Browsing by Author "Gligor, David"

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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.