Browsing by Author "Ozer, Serhat"

Now showing 1 - 5 of 5

Citation - WoS: 146
Citation - Scopus: 194
Extending the Technology Acceptance Model to Explain How Perceived Augmented Reality Affects Consumers' Perceptions
(Pergamon-Elsevier Science Ltd, 2022) Oyman, Mine; Bal, Dondu; Ozer, Serhat
Today, reaching consumers through interactive methods has become one of the primary goals of the brands. As a result of this, smartphones have turned into tools brands can use to start an interaction with consumers. Due to augmented reality (AR)-supported mobile applications, brands can both provide consumers with detailed information about products and services, and also affect consumers' perceptions. The main purpose of this research is to determine the effect of augmented reality use in mobile applications on consumers' behavioral intentions towards the use of the mobile application and perceptions underlying this effect. In this study, by employing the Technology Acceptance Model (TAM), the effect of augmented reality on behavioral intentions for mobile application use was examined through a structural equation modeling (SEM). Additionally, the effects of the technology anxiety (TA) and consumer novelty seeking (CNS) on perceived augmented reality were also examined. An augmented reality-supported mobile application which makes trying cosmetic products virtually on possible, was used by female consumers (n = 278). The data was collected through a questionnaire. The results indicated that the CNS had a positive and direct effect on perceived augmented reality (PAR); PAR had a positive and direct effect on perceived enjoyment (PE), perceived usefulness (PU), perceived informativeness (PI), and perceived ease of use (PEU). It was also determined that the PE, PU, PI had positive and direct effects on the behavioral intentions to use the application (BIUA).
Citation - WoS: 2
Citation - Scopus: 2
The Impact of Consumers' Motives for Watching Unboxing Videos on eWOM and Purchase Intentions: The Mediating Role of Ad Involvement
(Palgrave Macmillan Ltd, 2025) Ozer, Serhat; Ugurhan, Yusuf Zafer Can
With the rise of social media and influencer marketing, unboxing videos have become key for connecting with customers. Drawing on the Uses and Gratifications Theory (UGT) and Elaboration Likelihood Model (ELM), this study examines how motives for watching unboxing videos influence consumers' purchase and eWOM intentions, and the mediating role of ad involvement. Analyzing survey data from 499 YouTube viewers, the research finds that information-seeking, entertainment, and interpersonal utility motives significantly affect purchase and eWOM intentions, while pass-time motives do not. The study contributes a novel UGT-ELM-based model with consumer-focused insights and discusses its theoretical and practical implications. The study also offers implications for marketing analytics.
Citation - Scopus: 11
The Surprise Effect of Ambient Ad on the Path Leading to Purchase: Testing the Role of Attitude Toward the Brand
(Routledge info@tandf.co.uk, 2020) Ozer, Serhat; Oyman, Mine; Ugurhan, Yusuf Zafer Can
Enterprises have made changes in their marketing and communication activities because of increased competition and changes in consumer behavior. In seeking to stand out from their competitors, brands have started to use more creative, extraordinary, interactive, and nontraditional approaches in their advertisements. One of these approaches is ambient advertising, which involves the guerilla marketing activities and alters environmental elements that consumers interact with (e.g., pedestrian paths, bus stops) creatively and unexpectedly and renders these elements meaningful in terms of advertising. In ambient advertising literature, relationships between perceived surprise, attention toward the ad, attitudes toward the ad and brand, purchase intention, and mediation effect of attitude toward an unknown brand have not been hierarchically tested. In this study, the effectiveness of ambient advertising was evaluated based on a structural equation model and the data were collected from 194 consumers through cross-sectional survey method. The results revealed some statistically significant relationships. In conclusion, perceived surprise was determined as a strong antecedent of attention toward the ad, attitude toward ambient advertising was found to have a positive effect on purchase intention, and it was also found that attitude toward the brand had a mediating effect between attitude toward the ad and purchase intention. © 2020 Elsevier B.V., All rights reserved.
Citation - WoS: 8
Citation - Scopus: 9
Identification of the Drivers of and Barriers to COVID-19 Vaccine Intake Behavior Using a Mixed-Method Design: Implications From a Developing Country
(Elsevier Espana, 2023) Kordestani, Arash; Oghazi, Pejvak; Izmir, Onur; Oypan, Oguz; Ozer, Serhat
Various COVID-19 vaccines are available across the world. However, short phases of clinical trials for emer-gency use and myriad rumors about and misinformation on vaccines spread through different media sources, induce confusion and trigger vaccine hesitancy behavior. Although clinical trials demonstrated promising results in the ability of vaccines to protect, social endeavor is required for vaccines to succeed. Mitigation of the pandemic is only possible through widespread acceptance of the vaccine. Thus, identifying the factors that impact vaccine intake is crucial. This study determined factors that affect intentions toward vaccination using a mixed-method approach, in which qualitative and quantitative analyses were conducted together. Analysis of variance (ANOVA) is used in the quantitative study, and content analysis is employed in the quali-tative study. The final sample of this mixed-method study consists of 568 participants for the quantitative study and 237 for the qualitative study. They were selected using an online questionnaire. Findings suggest that social, psychological, attitudinal, perceptual, and informational factors play a crucial role in shaping peo-ple's intentions toward vaccines, ultimately influencing their decision to accept or reject vaccination. Results of both the qualitative and quantitative studies, in parallel with each other, indicated similar barriers against and drivers toward vaccine intake behavior, providing strong insights into the reasons behind vaccine accep-tance and hesitancy. Based on the insights gained in this study, a set of recommendations were compiled for policymakers.& COPY; 2023 The Author(s). Published by Elsevier Espana, S.L.U. on behalf of Journal of Innovation & Knowledge. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/)
Citation - WoS: 12
Citation - Scopus: 12
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
(Palgrave Macmillan Ltd, 2024) Bozkurt, Siddik; Gligor, David; Ozer, Serhat; Sarp, Serap; Srivastava, Rajesh
Although earlier studies shed light on the significance 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 effect 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 effect 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 effect of perceived social media interactivity on perceived social media agility as a function of brand value is only significant for men.