Browsing by Author "Sap, Serap"

Now showing 1 - 3 of 3

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.
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.
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.