WoS İndeksli Yayınlar Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.12573/394
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Article Citation - WoS: 54Citation - Scopus: 82Surprise Me With Your Ads! The Impacts of Guerrilla Marketing in Social Media on Brand Image(Emerald Group Publishing Ltd, 2018-11-08) Gokerik, Mehmet; Gurbuz, Ahmet; Erkan, Ismail; Mogaji, Emmanuel; Sap, SerapPurpose - The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of 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.Article Citation - WoS: 66Citation - Scopus: 82Social Media Utilization of Tourists for Travel-Related Purposes(Emerald Group Publishing Ltd, 2015-07-13) Oz, MustafaPurpose - The aim of this study is to determine social media use by consumers for travel-related purposes. Design/methodology/approach - A quantitative study was conducted after reviewing the related literature. The primary data were collected by means of an online questionnaire, and the results were analyzed using a statistical package program. Findings - The respondents use social media intensively both in their daily lives (> 96 per cent) and in travel-related activities (95 per cent). In addition to the detailed analyses of their usage, a model was developed to identify the factors behind social media use for travel-related purposes. Research limitations/implications - As a result of an online questionnaire method, only consumers having an Internet access could respond to the survey. Additionally, the sample was not random, and the respondents were selected only from Turkey. Consequently, the study may suffer from a generalization problem, especially for markets with major different cultural characteristics. Practical implications - The findings of the study may assist academics and practitioners to better understand social media and Web 2.0 technologies and their effects on consumers. Originality/value - One of the dominant trends affecting consumer behavior and tourism marketing in recent years is the use of social media. It is critical to understand such developments and their effects on consumer behavior that may impact on the distribution and accessibility of travel-related information.Article Citation - WoS: 2Citation - Scopus: 3Investor Bias, Risk and Price Volatility(Emerald Group Publishing Ltd, 2022-11-29) Polat, Ali YavuzPurposeThis study proposes a framework based on salience theory and shows that focusing on one type of risk (idiosyncratic or systemic) can explain overpricing of securities ex ante, and resales at low prices during crisis periods.Design/methodology/approachThe author consider an overlapping generations (OLG) model where each generation lives for two periods and there is no population growth. Agents (investors) start their lives with an endowment W > 0 and have mean-variance utility. They invest their endowment when young and consume when old. Each period, the young investors optimally choose their portfolio from different risky assets acquired from the old generation, all assumed to be in fixed supply.FindingsThe author show that investor salience bias can explain excess volatility of asset prices and the resulting fire-sales in periods of financial turmoil. A change in salience - from one component (idiosyncratic) to the other (systemic) - will generate excess volatility. Interestingly, higher risk aversion generally exacerbates the excess volatility of prices. Moreover, the model predicts that if a big systemic shock hits the financial system, due to salience bias the price of systemic assets falls sharply. This relates to the observed fire-sales of assets during the global financial crisis.Practical implicationsThe proposed model and results suggest that there may be a scope for intervention in financial markets during turbulences. In terms of ex ante policies the study suggests that investors and regulator should use better risk assessment technologies.Originality/valueThis is the first study constructing a tractable model based on the argument that investor salience may exacerbate the excess volatility of prices during financial downturns. The author relate salience to two types of risk; idiosyncratic and systemic and assume that investors' risk perception is biased towards the type of risk that is currently salient based on prior beliefs or past data. The author show that the diversification fallacy of the precrisis period, where seemingly safe assets were overpriced, can be explained by agents overweighing idiosyncratic risk and ignoring systemic risk.Article Citation - WoS: 2Citation - Scopus: 2An Analysis of Annual Reports From the Sustainable Development Goals Perspective(Emerald Group Publishing Ltd, 2023-10-12) Hacihasanoglu, Erk; Unlusoy, Oemer Faruk; Madenoglu, Fatma SelenPurposeThe sustainable development goals (SDGs) are introduced to guide achieving the sustainable goals and tackle the global problems. United Nations members may perform activities to achieve the predetermined goals and report on their SDG activities. The comprehension and commitment of several stakeholders are essential for the effective implementation of the SDGs. Countries encourage their stakeholders to perform and report their activities to meet the SDGs. The purpose of this study is to investigate the extent to which corporations' annual reports address the SDGs to assess and comprehend their level of commitment to, priority of and integration of SDGs within their reporting structure. This research makes it easier to evaluate corporations' sustainability performance and contributions to global sustainability goals by looking at the extent to which they address the SDGs.Design/methodology/approachIn the study, it is revealed to what extent the reports meet the SDGs with the multilabel text classification approach. The SDG classification is carried out by examining the report with the help of a text analysis tool based on an enhanced version of gradient boosting. The implementation of a machine learning-based model allowed it to determine which SDGs are associated with the company's operations without the requirement for the report's authors to perform so. Therefore, instead of reading the texts to seek for "SDG" evidence as typically occurs in the literature, SDG proof was searched in relevant texts.FindingsTo show the feasibility of the study, the annual reports of the leading companies in Turkey are examined, and the results are interpreted. The study produced results including insights into the sustainable practices of businesses, priority SDG selection, benchmarking and business comparison, gaps and improvement opportunities identification and representation of the SDGs' importance.Originality/valueThe findings of the analysis of annual reports indicate which SDGs they are concerned about. A gap in the literature can be noticed in the analysis of annual reports of companies that fall under a particular framework. In addition, it has sparked the idea of conducting research on a global scale and in a time series. With the aid of this research, decision-making procedures can be guided, and advancements toward the SDGs can be achieved.Article Citation - WoS: 1Citation - Scopus: 1Exploring Transdisciplinary Interaction in Higher Education: Urbanism Through Informal Learning Environment(Emerald Group Publishing Ltd, 2025) Kesim, Berk; Bengu, ElifPurposeThis study aims to explore interdisciplinary and transdisciplinary interactions around sustainability, focusing on the United Nations sustainable development goals (SDGs). By using the city as an informal learning space, it presents a case study to raise SDG awareness, promote interdisciplinarity, foster critical thinking and empower students.Design/methodology/approachUsing qualitative content analysis, this study explores students' interdisciplinary engagements. The research centers on student-created Logbooks, combining field data for analysis via open coding.FindingsThe informal setting facilitates transdisciplinary interaction and enriches interdisciplinary skills while retaining individuals' disciplinary tendencies.Research limitations/implicationsFactors like local geographical conditions and participant numbers could lead to minor variations in future course applications. Although initial problem topics and discussions are confined to local urban geography, they might diversify during implementation.Practical implicationsThe Logbook serves as a guide for local urban issues and embodies interdisciplinary outcomes. It can be enhanced with maps and problem zoning.Social implicationsDemonstrates effective SDG integration into higher education.Originality/valueThis study spotlights interdisciplinary learning within an unconventional context - urbanism - bridging student gaps. Supported by a paradigm shift from sustainability to unsustainability, it underscores the significance of critical engagement with SDGs.Article Citation - WoS: 6Citation - Scopus: 18Is Leverage a Substitute or Outcome for Governance? Evidence From Financial Crises(Emerald Group Publishing Ltd, 2021) Tekin, Hasan; Polat, Ali YavuzPurpose The authors investigate the impact of governance on the leverage of East Asian firms in the financial crisis context, in order to understand the puzzle whether debt acts as a substitute for governance or an outcome of the governance mechanism. Design/methodology/approach The authors use 86,030 firm-years and the country-level governance data from eight East Asian countries over the period 1996-2017. The authors employ the fixed effects (FE) model, in the main analysis and the weighted least squares model, as a robustness check in order to compare the two competing hypotheses of agency theory, substitute and outcome models. Findings The authors' results show that debt acts as a substitute for governance before the GFC, but during and after the GFC the picture changes. Namely, debt acts as an outcome of the governance mechanism during the GFC and its aftermath. Since during financial downturns both agency costs increase, and information asymmetry widens, firms in poor-governed countries may be reluctant to increase their leverage in order not to face financial distress and additional restrictions. Thus, the results imply that the use of debt as a tool to mitigate agency conflicts and a substitute for governance strongly depends on the environment that the firms operate and the general macroeconomic conditions, such as facing a financial crisis or not. Research limitations/implications This study provides an interesting case of the firms' capacity to raise money during a crisis and that governance plays an important role in borrowing activities of firms. This will undoubtedly help motivating owners and policymakers for improving governance. The authors' findings may be useful for policymakers to develop policies considering the adverse effects caused by exogenous shocks. This is crucial because the severity of GFC as a shock seems to change the macro and institutional environment that firms operate. While the authors properly address the research hypotheses using country governance data, future research may employ corporate governance data to attain firm-level results by testing two competing hypotheses. Originality/value There are several important areas where this study makes original contributions. First, while Tsoy and Heshmati (2019) focus on the dynamics of capital structure for only Korean firms, the authors extend the sample including eight East Asian countries considering the impact of country governance on capital structure policy. Specifically, this study is the first in using the robust country governance data, which differs by country and year, in the crisis context. Next, the authors investigate both the AFC and GFC to compare whether these two crises have different effects on capital structure policy of East Asian firms. Finally, the authors aim to understand whether leverage is used as a substitute for governance or an outcome of governance mechanism considering recessions.Article Citation - WoS: 17Citation - Scopus: 20Assessing the Impact of COVID-19 Pandemic in Turkey With a Novel Economic Uncertainty Index(Emerald Group Publishing Ltd, 2021) Mugaloglu, Erhan; Polat, Ali Yavuz; Tekin, Hasan; Kilic, EdanurPurpose This study aims to measure economic uncertainty in Turkey by a novel economic uncertainty index (EUI) employing principal component analysis (PCA). We assess the impact of Covid-19 pandemic in Turkey with our constructed uncertainty index. Design/methodology/approach In order to obtain the EUI, this study employs a dimension reduction method of PCA using 14 macroeconomic indicators that spans from January 2011 to July 2020. The first principal component is picked as a proxy for the economic uncertainty in Turkey which explains 52% of total variation in entire sample. In the second part of our analysis, with our constructed EUI we conduct a structural vector autoregressions (SVAR) analysis simulating the Covid-19-induced uncertainty shock to the real economy. Findings Our EUI sensitively detects important economic/political events in Turkey as well as Covid-19-induced uncertainty rising to extremely high levels during the outbreak. Our SVAR results imply a significant decline in economic activity and in the sub-indices as well. Namely, industrial production drops immediately by 8.2% and cumulative loss over 8 months will be 15% on average. The losses in the capital and intermediate goods are estimated to be 18 and 25% respectively. Forecast error variance decomposition results imply that uncertainty shocks preserve its explanatory power in the long run, and intermediate goods production is more vulnerable to uncertainty shocks than overall industrial production and capital goods production. Practical implications The results indicate that monetary and fiscal policy should aim to decrease uncertainty during Covid-19. Moreover, since investment expenditures are affected severely during the outbreak, policymakers should impose investment subsidies. Originality/value This is the first study constructing a novel EUI which sensitively captures the critical economic/political events in Turkey. Moreover, we assess the impact of Covid-19-driven uncertainty on Turkish Economy with a SVAR model.