WoS İndeksli Yayınlar Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.12573/394

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Author: search.filters.author.Ozer, SerhatWoS Q: search.filters.wosQuartile.Q2

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  • Article
    Citation - WoS: 12
    Citation - Scopus: 13
    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, 2023-11-30) 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.
  • Article
    Citation - WoS: 3
    Citation - Scopus: 3
    The Impact of Consumers' Motives for Watching Unboxing Videos on eWOM and Purchase Intentions: The Mediating Role of Ad Involvement
    (Palgrave Macmillan Ltd, 2025-02-04) 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.