Ebru Uzunoglu

Ebru Uzunoglu
University of Ljubljana · Faculty of Social Sciences

PhD
Associate member of Centre for Social Informatics, Adjunct Professor of Izmir University of Economics

About

31
Publications
40,008
Reads
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1,144
Citations
Introduction
Dr. Uzunoglu, a full professor at the University of Ljubljana, Faculty of Social Sciences since Jan 2024, is a member of the Research Centre of Social Informatics and affiliated with Izmir University of Economics. Previously, she served as Dean of IUE Faculty of Communication (2018–24). A visiting scholar at Northwestern University (2016–17), she has published in top journals, authored books/chapters, and combines 12 years of industry experience with many academic and project leaderships roles.
Additional affiliations
September 2016 - present
Northwestern University, Medill School of Journalism, Media, IMC
Position
  • Visiting Researcher
September 2006 - September 2016
İzmir University of Economics
Position
  • Head of Department

Publications

Publications (31)
Article
Full-text available
The growing power of bloggers to influence their connected network has emerged as a new communication venue for brands. This study elaborates upon the role of bloggers in brand communication, and reveals how brands can engage with bloggers, currently considered as online opinion leaders, from the perspective of the two-step flow theory. Following c...
Article
This study addressed an important question about the meaning of corporate social responsibility (CSR), and how it is measured. Based on a comparison of the meaning networks of CSR in two countries with fundamentally different cultural and socioeconomic backgrounds, we argue that there is a need for an institutional perspective when studying CSR ass...
Article
Purpose The purpose of this paper is to compare corporate values of companies that exist in a volatile, uncertain, complex and ambiguous environment via semantic network analysis (SNA) approach. A secondary aim is to juxtapose these values with the expected values in turmoil from a cross-cultural perspective. Design/methodology/approach The paper...
Article
Purpose The purpose of this paper is to unearth common perceptions of non-profit organization (NPO) trust and reputation, with a specific focus in their overlaps and intersections. Examining the two concepts in tandem allows a more comprehensive approach offering new insights. Design/methodology/approach This study is devoted to the analysis of th...
Article
Full-text available
Consumption practices that are environmentally and socially more conscious have been studied previously; however, consumers who entirely reject market society and the ideologies associated with it in search for alternatives have received little attention. The participants in this study have had the means to enjoy all of the privileges of market soc...
Chapter
Full-text available
The B2B service industry has traditionally relied heavily on its salesforce, but intense competition is forcing service providers to find ways beyond the salesforce to attract prospects and retain clients. In response, content marketing (CM) is one approach that has become important in B2B markets. According to a survey of 1,102 B2B marketers in No...
Article
Full-text available
We study whether marketing can have a new role, one that is better aligned with the sales force, by adapting content marketing (CM) in B2B professional services organizations. CM activities can be in-person events such as conferences, which involve personal contacts with clients, or digital, such as webinars (i.e., digital events) or posting firm-g...
Chapter
The 2011 Borusan crisis in Turkey revealed the complex relations between business, culture, politics, and religious sensitivities. The company withdrew sponsorship for a woman race car driver, citing budget cuts as the reason. However, it was alleged that the real reason was because the woman wore a headscarf which did not sit well with the company...
Article
Full-text available
This study explores the study abroad experience within intercultural communication competence (ICC) framework, focusing on Erasmus students at a foundation university in Turkey. Using a qualitative approach, the research is conducted in two phases, at the beginning, and at the end of a semester. The results of focus groups in the first phase with 2...
Article
Strategically managed Corporate Social Responsibility (CSR) communication is an essential tool for organizations to achieve dialogic and participatory communication with their stakeholders. This study aims to investigate whether CSR related social media, particularly Twitter, messages regarding distinct categories (i.e. economic and ethical) and ar...
Chapter
With the rapid explosion of Internet, social media has emerged as a new communication venue for citybranding initiative. The aim of this chapter is to provide a deeper understanding of today's communicationenvironment, and in particular, to focus the greater interactivity, engagement and responsivenessof resources in relation to city branding. Thus...
Chapter
Full-text available
With the rapid explosion of Internet, social media has emerged as a new communication venue for city branding initiative. The aim of this chapter is to provide a deeper understanding of today's communication environment, and in particular, to focus the greater interactivity, engagement and responsiveness of resources in relation to city branding. T...
Conference Paper
Full-text available
Agenda With growing digitalization and technological advancement everywhere, individuals have opportunity to access information, which make them savvier, more sophisticated, and well informed, resulting in empowerment. They are no longer passive recipients of messages. Thus, managing communication has become more complex for both corporations, SBU'...
Article
Despite the widely acknowledged importance of corporate social responsibility (CSR) communications, our knowledge is limited with regard to various factors affecting consumer responses to such communication efforts. This paper aims to identify the extent to which prior brand familiarity influences consumer responses to CSR communications through a...
Chapter
Social media, now an indispensable part of our daily life, has changed the way public relations professionals work. Thus, this chapter endeavours to examine the power perceptions of public relations practitioners in terms of social media usage for business purposes through an exploratory study and concludes with a discussion of three major issues a...
Chapter
The aims of the chapter are to reflect changes in the communications environment occasioned by technological developments, relay information on the relationship between responsiveness and interactivity, address the potential benefits of websites as facilitators of interactivity and responsiveness, and to reveal the potential benefits to Turkish env...
Chapter
This book is intended for marketing and brand managers, market researchers, and in any field directly related to marketing and communication (Kitchen, 2010; 2013). It is proposed for postgraduate and under-graduate students, and other interested publics, who wish to develop their knowledge, insight, skills, and facility into integrated communicatio...
Article
This paper provides insight into the dialogic potential of Turkish environmental NPO websites, including social media adoption. However, 23 of 50 websites examined failed to meet half the criteria for building relationships (n 35). Of 19 sites with connections to social media, 16 used new media potentialities, however only four met all social media...
Article
Full-text available
The rapid diffusion and technological evolution experienced in the new format of the Internet, particularly social media, have forced many brands to keep pace with this ongoing process in order to engage with their customers. Social media utilize multiple Internet-based communication platforms, including, but not limited to, blogs and social networ...
Conference Paper
New technologies, particularly recent Internet developments provide an effective communication platform for companies. In the age of digitalization, as well as traditional, digital media such as blogs, social networks, and viral videos are considered as important means for delivering consistent brand messages. Messages can be rapidly and easily dis...
Article
Full-text available
2008 global economic crisis affected many companies. In order to survive and to become more competitive in today's turbulent business world, companies took drastic actions to gain cost reduction from every part of their business. Turkey, having been experienced a bigger crisis in 2001 and developed many models to manage the situation until 2008, is...
Article
Full-text available
The new mode of Internet, called Web 2.0, is a place which people actively use to share their emotions, thoughts, experiences, and memories on a daily basis. Additionally, they do not only share all of these in written format, but also express themselves visually by using photos and videos through social networks. In Web 2.0 and its phenomenon char...
Conference Paper
There is no denying the radical change that the World Wide Web has made in our daily life. Particularly the new format of Internet that is called as Web 2.0 is not information and knowledge sharing base any more. Now people actively use this tool to share their emotions, thoughts, experiences, and memories on a daily base. Additionally they don’t o...
Conference Paper
Full-text available
In order to survive and to become more competitive in today’s business world, companies need to use knowledge efficiently and effectively. Knowledge has become one of the most valuable and strategic resources for companies aiming to distinguish themselves from their competitors. The better the companies manage knowledge, the more they benefit from...
Article
Full-text available
In today's global environment, in terms of competitive advantage intangible values that corporations carry become more important than the tangible ones. Reputation is one of the most important intangible values that corporations have. Reputation that each corporation holds is a strategic value in the relationships with their stakeholders and moreov...
Article
Bilgi ve teknoloji çağı olarak adlandırılan 21. yüzyılda toplumsal değişim ve işletme alanındaki gelişmelerle pazar ve pazarlama dengeleri de farklılaşmaktadır. Gelişen teknolojilerle üretim kabiliyetleri artmakta, tüketiciler sürekli yeni marka ve ürünlerle karşılaşmakta ve her alanda değişik kalite, fiyat ve çeşit alternatifi yakalayabilmektedirl...

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