Digital Marketing and Social Media

Özet henüz yok.

• MEHMET İSMAİL YAĞCI

Özet henüz yok.

• METİN KOZAK

Purpose The 2019 novel coronavirus (COVID-19) outbreak is projected to have adverse consequences on the global tourism and hospitality industry. This paper aims to examine how the outbreak may alter Chinese tourists’ lifestyle choices, travel behaviour and tourism preferences in the short and long term. Design/methodo…

Purpose Corporate image, perceived service quality, trust and customer switching costs are the major antecedents of customer loyalty, and loyal customers may buy more, accept higher prices and have a positive word‐of‐mouth effect. Also we know that the cost of selling to new customers is much higher than the cost of s…

• GÖKHAN ÖZER
• SERKAN AYDIN

Purpose Given the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and company perspectives. Desig…

Özet henüz yok.

• SACİDE GÜZİN MAZMAN AKAR

Recent studies suggest that users’ preferences of social media use differ according to their individual differences and use motives, and that these factors can lead to problematic social media use (PSMU) among a minority of users. The objectives of the present study were to investigate the influences of (i) demographi…

• KAĞAN KIRCABURUN

Özet henüz yok.

• ADEM AKBIYIK
• NACİYE GÜLİZ UĞUR

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers w…

• YUSUF BİLGİN

Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whethe…

• CEMAL ZEHİR
• HAKAN KİTAPCI

Purpose This study aims to investigate consumers' mobile banking adoption through an integration of the technology acceptance model (TAM) with work on perceived benefits and perceived risks. Design/methodology/approach Data were collected from 435 university students who were non‐users but future prospects, and analyz…

Özet henüz yok.

• ABUBAKAR MOHAMMED ABUBAKAR