Fulya Acikgoz's research while affiliated with University of Bristol and other places

Publications (19)

Article
Full-text available
Despite the growing importance of influencers' word‐of‐mouth through audiovisual content, little is known about its effect on consumers' brand evaluation, purchase intentions, and decisions. Drawing on Ohanian's source credibility framework, we conducted two studies across different influencers, product categories, and respondents' gender and teste...
Article
Full-text available
Mobile devices are ubiquitous in the lives of modern consumers, who use them for information‐seeking and purchasing activities, fostering the emergence of m‐commerce. This trend has been exacerbated by the Covid‐19 pandemic, which has boosted m‐commerce growth in both developed and developing countries. Hence, there is a need for cross‐cultural res...
Article
The current research examines the relationship between imperfect information and performance speed in new product development (NPD) settings. We questioned the role of NPD teams' improvisation, possibly emanating from informational imperfections, on performance speed. Diverging from previous research, we treated improvisation as a dynamic team proc...
Article
Full-text available
This study aims to understand the drivers behind the usage habits of voice assistants (VAs). To do so, we extend the Technology Acceptance Model in conjunction with the concept of privacy cynicism, a cognitive process that remains understudied in the academic literature. The model is validated using PLS analysis through Smart-PLS. Data gathered via...
Article
Purpose – Hospitableness is one of the oldest concepts that define human interactions. Many conceptual and empirical studies have discussed and attempted to capture what this concept means. Some recent studies measured what hospitableness means; however, the cultural differences in hospitableness have not been documented empirically. The current st...
Article
The purpose of this study is to understand the factors affecting a university’s image and students’ supportive attitudes. To this end, we have developed a new model, named the 4Q Model. Previous studies have already proposed a number of factors affecting university image. However, in this study, we simplified the factors into four main titles which...
Article
Purpose The current study aims to develop a comprehensive model of cocreation and immersion/engagement for café brands as well as their antecedent and consequences in a café brand context. Inherently involving highly socially involving consumption settings, cafés are particularly conducive to brand cocreation. Design/methodology/approach The curre...
Article
Despite gaining consumer momentum and interest of Virtual Reality (VR) in the consumer marketplace, the literature has lagged in exploring the continuance usage behaviour and factors associated with the post-adoption. To build on this, the current research seeks to identify factors that support the continuance usage of current VR users. To examine...
Chapter
The advent of Facebook brought a new aspect for advertising since it allows ads to reach more targeted users on the internet. However, although the ads on Facebook have been found influential on consumers' purchase intentions, the possible impacts on brands have been relatively neglected. The purpose of this research is therefore to investigate the...
Article
Purpose Recent figures show that users are discontinuing their usage of TripAdvisor, the leading user-generated content (UGC) platform in the tourism sector. Hence, it is relevant to study the factors that influence travelers’ continued use of TripAdvisor. Design/methodology/approach The authors have integrated constructs from the technology accep...
Article
Purpose The purpose of this study is to reveal the mediating role of scenario planning between reflection and task performance in new product development (NPD) teams. Design/methodology/approach A cross-sectional research design was used to collect data from 78 NPD teams and 194 employees. The mediation analyses were conducted through the bootstra...
Chapter
Digital marketing has become an important tool for businesses to reach a wider audience. Many companies, therefore, apply online ads in order to gain new customers. However, since the number of companies that try to benefit from digital marketing is very high, the online ads sector is now more competitive. Drawing consumers' attention is not easy a...

Citations

... Theoretically, although trust has been used in existing technology adoption models pertaining to VAPA's, but very few of them consider the muti-dimensional nature of trust [21], [28], [29], [35], [91]. In fact, current IS literatures have repeatedly called for treating trust as multiple dimensions due to its complex nature, although these dimensions may vary from one usage context to another [44], [92], [93]. However, such a conceptualization is missing in the VAPA context that has been repeatedly pointed by recent literatures [14], [15]. ...
... Consumer perceptions and attitudes towards social media advertising were analyzed in different social media environments in literature. Such studies utilized different social media environments like Facebook (Erkan et al., 2019;Ertugan, 2017;Logan et al., 2012;Shareef et al., 2019;Turgut et al., 2016), YouTube (Dehghani et al., 2016;Şahin, 2018), Twitter (Murillo et al., 2016), and Instagram (Chen, 2018;Gaber et al., 2019;Sabuncuoğlu and Gülay, 2016;Zengin and Zengin, 2017). In addition, a number of studies have been conducted on the perception of adverts by different age groups and different generations (Cop and Baş, 2010;Elden et al., 2014;Sabuncuoğlu and Gülay, 2016;Ünal et al., 2011). ...
... Nevertheless, the institution's image is important to students. Erkan et al. (2021) identified the physical environment as a key factor influencing university image, but institution image may be shaped by other factors in addition to the campus design and facilities, such as the institution's position in rankings, social networks, and value for money (Alcaide-Pulido et al. 2022). ...
... Trust is usually mentioned to 'institution-based trust'. Institution-based faith refers to separate perspectives on the official setting, counting the structures and rules that keep a setting texture safe (Dirgiatmo et al., 2020;Erkan et al., 2021;Kiveu et al., 2019;McKnight and Chervany, 2001). When there is an absence of a sense of a public with shared standards, circumstances (Eze et al., 2021;Puthur et al., 2020;Zucker, 1986). ...
... Some studies have identified variables that have to be addressed when creating scientific video content [30], while other studies have explored the characteristics of scientific channels' video content as means to improve engagement [31] and the type of content [32]. Some have explored the factors influencing the relations between celebrities-very famous personal brands-and users' intention to purchase on social network services [33,34], while others have concluded that entertainment and informativeness represent the key factors of sponsored content value that affect attitudes towards social/personal brands on YouTube [35]. ...
... They gather knowledge regarding the products and communicate to the millennials regarding the positive and negative sides of the product. This motivates the millennials to buy beauty products from their knowledge (Acikgoz and Burnaz, 2021). Public figures are the influencers as their following is more, which impacts their fans' buying decision. ...
... This makes it a strategic intangible asset that should be effectively managed, improved, and optimised (Gonz alez-Mansilla et al., 2019). This is because it provides added value and experiences through value co-creation (Acikgoz and Tasci, 2022). Therefore, understanding how destination managers could leverage social commerce platforms in developing marketing communication strategies aimed at promoting attractive destination brands is imperative. ...
... Innovation in customer service is the most concrete change that virtual reality (VR) technology brings about to e-commerce of conventional retail trade (Alzayat and Lee 2021;Dehghani et al. 2021). VR makes experiencing consumption really come true, where it transfers the benefits of physical shopping to online shopping and makes up the defect of realism for online shopping (Han et al. 2020;Xi and Hamari 2021;Wu et al. 2020). ...
... To alleviate this problem, several online platforms allow readers to rate reviews on helpfulness in order to increase their credibility for future readers (Jia & Liu, 2018;Luo, Duan, Shang, & Pan, 2021). Perceptions of helpfulness lead to a more efficient pre-purchase search (Qin, Zheng and Wang 2022,;Ghosh, 2018;Pentina, Bailey, & Zhang, 2018), greater satisfaction with reviews (Filieri, Acikgoz, Ndou, & Dwivedi, 2021;Wang et al., 2022), and higher purchase likelihood (Chen, Dhanasobhon, & Smith, 2011;Topaloglu & Dass 2021;Xu, Ye, Hong, & Sun, 2022). ...
... Increases in performance speed require the refinement of NPD phases, such as rapid product prototyping and smooth product designing (Wu et al., 2020). NPD teams can also increase performance speed by accelerating team processes, such as scenario building (e.g., Açıkgöz et al., 2020) based on reciprocal learning cycles (e.g., Açıkgöz et al., 2021). For these to occur, team members must have perfect information at the outset, or effectively share their know-how during NPD phases in order to create augmented thought worlds (e.g., Dougherty, 1990). ...