluated together with ethical responsibility, consumer welfare, and financial stability.
Advertising Expenditures, Household Indebtedness, Ethical Marketing, Financial Fragility
Copyright (c) 2026 Abdullah Yıldız- Durmuş Baysal http://creativecommons.org/licenses/by-nc-nd/4.0
A bibliometric analysis of studies on healthcare marketing in the Web of Science database
The primary objective of this study is to conduct a bibliometric analysis of academic publications in the field of "Healthcare Marketing" indexed in the Web of Science database between 1993 and 2025 to identify development trends, research foci, and thematic orientations within the discipline. The analysed publications were examined with respect to publication year, country, institution, author, document type, language, Sustainable Development Goals (SDGs), and citation themes. The findings indicate a significant increase in scholarly output in the post-2020 period, with 2024 emerging as the year with the highest number of publications. The majority of studies were published in article format and predominantly written in English. Thematically, the literature has focused on the social sciences, health policies, food marketing, and consumer behaviour. Among the most productive institutions are the University of California System, Griffith University, and Harvard University. In terms of geographic distribution, the United States leads the field, followed by the United Kingdom, Australia, and China. Furthermore, a substantial proportion of the studies have been linked to the United Nations Sustainable Development Goals (SDGs), with particular emphasis on "Good Health and Well-Being" (SDG 3) and "Responsible Consumption and Production" (SDG 12). Overall, the results demonstrate that healthcare marketing has evolved into a rapidly growing interdisciplinary research area that integrates perspectives on health, sustainability, and consumer behaviour.
Healthcare Marketing, Bibliometric Analysis, Academic Trends, Web of Science, Sustainable Development Goals
Copyright (c) 2026 Mehmet Yorulmaz- Osman Ekenel http://creativecommons.org/licenses/by-nc-nd/4.0
Digital consumer fatigue: A conceptual model proposal
Digital consumer fatigue refers to the mental, emotional, and behavioural exhaustion individuals experience from constant stimulation, exposure to information, and interaction on digital platforms. Therefore, digital fatigue is a state of exhaustion that manifests in behavioural, emotional, and cognitive dimensions. This study adopts a conceptual approach, reviewing literature in marketing, consumer behaviour, and digital communication to propose a model of digital consumer fatigue. The dimensions of digital consumer fatigue, its personal, technological, and socio-cultural antecedents, and its consequences for consumer behaviour and mental and psychological well-being are explained in detail, followed by a proposed conceptual model and 15 sample hypotheses. The model and sample hypotheses provide a fundamental framework for future empirical research and interdisciplinary studies. This study also guides practitioners and marketing managers in developing attention-friendly strategies.
Digital Consumer Fatigue, Digital Burnout, Attention Economy, Digital Avoidance, Social Media
Copyright (c) 2026 Sinem Sargın http://creativecommons.org/licenses/by-nc-nd/4.0
The strategic impact of artificial intelligence on medical tourism marketing
Artificial intelligence (AI)-driven marketing strategies have become indispensable for attracting international patients in the rapidly expanding field of global health tourism. This study explores the transformative impact of AI in redefining marketing paradigms within this highly competitive sector. AI-powered technologies, including intelligent chatbots, predictive analytics, and sophisticated recommendation algorithms, play a pivotal role in enhancing patient engagement by delivering highly personalised experiences and real-time assistance. Leveraging vast datasets, AI enables precise audience segmentation, optimises advertising campaigns with unprecedented accuracy, and anticipates patient preferences, thereby significantly improving conversion rates. Moreover, advanced sentiment analysis of digital feedback facilitates robust reputation management for healthcare providers. The automation of critical functions, ranging from dynamic pricing strategies to multilingual customer support, enhances operational efficiency, reduces costs, and extends global outreach. Despite challenges such as data privacy concerns and the necessity for human oversight, this study underscores the profound potential of AI to revolutionise health tourism marketing by fostering intelligent, patient-centred strategies and bridging the divide between patients and healthcare providers on a global scale.
AI in Health Tourism, Medical Travel Marketing, Personalised Healthcare Marketing
Copyright (c) 2026 Mehmet Yorulmaz http://creativecommons.org/licenses/by-nc-nd/4.0
Motivations in recreational consumption: Evaluation of the theoretical framework through thematic content analysis
This study examines the extent to which motivation themes reported in recreational consumption align with theoretical expectations and across which contexts. A criteria-based search conducted between 25 July and 10 August 2025 identified 33 peer-reviewed empirical articles. Measurement labels were standardised in Turkish, synonyms were merged, and thematic content analysis was applied. The total count of theme occurrences is n=109. Findings indicate four core clusters rather than a single general profile: social–belonging, achievement–challenge, health–well-being, and relaxation–escape. Secondary themes—learning–exploration, novelty/thrill, body–appearance, appreciation of nature, and normative–ethical orientations—vary by setting. The overall structure is broadly consistent with Self-Determination Theory, Escape–Seeking, Push–Pull, the Leisure Motivation Scale, and the hedonic–utilitarian distinction. Practical implications include program designs that support autonomy and calibrate the challenge–skill balance, alongside community- and affiliation-oriented communication and responsible-consumption framing. As the study relies on secondary sources, and index coverage plus measurement heterogeneity precluded a statistical meta-analysis, generalizability is limited. In sum, the thematic content analysis enabled a text-based comparison with theory and revealed an underlying, context-sensitive structure of recreational motivation.
Recreation, Motivation, Consumer Behaviour, Content Analysis, Theoretical Assessment
Copyright (c) 2025 Cemal Gümüş http://creativecommons.org/licenses/by-nc-nd/4.0
Consumer ethnocentrism: A study on domestic product perception and purchasing tendencies
Consumer ethnocentrism is the tendency for individuals to prefer domestic products and maintain a distance from foreign products. This attitude stems from a belief in supporting the domestic economy and can influence purchasing decisions. Ethnocentric consumers may perceive foreign products as an economic threat while viewing domestic brands as a patriotic choice. From a marketing strategy perspective, this tendency is a critical variable in understanding consumer behaviour. The study aims to understand consumer ethnocentrism through the lens of the consumer's inner world. Therefore, a qualitative method was chosen. Interviews were used as the data collection technique. The research resulted in nine themes. While these themes reveal that domestic production encompasses a wide range of meanings —from employment to cultural belonging —consumer behaviour is shaped by emotional attachment, rational evaluation, and the expectation of government support. This suggests that, within the context of this study, consumer ethnocentrism has become a conscious and strategic choice.
Marketing, Consumer Behaviour, Consumer Ethnocentrism, TOGG
Copyright (c) 2025 Emine Pınar Saygın http://creativecommons.org/licenses/by-nc-nd/4.0
Digital transformation for quality management, operational excellence, and sales force effectiveness in an Industry 4.0 context: Evidence from Siemens AG
This study examines Siemens AG’s digital transformation strategies within the Industry 4.0 framework and their effects on quality management and sales force efficiency. By integrating advanced technologies such as AI, machine learning, and real-time data analytics, Siemens enhances both production processes and sales operations to ensure market adaptability and operational excellence. A mixed-methods approach was adopted, combining quantitative analysis with corporate documentation. Time-series, correlation, and regression analyses were applied to Siemens’ audited performance data (2021–2023), focusing on defect rates, Net Promoter Score (NPS), and sales performance metrics. Digital investments contributed to a reduction in defect rates (from 15% to 10%), while NPS increased from 70 to 80. Simultaneously, Siemens reported improved sales force effectiveness through the use of predictive analytics, automation tools, and CRM integration. Regression results indicate that a 1% increase in digital investment resulted in a 0.5% improvement in quality performance, as well as significant gains in customer responsiveness and sales efficiency. Unlike previous studies that treat digital transformation and sales strategy separately, this study links digitalisation to both quality control and sales force performance. Siemens AG’s transformation demonstrates how unified digital strategies enhance production, marketing responsiveness, and field sales capabilities, offering a replicable model for industrial competitiveness.
Digital Transformation, Quality Management, Sales Force Effectiveness, Artificial Intelligence, Production Management, Customer Satisfaction
Copyright (c) 2025 Bünyamin Daldıran- Kübra Daldıran- Kenan Güllü http://creativecommons.org/licenses/by-nc-nd/4.0
The influence of digital platforms on entrepreneurial success: A study of platform-based businesses
This study examines how digital platforms shape entrepreneurial success by integrating Platform Theory, the Resource-Based View (RBV), and Innovation Diffusion Theory (IDT). Using a mixed-methods design, we surveyed 180 platform-based entrepreneurs in Azerbaijan and conducted 20 semi-structured interviews to gain deeper qualitative insights into platform dependency, innovation practices, and algorithmic challenges. Quantitative data were analysed through Structural Equation Modelling (SEM), while qualitative data were subjected to thematic analysis to identify recurring patterns and contextual factors shaping entrepreneurial success. Confirmatory factor analysis supported construct validity (α=.78–.91; CR=.80–.93; AVE=.52–.74). Structural equation modelling showed that network effects increase business scalability (β=.41, p<.001), algorithmic support enhances innovation capacity (β=.36, p<.001), and access to platform resources drives revenue growth (β=.39, p<.001); platform infrastructure and intermediation contribute to long-term sustainability (β=.34, p<.001). Qualitative evidence highlights risks from algorithmic opacity and platform dependence. We conclude that platforms operate as both enablers and gatekeepers, recommending diversification, data literacy, and transparent governance to sustain entrepreneurial outcomes.
Digital Platform, Platform-Based Entrepreneurship, Entrepreneurial Success, Network Effects, Resource-Based View, Scalability, Platform Economy, Innovation Diffusion
Copyright (c) 2025 Mehriban Imanova http://creativecommons.org/licenses/by-nc-nd/4.0
Comparison of the World's longest swimming marathons in terms of economic benefits and destination potential: The case of Yumurtalık-Iskenderun, Turkey
In this article, the opportunities offered by the Yumurtalık-İskenderun Open Sea Swimming Marathon in terms of economy and sports tourism are examined as the region's potential to become an essential centre among international swimming destinations. The study compares the Yumurtalık-İskenderun swimming marathon in Turkey with other world-renowned swimming marathons such as the English Channel between France and England, Capri-Napoli in Italy, Kalamata-Koroni in Greece and Lake Ohrid in Macedonia-Albania. These comparisons are based on economic benefits, geographical features, historical context and ecological sustainability. First, a literature review was conducted, and then the results obtained by comparative analysis of the destinations were written. The marathon's economic, environmental and social impacts are examined in detail, and regional advantages are evaluated. In addition, the contribution of international swimming destinations to the local economy and tourism is investigated, and the future potential of the Yumurtalık-Iskenderun marathon is emphasised. The results show that the Yumurtalık-Iskenderun Swimming Marathon, with its 39-kilometre course, has the potential to be an attractive international destination thanks to the strategic location of İskenderun port, the region's natural beauties, historical richness, calm sea conditions and cultural heritage.
Destination, Local Development, Sports Tourism, Swimming Marathon
Copyright (c) 2025 Durmuş Baysal- Enes Eminoğlu- Nazif Çalış- Ahmet Selami Vanlı- Yahya Kılıç http://creativecommons.org/licenses/by-nc-nd/4.0
Tourism awareness of local people in rural destination regions: The example of Divriği
The tourism industry in Turkey has many social, cultural, political, and economic effects. These effects are shaped by the local people's tourism awareness and consciousness, especially in rural destination regions. The financial gain of the local people in the destination regions from the tourism sector, their understanding of the importance of the destination area they live in and the development of conservation awareness are closely related to the people having tourism awareness. This study aimed to determine the tourism awareness of the local people living in the Divriği district of Sivas. The interview approach, one of the qualitative research methods, was used. The study was conducted with people residing in the Divriği district of Sivas province. When the local people's statements regarding the definition of "tourism" and their perception of tourism were examined, findings covering the participants' thoughts on the meaning of the words "tourism" and "perception of tourism" were encountered. The findings regarding the tourism perception and awareness of the local people in Divriği were classified into different categories. With these categories, it was determined that the importance of tourism in Divriği for the local people, the views on tourist accommodation opportunities in Divriği, and the views and suggestions of the local people on products that can generate income through tourism were found. At the same time, findings included the participants' views on the local products of Divriği, important historical values, and the different characteristics of Divriği from other districts of Sivas. These categories included opinions and suggestions on the importance of tourism for the local people and the problems of tourist accommodation facilities, as well as ideas and suggestions on tourist products and services that will create economic value for the local people.
Tourism, Rural Tourism, Tourism Awareness, Tourism Marketing
Copyright (c) 2025 Figen Arslan Koçkaya http://creativecommons.org/licenses/by-nc-nd/4.0
Attitudes of women entrepreneurs towards traditional foods: The case of Bingöl
This study assesses the traditional food knowledge levels and entrepreneurial attitudes of female entrepreneurs in Bingöl province. This study employed semi-structured interview techniques and descriptive and content analysis methods from qualitative research and phenomenology. The research sample consisted of seven female entrepreneurs residing in Bingöl, selected through criterion sampling. The data obtained from the interviews was categorized into six themes using content analysis with the MAXQDA program: (1) female entrepreneurs; (2) contributions to the development of the province; (3) incentives; (4) traditional foods; (5) marketing methods; and (6) budget support. The research findings revealed that the knowledge level of female entrepreneurs residing in Bingöl province regarding traditional foods is notably high. While some participants source the primary ingredients for the traditional foods they produce and sell from local suppliers, others produce and utilize some of these main ingredients themselves. Overall, it has been established that the knowledge level of female entrepreneurs about traditional foods is sufficient, and their entrepreneurial attitudes towards traditional foods are positive.
Traditional Food, Women Entrepreneur, Bingöl, Local Product, Gastronomy
Copyright (c) 2024 Murat Doğan- Handan Hamarat- Mehmet Gül http://creativecommons.org/licenses/by-nc-nd/4.0
Determining the attitude towards phygital marketing technologies by using the technology acceptance model in terms of tourism businesses
Today, in addition to traditional marketing practices, digital platforms have become increasingly compelling, and new technological marketing methods have been adopted. One of these new marketing methods is digital marketing. This study examines the perceptions of accommodation establishments, one of the important components of the tourism sector's phygital marketing. The study data were obtained from a survey application including five-star hotels serving in the provinces that host the most tourists in Turkey in 2023 (Istanbul, Aydın, İzmir, Muğla and Antalya). Parametric tests were performed on the data obtained. In the study, ANOVA analysis was performed to determine the differences between the phygital marketing practices and the activity periods of the enterprises. According to the analysis results, it was concluded that there was no significant difference between the perceptions of phygital marketing applications and business activity periods. Correlation analysis results showed that perceived usefulness, ease of use, trust, and innovativeness in phygital marketing applications are related to behavioural intention. The regression analysis results determined whether the perceptions formed in phygital marketing applications in businesses significantly affect behavioural intention and showed that perceived usefulness, ease of use, trust, and innovativeness in phygital marketing applications significantly affect behavioural intention.
Tourism, Phygital, Phygital Transformation, Phygital Marketing, Hotels
Copyright (c) 2024 Kenan Güllü- Didem Aşar- Hatice Tüfek http://creativecommons.org/licenses/by-nc-nd/4.0
Effects of functional foods on mental health: A review from a gastronomy perspective
Functional foods are known not only for their nutritional value but also for their positive effects on health. Compared to traditional foods, functional foods enhance individuals' overall quality of life, promoting a more balanced mood. This study aims to systematically analyze the effects of functional foods on mood, stress, depression, and other mental health conditions and to evaluate this from a gastronomy perspective. Understanding the impact of functional foods on mental health is essential for improving individuals' quality of life and fostering healthier societies. Additionally, evaluating this issue from a gastronomic perspective is crucial to increasing the consumption of these foods. The study involved a comprehensive review of research conducted in the past ten years, using the keywords "functional foods" and "mental health" in the Web of Science (WOS) academic database. After identifying the effects of functional foods on mental health from the existing literature, the subject was further explored through gastronomy. The study concludes that more research is needed in gastronomy to promote the societal use of functional foods, which significantly impact mental health.
Functional Foods, Gastronomy, Mental Health, Nutritional Psychiatry
Copyright (c) 2024 Esra Özkan Önem- Şükran Karaca http://creativecommons.org/licenses/by-nc-nd/4.0
The effects of marketing expenditure operating in Borsa Istanbul on company performance
This study aims to find the factors that affect the sales revenues and asset profitability of companies operating in the retail sector. The study consists of retail companies listed on Borsa Istanbul, covering the quarter periods between 2015/3 and 2022/9. In the sample, as of 2022, 14 companies are traded in the retail sector on the stock exchange. Since the data of 6 companies among these companies could not be accessed, they could not even be analysed, and analyses were made on the panel data created with eight companies whose data had the desired characteristics. Regression and correlation tests were performed in the analyses. The panel data obtained from the sample were analysed using Stata 13.0 and EViews 9 package programs. According to the results of the analysis, it has been determined that marketing, sales, and distribution expenses impact sales revenues, while general administrative expenses and advertising expenses impact return on assets (ROA).
Sales Income, Return on Assets, Advertising Expenditures, Marketing Sales Distribution Expenses
Copyright (c) 2024 Volkan Özbek- Ayşegül Yıldırım Kutbay- Kübra Akar http://creativecommons.org/licenses/by-nc-nd/4.0
Differentiation of digital marketing channel usage among generations X, Y, and Z
Marketing has undergone a significant transformation and must adapt to every age. In a digitalized world, the digitalization of marketing has become inevitable. Digital Marketing has become increasingly important for companies. This study focuses on determining whether Digital Marketing channels create a significant difference between age groups so that marketers can choose appropriate digital marketing channels for targets. For this purpose, four hypotheses developed were tested with quantitative analysis methods using data obtained from 118 volunteer participants. According to the results of the χ2 test, it was concluded that social media usage, perspective/approach to social media advertisements and e-commerce usage behaviours exhibited a significant difference in age groups. It was determined that the effects of other digital marketing channels did not differ according to age generation. In this way, a company that conducts digital marketing activities will achieve maximum efficiency by knowing which digital marketing channel will be more successful according to the target audience it has chosen from the age generations.
Digital Marketing, Cross-Generational Differences, Target Audience Selection
Copyright (c) 2024 Ozan Karaarslan- Ramazan Nacar http://creativecommons.org/licenses/by-nc-nd/4.0
Hooked by curiosity: The zeigarnik effect amplifying customer loyalty and brand advocacy through thumb-stopper advertisements
This study rigorously examines the Zeigarnik Effect's impact on consumer loyalty and brand advocacy through Thumb Stopper Advertisements. Investigating Emotional Appeal, Attention and Engagement Metrics, Brand Messaging, Storytelling, Customer Loyalty, and Brand Advocacy reveal pivotal mechanisms driving these dynamics in digital advertising. Employing mixed methods encompassing quantitative and qualitative approaches, we engaged 303 participants through an online survey, unveiling insights into Thumb Stopper Ad interactions and the ensuing brand perceptions. A comprehensive understanding was attained through four hypotheses tested using Structural Equation Modelling (SEM). This study was based on the "Zeigarnik Effect" model introduced by Russian psychologist Bluma Zeigarnik in 1927. Thumb-stopper advertisements that evoke strong emotions attract viewers and are strengthened by narrative. Engagement metrics mediated emotional appeal and brand messaging, shedding light on the intricate dynamics of thumb-stopper advertisements. Marketers can elevate thumb-stopper ads through astutely crafted campaigns to cultivate robust customer loyalty and advocacy.
Zeigarnik Effect, Thumb Stopper Advertisement, Customer Loyalty, Brand Advocacy, Digital Advertising
Copyright (c) 2024 Dr Salma Akter- Noor Marjuk Khan Arko- Taj Ashrafi http://creativecommons.org/licenses/by-nc-nd/4.0
The mediating role of brand trust in the effect of social media marketing on repurchase behaviour
This study investigates the impact of social media marketing activities on consumer repurchase behaviours and the mediating role of brand trust in this process. Analyses indicate that the use of social media platforms enhances consumers' trust in brands, and this trust, in turn, strengthens their intentions to repurchase, creating a positive effect. The findings underscore that social media marketing activities can generate significant value for businesses by boosting consumer interaction and brand trust. This research provides substantial evidence of brand trust's positive and meaningful impact in the relationship between social media marketing and repurchase behaviour and how social media marketing strategies can indirectly influence consumer behaviours. Hence, the study suggests that businesses should design their social media marketing strategies to establish solid and trust-based relationships with consumers, highlighting that this approach can positively affect consumers' repurchase behaviours. These findings demonstrate the strategic importance of social media marketing activities for businesses and how brand trust can be leveraged to maximize benefits from these activities.
Social Media Marketing, Brand Trust, Repurchase Behaviour, Digital Marketing, Social Media
Copyright (c) 2024 Mehmet Gökerik http://creativecommons.org/licenses/by-nc-nd/4.0
Greenwashing: A systematic literature review
Rapid and unconscious consumption of goods and services causes environmental degradation as natural resources deplete. Therefore, environmental awareness is increasing daily and becoming an issue that consumers increasingly give importance to. With increasing environmental awareness, a significant increase has begun to be observed in consumers' tendency towards green consumption to ensure sustainable development. Consumers now prefer environmentally friendly products more and make purchasing decisions based on their trust. Greenwashing is an activity that undermines consumers' trust and harms green marketing due to misleading environmental claims. The main purpose of this study is to provide an overview and synthesis of the existing knowledge by examining consumer-oriented articles in which the concept of "greenwashing" is mentioned between 2019 and 2023. In this context, articles related to the subject in the SCOPUS database were examined using a systematic literature review method. As a result of the systematic literature review, 48 articles that were suitable for the research were evaluated. Within the scope of the research, the distribution of these articles according to years, journals in which they were published, number of citations, number of authors and research design were examined in detail and evaluated through tables. In addition, other variables studied together with "greenwashing" were also examined and classified in the evaluated articles. According to the data obtained from 48 articles examined in detail as a result of the research, it was concluded that although greenwashing studies have increased in recent years, the studies conducted for consumers are insufficient.
Marketing, Green Consumption, Greenwashing, Systematic Literature Review, Consumer Behaviour
Copyright (c) 2024 Peruze Cansu Akdeniz- Leyla Leblebici Koçer http://creativecommons.org/licenses/by-nc-nd/4.0
A literature review on social media marketing activities
Companies have begun to attach importance to social media marketing activities (SMMA) to distinguish their products from their competitors' products and gain a competitive advantage at a certain quality level. In the study, studies related to SMMA conducted between 2014 and 2023 were identified. Twenty-four articles were accessed using Google Academic and DergiPark Academic databases. An attempt was made to present a general view of the subject by examining the articles obtained. A general screening model was used in the research. As a result of the research, SMMA is mostly examined regarding its relationship with brand value and purchasing intention. At the same time, there are studies examining the relationship between SMMA and the concepts of consumer perception, demographic characteristics of consumers, brand trust, brand love, relationship value, consumer participation, customer loyalty, and the limitations of the studies included in the research and the suggestions given to these limitations have also been identified. As a result of the research, no detailed literature review regarding social media marketing efforts was found. Therefore, this study is expected to fill the gap in the literature and guide future studies.
Social Media, Social Media Marketing, Social Media Marketing Activities
Copyright (c) 2024 Mervenur Tarhan- Yunus Dursun http://creativecommons.org/licenses/by-nc-nd/4.0
Investigating the effect of relationships among studies in the context of research methodology on predicting the results of hypotheses
This study aims to investigate the effect of relationships among 25 studies conducted in Türkiye based on research methodology on predicting the results of the hypothesis regarding the effect of service quality dimensions on satisfaction. In the selected studies, the effects of tangibility, reliability, responsiveness, assurance and empathy, which are the dimensions of service quality, on satisfaction and the effects of service quality dimensions together on satisfaction were examined. UCINET 6.0 program was used for analysis. Google Scholar database was used to access the studies. Twenty-five articles conducted in Türkiye were selected. A separate content analysis was conducted for each study accessed. It was determined that the studies considered had too many relationships with each other depending on the sample size, and this negatively affected the prediction of acceptance or rejection of the hypotheses regarding the effect of tangibility on satisfaction. Considering the analysis technique, it was seen that most studies had a high relationship with each other and that this high relationship positively affected the acceptance or rejection prediction of the study hypotheses addressing the effect of tangibility on satisfaction. Whether or not similar sample sizes, similar analyses, and similar scales were used did not affect predicting the results of the hypotheses addressing the effect of reliability, responsiveness, assurance, and empathy on satisfaction.
Service Quality, Satisfaction, UCINET Social Network Analysis
Copyright (c) 2023 Zübeyir Çelik- İbrahim Aydın- Bulut Dülek- Reha Saydan http://creativecommons.org/licenses/by-nc-nd/4.0
Market segmentation based on consumers' multi-channel behaviours on e-retail purchases
Consumers use online retailing to purchase and collect information about products. The main purpose of this research is to identify the characteristics of online consumers, focusing especially on low-involvement products according to their multi-channel behaviour. The study population consists of individuals residing in Erzurum, Turkey, and the sample was selected using the convenience sampling method. The data from a sample of 300 participants were collected through online surveys. The link to the survey forms was sent to the participants via e-mail and telephone. The collected data was analyzed with factor analysis - principles components, reliability analysis - Cronbach Alpha, clustering analysis - Two Steps, and correlation analysis - Pearson. Cluster analysis based on consumers' online shopping preferences identified four different consumer groups in detail, focusing on the purchasing channels of online stores and the media touch points of mobile devices and personal computers. The cluster analysis also includes the psychographic and demographic characteristics of the participants. The results of this study can contribute to retailers better shaping their strategies and marketing efforts by providing greater insight into consumers' behaviour in online shopping. It also aims to contribute to the academic literature by emphasizing the importance of low-involvement products in online purchasing processes.
Market Segmentation, Psychographic Segmentation, Demographic Segmentation, Multi-channel Behaviours
Copyright (c) 2023 Adnan Kara- Hatice Arslan http://creativecommons.org/licenses/by-nc-nd/4.0
The role of customer-service personnel interaction in the memorable tourism experience
The study aims to determine the role of customer-service personnel interaction in memorable tourism experiences. The study also aims to identify the factors that shape the memorable tourism experience due to service personnel-customer interaction, examine these factors based on positive and negative experiences, and reveal their importance. The research design utilizes a mixed methodology. Accordingly, netnography and analytical hierarchy process (AHP) methods are combined in the design. Online user reviews representing the memorable tourism experiences of customers who stayed in boutique hotels located in the destinations within the research scope were obtained and analyzed according to the netnography method. The themes and categories identified with this method and the relative importance levels of those categories were analyzed using the AHP method. As a result of the study, three main themes were identified in forming memorable tourism experiences based on customer-service personnel interaction. These themes are experiences from interactions at the service process stages, experiences from general attitudes and behaviours of service personnel, and experiences from service personnel qualifications and communication style. Study results reveal that interactions between customers and service personnel are essential in forming memorable tourism experiences.
Customer Experience, Memorable Tourism Experience, Service Experience Co-Creation, Netnography, Analytic Hierarchy Process
Copyright (c) 2023 Erdem Özkan http://creativecommons.org/licenses/by-nc-nd/4.0
How does shopping in the Metaverse affect hedonic and utilitarian motivations?
Shopping in Metaverse, introduced as a new universe, has increasing importance worldwide. Examining the motives that drive consumers to shop in this environment is vital for practitioners and academics. This study aims to examine whether shopping in the Metaverse will cause a change in consumer motivations. In addition, this study aims to determine the effects of shopping motives towards Metaverse on the intention to shop in Metaverse. In order to achieve these goals, the data were collected from 331 people using the online survey method. As a result of the analysis, it has been determined that shopping in the Metaverse causes a decrease in both utilitarian and hedonistic motives. In addition, it was concluded that the dimensions of adventure, relaxation and ideas positively affect the intention to shop in the Metaverse.
Metaverse, Shopping Motivations, Intention
Copyright (c) 2023 Fatma Meltem Ay- Fatih Koç http://creativecommons.org/licenses/by-nc-nd/4.0
The effect of attitude towards influencers on purchase intention: The mediating role of trust in the brand
With the increase in the use of social media, it has gained importance to carry out marketing activities through social media. Marketing activities done by certain people on social media platforms, especially on Instagram, are called influencer marketing. Today, some influencers have a large number of followers and have a significant influence on them. This study aims to determine the effect of the attitude towards influencers on purchase intention and to determine the mediating role of trust in the brand in this effect. For this purpose, data were collected with a questionnaire prepared online, and the obtained data were analyzed using SPSS and AMOS programs. According to the results of structural equation modelling, it was concluded that attractiveness and expertise, dimensions of influencer attitude, do not affect purchase intention, while reliability affects purchase intention. In addition, trust in the brand; is concluded that attractiveness and reliability have a full mediating effect on purchase intention, while expertise has a partial mediating effect on purchase intention.
Influencer, Phenomenon, Social Media, Purchase Intention, Brand Trust
Copyright (c) 2023 Bekir Özkan- Aidana Yerezhep http://creativecommons.org/licenses/by-nc-nd/4.0
The role of the researcher in qualitative research and researcher diaries
With the proliferation of qualitative research, the responsibilities of the qualitative researcher are also emphasized. The qualitative researcher is expected to have different roles and responsibilities than the quantitative researcher. The effectiveness and usefulness of qualitative research largely depend on the researcher's skill. Because, unlike quantitative, in qualitative research, the researcher does not only collect data but also analyzes and reports with various methods, participates in the construction of the research, empathizes, sometimes experiences events and phenomena with the participants and interprets the results from the perspective he has gained in this way. The importance of researcher diaries emerges at this point. The researcher can use the researcher's diaries as a data source and as a channel for self-evaluation. The diaries contribute to the process and the product by revealing an internal presentation of how the research process was experienced. In order to reflect the context of his/her work, the researcher uses the quotes from his/her diary while performing the projection task in the transfer of experiences; It is an important help that the diary is a product that can be subjected to retrospective analysis. Beyond reflecting descriptive details, researcher diaries are also a very important data source in providing the concept of "credibility", which is important in qualitative research. This study discusses the importance and necessity of researcher diaries in qualitative studies.
Marketing, Qualitative Research, Researcher Responsibility, Researcher Diaries
Copyright (c) 2023 Selda Fındıklı- Emine Pınar Saygın http://creativecommons.org/licenses/by-nc-nd/4.0
Investigation of the effect of consumption on foodstagramming behaviours
Conspicuous consumption is the public consumption of expensive products, services or activities to show people's social status and wealth for conscious or unconscious reasons. Foodstagramming behaviours, a behaviour for conspicuous consumption, refer to advertisements in mass media, cooking programs and content about eating and drinking individually published on social media in line with the development of technology. Sharing food photos on social media, especially in places, can be expressed as a part of the pretentious consumption trend. In this context, the study aims to examine the effect of conspicuous consumption on foodstagramming behaviours. Another aim of the study is; To determine whether conspicuous consumption and foodstagramming behaviours differ according to the demographic characteristics of the participants. In this context, data were obtained from 451 people who shared food photos on Instagram using the online survey technique. The data obtained using the SPSS program were analysed in the research. As a result of the analyses made, conspicuous consumption positively affects self-disclosure, enriches the dining experience, establishes social connections, is included in the virtual community, and recalls special memories. At the same time, it was found that conspicuous consumption and foodstagramming behaviours showed a significant difference according to age, gender, education level, occupation and monthly income, while it was concluded that there was no significant difference according to their marital status.
Conspicuous Consumption, Foodstagramming Behaviours, Social Media, Food Photography
Copyright (c) 2023 Doğan Kelam- Şükran Karaca http://creativecommons.org/licenses/by-nc-nd/4.0
The effects of the COVID'19 pandemic on the tourism industry: A study on tourist preferences in post-pandemic holiday tourism
The study's main purpose is to reveal the effects of the COVID'19 pandemic on the tourism industry and consumer preferences that can emerge in the post-pandemic holiday tourism demands. The study used quantitative data collection techniques to obtain and analyse the data with the descriptive research approach. The study consists of three parts. In the first part, the literature review of the effects of the pandemic on the tourism industry is stated. Then, similar studies reveal people's preferences and behaviours that may occur during and after the pandemic. In the second part, a field study was conducted to get the opinions of people who plan to travel for a vacation after the pandemic by using social media tools through a questionnaire. As a result of the field study, it has been seen that the regions will come to the fore in travel preferences where the tourist density is low, precautions were taken, and less affected by the pandemic. In the last part of the study, through the findings obtained from the field research and similar studies, suggestions were presented to the destination planners, managers and tourism operators about the changes that may occur in the behaviour of tourists. The study's results show similarity with those obtained in similar studies conducted in Turkey and the world.
COVID'19 Pandemic, Post-Pandemic Tourism, New Trends in Tourism
Copyright (c) 2023 Mustafa BOZ http://creativecommons.org/licenses/by-nc-nd/4.0
The effect of physician-patient communication on the intent to recommend family medicine services
Primary health care services, where family medicine services are provided, have an important place in developing countries due to some features such as access to all individuals under similar conditions, being free, and preventing diseases before they occur. On the other hand, effective and efficient family medicine services will positively contribute to both cost and the health workforce, as it will alleviate the burden on secondary and tertiary care. The most crucial factor for this to occur is patient satisfaction by using effective communication techniques and ensuring that the service received by the patients who receive health services in family medicine is recommended to others. In this context, data were collected from 656 people over 18 who received service from family medicine throughout Ankara. As a result, it was concluded that physician-patient communication in family medicine services contributed positively to the intention to recommend the service.
Primary Care, Family Medicine, Communication, Intention to Recommend
Copyright (c) 2022 Hakan AKAYDIN- Alişan BALTACI http://creativecommons.org/licenses/by-nc-nd/4.0
Factors affecting brand love in the metaverse world and the effect of brand love on word-of-mouth marketing
The Metaverse world has emerged as the most discussed and attention-grabbing concept of recent years. Businesses that want to participate in Metaverse pay attention to their branding processes to be ready for competition; It tries to make consumers feel brand love by creating brand trust and brand image. In this context, brand love increases their chances on the road to profitability with the increase in word-of-mouth marketing. In this study, an online survey was applied to the customers of an international sportswear brand in the Metaverse world. In this study, an online survey was conducted for the customers of an international sportswear brand in the Metaverse world and data was collected from 380 people. According to the research findings, it has been determined that customers in the Metaverse world have high brand trust and brand image, and these antecedents make customers feel brand love. In addition, it has been concluded that customers who love the brand increase WOM by sharing their satisfaction with their environment.
Metaverse, Brand Image, Brand Trust, Brand Love, WOM
Copyright (c) 2022 Şimal ÇELİKKOL http://creativecommons.org/licenses/by-nc-nd/4.0