- Istanbul, İstanbul, Turkey
Gokhan AYDIN
University of Brighton, Brighton Business School, Faculty Member
- Istanbul Arel University, Business Administration, Faculty MemberIstanbul Medipol University, School of Business and Management Sciences, Faculty MemberUniversity of East London, Fashion Marketing, Faculty Memberadd
- Gökhan Aydın is currently working as a Senior Lecturer and Course Leader in the School of Business and Law at the Uni... moreGökhan Aydın is currently working as a Senior Lecturer and Course Leader in the School of Business and Law at the University of Brighton. He has been lecturing on various marketing topics at graduate and undergraduate levels since 2013. He has 12 years of hands-on private sector work experience in addition to academic experience and studies. He is experienced in brandedit
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Bu calisma icerisinde gunumuzde kullanimi istikrarli bir sekilde artis gosteren luks tuketim urunleri sozel olmayan iletisim bakis acisindan ele alinmistir. Karsi cinse mesaj verme (sinyallesme) araci olarak luks urunlerin kullanimi... more
Bu calisma icerisinde gunumuzde kullanimi istikrarli bir sekilde artis gosteren luks tuketim urunleri sozel olmayan iletisim bakis acisindan ele alinmistir. Karsi cinse mesaj verme (sinyallesme) araci olarak luks urunlerin kullanimi bircok kulturde ve ozellikle gencler arasinda yukselen bir egilim olarak gorulmektedir. Karsi cinsi etkilemek icin gosterisci urunler kullanma egiliminin kadin ve erkekler arasinda tercih edilme sekillerinin ortaya konulmasi icin deneysel bir calisma yurutulmustur. Bu deneysel calisma ile Y-jenerasyonuna mensup olan 208 kisinin luks tuketim urunleri icin yaptiklari harcamalarin degisiklik gosterip gostermedigi uygulamali bir arastirma sonucunda ortaya konulmustur. Calismanin sonuclarina gore karsi cinsi etkilemek icin bir sinyallesme araci olarak luks tuketim urunlerinin kullanimini erkeklerin tercih ettigi, kadinlar arasinda ise boyle bir egilim olmadigi tespit edilmistir.
Research Interests: Humanities and Art
The Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation book edited by Alexander Brem & Eric Viardot provides a contemporary look at innovation from a marketing point of view. Innovation has... more
The Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation book edited by Alexander Brem & Eric Viardot provides a contemporary look at innovation from a marketing point of view. Innovation has been a hot topic both for academicians and managers for the last twenty years may well remain an area of interest for years to come. The title of the book emphasizes basic topics that are covered in the book but it hardly represents whole coverage of the book. Each of the eleven chapters discusses a distinct aspect of innovation in marketing related issues. In this way the book offers its readers interested in a specific area an effective way of welcoming different aspects of it and helps in enabling the development of more comprehensive approaches to innovation. The research areas revealed throughout the book includes innovation and internal & external stakeholders, adoption of innovation, business model innovations, corporate vision and innovatio...
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Changes in consumer behavior enabled by social networking technologies is leading to a transformation in e-commerce. Consumers' use of social media sites and relevant technologies for different aspects of shopping has become an issue... more
Changes in consumer behavior enabled by social networking technologies is leading to a transformation in e-commerce. Consumers' use of social media sites and relevant technologies for different aspects of shopping has become an issue of utmost concern to retailers and related businesses. Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate motives of users utilizing social media in their purchase decisions. Drawing from digital marketing and e-commerce literature, relevant uses and gratifications for social commerce (s-commerce) were chosen as information access, escape, entertainment, passing time, cool and new trends, and socialization. The proposed model was analyzed and tested via OLS regression and ANOVA analysis using the data collected from a survey study on 361 subjects in Turkey. Information access, relaxing entertainment, and socialization motives emerged as significant antecedents of s-commerce intentions. No significant effect ...
Research Interests: Information Systems, Marketing, Computer Science, Economics, Advertising, and 15 moreSocialization, Social Media, Ecommerce, E Business, Uses And Gratifications, Entertainment, Social Media Marketing, Demographics, Digital Marketing, Social commerce, Online Social Commerce, E Commerce, Electronic Commerce, Uses and Gratifications Theory, and UGT
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The emergence of social networking systems as mainstream applications and an inherent element of daily life is a phenomenon observed throughout the world as the worldwide social media users exceeds 2.7 billion. Similar to other sectors,... more
The emergence of social networking systems as mainstream applications and an inherent element of daily life is a phenomenon observed throughout the world as the worldwide social media users exceeds 2.7 billion. Similar to other sectors, healthcare organizations have also started benefiting from social media in distinct ways such as collecting feedback, educating, communicating and supporting patients and citizens. Social networks can act as remarkable channels for healthcare providers, governmental institutions, pharmaceutical companies, hospitals and others to educate, communicate to, listen, connect to and engage existing and potential customers, patients, physicians and healthcare professionals. Despite the various benefits offered, health institutions, health professionals and stakeholders are reluctant to utilize social media due to several barriers and lack of expertise. This chapter aims to provide a better understanding on the ways healthcare companies can utilize social net...
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This study, based on value theory, aims to shed light on our understanding of changing consumer perspectives on loyalty programs (LPs) within the digitally transformed retail environment by assessing the significance of value perceptions... more
This study, based on value theory, aims to shed light on our understanding of changing consumer perspectives on loyalty programs (LPs) within the digitally transformed retail environment by assessing the significance of value perceptions (i.e., monetary, hedonic, symbolic, knowledge) provided by LP benefits on member satisfaction. The value theory was expanded with the addition of personalization and information disclosure comfort constructs in accordance with the literature on mobile application adoption. The results of an online survey study on two leading coalition LPs in Turkey indicate that the monetary, hedonic, and symbolic values established by LP benefits are positively related to satisfaction. Furthermore, personalization was found to be a major factor that indirectly influences satisfaction through different perceptions of value. Privacy concerns, on the other hand, were found to have a significant but weak influence on satisfaction. Finally, the well-established effect of satisfaction on attitudinal loyalty was also confirmed.
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Background Despite the benefits offered by an abundance of health applications promoted on app marketplaces (e.g., Google Play Store), the wide adoption of mobile health and e-health apps is yet to come. Objective This study aims to... more
Background Despite the benefits offered by an abundance of health applications promoted on app marketplaces (e.g., Google Play Store), the wide adoption of mobile health and e-health apps is yet to come. Objective This study aims to investigate the current landscape of smartphone apps that focus on improving and sustaining health and wellbeing. Understanding the categories that popular apps focus on and the relevant features provided to users, which lead to higher user scores and downloads will offer insights to enable higher adoption in the general populace. This study on 1,000 mobile health applications aims to shed light on the reasons why particular apps are liked and adopted while many are not. Methods User-generated data (i.e. review scores) and company-generated data (i.e. app descriptions) were collected from app marketplaces and manually coded and categorized by two researchers. For analysis, Artificial Neural Networks, Random Forest and Naïve Bayes Artificial Intelligence ...
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ÖZET Bu çalışmanın amacı sağlık turizm pazarlamasının dünyada ve Türkiye'deki uygulamalarını incelemek ve Türkiye için hangi stratejik pazarlama faaliyetlerinin uygun olduğunu tartışmaktır. Bu bağlamda SWOT analizi yapılmış ve Devlet... more
ÖZET Bu çalışmanın amacı sağlık turizm pazarlamasının dünyada ve Türkiye'deki uygulamalarını incelemek ve Türkiye için hangi stratejik pazarlama faaliyetlerinin uygun olduğunu tartışmaktır. Bu bağlamda SWOT analizi yapılmış ve Devlet kuruluşları ile Özel Sektör uygulayıcılarının Sağlık Turizm'ini geliştirmek için neler yapabilecekleri konusunda öneriler sunulmuştur. Anahtar Kelimeler: sağlık hizmetleri pazarlaması, sağlık turizmi, sağlık hizmetleri turizmi, sağlık turizmi pazarlaması, medikal turizm. COMPARATIVE SITUATION ANALYSIS AND MARKETING APPLICATIONS IN HEALTHCARE TOURISM AROUND THE GLOBE AND IN TURKEY ABSTRACT The purpose of the present study is to conduct a literature survey on marketing strategies which should be effective for healthcare industry in Turkey. Moreover, which marketing strategies would be appropriate for Turkey is discussed. In this context, a SWOT Analysis is conducted and some suggestions are proposed for policy makers and managers.
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OZET Bu calisma Turkiye’nin kirsal turizm acisindan rekabet gucunun artirilmasina yonelik strateji belirleme ve uygulama gelistirebilmesine destek olmak amacini gutmektedir. Bu dogrultuda dunya genelindeki en iyi uygulamalar... more
OZET Bu calisma Turkiye’nin kirsal turizm acisindan rekabet gucunun artirilmasina yonelik strateji belirleme ve uygulama gelistirebilmesine destek olmak amacini gutmektedir. Bu dogrultuda dunya genelindeki en iyi uygulamalar (best-practices) incelenerek turizm, pazarlama, rekabet ve tutundurma calismalarigenis capli olarak ilgili literaturdendestek alinarak degerlendirilmistir. Ayni zamanda dunyadan onemli ornekler, Avrupa Birligi ulkelerine odaklanarakokuyuculara metin icerisinde sunulmustur. Turkiye’de bu gune kadar gerceklestirilen basarili kirsal turizm uygulamalarina yer verilerek rekabetci kirsal turizm ve tutundurma cabalari karsilastirmali olarak degerlendirilmistir. Yapilan calismanin sonucunda ilgili kisi/ kurum ve devlet destegi ile yerel halka verilecek cevresel, agro-turizm, eko-turizm ve ilgili turizm alanlarindaki bilimsel bilgilendirme faaliyetlerinin arttirilmasi, devlet desteginin saglanmasi, oncelikli bolgelerin saptanmasi, turizm odakli alternatif gecim faaliyetl...
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This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors... more
This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were foun...
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Abstract Social commerce has become a hot topic since the beginning of Web 2.0 era; however, relevant research is scarce in emerging economies. This study aims to fill this research gap and answer the main research question of “what type... more
Abstract Social commerce has become a hot topic since the beginning of Web 2.0 era; however, relevant research is scarce in emerging economies. This study aims to fill this research gap and answer the main research question of “what type of relevant personality traits and shopping motivations affect social commerce adoption intentions”. The research model was developed upon personality traits (openness to experience, need for uniqueness and buying impulsiveness) that are deemed to be relevant to online shopping and social media use. An online questionnaire was conducted on social media users. A total of 269 valid questionnaires were analyzed via structural equation modeling to test for the proposed relationships, majority of which emerged as non-linear. The findings highlight the significance of socialization motives in addition to utilitarian and hedonic shopping motives on social commerce adoption intentions. Openness to experience emerged as a significant trait that has an indirect effect on social commerce adoption intentions. Age and education materialized as significant demographics influencing shopping motivations in a social commerce setting.
Research Interests: Business, Marketing, Personality, Socialization, Social Media, and 11 moreSocial Media Marketing, Online Shopping, Internet usage and commerce, Social commerce, Online Shopping Behaviour, Social Shopping, Personality Traits, Communication and media Studies, Impulsiveness, Routledge, and Commercial Services
Social media sites are becoming more popular throughout the world. These sites are adopting advertisement supported business models to generate revenues and become profitable. Advertisement supported models are the preferred choice for... more
Social media sites are becoming more popular throughout the world. These sites are adopting advertisement supported business models to generate revenues and become profitable. Advertisement supported models are the preferred choice for these site with regards to the belief that users are not willing to pay money to use these ever free sites. In this study this belief was questioned and Facebook, the most popular of social media sites was chosen as the setting of the study. The attitudes towards social media advertisements and their antecedents were measured and their potential effects on users’ willingness to pay for not seeing ads were tested. A questionnaire was developed using well-cited and tested scales from the relevant literature and it was implemented over Internet to Facebook users. 281 out of 327 collected questionnaires were used in the analysis following a screening process. The analysis was carried out using structural equation modelling. The findings indicate that atti...
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Kullanımları dünya genelinde yaygınlaşan sosyal medya siteleri ciro yaratarak karlı birer işletme haline gelebilmek için günümüzde reklam destekli iş modelleri kullanmaktadır. Kullanıcıların ücretsiz olarak kullanmaya alıştığı bu... more
Kullanımları dünya genelinde yaygınlaşan sosyal medya siteleri ciro yaratarak karlı birer işletme haline gelebilmek için günümüzde reklam destekli iş modelleri kullanmaktadır. Kullanıcıların ücretsiz olarak kullanmaya alıştığı bu platformlara erişim için ücret ödemek istemeyecekleri varsayımıyla reklam destekli modeller tercih edilmektedir. Bu çalışma içerisinde sosyal medya sitelerinin en yaygın kullanılanı olan Facebook üzerinde gösterilen reklamlara kullanıcıların tutumları ölçümlenmiş ve bu tutum ve tutumu oluşturan faktörlerin Facebook reklamlarını görmemek için para ödemeye etkisi test edilmiştir. Ödeme eğiliminde olan ve olmayan kullanıcılar arasında farklılar irdelenmiştir. Literatürde kabul görmüş ölçekler yardımıyla hazırlanan anket formu İnternet üzerinden Facebook kullanıcılarına dağıtılmış, elde edilen 327 soru formu bir ön-analiz sürecinden geçirilerek düşük kaliteli ve tam doldurulmamış anketler ayıklanarak 281 kullanılabilir soru formuna ulaşılmıştır. Verilerin anali...
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Purpose Health-care tourism has become a major industry in the past decade. Following the increasing activity in health-care tourism, the decision-making process of consumers in choosing an international health-care facility has become... more
Purpose Health-care tourism has become a major industry in the past decade. Following the increasing activity in health-care tourism, the decision-making process of consumers in choosing an international health-care facility has become increasingly important to the related parties. The present study aims to offer a holistic model of international health-care facility choice that incorporates the important dimensions by assessing the growth drivers and the alternative factors proposed in the literature and by validating them via a survey study. Design/methodology/approach The factors deemed important in the existing literature were used as the basis of a study in Turkey. In total, 65 structured interviews were conducted with health-care professionals and international health tourists to understand the perspective of the two important parties that affect policymaking. Findings The findings of the study support the significance of the majority of the variables proposed as important fac...
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İnsanların neredeyse günün her saati yanlarında taşıdıkları mobil cihazların pazarlama alanında sunduğu fırsatlar araştırmacıların ve profesyonellerin yoğun ilgisini çekmektedir. Bu araştırma içerisinde reklamlar arasında en hızlı büyüyen... more
İnsanların neredeyse günün her saati yanlarında taşıdıkları mobil cihazların pazarlama alanında sunduğu fırsatlar araştırmacıların ve profesyonellerin yoğun ilgisini çekmektedir. Bu araştırma içerisinde reklamlar arasında en hızlı büyüyen kategorilerden olan mobil reklamlara olan tutumun ve tutumu oluşturan faktörlerin iki farklı mobil reklam yöntemi olan SMS reklamları ve mobil uygulama reklamları için ölçümlenerek belirlenmesi amaçlanmıştır. Ayrıca birer aracı olarak cinsiyetin ve kategori tecrübesinin tutum ve tutumu etkileyen faktörler arasındaki ilişkiler üzerinde anlamlı bir etkisinin olup olmadığı incelenmiştir. Araştırmanın uygulanmasında yoklama yöntemlerinden anket seçilmiştir ve literatürde kabul görmüş ölçekler yardımıyla oluşturulan soru formunun sahada uygulanması sonucunda kullanılabilir 489 ankete ulaşılmıştır. Analiz aşamasında en küçük kareler yapısal eşiklik modellemesi tercih edilmiştir. Yapılan analizler sonucunda literatürde tutumun öncülleri olarak kabul edile...
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Gamification has become an influential term in diverse fields ranging from education to systems development and marketing. The recent intensifying emphasis is attributable to enabling technologies and successful practical applications... more
Gamification has become an influential term in diverse fields ranging from education to systems development and marketing. The recent intensifying emphasis is attributable to enabling technologies and successful practical applications used for changing attitudes and increasing engagement. However, relevant academic studies are not wide-spread and this study aims to address this vital research gap. This study is structured to understand the factors affecting intention to use gamified systems and test whether they are affected by gender or age. An online survey study was conducted on a web-based gamified system (EmpireAvenue.com) and following a detailed screening process, a total of 168 fully complete questionnaires were attained. The theoretical model employed was developed upon technology acceptance model (TAM) and modified to incorporate an intrinsic motivation element, namely the “perceived enjoyment” construct. According to the findings, age and gender moderate the relationships...
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This study aims to understand the factors affecting the attitude towards and adoption of gamified systems, which are receiving increasing interest worldwide as they can be used for attitude change and increasing user engagement in a wide... more
This study aims to understand the factors affecting the attitude towards and adoption of gamified systems, which are receiving increasing interest worldwide as they can be used for attitude change and increasing user engagement in a wide range of areas. Whether individuals use these systems because they consider them useful or if there are other motivational factors deemed important are analysed. Considering the gamification applications as new technology applications, an extended technology acceptance model (TAM) is used based on existing literature to explain attitude formation and adoption of gamified systems. An online survey is carried out on a social networking gamification website (EmpireAvenue.com) and the collected data is analysed using partial least squares structural equation modelling (PLS-SEM). The findings indicate that extended TAM incorporating intrinsic motivation elements (enjoyment and playfulness) is able to explain attitudes towards and continued use intention ...
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The global economic value created by the healthcare tourism is increasing and expected to increase further in the following years. International patients and tourists get healthcare services in more than 30 countries around the globe. In... more
The global economic value created by the healthcare tourism is increasing and expected to increase further in the following years. International patients and tourists get healthcare services in more than 30 countries around the globe. In line with the growth of the market, the number of alternatives and the competition among countries and institutions are increasing day by day. How potential healthcare tourists evaluate and choose an international institution is of utmost importance to the policy makers and stakeholders of international healthcare institutions. This study is aimed to offer a holistic model that incorporates the important dimensions of this choice process by assessing the growth drivers and the alternative models proposed in previous studies.
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Background Despite the benefits offered by an abundance of health applications promoted on app marketplaces (e.g., Google Play Store), the wide adoption of mobile health and e-health apps is yet to come. Objective This study aims to... more
Background
Despite the benefits offered by an abundance of health applications promoted on app marketplaces (e.g., Google Play Store), the wide adoption of mobile health and e-health apps is yet to come.
Objective
This study aims to investigate the current landscape of smartphone apps that focus on improving and sustaining health and wellbeing. Understanding the categories that popular apps focus on and the relevant features provided to users, which lead to higher user scores
and downloads will offer insights to enable higher adoption in the general populace. This study on 1,000 mobile health applications aims to shed light on the reasons why particular apps are liked and adopted while many are not.
Methods
User-generated data (i.e. review scores) and company-generated data (i.e. app descriptions) were collected from app marketplaces and manually coded and categorized by two researchers. For analysis, Artificial Neural Networks, Random Forest and Naïve Bayes Artificial
Intelligence algorithms were used.
Results
The analysis led to features that attracted more download behaviour and higher user scores. The findings suggest that apps that mention a privacy policy or provide videos in description lead to higher user scores, whereas free apps with in-app purchase possibilities, social networking
and sharing features and feedback mechanisms lead to higher number of downloads. Moreover, differences in user scores and the total number of downloads are detected in distinct subcategories of mobile health apps.
Conclusion
This study contributes to the current knowledge of m-health application use by reviewing mobile health applications using content analysis and machine learning algorithms. The content analysis adds significant value by providing classification, keywords and factors that influence download behaviour and user scores in an m-health context.
Despite the benefits offered by an abundance of health applications promoted on app marketplaces (e.g., Google Play Store), the wide adoption of mobile health and e-health apps is yet to come.
Objective
This study aims to investigate the current landscape of smartphone apps that focus on improving and sustaining health and wellbeing. Understanding the categories that popular apps focus on and the relevant features provided to users, which lead to higher user scores
and downloads will offer insights to enable higher adoption in the general populace. This study on 1,000 mobile health applications aims to shed light on the reasons why particular apps are liked and adopted while many are not.
Methods
User-generated data (i.e. review scores) and company-generated data (i.e. app descriptions) were collected from app marketplaces and manually coded and categorized by two researchers. For analysis, Artificial Neural Networks, Random Forest and Naïve Bayes Artificial
Intelligence algorithms were used.
Results
The analysis led to features that attracted more download behaviour and higher user scores. The findings suggest that apps that mention a privacy policy or provide videos in description lead to higher user scores, whereas free apps with in-app purchase possibilities, social networking
and sharing features and feedback mechanisms lead to higher number of downloads. Moreover, differences in user scores and the total number of downloads are detected in distinct subcategories of mobile health apps.
Conclusion
This study contributes to the current knowledge of m-health application use by reviewing mobile health applications using content analysis and machine learning algorithms. The content analysis adds significant value by providing classification, keywords and factors that influence download behaviour and user scores in an m-health context.
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This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors... more
This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social
media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the
post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones.
media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the
post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones.
Research Interests:
Changes in consumer behavior enabled by social networking technologies is leading to a transformation in e-commerce. Consumers’ use of social media sites and relevant technologies for different aspects of shopping has become an issue of... more
Changes in consumer behavior enabled by social networking technologies is leading to a transformation in e-commerce. Consumers’ use of social media sites and relevant technologies for different aspects of shopping has become an issue of utmost concern to retailers and related businesses. Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate motives of users utilizing
social media in their purchase decisions. Drawing from digital marketing and e-commerce literature, relevant uses and gratifications for social commerce (s-commerce) were chosen as information access, escape, entertainment, passing time, cool and new trends, and socialization. The proposed model was analyzed and tested via OLS regression and ANOVA analysis using the data collected from a survey study on 361 subjects in Turkey. Information access, relaxing entertainment, and socialization motives emerged as significant antecedents of s-commerce intentions. No significant effect of demographics on social commerce intentions were observed in the analysis.
social media in their purchase decisions. Drawing from digital marketing and e-commerce literature, relevant uses and gratifications for social commerce (s-commerce) were chosen as information access, escape, entertainment, passing time, cool and new trends, and socialization. The proposed model was analyzed and tested via OLS regression and ANOVA analysis using the data collected from a survey study on 361 subjects in Turkey. Information access, relaxing entertainment, and socialization motives emerged as significant antecedents of s-commerce intentions. No significant effect of demographics on social commerce intentions were observed in the analysis.
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The present study assessed the social media use behavior of luxury hospitality facilities and offers suggestions to improve organic post effectiveness. All five-star tourism facilities operating in Turkey were incorporated into the study... more
The present study assessed the social media use behavior of luxury
hospitality facilities and offers suggestions to improve organic post
effectiveness. All five-star tourism facilities operating in Turkey were
incorporated into the study and publicly available post data on
Facebook accounts of 441 facilities (out of a total of 612) were
examined in the high tourist season (August) for one month. Data
on 2,012 Facebook posts were obtained manually and filtered down
to 1,847. The collected post data were subsequently coded using
a content analysis form and analyzed via ordinal regression. The
results highlighted the positive effects of interactive content and
vivid content as well as the significance of the content type in
achieving higher interaction among followers. The facility location
and category (hotel, holiday village, thermal hotel) also emerged as
significant factors affecting follower interactions.
本研究对豪华酒店设施的社交媒体使用行为进行了评估，并提出了
提高有机岗位效能的建议.所有在土耳其运营的五星级旅游设施均纳
入研究，并在Facebook账户上公开发布数据，其中441个设施（共
612个）在旅游旺季（8月）进行了为期一个月的调查.2012年facebook
帖子的数据是手动获取的，并过滤到1847年.随后，使用内容
分析表对收集的岗位数据进行编码，并通过顺序回归进行分析.研究
结果突出了互动内容和生动内容的积极作用，以及内容类型对提高
追随者互动的意义.设施位置和类别（酒店、度假村、热酒店）也成
为影响追随者互动的重要因素.
hospitality facilities and offers suggestions to improve organic post
effectiveness. All five-star tourism facilities operating in Turkey were
incorporated into the study and publicly available post data on
Facebook accounts of 441 facilities (out of a total of 612) were
examined in the high tourist season (August) for one month. Data
on 2,012 Facebook posts were obtained manually and filtered down
to 1,847. The collected post data were subsequently coded using
a content analysis form and analyzed via ordinal regression. The
results highlighted the positive effects of interactive content and
vivid content as well as the significance of the content type in
achieving higher interaction among followers. The facility location
and category (hotel, holiday village, thermal hotel) also emerged as
significant factors affecting follower interactions.
本研究对豪华酒店设施的社交媒体使用行为进行了评估，并提出了
提高有机岗位效能的建议.所有在土耳其运营的五星级旅游设施均纳
入研究，并在Facebook账户上公开发布数据，其中441个设施（共
612个）在旅游旺季（8月）进行了为期一个月的调查.2012年facebook
帖子的数据是手动获取的，并过滤到1847年.随后，使用内容
分析表对收集的岗位数据进行编码，并通过顺序回归进行分析.研究
结果突出了互动内容和生动内容的积极作用，以及内容类型对提高
追随者互动的意义.设施位置和类别（酒店、度假村、热酒店）也成
为影响追随者互动的重要因素.
Research Interests:
Social commerce has become a hot topic since the beginning of Web 2.0 era; however, relevant research is scarce in emerging economies. This study aims to fill this research gap and answer the main research question of “what type of... more
Social commerce has become a hot topic since the beginning
of Web 2.0 era; however, relevant research is scarce in emerging
economies. This study aims to fill this research gap and
answer the main research question of “what type of relevant
personality traits and shopping motivations affect social commerce
adoption intentions”. The research model was developed
upon personality traits (openness to experience, need
for uniqueness and buying impulsiveness) that are deemed to
be relevant to online shopping and social media use. An
online questionnaire was conducted on social media users. A
total of 269 valid questionnaires were analyzed via structural
equation modeling to test for the proposed relationships,
majority of which emerged as non-linear. The findings highlight
the significance of socialization motives in addition to
utilitarian and hedonic shopping motives on social commerce
adoption intentions. Openness to experience emerged as a
significant trait that has an indirect effect on social commerce
adoption intentions. Age and education materialized as significant
demographics influencing shopping motivations in a
social commerce setting.
of Web 2.0 era; however, relevant research is scarce in emerging
economies. This study aims to fill this research gap and
answer the main research question of “what type of relevant
personality traits and shopping motivations affect social commerce
adoption intentions”. The research model was developed
upon personality traits (openness to experience, need
for uniqueness and buying impulsiveness) that are deemed to
be relevant to online shopping and social media use. An
online questionnaire was conducted on social media users. A
total of 269 valid questionnaires were analyzed via structural
equation modeling to test for the proposed relationships,
majority of which emerged as non-linear. The findings highlight
the significance of socialization motives in addition to
utilitarian and hedonic shopping motives on social commerce
adoption intentions. Openness to experience emerged as a
significant trait that has an indirect effect on social commerce
adoption intentions. Age and education materialized as significant
demographics influencing shopping motivations in a
social commerce setting.
Research Interests:
Bu çalışmada dünya genelinde hızla benimsenen yeni teknolojilerinin yol açtığı teknoloji bağımlılığı ele alınmıştır. Çalışmada teknoloji bağımlılığının, dijital ekosistemin üzerine kurulduğu dikkat ekonomisinin doğal bir sonucu olduğu... more
Bu çalışmada dünya genelinde hızla benimsenen yeni teknolojilerinin yol açtığı teknoloji bağımlılığı ele
alınmıştır. Çalışmada teknoloji bağımlılığının, dijital ekosistemin üzerine kurulduğu dikkat ekonomisinin
doğal bir sonucu olduğu ileri sürülmektedir. Literatürde internet bağımlılığı, sosyal medya, oyun, cep telefonu
gibi birçok uygulama alt başlığında incelenen söz konusu bağımlılık çeşidi, bu çalışmada en genel ifadesiyle
teknoloji bağımlılığı olarak isimlendirilmiştir. Dijital platform sahiplerinin, son yıllarda insan beyninin işleyişi
ve davranışlarıyla ilgili ulaşılan bulgulardan hareketle karşı koyulması güç biçimde alışkanlık yapan deneyimler
(uygulamalar, sistemler, oyunlar vd.) tasarlaması, ekran başında geçirilen sürenin gittikçe artmasının önemli bir
nedeni olarak görülmektedir. Bu durumun kontrol altına alınabilmesi için dünyadaki güncel başarı örnekleri
incelenerek bütünleşik bir bakış açısıyla çözüm önerileri geliştirilmiştir. Teknoloji bağımlılığıyla mücadelede,
sırasıyla, bireysel olarak çocukların, ailenin, kurumların (okul vd. eğitim kurumları) ve nihayet toplum ve
politika belirleyicilerin yapabilecekleri ilgili başlıklar altında gruplanarak incelenmiştir.
alınmıştır. Çalışmada teknoloji bağımlılığının, dijital ekosistemin üzerine kurulduğu dikkat ekonomisinin
doğal bir sonucu olduğu ileri sürülmektedir. Literatürde internet bağımlılığı, sosyal medya, oyun, cep telefonu
gibi birçok uygulama alt başlığında incelenen söz konusu bağımlılık çeşidi, bu çalışmada en genel ifadesiyle
teknoloji bağımlılığı olarak isimlendirilmiştir. Dijital platform sahiplerinin, son yıllarda insan beyninin işleyişi
ve davranışlarıyla ilgili ulaşılan bulgulardan hareketle karşı koyulması güç biçimde alışkanlık yapan deneyimler
(uygulamalar, sistemler, oyunlar vd.) tasarlaması, ekran başında geçirilen sürenin gittikçe artmasının önemli bir
nedeni olarak görülmektedir. Bu durumun kontrol altına alınabilmesi için dünyadaki güncel başarı örnekleri
incelenerek bütünleşik bir bakış açısıyla çözüm önerileri geliştirilmiştir. Teknoloji bağımlılığıyla mücadelede,
sırasıyla, bireysel olarak çocukların, ailenin, kurumların (okul vd. eğitim kurumları) ve nihayet toplum ve
politika belirleyicilerin yapabilecekleri ilgili başlıklar altında gruplanarak incelenmiştir.
Research Interests:
The objective of the present study is to determine the major factors influencing consumers' attitudes towards two major types of mobile marketing activities: SMS advertising and mobile application advertising. It also discusses the... more
The objective of the present study is to determine the major factors influencing consumers' attitudes towards two major types of mobile marketing activities: SMS advertising and mobile application advertising. It also discusses the potential differences in antecedents of attitude between the two types of advertisements. The study was carried out in Turkey among university students, who are commonly targeted in mobile marketing studies due to their high mobile phone ownership rates and familiarity with new technologies. A total of 489 valid questionnaires were obtained and analysed using partial least squares structural equation modelling. The findings indicate that overall attitudes towards both mobile advertisement types are negative, SMS marketing being the inferior type. Differences in perceptions of the antecedents of attitudes towards SMS and mobile app ads were detected. On the other hand, the way variables affect attitudes (paths) among the two wireless advertisements types were quite similar. University. He is lecturing on various marketing topics in graduate and undergraduate classes. He has 12 years of hands-on private sector work experience in addition to his academic experience. His areas of interest include brand equity, digital marketing, technology acceptance and mobile marketing.
Research Interests:
Bu çalışmanın amacı, Türkiye'de faaliyet gösteren turizm tesislerinin sosyal medyadaki faaliyetlerinin etkinliğini Facebook özelinde ölçmek ve paylaşımların etkinliğinin artırılabilmesi için öneriler ortaya koymaktır. Bu doğrultuda... more
Bu çalışmanın amacı, Türkiye'de faaliyet gösteren turizm tesislerinin sosyal medyadaki faaliyetlerinin etkinliğini Facebook özelinde ölçmek ve paylaşımların etkinliğinin artırılabilmesi için öneriler ortaya koymaktır. Bu doğrultuda gerçekleştirilen araştırmada turizm tesislerinin Facebook hesabının kullanım durumu ve sıklığı ölçülmüş, paylaşılan içerik tipinin, takipçilerin etkileşimi üzerindeki olası etkilerinin belirlenmesi hedeflenmiştir. Araştırmanın amacı kapsamında Türkiye'de faaliyet gösteren tüm 5 yıldızlı turizm tesisleri araştırmaya dahil edilmiştir. Tesislerin belirlenmesinde T.C. Turizm ve Kültür Bakanlığı'ndan elde edilen turizm işletmesi belgeli kuruluşlar listesi esas alınmıştır. Listede yer alan toplam 612 turizm tesisinden aktif olarak Facebook sayfasını kullanan 441 adedi Facebook hesapları üzerinden veri toplanmıştır. Söz konusu 441 adet 5 yıldızlı otelin 1 ay boyunca yaptıkları paylaşımlar araştırmaya esas alınmış ve bir içerik formu yardımıyla 2,012 paylaşımla ilgili veriye ulaşılmıştır. Paylaşım, içerik kategorisi, içerik dikkat çekiciliği, sunulan interaktiflik ve elde edilen takipçi etkileşimi (beğeni, yorum sayısı ve yorumun niteliği) hakkında bilgi toplanmıştır. Elde edilen veriler filtrelenerek analiz için uygun olan 1847 paylaşım SPSS programı yardımıyla analiz edilmiştir.
The aim of this study is to measure the effectiveness of social media activities of tourism establishments operating in Turkey. Suggestions to improve the efficiency of these mediums are also aimed to be arrived at. In this study, Facebook account use behavior of tourism establishments' was measured and possible effects of type and content of posts on followers' interaction were discussed. All 5-star tourism facilities operating in Turkey were included in the scope of the study. These institutions were obtained from Ministry of Tourism and Culture's public information database that includes all certified tourism establishment in Turkey. The Facebook accounts of the 441 hotels that actively use Facebook from a total of 612 hotels were examined. Their posts on Facebook for 1 month were taken as basis of the data collection. Information on Facebook posts of hotels were collected using a traditional content analysis form. A total of 2,012 posts were collected that provide information on post content category, content type, interactivity offered, follower interaction (likes and comments). The obtained data were filtered down to 1847 posts, which were then analyzed by SPSS application.
The aim of this study is to measure the effectiveness of social media activities of tourism establishments operating in Turkey. Suggestions to improve the efficiency of these mediums are also aimed to be arrived at. In this study, Facebook account use behavior of tourism establishments' was measured and possible effects of type and content of posts on followers' interaction were discussed. All 5-star tourism facilities operating in Turkey were included in the scope of the study. These institutions were obtained from Ministry of Tourism and Culture's public information database that includes all certified tourism establishment in Turkey. The Facebook accounts of the 441 hotels that actively use Facebook from a total of 612 hotels were examined. Their posts on Facebook for 1 month were taken as basis of the data collection. Information on Facebook posts of hotels were collected using a traditional content analysis form. A total of 2,012 posts were collected that provide information on post content category, content type, interactivity offered, follower interaction (likes and comments). The obtained data were filtered down to 1847 posts, which were then analyzed by SPSS application.
Research Interests:
Social media sites are becoming more popular throughout the world. These sites are adopting advertisement supported business models to generate revenues and become profitable. Advertisement supported models are the preferred... more
Social media sites are becoming more popular throughout the world. These sites are adopting advertisement supported business models to generate revenues and become profitable. Advertisement supported models are the preferred choice for these site with regards to the belief that users are not willing to pay money to use these ever free sites. In this study this belief was questioned and Facebook, the most popular of social media sites was chosen as the setting of the study. The attitudes towards social media advertisements and their antecedents were measured and their potential effects on users’ willingness to pay for not seeing ads were tested. A questionnaire was developed using well-cited and tested scales from the relevant literature and it was implemented over Internet to Facebook users. 281 out of 327 collected questionnaires were used in the analysis following a screening process. The analysis was carried out using structural equation modelling. The findings indicate that attitudes and its antecedents affect th intentions to pay for not seeing ads negatively.
Kullanımları dünya genelinde yaygınlaşan sosyal medya siteleri ciro yaratarak karlı birer işletme haline gelebilmek için günümüzde reklam destekli iş modelleri kullanmaktadır. Kullanıcıların ücretsiz olarak kullanmaya alıştığı bu platformlara erişim için ücret ödemek istemeyecekleri varsayımıyla reklam destekli modeller tercih edilmektedir. Bu çalışma içerisinde sosyal medya sitelerinin en yaygın kullanılanı olan Facebook üzerinde gösterilen reklamlara kullanıcıların tutumları ölçümlenmiş ve bu tutum ve tutumu oluşturan faktörlerin Facebook reklamlarını görmemek için para ödemeye etkisi test edilmiştir. Ödeme eğiliminde olan ve olmayan kullanıcılar arasında farklılar irdelenmiştir. Literatürde kabul görmüş ölçekler yardımıyla hazırlanan anket formu İnternet üzerinden Facebook kullanıcılarına dağıtılmış, elde edilen 327 soru formu bir ön-analiz sürecinden geçirilerek düşük kaliteli ve tam doldurulmamış anketler ayıklanarak 281 kullanılabilir soru formuna ulaşılmıştır. Verilerin analizinde yapısal eşitlik modellemesi kullanılmıştır. Gerçekleştirilen analiz sonuçlarına göre Facebook reklamlarına olan tutum ve tutumun öncülleri reklamları görmemek için ödeme niyetine olumsuz yönde etki etmektedir
Kullanımları dünya genelinde yaygınlaşan sosyal medya siteleri ciro yaratarak karlı birer işletme haline gelebilmek için günümüzde reklam destekli iş modelleri kullanmaktadır. Kullanıcıların ücretsiz olarak kullanmaya alıştığı bu platformlara erişim için ücret ödemek istemeyecekleri varsayımıyla reklam destekli modeller tercih edilmektedir. Bu çalışma içerisinde sosyal medya sitelerinin en yaygın kullanılanı olan Facebook üzerinde gösterilen reklamlara kullanıcıların tutumları ölçümlenmiş ve bu tutum ve tutumu oluşturan faktörlerin Facebook reklamlarını görmemek için para ödemeye etkisi test edilmiştir. Ödeme eğiliminde olan ve olmayan kullanıcılar arasında farklılar irdelenmiştir. Literatürde kabul görmüş ölçekler yardımıyla hazırlanan anket formu İnternet üzerinden Facebook kullanıcılarına dağıtılmış, elde edilen 327 soru formu bir ön-analiz sürecinden geçirilerek düşük kaliteli ve tam doldurulmamış anketler ayıklanarak 281 kullanılabilir soru formuna ulaşılmıştır. Verilerin analizinde yapısal eşitlik modellemesi kullanılmıştır. Gerçekleştirilen analiz sonuçlarına göre Facebook reklamlarına olan tutum ve tutumun öncülleri reklamları görmemek için ödeme niyetine olumsuz yönde etki etmektedir
Research Interests:
Health-care tourism has become a major industry in the past decade. Following the increasing activity in health-care tourism, the decision-making process of consumers in choosing an international health-care facility has become... more
Health-care tourism has become a major industry in the past decade. Following the increasing activity in health-care tourism, the decision-making process of consumers in choosing an international
health-care facility has become increasingly important to the related parties. The present study aims to offer a holistic model of international health-care facility choice that incorporates the important dimensions by
assessing the growth drivers and the alternative factors proposed in the literature and by validating them via a survey study.
health-care facility has become increasingly important to the related parties. The present study aims to offer a holistic model of international health-care facility choice that incorporates the important dimensions by
assessing the growth drivers and the alternative factors proposed in the literature and by validating them via a survey study.
Research Interests:
The present study aims to understand the factors affecting attitudes toward the most rapidly growing type of advertisements, social media ads. A questionnaire from existing valid scales was constructed following a detailed literature... more
The present study aims to understand the factors affecting attitudes toward the most rapidly growing type of advertisements, social media ads. A questionnaire from existing valid scales was constructed following a detailed literature search. Facebook was chosen as the setting of the study due to its popularity around the globe and in Turkey also for its dominance in social media advertising. A total of 327 questionnaires were collected which were filtered down to a total of 281 after carefully screening. The collected data were analyzed using partial least squares structural equation modelling. The findings of the study indicate that credibility, personalization, informativeness, entertainment factors all have positive effects on attitudes towards Facebook ads. Personalization of the advertisements appeared as a significant factor affecting all antecedents of attitude positively. This study aims to fill a research gap and help advertisers and marketing communication professionals in Turkey by offering practical insight.
Research Interests:
This study aims to understand the factors contributing to consumer attitude development towards and intention to use mobile payment systems. One of major mobile network operators' mobile wallet application in Turkey was used as a proxy of... more
This study aims to understand the factors contributing to consumer attitude development towards and intention to use mobile payment systems. One of major mobile network operators' mobile wallet application in Turkey was used as a proxy of the mobile payment systems. Survey methodology is used to collect data from subscribers by stratified random sampling among two distinct groups (users and non-users). A total of 1395 questionnaires were collected from subscribers and analyzed using partial least squares structural equation modeling. The findings highlight the importance of ease of use and usefulness in attitude development. On the other hand, security concerns were found to have low level of effects on attitudes and use intentions. Effect of social influence was found to be insignificant among the users. There were differences between users' and non-users' perceptions and beliefs indicated by significant differences in the majority of the constructs employed in the study.
Research Interests:
Rural tourism in Turkey has not received the interest it deserves compared to European countries. Theoretical studies along with applied projects are needed to increase the awareness and draw interest to this important tourism area among... more
Rural tourism in Turkey has not received the interest it deserves compared to European countries. Theoretical studies along with applied projects are needed to increase the awareness and draw interest to this important tourism area among populace and decision makers. The lack of extensive studies in Turkey creates an important research gap. To address this gap and improve the competitiveness of Turkey as a rural tourism destination, various applications that can improve awareness and attract interest are proposed in this study. Büyükçekmece Lake and İğneada Flood-plain Forests were chosen as the application areas that have natural resources and unique historical heritage however lack amenities and relevant marketing activities to create interest. In this study both the destination competitiveness theories and worldwide applied best practices were analyzed. In this way a comparative analysis was carried out to assess and improve the rural tourism potential of these regions. Following the analysis, educational activities, agro/eco-tourism activities, touristic facilities that can be constructed within the legal framework are proposed in detail. Establishment of a rural marketplace, development of nearby residential areas offering accommodation, food and commerce for visitors together with a tourism center were recommended as constituents of a comprehensive rural tourism model.
Research Interests:
This study aims to find empirical evidence between personality elements (authenticity, sense of uniqueness, need for uniqueness) and individual’s preference of scarce products (PUI). A model was founded upon an extension of Snyder’s... more
This study aims to find empirical evidence between personality elements (authenticity, sense of uniqueness, need for uniqueness) and individual’s preference of scarce products (PUI). A model was founded upon an extension of Snyder’s studies of uniqueness seeking behavior and psychological authenticity literature. Survey methodology was used and a questionnaire was developed using widely accepted authenticity (operationalized under three categories, namely authentic living, self-alienation and external influence), sense of uniqueness (SOU), and need for uniqueness (NFU) scales. A total of 257 valid questionnaires were obtained out of 298 fully-completed forms collected from young millennials in Turkey, one of the largest developing countries with a collectivist culture. The data was analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that only authentic living has a statistically significant effect on individuals’ SOU. This component of authenticity also has a significant effect on consumers’ desire for scarce and unique products through SOU. Significant but moderate level direct effects of SOU on PUI and NFU on PUI were observed in the analysis. Compared to the extant literature, this study adopts a more comprehensive interpretation of uniqueness, and incorporates authenticity as an antecedent to fill a research gap.
Research Interests:
This study aims to understand the differences between attitudes towards the social media ads and mobile ads, the most recent and rapidly growing forms of digital advertisements. Lack of academic studies in developing countries on the most... more
This study aims to understand the differences between attitudes towards the social media ads and mobile ads,
the most recent and rapidly growing forms of digital advertisements. Lack of academic studies in developing
countries on the most rapidly growing digital advertisements creates a research gap which was aimed to be addressed in this study. Two different surveys on similar samples were carried out to understand the attitudes towards the two different types of ads. Ducoffe‘s advertising value model was used as the theoretical foundation. Facebook ads were used as a proxy for social media ads and mobile advertisements were presented in the form of mobile application ads. The findings indicate that overall attitudes are negative towards both the mobile app advertisements and Facebook advertisements. Among the antecedents of attitudes, the perceived entertainment of the advertisements appeared to have the strongest effect on attitudes, while credibility appeared as the second most important factor affecting attitudes.
the most recent and rapidly growing forms of digital advertisements. Lack of academic studies in developing
countries on the most rapidly growing digital advertisements creates a research gap which was aimed to be addressed in this study. Two different surveys on similar samples were carried out to understand the attitudes towards the two different types of ads. Ducoffe‘s advertising value model was used as the theoretical foundation. Facebook ads were used as a proxy for social media ads and mobile advertisements were presented in the form of mobile application ads. The findings indicate that overall attitudes are negative towards both the mobile app advertisements and Facebook advertisements. Among the antecedents of attitudes, the perceived entertainment of the advertisements appeared to have the strongest effect on attitudes, while credibility appeared as the second most important factor affecting attitudes.
Research Interests:
Luxury consumption has an increasing trend despite the recent global economic crisis. Luxury tourism and luxury hospitality are among the leading categories that drive luxury consumption. The definition of luxury as well the luxury... more
Luxury consumption has an increasing trend despite the recent global economic crisis. Luxury tourism and luxury hospitality are among the leading categories that drive luxury consumption. The definition of luxury as well the luxury tourism
destinations is not a constant and may vary from an individual to another. The destination to be travelled is one of the important criteria determining luxury perceptions. In this study, consumers’ luxury destination perceptions are sought to
be determined in order to set a foundation to further develop upon in luxury destination studies that are in scarce supply in Turkey. This study area offers Turkey, which targets to achieve higher levels of tourism revenues in the next decade an important opportunity to realize this goal. The conspicuous luxury destinations and non‐conspicuous destinations are determined by a two‐stage survey study. The three conspicuous destinations appeared as Bodrum, Antalya and Çeşme as the outcome of the analysis carried out.
destinations is not a constant and may vary from an individual to another. The destination to be travelled is one of the important criteria determining luxury perceptions. In this study, consumers’ luxury destination perceptions are sought to
be determined in order to set a foundation to further develop upon in luxury destination studies that are in scarce supply in Turkey. This study area offers Turkey, which targets to achieve higher levels of tourism revenues in the next decade an important opportunity to realize this goal. The conspicuous luxury destinations and non‐conspicuous destinations are determined by a two‐stage survey study. The three conspicuous destinations appeared as Bodrum, Antalya and Çeşme as the outcome of the analysis carried out.
Research Interests:
The purpose of the present study is to conduct a literature survey on marketing strategies which should be effective for healthcare industry in Turkey. Moreover, which marketing strategies would be appropriate for Turkey is discussed. In... more
The purpose of the present study is to conduct a literature survey on marketing strategies which should be effective for healthcare industry in Turkey. Moreover, which marketing strategies would be appropriate for Turkey is discussed. In this context, a SWOT Analysis is conducted and some suggestions are proposed for policy makers and managers.
Research Interests:
The emergence of social networking systems as mainstream applications and an inherent element of daily life is a phenomenon observed throughout the world as the worldwide social media users exceeds 2.7 billion. Similar to other sectors,... more
The emergence of social networking systems as mainstream applications and an inherent element of daily life is a phenomenon observed throughout the world as the worldwide social media users exceeds 2.7 billion. Similar to other sectors, healthcare organizations have also started benefiting from social media in distinct ways such as collecting feedback, educating, communicating and supporting patients and citizens. Social networks can act as remarkable channels for healthcare providers, governmental institutions, pharmaceutical companies, hospitals and others to educate, communicate to, listen, connect to and engage existing and potential customers, patients, physicians and healthcare professionals. Despite the various benefits offered, health institutions, health professionals and stakeholders are reluctant to utilize social media due to several barriers and lack of expertise. This chapter aims to provide a better understanding on the ways healthcare companies can utilize social networks in detail to overcome use barriers and obtain related benefits.