İşletme Bölümü Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.12573/411

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Gigification, job engagement and satisfaction: the moderating role of AI enabled system automation in operations management
(TAYLOR & FRANCIS LTD2-4 PARK SQUARE, MILTON PARK, ABINGDON OR14 4RN, OXON, ENGLAND, 2021) Braganza, Ashley; Chen, Weifeng; Canhoto, Ana; Sap, Serap; 0000-0002-2560-4105; AGÜ, Yönetim Bilimleri Fakültesi, İşletme Bölümü; Sap, Serap
Innovative and highly efficient Artificial Intelligence System Automation (AI-SA) is reshaping jobs and the nature of work throughout supply chain and operations management. It can have one of three effects on existing jobs: no effect, eliminate whole jobs, or eliminate those parts of a job that are automated. This paper focuses on the jobs that remain after the effects of AI-SA, albeit with alterations. We use the term Gigification to describe these jobs, as we posit that the jobs that remain share characteristics of gig work. Our study examines the relationship between Gigification, job engagement and job satisfaction. We develop a theoretical framework to examine the impact of system automation on job satisfaction and job engagement, which we test via 232 survey responses. Our findings show that, while Gigification increases job satisfaction and engagement, AI-SA weakens the positive impact of Gigification on these important worker outcomes. We posit that, over time, the effects of AI-SA on workers is that full-time, permanent jobs will give way to gigified jobs. For future research, we suggest further theory development and testing of the Gigification of operations and supply chain work.
HOW AND WHEN CUSTOMER ENGAGEMENT UNDERLIES THE LINK BETWEEN FAMILY OWNERSHIP AND FIRM PERFORMANCE: A CONCEPTUAL FRAMEWORK
(Çukurova Üniversitesi, 2022) Bozkurt, Sıddık; Sarp, Serap; Gligor, David; 0000-0002-3985-5925; 0000-0002-2560-4105; 0000-0003-0819-4754; AGÜ, Yönetim Bilimleri Fakültesi, İşletme Bölümü; Sarp, Serap
With the rapid proliferation of social media, two-way interactions between customers and firms are increased in the past decade. This interactive communication helps firms increase customer engagement. For this reason, social media-driven customer engagement and firm performance have received academics' attention. However, the existing studies substantially focus on customers, and very little is known about firms' related factors (antecedents). Therefore, this study was designed to explain the missed relations from the firm focus. This study aims to develop a comprehensive conceptual framework of customer engagement that includes antecedents (firm’s governance characteristics), consequences (firm performance), and moderators (family strategic emphasis and social media usage intensity). To explain the new relations, five theoretical propositions have been proposed. The study offers theoretical contributions that also help practitioners. The proposed new conceptual model expands the customer engagement literature. Furthermore, family firms can also get a competitive advantage over rivals by emphasizing their characteristics in their communication strategy.
The impact of perceived social media interactivity on brand trust. The mediating role of perceived social media agility and the moderating role of brand value
(2023) Bozkurt, Sıddık; Gligor, David; Ozer, Serhat; Sarp, Serap; Srivastava, Rajesh; 0000-0001-7626-6487; 0000-0002-2560-4105; AGÜ, Yönetim Bilimleri Fakültesi, İşletme Bölümü; Ozer, Serhat; Sarp, Serap
Although earlier studies shed light on the signifcance of perceived social media interactivity, its impact on perceived social media agility and brand trust has yet to be thoroughly investigated. The current study addresses this gap by examining the complex relationship between perceived social media interactivity, brand trust, perceived social media agility, and brand value. To further unpack these complex relationships, the current study investigates the role of gender as a moderating variable on the moderation efect of brand value between perceived social media interactivity and perceived social media agility. In this regard, an online survey (N=275) was conducted to measure the constructs of interest. PROCESS Models 1, 3, and 4 were used to test the research hypotheses. The results show that individuals perceive highly interactive brands as more agile on social media, leading to high brand trust levels. The results also indicate that the positive link between perceived social media interactivity and perceived social media agility is contingent on consumers’ perceived brand value. The results further display that the conditional efect of perceived social media interactivity on perceived social media agility as a function of brand value is moderated by consumers’ gender. Most interestingly, the conditional efect of perceived social media interactivity on perceived social media agility as a function of brand value is only signifcant for men.
KOBİ'lerde Kurumsal Markalama: Kavramlar ve Engeller
(Erhan AYDIN, 2023) Sarp, Serap; Uygur, Selçuk; 0000-0002-2560-4105; AGÜ, Yönetim Bilimleri Fakültesi, İşletme Bölümü; Sarp, Serap
Bu araştırmada KOBİ’lerin kurumsal marka kavramını nasıl tanımlandığı, kurumsal marka sahibi olmalarının önündeki engeller ve KOBİ’lerde marka anlayışı keşfedilmeye çalışılmıştır. Kurumsal marka sahibi olmanın işletmeler için rekabet avantajı sağladığı ve birçok pazar avantajını beraberinde getirdiği literatürde vurgulanmıştır. Ancak, literatürdeki kurumsal marka araştırmalarının büyük işletmelere odaklandığı ve KOBİ'leri göz ardı ettiği görülmüştür. KOBİ'lerin dünya genelinde önemli bir ekonomik rol oynadığı göz önüne alındığında kurumsal marka oluşturmanın onlar için de uzun vadede faydalar saylayacağı öngörüldü. Bu nedenle, bu çalışmanın amacı KOBİ'lerin kurumsal marka oluşturmasını daha iyi anlamak ve literatürdeki bu boşluğu doldurmaktır. Araştırmadan elde edilen bulgulara göre KOBİ'lerde kurumsal markayı tanımlama ve geliştirmede işletme sahipleri ve yöneticilerinin rolünün büyük olduğunu ve bu kişilerin karakterinin kurumsal kültür ve kurumsal kimliği üzerinde etkili olduğunu ortaya çıkmıştır. Çalışma Türkiye'nin Kayseri şehrinde farklı sektörlerden 15 KOBİ sahibi veya yöneticisi ile yarı yapılandırılmış mülakatlar kullanarak gerçekleştirilmiştir. Veriler tematik analiz yöntemi ile incelenmiş ve beş ana tema belirlenmiştir: kurumsal marka kavramı, girişimci markası, ürün/hizmet markası, kurumsal marka sahibi olmanın önündeki engeller ve başarı. Sonuç olarak, bu araştırma KOBİ'lerin kurumsal marka oluşturmasının önemini ve işletme sahipleri/yöneticilerinin bu süreçteki kilit rolünü vurgulamaktadır. Bu çalışmanın KOBİ'ler için kurumsal marka oluşturma sürecini daha iyi anlamak ve geliştirmek isteyen işletmelere rehberlik edebileceği düşünülmektedir.
Productive employment and decent work: The impact of AI adoption on psychological contracts, job engagement and employee trust
(Elsevier, 2020) Chen, Weifeng; Canhoto, Ana; Sap, Serap; 0000-0002-2560-4105; AGÜ, Yönetim Bilimleri Fakültesi, İşletme Bölümü; Sap, Serap
This research examines the tension between the aims of the United Nations' Sustainable Development Goal 8 (SDG 8), to promote productive employment and decent work, and the adoption of Artificial Intelligence (AI). Our findings are based on the analysis of 232 survey results, where we tested the effects of AI adoption on workers' psychological contract, engagement and trust. We find that psychological contracts had a significant, positive effect on job engagement and on trust. Yet, with AI adoption, the positive effect of psychological contracts fell significantly. A further re-examination of the extant literature leads us to posit that AI adoption fosters the creation of a third type of psychological contract, which we term "Alienational". Whereas SDG 8 is premised on strengthening relational contracts between an organization and its employees, the adoption of AI has the opposite effect, detracting from the very nature of decent work.
The Role of Organisational Culture Traits on Corporate Image in Service Industry
(Erhan Aydın, 2021) Sarp, Serap; 0000-0002-2560-4105; AGÜ, Yönetim Bilimleri Fakültesi, İşletme Bölümü; Sarp, Serap
Organisational culture is a key aspect of functioning that impacts the company performance and effectiveness. It is formed by the shared values, beliefs, assumptions, attitudes, and behaviour of the employees that help the organisation to have a competitive advantage in the market. Scholar predominantly researches organisational culture from the managerial perspective that aims to understand the relation between the performance of the organisations including ROA, ROI, sales growth, and market share. However, organisational culture shapes the external perception of the organisation. Mainly, a shared organisational culture is reflected on the customers by frontline employees in service sector organisation.This makes organisational culture is a key factor that shapes the customers' perception affecting customer satisfaction and loyalty. Therefore, this research aims to conceptualize the organisational culture and its traits and explore their effect on the corporate image in the service sector context where human interaction is important. This study aims to extend the literature on organisational culture and corporate image with a new conceptual model. However, the limitation of the study is the lack of empirical research in testing the proposed relationships. Future studies may provide contribution to extend the currentstudy with empirical data and model validation.
Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image
(EMERALD GROUP PUBLISHING LTDHOWARD HOUSE, WAGON LANE, BINGLEY BD16 1WA, W YORKSHIRE, ENGLAND, 2018) Gökerik, Mehmet; Gürbüz, Ahmet; Erkan, İsmail; Mogaji, Emmanuel; Sap, Serap; 0000-0003-2287-9709; 0000-0002-2560-4105; 0000-0003-0544-4842; AGÜ, Yönetim Bilimleri Fakültesi, İşletme Bölümü; Sarp, Serap
this paper is to investigate the influence of guerrilla marketing in social media on brand image. Design/methodology/approach - A conceptual model was developed based on the information acceptance model (IACM). The research model was validated through structural equation modelling based on the surveys of 385 university students. Findings - The results support the proposed model and confirm that guerrilla marketing in social media has a positive effect on both functional and symbolic brand image. Research limitations/implications - This study was conducted with university students. This sample was deemed appropriate since the study had to be conducted with people who use social media. However, although the age group of university students constitutes the majority of social media users, they may not fully represent the whole population. Also, this study showed four guerrilla marketing examples to participants before they commenced filling in the questionnaire. Although the authors selected the most generic guerrilla advertisements during the pilot tests and eliminated the ones which were difficult to understand, this can still be considered as limitations of the study. Practical implications - This study has both theoretical and managerial implications. First, most of the guerrilla marketing studies focus on consumers and neglect possible impacts on brands. In order to fulfil this gap in the literature, this study investigates the influence of guerrilla marketing in brand image. Besides, this study contributes to IACM by expanding its scope through testing its determinants on "brand image". It proves that IACM is valid for use in different contexts. On the managerial side, this study provides marketers with a frame of reference to understand the information adoption process of guerrilla marketing on social media. Originality/value - Current studies regarding the influence of guerrilla marketing mostly focus on consumers, where the possible impacts on brands have been relatively neglected. This study attempts to fill this gap by focussing on the brand image.

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