Scopus İndeksli Yayınlar Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.12573/395
Browse
3 results
Search Results
Article From Agility to Advocacy: Exploring How Gender Moderates the Impact of Social Media Agility on Brand Trust and Influencing Behavior(Palgrave Macmillan Ltd, 2026) Bozkurt, Sıddık; Gligor, David; Hollebeek, Linda D.; Sarp, SerapThis research investigates the effect of perceived social media agility (P-SMA) on customers' influencing behavior, a theoretical subset of engagement behavior, with brand trust acting as a mediator and gender (male/female) as a moderator. It also explores how these relationships differ across age groups. Two online surveys were conducted: Study 1 with 165 younger participants and Study 2 with 178 adults. Using PROCESS Macro Models 4 and 7, we tested direct, mediated, and moderated mediation effects. Both studies found that P-SMA enhances brand trust, which subsequently mediates its influence on customer behavior. Study 2 confirmed these results, showing that gender moderates the relationship between P-SMA and both brand trust and influencing behavior, with stronger effects observed among females (vs. males) in both samples. The findings highlight the importance of tailoring social media strategies to gender-based engagement patterns. Crafting content and interaction styles that foster trust can improve influence and advocacy, especially when agility is a key element of the brand's digital presence. This research integrates P-SMA, brand trust, and customer influence behavior within a moderated mediation model. Using two age-diverse samples, it shows gender shapes reactions to brand agility, while age differences remain non-significant across both datasets.Article Citation - WoS: 13Citation - Scopus: 15The 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, RajeshAlthough 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: 83Citation - Scopus: 129Gender and Sexuality in the Authoritarian Discursive Strategies of 'New Turkey(Sage Publications Ltd, 2016-11-18) Cindoglu, Dilek; Unal, DidemIn the last decade, discourse on sexuality has proliferated more than ever in the political realm in Turkey. The discursive utilization of women's bodies and sexualities has appeared as the main tool to consolidate a conservative gender regime and the heterosexual family with children is promoted as the basic unit to reinforce hegemonic moral values and norms. This article aims to disentangle the intricate patchwork in the Justice and Development Party's (JDP) gender politics, which is geared towards ensuring pervasive control of women's bodies and sexualities. Within this framework, this article investigates the proliferation of the discourse on women's bodies and sexualities in Turkish politics by delving into the constitutive factors of the JDP's hegemonic gender politics and examining the narrative lines in recent public debates on women's sexualities.