Browsing by Author "Ugurhan, Yusuf Zafer Can"

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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.