WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

Permanent URI for this collectionhttps://hdl.handle.net/20.500.14365/5

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Advertising Adaptations Between Globalization and Locality: Case of Snickers
(Ankara Univ, Fac Communication, 2015) Kaptan, Yesim
By comparing the American and the Turkish versions of television commercials arising from the Snickers' global advertising campaign You are not you when you are hungry, this article examines how commercials are adapted to appeal to a sense of locality through the strategies of locality. To explore how locality is represented in advertising, three localization strategies (national language, culture, humor) employed in advertising adaptation are analyzed. Using interviews with focus groups and an advertising practitioner, the author argues that advertising plays an important role for construction and reproduction of locality in everyday life. The author asks which values and codes are employed in advertising adaptations and how they are articulated to discourse of consumer culture in the media materials. The article also discusses the significance of advertising adaptations within the overlapping contexts of global formats, national media, and local identities.
An Anthropomorphistic Approach To Measuring Civil Society Organization's Reputation: a Semantic Network Analysis
(Marmara Univ, Fac Communication, 2018) Turkel, Selin
The aim of the study is to reveal common meaning of reputation and disreputableness for civil society organizations (CSOs) by utilizing anthropomorphism. Accordingly, 212 individuals living in Izmir were asked to personify the CSOs they deemed reputable and disreputable, and provide adjectives that best described CSOs. In this study which was designed as descriptive research, semantic network analysis was employed and reputable and disreputable networks were visualized using a social network analysis software named Pajek. The relational analysis was performed using the measures of m-core, clique, articulation point, in-out degree, in-out closeness and betweenness. The first study to uncover the shared meaning of the CSO's reputation adopting the anthropomorphism approach reveals both positive and negative personality traits such as being helpful, honest, reliable and self-seeking, trickster, liar, and untrustworthy. The results of the research can contribute to the development of an appropriate measure of CSO's reputation for Turkish society.
Citation - WoS: 66
B2B content marketing for professional services: In-person versus digital contacts
(Elsevier Science Inc, 2019) Wang, Wei-Lin; Malthouse, Edward Carl; Calder, Bobby; Uzunoglu, Ebru
We study whether marketing can have a new role, one that is better aligned with the sales force, by adapting content marketing (CM) in B2B professional services organizations. CM activities can be in-person events such as conferences, which involve personal contacts with clients, or digital, such as webinars (i.e., digital events) or posting firm-generated content on branded websites (i.e., digital content). Fitting random-effects negative binomial regression models with four years of panel data from a large, international, consulting service provider, we show that the number of sales leads and won opportunities from its key accounts are positively affected by the frequency of an account's employees attending digital events and consuming digital content, but not in person events. Moreover, we find that CM affects sales leads for both low- and high-level account employees. These findings suggest that CM can be effective in bringing sales leads and won opportunities to B2B professional service providers and can play a complementary role to the existing sales force.
Citation - WoS: 305
Citation - Scopus: 420
Brand Communication Through Digital Influencers: Leveraging Blogger Engagement
(Elsevier Sci Ltd, 2014) Uzunoglu, Ebru; Kip, Sema Misci
The growing power of bloggers to influence their connected network has emerged as a new communication venue for brands. This study elaborates upon the role of bloggers in brand communication, and reveals how brands can engage with bloggers, currently considered as online opinion leaders, from the perspective of the two-step flow theory. Following clarification of the aims of the study, we report on in-depth interviews with 17 brand and digital agency representatives, selected because they regard communication with bloggers as an important strategy in increasing the influence of their brands among online communities. This exploratory study reflects current blogger communication implementations, and concludes with a discussion of seven major issues arising from the literature review and interviews (definition of bloggers, blogger selection criteria, digital integration, power of bloggers, long-term relationship building with bloggers, measurement, and budgetary issues in blogger communication). These areas represent relatively unexplored areas of blogger engagement from both an academic and managerial perspective. Based on the findings of the interviews, we propose a model which traces the influencer role of bloggers from the two-step flow theory perspective. This model is named as the brand communication through digital influencers model. (C) 2014 Elsevier Ltd. All rights reserved.
Citation - WoS: 21
Citation - Scopus: 24
Building Relationships Through Websites: a Content Analysis of Turkish Environmental Non-Profit Organizations' (npo) Websites
(Elsevier Science Inc, 2014) Uzunoglu, Ebru; Kip, Sema Misci
This paper provides insight into the dialogic potential of Turkish environmental NPO websites, including social media adoption. However, 23 of 50 websites examined failed to meet half the criteria for building relationships (n 35). Of 19 sites with connections to social media, 16 used new media potentialities, however only four met all social media adoption criteria. (C) 2013 Elsevier Inc. All rights reserved.
Citation - WoS: 3
Creating Value From the Customer Oriented Marketing Point of View: as a Model of Value Delivery System
(Eskisehir Osmangazi Univ, Fac Education, 2007) Uzunoglu, Ebru
Today, a firm's existence in the market depends on gaining customers and creating loyalty, which forces them to work customer oriented. But it is not easy to gain customers and maintain relations since they are always facing with lots of product and brand messages. Today's conscious consumer wants to know not only how the product meets her needs but also how it is differentiated from its competitors and what additional benefits it provides. In that point, new marketing approach aims to find out to what consumer called value, how it can be adapted to product and, how it can be communicated with most efficient way. Value Delivery System is an approach that aims to explain how to manage customer value with chooses the value, provide the value and communicate the value concepts.
Citation - WoS: 1
Citation - Scopus: 1
Crime and Media: the World of ‘reality Show’ as a Moral Frame of Reference
(Milli Folklor Dergisi, 2017) Erol Isik, Nuran; Yaman, Burcu
Crime and transgression has become an important factor which is portrayed by the media outlets. The genre called crime reality show situated within the genre of reality show in the media in recent years has a special place in popular cultural world of meaning. Those who are accepted as protagonists, confessors, interrogators, victims and vigilantes are among the major actors in crime reality shows which function as constructing various different cultural and sociological frames of reference. The purpose of this article is to answer to the following questions: What does the crime reality show narrative tell us about contemporary Turkish culture? What are the implications of such a genre in terms of producing a televisual morality? What are the dynamics between socially irresponsible imagination and the idea of moral panic constructed via sensibility guided reasoning? In this paper, we argue that the crime reality show genre in Turkish television employs communicative strategies which are based on mediatization of morality as well as a new trend called prudentialism.
Citation - WoS: 52
Citation - Scopus: 68
Engaging Consumers Through Corporate Social Responsibility Messages on Social Media: an Experimental Study
(Elsevier Science Inc, 2017) Uzunoglu, Ebru; Turkel, Selin; Akyar, Burcu Yaman
Strategically managed Corporate Social Responsibility (CSR) communication is an essential tool for organizations to achieve dialogic and participatory communication with their stakeholders. This study aims to investigate whether CSR related social media, particularly Twitter, messages regarding distinct categories (i.e. economic and ethical) and areas (i.e. product and community relations) would have different impacts on consumer attitudinal and behavioural outcomes such as attitude towards the brand, engagement intention, word-of-mouth intention, and purchase intention. Following this aim, the research is conducted in two stages including exploratory and experimental phases. The results show that while CSR related Twitter messages on product/economic & ethical category have a higher impact on consumers purchase intention than messages on product/purely economic category, messages on economic & ethical area have a higher impact on consumer engagement than messages on purely ethical category.
Evaluation of Adolescents' Ethical Perceptions on Native Advertising in Turkey
(Ankara Univ, Fac Communication, 2021) Kip, Sema Misci; Aksoy, Zeynep
Various types of advertisements are emerging with the widespread use of digital media in which rapid developments are witnessed. Therefore, required regulations that need to be made cannot keep up with the speed of the sector. Native advertisements prepared in accordance with the natural content and design of the medium in which they are published constitute an example of the mentioned situation. Since the regulations regarding native advertising have not reached a sufficient level yet, ethical discussions about this type of advertising draw attention. Ethical perceptions in adulthood are formed in adolescence. The aim of this exploratory study is to analyze adolescents' ethical perceptions on native advertising in Turkey (n = 200) according to gender. Survey method is applied by utilising Reidenbach and Robin's Multidimensional Ethics Scale with a fictional native advertising. Research results reveal that adolescents do not accept non-labeled native advertising as an ethical problem. Moreover, girls are found to be more sensitive than boys in the moral equity dimension of ethical perception.
Examining National Identity Building From a Network Analysis Perspective the Semantic Structure of Kemalist Journal Ulku
(Ankara Univ, Fac Communication, 2022) Akan, Aysun; Türkel, Selin; Uzunoğlu, Ebru; Erçifci, Aytunç
This study focuses on Ulku the official journal of the People's Houses (Halkevieri), which was designed to create an ideology for the modern Turkish state as opposed to Ottomanism. It is aimed to examine the semantic structure of Ulku version of Kemalist modernism through holistic approach. This allows us to examine the whole by inquiring the relationship between the words in the selected articles instead of looking at the content of the journal to search for previously determined themes. Unveiling latent meaning of Ulku can have important consequences for communication literature in terms of building national identity. The findings contribute to our grasping of identity building communication practices. The study also demonstrates the utility and contribution of semantic network analysis for understanding of Ulku , as a vehicle for replacing the traditional even 'archaic' Ottoman-Muslim identity with the new modern-western identity. The initial findings of research demonstrate six permanent items (history, big, nation, year, homeland, Turkish), addressing embedded ideological latent meanings related to the modern national identity.
Citation - WoS: 6
Citation - Scopus: 4
Exploring Native Advertising in Turkey: Insights From Digital Immigrants and Digital Natives
(Emerald Group Publishing Ltd, 2020) Misci Kip, Sema; Umul Unsal, Pinar
Purpose This study aims to achieve broad insights into perceptions and attitudes of Turkish digital immigrants (DI) and digital natives (DN) toward native advertising (NA) format. Design/methodology/approach Based on extant review of literature, semi-structured interview questions helped to solicit subjective interpretations, perceptions and attitudes of Turkish consumers toward NA format. In-depth interviews with 36 participants were conducted. Findings The study gains new knowledge on issues related to NA format, such as self-determination of viewing, privacy and accuracy of information. Findings provide whys and wherefores for these undiscovered issues, as well as for preexisting themes such as format recall and recognition, disclosure, communication/marketing aims, attitudes toward NA format, brand and publisher, NA placement and nativity of the format. In terms of perceptions and attitudes of DIs and DNs, both similarities and differences exist. DNs consider viewing NA content under their own initiative, so their perceptions and attitudes toward NA are shaped accordingly. Originality/value This is the first known study to explore perceptions and attitudes of DIs and DNs toward NA format in the Turkish context. This study uncovers and discusses insights into underlying reasons of DI/DNs' perceptions and attitudes. The study extends prior findings of quantitative research on NA, offering fruitful insights for future research.
Citation - WoS: 2
Citation - Scopus: 2
From Tactical To Strategic Sustainability Communication: a Qualitative Study on Corporations in Türkiye
(Emerald Group Publishing Ltd, 2025) Aksoy, Zeynep; Kip, Sema Misci; Misci Kip, Sema
PurposeThis study aims to examine the extent to which companies internalize, adopt and communicate the issue of sustainability. With this aim, research questions address companies' approaches to sustainable development goals (SDGs), the extent to which the concept of sustainability is reflected in the goals, vision, mission and values of the organizations and the interrelationship between corporate identities, SDGs, sustainability projects and communication activities of the companies.Design/methodology/approachContent analysis is employed on the sustainability reports, websites, social media accounts, media releases and news of the corporations listed in BIST Sustainability Index (2020) in T & uuml;rkiye. The typology of sustainability communication processes (Newig et al., 2013) is utilized for data analysis to reveal an overall picture of the companies' approach to sustainability communication.FindingsResearch findings demonstrated that only 11 companies internalize, adopt and communicate the issue of sustainability. A total of 32 companies make no mention of sustainability in their vision, mission, purpose or values. It is observed that few companies establish their entire communication on sustainability strategy. Although some of the companies' purpose of existence is sustainability, and they manage valuable projects, their approach to communication is still tactical. The study reveals that most of the companies take a tactical approach to sustainability and fewer adopt strategic actions and communications.Originality/valueIn T & uuml;rkiye, research on sustainability involves either optimistic evaluations of governmental organizations or limited case studies on specific SDGs, particular sectors or social media analyses. This research exposes the holistic picture of sustainability and communication among the companies listed in the BIST Sustainability Index. The results of the holistic approach suggest that organizations should improve their communication about sustainability and communication for sustainability to activate their publics.
Citation - WoS: 3
Citation - Scopus: 2
The Idea of Europeanness: Perceptions of Erasmus Students in Turkey and The Netherlands
(Usc Annenberg Press, 2018) Aksoy, Zeynep
The European Union Erasmus program enables student exchange between higher education institutions in partner countries. This article focuses on Erasmus students' perspectives regarding Europeanness. Adopting qualitative methods including focus groups and in-depth interviews, the study was conducted in two universities with a comparative approach: Izmir (Turkey) in 2015 and Amsterdam (Netherlands) in 2016. The primary study provided a significant insight into how Erasmus students make sense of Europeanness in Turkey. Moving from this insight, the second study aimed to investigate further the notion of Europeanness in an EU member country. The study reveals that Erasmus students tend to express a strong European consciousness when they meet with the cultural other, whereas they prioritize nationalities in EU boarders. The article discusses that the idea of Europeanness still relies on its constitutive outside(s), whereas benefits of mobility stand out as a more powerful aspect when the other is not apparent within the Erasmus context.
Citation - WoS: 1
Identity Construction in Circassian Exile Stories
(Marmara Univ, Fac Communication, 2018) Aksoy, Zeynep
Circassians, estimated as over a million, were forced to migrate to the land of Ottoman Empire in the aftermath of the Caucasian War in nineteenth century. Today, approximately two and a half million Circassians live in Turkey. The narratives such as myths, tales and heroic stories about the 1864 Great Exile, which are transmitted orally from one generation to another, hold an important place for Circassians. This study aims to evaluate Circassian stories about the exile told by the first generations within the framework of cultural trauma and diasporic identity. The scope of the study embraces seven stories in the book entitled Historical Memories and Stories published in 2014 by Caucasian Research Culture and Solidarity Foundation. Using the method of thematic analysis, the study demonstrates that the trauma of exile in the examined stories is formed around four main themes, namely defeat and despair, human and nature, Xabze-Circassian customs and Circassian language. The trauma of exile remains as the constitutive element of Circassian diasporic identity, and it is repeated around common themes in order to sustain the identity. In this respect, this paper discusses constituting and sustaining the Circassian diasporic identity through keeping the cultural trauma alive in stories.
In the Context of the Digital Public Sphere the Great Hack: : a Big Data-Focused Analysis
(Marmara univ, fac communication, 2024) Tos, Onur; Ercifci, Aytunç
Big data components are shaping the digital public sphere. The areas of use for big data components in the digital public sphere are expanding, and in this context, new digital possibilities affecting social life are increasing. This study focuses on the documentary film The Great Hack, , directed by J. Noujaim and K. Amer, which was released on the Netflix platform in 2019. The aim of the study is to identify the elements of the concept of digital public space and big data components in The Great Hack documentary film that shape the film and the narrative. It also aims to identify the embedded meanings underlying these elements. The main research question is: What are the open, axial, and selective coding transfers in the documentary film using the grounded theory approach? The data collection technique for the research is document analysis. The method of analysis is the grounded theory design, which can be used in qualitative research processes. Open, axial, and selective coding of the interaction of digital public space and big data is performed using the grounded theory pattern, adhering to the documentary film's style and narrative. In addition, themes, categories, and codes between the concepts are identified, and the connections and interactions between them are explained. As a result of the analyses, it was determined that digital media and digital traces were emphasized in the documentary film's style and narrative. Additionally, in the interaction of digital public space and big data components in the documentary film, it was found that digitalization, people's personal profiles, privacy, and data collection and processing processes are highlighted.
Citation - WoS: 1
Citation - Scopus: 1
Infodemic Management for Social and Behavior Change: Youth Mobilization for Combating Disinformation During Covid-19
(Routledge, 2023) Akın, Altuğ; Türkel, Selin; Umul Ünsal, Pınar
This study discusses an undergraduate elective university course as a notable case for youth mobilization in combatting misinformation during COVID-19 with positive social and behavior change outcomes of an indicative nature. Remote modality of the civic engagement course entailed students’ voluntary work at partnering with society organizations specialized in new media technologies. Students’ engagement with the civil society organizations’ three different research and implementation projects as a form of voluntary work enabled them to mobilize in accordance with a vital dimension of infodemic management, namely engagement of communities to take positive action. Results derived from a mixed model research present that individual change observed on the students’ knowledge, attitudes and practices as well as social change objectives of partnering institutions and the course are modestly positive, suggesting replication of adapted course design and implementation in relevant contexts. ©, Copyright © Taylor & Francis Group, LLC.
Citation - WoS: 1
Knowledge Management in the Field of Advertising: How Advertising and Media Agencies Manage Knowledge?
(Academic Conferences Ltd, 2008) Misci, Sema; Uzunoglu, Ebru
In order to survive and to become more competitive in today's business world, companies need to use knowledge efficiently and effectively. Knowledge has become one of the most valuable and strategic resources for companies aiming to distinguish themselves from their competitors. The better the companies manage knowledge, the more they benefit from a competitive advantage. Many companies tend to use knowledge management as data or information management since the knowledge management framework is very much a current issue in the modern business world. Although these concepts are related, they should in fact be considered and managed differently. Of the two, knowledge management is a much wider subject, consisting of data, organizational culture and information management. Business-to-business services, such as advertising, which generate much creativity, are highly intangible, competitive and carry high risks. Therefore, managing and selling knowledge are the essential functions of these services. Advertising and media agencies need to use knowledge management in order to win, provide value to and maintain profitable clients. Today's clients give greater importance both to specialization, and to processed, construed data and information knowledge. They require solutions based on knowledge gained from data specially analyzed and formed to meet their own needs. Information and data for the field of advertising is gathered from different areas, such as marketing, consumer behaviour, media, and communication technologies. It is the agencies' job to manage and sell the knowledge relating to advertising, consumer, media and creative crafts by using this information and data. The main aim of our research is to show how agencies gather information and data from these fields to use as knowledge for their clients. Our research is based on qualitative data obtained from leading advertising and media agencies (including both international and national companies) as published by the Turkish Foundation of Advertising Agencies.
Citation - WoS: 2
Citation - Scopus: 2
Marking Differences, Consuming Identities: Race, Sexuality, Disease and Global Turkishness in the United Condoms of Benetton Campaign
(Sage Publications Ltd, 2016) Kaptan, Yesim
This article analyses two related phenomena, the transformation of Turkish nationalism and the articulation of a modern Turkish national identity through global processes. To understand these, the paper critically examines the cultural politics of an advertising campaign for Benetton Condoms that came out in 2000. Relying on interviews conducted with the employees of an advertising agency and basing my conclusion on a textual analysis of the outcomes of this campaign, it is argued that during this critical period of Turkey's rapid expansion to become a player in the global marketplace, such a campaign articulated global consumerism and Turkish nationalism. The result was the construction of a new Turkish identity; global Turkishness. In the cultural imagination of advertisers, concepts such as race, sexuality and disease become constituent elements of this global national identity. These concepts also articulate a popular consumerist Turkishness through the Benetton advertising campaign.
Citation - WoS: 23
Citation - Scopus: 28
Native Advertising Credibility Perceptions and Ethical Attitudes: an Exploratory Study Among Adolescents in the United States, Turkey and Israel
(Elsevier Science Inc, 2020) Zimand-Sheiner, Dorit; Ryan, Tanya; Kip, Sema Misci; Lahav, Tamar
The current exploratory research aims to understand adolescent perceptions of credibility and ethical attitudes toward online native advertising (NA), in conjunction with persuasion knowledge, and explore how these attitudes might differ in three different cultures: U.S., Turkey and Israel. A survey employing a NA article was administered among adolescents (n = 610). The manipulation examined their ethical attitudes and credibility perceptions toward the NA articles before and after the persuasion knowledge. Findings strengthen research assumptions that most adolescents have encountered NA without recognizing it as persuasive communication. Adolescents find NA articles less credible and less ethical when they are informed about it. Moreover, results show that adolescents in general have a tendency to accept NA as a moral practice, while findings point to significant differences in responses moderated by country of origin.
Citation - WoS: 1
Rtuk, Broadcasting, and the Middle East: Regulating the Transnational
(Usc Annenberg Press, 2013) Kaptan, Yesim; Karanfil, Y Gökçen
Media flows and transnational dynamics have increasingly been seen as key components of both shared and eclectic transformations in the Middle East. While Turkey is emerging as a key political, cultural, and economic player in the region, it is also assuming the role of a significant node in the transnational crossroads that traverse the Middle East. We scrutinize in this article the ways in which RTUK-initially a national broadcasting regulatory body-has become an international agent in pursuit of forging a transnational broadcasting sphere in the Middle East. The authors argue how, if in any way, the initiatives of RTUK are decentering the hegemonic position of global media and challenging existing power geometries by way of offering an alternative media sphere in the Middle East.