Nur Özer Canarslan

• Asst. Prof. Dr.
• Professor (Assistant) at Anadolu University

Although previous studies have addressed the role of the scarcity effect in consumer decision-making, the interaction between scarcity, FOMO (fear of missing out), impulse buying, and bandwagon has not been extensively examined. This study aims to fill this gap by investigating how FOMO mediates the relationship between the scarcity effect and impu...

This infographic was created by the authors of the article: Yılmaz Uz, C. & Özer Canarslan, N. (2024). Does envy, self-esteem and social norms on Instagram lead to conspicuous consumption and overspending?. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 11(2), 633-658. You can cite it using the following li...

The purpose of this study is to investigate how envy of others affects the conspicuous consumption and overspending habits of Instagram users. Additionally, the study aims to examine the effect of self-esteem and social norms on conspicuous consumption and overspending. This empirical study used a proposed model, which was tested through the distri...

https://books.google.com.tr/books?id=6AfyEAAAQBAJ&hl=tr&source=gbs_navlinks_s

This study aims to analyze the brand personalities of new generation virtual influencers such as Aypera and Alara in Turkey's rapidly evolving digital marketing environment. These rising virtual influencers on social media platforms have become an important marketing tool for brands. In line with the criteria of the brand personality scale created...

Araştırmada annelerin faydacı ve hedonik satın alma motivasyonlarının anlık satın alma davranışları üzerine etkisinin tespit edilmesi amaçlanmıştır. Araştırmanın ana kütlesi sosyal medya kullanan annelerden oluşturmaktadır. Sosyal medyada, annelerin bir araya geldiği gruplara dahil olan 321 anne araştırmanın örneklemini oluşturmaktadır. Örneklemden...

For a country like Ethiopia, Africa's second most populous nation, the development of MSMEs helps to reduce unemployment and boost the country's overall economy by fostering the growth of industries. For this reason, the overall objective of the study is to assess and analyze major challenges hindering the development of Micro, Small, and Medium En...

Meme marketing and viral marketing share some similarities despite being different marketing strategies. Both are built upon spraedable, interesting, and entertaining content, While viral marketing has been a popular marketing strategy for many years, meme marketing has emerged as a new and potentially more effective approach in the digital age. Al...

This study aims to examine the importance and impact of meme culture and meme marketing, with a focus on the case of Ryanair Airlines. A meme can be defined as a visual or idea that is popular in internet culture and is often humorously portrayed. Meme culture has rapidly grown in the digital age with the widespread use of social media, and as such...

Popular culture has become the soft power policy of countries and has been used as an important tool for promoting their own culture in other countries. In this study, it is aimed to investigate the effect of the Korean effect (Hallyu/Korean wave) which is an element of popular culture, which is increasing in Turkey, especially on social media, in...

This research aims to identify the effects of perceived product value and flow experience during product design on willingness to pay (WTP) and purchase probability in online mass customization. The participants were asked to design shoes to their taste in a custom shoe website. After the design experience, the participants were asked to complete t...

Bu araştırmanın amacı annelerin çocuklarına yönelik alışveriş yapmaya yönelik algılarını metaforlar aracılığıyla incelemek ve tek çocuklu ve çok çocuklu annelerin algılarını belirlediği metaforlar aracılığıyla kıyaslamaktır. Araştırma fenomonoloji deseninde yürütülmüştür. Araştırmaya sosyal medya anne gruplarına üye 304 anne katılmıştır. Annelere "...

In recent years, the negative effects of new production techniques in agriculture, especially on human health, have changed consumer preferences and have led to the preference of more natural foods for shopping. This change in consumer demand has attracted attention to organic food, especially in terms of consumers. As a matter of fact, with the in...

z Son yıllarda, özellikle tarım alanındaki yeni üretim tekniklerinin özellikle insan sağlığının üzerindeki olumsuz etkileri, tüketici tercihlerini değiştirmiş, alışverişte daha doğal gıdaların tercih edilmesine vesile olmuştur. Tüketici talebinde yaşanan bu değişim, dikkatleri organik gıda üzerine çekmiş, özellikle tüketici açısından incelenmesini...

Özer Canarslan, N. (2018). E-Ticaretin Geleceği Kitlesel Bireyselleştirmede mi? Eticaret Çağı Dergisi. Yıl 3. Sayı. 24. S. 22 Bir işletme düşünün rekabetin kıyasıya yaşandığı, müşteri taleplerinin farklılaştığı, ürün yaşam eğrilerinin gittikçe kısaldığı günümüz ekonomik şartlarında, müşterilerine tam olarak istedikleri ürünü, istedikleri zamanda h...

Today's new consumers are well-informed, dissatisfied with the available choices, looking for uniqueness and desire to express themselves with products they consume. Mass customization strategy has emerged as a remedy for businesses targeted these new consumers. Mass customization means production of goods and services for a (relatively) large mark...

This research aims to investigate whether online mass customization practices results in an increase in female customers’ willingness to pay and purchase probability in terms of dress purchasing behavior. For the purpose of collecting research data, a questionnaire request was announ- ced via social media and 456 female customers who had online sho...

Mass customization strategy has been a remedy for today’s consumers that have unique demands and aspire to express themselves with products they consume, as well as for enterprises that consider individual traits of consumers on the one hand and try to keep their costs low on the other hand. In mass customization, customers have opportunity to desi...

Günümüzde şehirler turistleri, yetenekli iş gücünü, yatırımcıları, fabrikaları, işletmeleri kendilerine çekebilmek, şehirde yaşayanların sorunlarını anında çözümleyerek onları memnun edebilmek ve dışarıya göçleri engellemek için birbirleriyle kıyasıya rekabet içindedirler. Birbirleriyle rekabet edebilmelerinin, birinin diğerinin önüne geçebilmesini...

In recent years, quick growing of online shopping all around the world and differentiation of online shopping from traditional shopping at many points (such as service quality perceptions, sources of problems encountered) have been accompanied new issues. Since the rules of traditional shopping are not completely valid related to these issues, new...

Teknolojik ilerlemeler son yüzyılda pazarlamada çok büyük değişikliklere yol açarak hem işletmelere yeni fırsatlar sunmuş, hem de karşı karşıya bulundukları rekabetin daha da artmasına neden olmuştur. Bu durum işletmeleri klasik yönetim anlayışını terk ederek müşteri odaklı yeni işletme ve pazar stratejilerini benimsemeye zorlamıştır. Teknolojik il...