Browsing by Author "Ertekin, Zeynep Ozdamar"

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Ethics, Social Responsibility, Sustainable Developmental Goals, Economic Development Strategies: Need Is Stronger Than Ever
(University of Rhode Island, 2025) Godefroit-Winkel, Delphine; Ertekin, Zeynep Ozdamar; Dholakia, Nikhilesh
The Global Tour Continues: Poland, Ukraine, Ireland, Turkey, and More
(University of Rhode Island, 2024) Dholakia, Nikhilesh; Ozdamar Ertekin, Zeynep; Godefroit-Winkel, Delphine; Atik, Deniz; Ertekin, Zeynep Ozdamar
[No abstract available]
Ideological Capacities in Consumer Communities: an Exploration of the Presenteers Tribe
(Emerald Group Publishing Ltd, 2024) Taştan, İrem; Özdamar Ertekin, Zeynep; Ertekin, Zeynep Ozdamar
PurposeThis study aims to explore how a postmodern tribe enacts and re-interprets ideologies as a part of consumers' collective experience, to enhance our understanding of consumer communities in conjunction with ideological capacities.Design/methodology/approachThe community of presenteers is conceptualized as a self-organized tribe with heterogeneous components that generate capacities to act. Netnographic observation was conducted on 18 presenteer accounts and lasted around six months. Real-time data were collected by taking screenshots of the posts and stories that these users created and publicly shared. Data were analysed by adopting assemblage theory, combining inductive and deductive approaches. Firstly, a qualitative visual-textual content analysis of the tribe's defining components was conducted. Then, the process continued with the thematic analysis of the ideological underpinnings of the tribe's enactments.FindingsFindings shed light on the ways in which consumer communities interpret the entanglement of religious, political, and cultural ideologies in shaping their experiences. In the case of the presenteers tribe, findings reflect a novel ideological interplay between neo-Ottomanism, post-feminism and consumerism.Research limitations/implicationsThe study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of presenteering and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.Originality/valueThe study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of presenteering and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.
Citation - WoS: 26
Citation - Scopus: 37
Institutional Constituents of Change for a Sustainable Fashion System
(Sage Publications Inc, 2020) Ozdamar Ertekin, Zeynep; Ati̇k, Deniz; Ertekin, Zeynep Ozdamar
The sustainability challenges of fashion industry are associated with multiple, interrelated, and complicated issues, involving a large number of different institutional constituents. The collective efforts of different actors at macro level is necessary to address these challenges. However, research that empirically examines multiple actors in the same study are limited. Employing market system dynamics (MSD) as a theoretical framework, this study addresses this gap by providing a more comprehensive perspective on the roles of different institutional constituents - designers, retailers, luxury brands, fashion associations, and consumers - in transformation towards a more sustainable fashion system and the dynamics that mobilize these actors to seek market change. Ethnography with emphasis on participant observation and interviews is adopted as research methodology, supported by secondary data on sustainable fashion practices. The study contributes to macromarketing literature not only by demonstrating the roles of multiple institutional constituents, but also by providing the conflicting perspectives and motives, and innovative ideas and practices in transformation towards a more sustainable fashion system.