Mesut Çiçek

Washington State University | WSU · Department of Marketing and International Business

Purpose The ongoing COVID-19 pandemic has led to drastic changes in the lives of customers. Social isolation, financial difficulties, fear of being infected and many other factors have caused the psychological well-being of customers to deteriorate. By taking up the role of online reviews in the regulation of consumers’ moods, this study aims to ex...

The Slow City (Cittaslow) concept represents an emerging global trend where participant small cities commit to growing sustainably by preserving their authenticity while celebrating their local culture and diversity. Meanwhile, marketers increasingly find authenticity to be critical for campaigns with efficacy. Using a sample of 762 residents from...

Gray marketing is the importation and distribution of genuine products without the permission of the authorized distributors and manufacturers. The objective of the study is to reveal which personal (price consciousness, price-quality inferences, risk averseness, ethical judgment, consumer innovativeness, and involvement) and social (informative an...

In-app mobile banner ads appear as promising communication tools and are increasing in popularity due to spread and use of mobile technologies in consumers’ life. On the other hand, the effectiveness of these ads is under scrutiny due to banner blindness and habituation. Till now, there have been a limited number of studies to explore the dynamics...

The uses of mobile advertisements are increasing their popularity across the world. Companies can gather information about the mobile users based on their locations, lifestyle, and preferences via GPS, cookies and browsing history and embed highly personalized banner ads in mobile applications. However, in the literature there is hardly any work on...

The aim of this study is to measure the impact of celebrity endorsement type (celebrity credibility and attractiveness) and product type (for durable and non-durable product) on attitude towards green advertisement. For this purpose, a 2x2 between subjects factorial design experimental study was utilized. Two different product categories refrigerat...

The popularity of wearable technologies have increased day by day. In the near future, wearable technologies are expected to become an indispensable part of our daily life. The aim of this study is twofold. The first one is the classification of wearable technologies based on the specifications and applications as; wearable health technologies, wea...

Social media have led a drastic change in the way of businesses. Therefore companies and managers have started to analyze and invest on the social media tools in order to catch their target customers and form successful marketing strategies. In the extant literature, there is not much information about the users' demographics and their tool prefere...

Recent decades witnessed changes, opportunities, and challenges in marketing with the introduction of Web 2.0, the personalised, communicative form of the internet on which social media is based upon. Given the opportunities it provides, companies need to analyse and understand this new generation digital world and its users. Classifying diverse us...

Genel olarak belirli bir planlama döneminde daha önceden belirlenmiş bir stok seviyesi için beklenen gelir seviyesini artıracak satış fiyatlarının dinamik olarak ayarlanması anlamına gelen dinamik fiyatlandırma yaklaşımı, başta havayolu ve konaklama işletmeleri olmak üzere pek çok işletme tarafından yaygın olarak kullanılmaktadır. Dinamik fiyatland...

Genel olarak belirli bir planlama döneminde daha önceden belirlenmiş bir stok seviyesi için beklenen gelir seviyesini artıracak satış fiyatlarının dinamik olarak ayarlanması anlamına gelen dinamik fiyatlandırma yaklaşımı, başta havayolu ve konaklama işletmeleri olmak üzere pek çok işletme tarafından yaygın olarak kullanılmaktadır. Dinamik fiyatland...

8 th International Strategic Management Conference The impact of social media marketing on brand loyalty a b , a a b Yalova University, Abstract Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. Marketers have utilized various means to maintain the brand loyalty of their customers....

Rapid developments on the Information technologies (IT) since 1980's have affected the society's all systems and make the technology an inevitable part of life. Because the technology pioneer the change and evolution for the societies, using the technology in the educational processes is also certainly important.In this Study, what are the effects...

Online group buying, which is a system that provides daily discounts for various services and products, is a new form of marketing at the junction of promotion and pricing that had attracted the attention of both practitioners and academia. Getting started initially from the USA context in 2008, the system proved successful; and just in a short tim...