Gürkaynak, Nilgün
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Gürkaynak, N.
Gurkaynak, Nilgun
Gurkaynak, Nilgun
Job Title
Email Address
nilgun.gurkaynak@ieu.edu.tr
Main Affiliation
03.02. Business Administration
Status
Current Staff
Website
ORCID ID
Scopus Author ID
Turkish CoHE Profile ID
Google Scholar ID
WoS Researcher ID
Sustainable Development Goals
5
GENDER EQUALITY
1
Research Products
9
INDUSTRY, INNOVATION AND INFRASTRUCTURE
3
Research Products
13
CLIMATE ACTION
1
Research Products
8
DECENT WORK AND ECONOMIC GROWTH
2
Research Products
14
LIFE BELOW WATER
0
Research Products
17
PARTNERSHIPS FOR THE GOALS
0
Research Products
1
NO POVERTY
1
Research Products
2
ZERO HUNGER
1
Research Products
4
QUALITY EDUCATION
2
Research Products
11
SUSTAINABLE CITIES AND COMMUNITIES
1
Research Products
16
PEACE, JUSTICE AND STRONG INSTITUTIONS
1
Research Products
3
GOOD HEALTH AND WELL-BEING
0
Research Products
6
CLEAN WATER AND SANITATION
0
Research Products
12
RESPONSIBLE CONSUMPTION AND PRODUCTION
1
Research Products
10
REDUCED INEQUALITIES
1
Research Products
15
LIFE ON LAND
0
Research Products
7
AFFORDABLE AND CLEAN ENERGY
0
Research Products
Documents
5
Citations
5
h-index
1
Documents
5
Citations
11
Scholarly Output
10
Articles
3
Views / Downloads
4/662
Supervised MSc Theses
2
Supervised PhD Theses
1
WoS Citation Count
11
Scopus Citation Count
5
WoS h-index
2
Scopus h-index
1
Patents
0
Projects
0
WoS Citations per Publication
1.10
Scopus Citations per Publication
0.50
Open Access Source
4
Supervised Theses
3
| Journal | Count |
|---|---|
| 2024 Medical Technologies Congress -- OCT 10-12, 2024 -- Bodrum, TURKIYE | 2 |
| Afrıcan Journal of Busıness Management | 1 |
| Iktısat Isletme Ve Fınans | 1 |
| Marketıng And Management of Innovatıons | 1 |
| TIPTEKNO 2023 - Medical Technologies Congress, Proceedings | 1 |
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10 results
Scholarly Output Search Results
Now showing 1 - 10 of 10
Article Brand Avoidance Behavior in Virtual Communities(Bilgesel Yayincilik San & Tic Ltd, 2011) Demirbağ Kaplan, Melike; Ati̇k, Deniz; Gurkaynak, NilgunBrand avoidance behavior in virtual communities This study sought to understand the presence and role of virtual communities in brand avoidance behavior To this aim, consumer quotations regarding specific brands in Eksi Sozluk, which is one of the leading social media platforms in Turkey, were analyzed using a qualitative approach. The paper investigates the extent to which these perspectives can be classified in accordance with brand avoidance motives stated in present literature and aims to see if new dynamics exist. The study offers a new categorization for the reasons behind brand avoidanceIn addition, it contributes to the literature by highlighting a new dimension which emphasizes that repulsive marketing communication strategies could also lead to such avoidance.Master Thesis Effects of Social Media on Online Grocery Shopping(İzmir Ekonomi Üniversitesi, 2021) Avcı, Müjgan Gözde; Gürkaynak, NilgünTarihte mal takası ile başlayan alışveriş, günümüzde paraya dokunmadan dijital ortama aktarılan sayısal veriler ile yapılmaya başlanmıştır. Dijital pazarlama ile müşteri ve firma arasında iletişim ve etkileşim kurularak sanal bir ortam yaratılmıştır. Bu sanal ortamın sosyal medya ayağı da oldukça büyük bir etkiye sahip olmuştur. Bu doğrultuda çalışmanın amacı, sosyal medyanın online market alışverişi üzerindeki etkilerini ve internetten alışveriş yapan market alışverişçilerinin üzerindeki etkilerini araştırmaktır. Çalışma, online anket yoluyla 537 online market alışverişi yapan katılımcı ile yapılmıştır. Elde Edilen veriler SPSS (21) programında T testi, Anova, basit doğrusal regresyon analizi ve korelasyon analizleriyle hipotezler sınanmıştır. Araştırma sonucunda sosyal medya tutumlarının cinsiyete göre anlamlı bir farklılık göstermediği görülmüştür. Fakat online market alışverişine yönelik tutumlar ile cinsiyet değişkeni arasında anlamlı bir farklılık olduğu görülmüştür. Gıda tüketicilerinin sosyal medya tutumları ile online alışverişe karşı tutumlarının yaş, eğitim durumu, çalışma durumu, meslek, internette sıklıkla yapılan aktivite ve günlük sosyal medya kullanım süresi değişkenlerinde anlamlı bir farklılık görülmüştür. Sosyal medya kullanımı ölçeği toplam puanı ve alt boyutlarında, online alışverişe yönelik tutum toplam puanı ve alt boyutları arasında ve ayrıca satın alma niyeti arasında yüksek ve pozitif yönlü bir ilişki saptanmıştır. Sosyal medya kullanımının, online alışverişe yönelik tutumu anlamlı bir şekilde yordadığı (R=,728; R2= ,530; p<.000) belirlenmiştir. Çalışmadan elde edilen bu sonuçlar doğrultusunda sosyal medya kullanımının online market alışverişine yönelik tutumu ve satın alma niyetinin olumlu etkilediği görülmüştür.Article Citation - WoS: 6Marketing Concept Evolution: a Bibliometrics Co-Occurrence Analysis(Sumy State Univ, Dept Marketing & Mia, 2019) Taqi, Muhammad; Gurkaynak, Nilgun; Gencer, MehmetThis study examines how scholarly research on marketing has evolved since the beginning of the millennium, and how the marketing academia has responded to the call for reform in 2006. The main purpose of the study is to find out the directions in which the marketing academia was before the call of reform and how/if the direction changed after the call of reform and has/has not evolved the marketing concept. The call for a reform in marketing academia has pointed out the number of issues which marketing has been facing, yet no proper actions were taken by the scholarly body in the past. This study investigates the topics of study which were in focus before the call of reform in comparison to the topics which were emphasized on after the call. In order to understand if changes took place, the authors used a bibliometrics approach known as co-word analysis. VOSviewer software was used for carrying out co-word (keyword co-occurrence) analysis. The data for the study was attained via the SCOPUS database. The body of literature under review is comprised of a corpus of 3,618 articles from top 11 marketing journals according to the citation index of SCOPUS database. In addition to general marketing journals, the list includes journals from some of the specialized areas such as channel and supply management, consumer behaviour, interactive and international marketing. The keyword analysis sought to identify trends in marketing research and compared findings to the call of a possible reform in the field of marketing as presented in the 2006 compilation of articles written by over 40 well-known scholars in the marketing discipline edited by Sheth and Sisodia. Through keyword analysis, the authors developed eight themes to which the keywords belonged. The keyword analysis empirically confirms and theoretically proves there is a change in trend since the call of reform which shows the changes taking place in the evolution of marketing concept. A lot of new topics appeared which the call had emphasized on, lots of the topics were left behind, and several were carried on after the call. Based on the results of the analysis we hold that the call for the reform was responded by the academia to a certain extent. These results of the study are useful to see how the academia responded to call for reform and to see the changes brought in the marketing research since the call for reform. Alongside, to the knowledge of authors, there currently is no study to see whether the call for reform by the top marketing scholars was given any importance or not, or whether if it brought any changes.Conference Object Case Study: Internationalization of Auto Train Brain(IEEE, 2024) Göksu Beşkaya, Zeynep; Eroglu, Gunet; Gurkaynak, Nilgun; Özer Torgalöz, AlevThis case study examines the internationalization strategy of Auto Train Brain, a startup in Turkiye that has developed an innovative mobile application to provide solutions for children with neurodiversity, including dyslexia, autism, ADHD, and intellectual disability. The application uses neurofeedback and multi-sensory learning techniques based on EEG signals. The case study delves into the company's journey to global expansion, with a focus on the challenges encountered in new markets such as the U.S., Japan, and the U.K. Additionally, the discussion section offers recommendations for successfully navigating challenges related to market growth strategies, product definition, and adaptation of the product to different cultural environments and regulations.Conference Object Citation - Scopus: 1Setting the Research Agenda: Emotion Recognition Tools for AI-Generated Marketing and CRM(IEEE, 2024) Gumus, Ahmet Ergun; Gurkaynak, NilgunThe study's aim is to consider setting research agenda for emotional AI to enhance marketing strategies, consequently to improve customer satisfaction. This study explores the integration of emotional artificial intelligence (AI) developed using data generated by neuro-physiological tracking systems in marketing and customer relationship management. Emotional AI, capable of recognizing and interpreting human emotions, offers significant opportunities for creating personalized customer experiences. The research investigates how emotional AI can enhance marketing strategies, improve customer satisfaction. It also addresses the ethical considerations and challenges associated with collecting and utilizing emotional data. By leveraging emotional AI, it is assumed brands can foster trust-based relationships and gain a competitive edge in the market.Article Citation - WoS: 5Is Laughter, as the Best Medicine, the Remedy for Crisis' Pain? Use of Humor in Marketing Communications(Academic Journals, 2011) Gurkaynak, Nilgun; Uçel, Ela Burcu; Gunerergin, MertSurrounded by staggering world-wide economic crisis and country specific financial burden, Turkish consumers feel pinched and marketers face the challenge to find a way to attract their attention to make them buy what they provide. In tough times, is humor the remedy for marketers? This paper aims to find an answer to this question and it examines the impact of humor in advertising. Alongside its advantages, humor also carries certain risks: will the viewer be bored after a few exposures; will it create an unexpected offense on the viewer? The paper investigates the views of various marketing experts on use of humor in marketing communication as to understand if such an approach will work with special focus given to the psyche of the population during a period of economic uncertainty and value consciousness. With the aims stated, the researchers conducted a series of expert interviews with marketing professionals, academicians and psychologists. Additionally, a focus group with senior year PR and marketing students was carried out. Findings confirm that humor is in fact an effective way to create awareness, stand out from the crowd, and form emotional bonds with the brand. It also has the potential to create buzz marketing, especially among younger consumers. Informants also mentioned risks of using humor such a shorter copy life spans; overshadowing the brand message; appealing to narrower target groups while offending larger ones. Regarding the use of humor in economic crisis; findings do not support any further positive impact than the general benefits stated. The findings of this exploratory study will be used to develop a questionnaire for a follow-up quantitative phase.Doctoral Thesis Exploring the Effect of Social Media Influencers on Buyer Decision Process in Context of Insta-Moms(İzmir Ekonomi Üniversitesi, 2021) İpekoğlu, Ece; Gürkaynak, NilgünSosyal medya kullanımı, insanların günlük yaşamının önemli bir parçasıdır ve pazarlamayı geleneksel pazarlamadan daha dijital bir pazarlama stratejisine yönlendirmektedir. Etkili bir dijital strateji olarak, influencer pazarlama, fikirleri kitlelere ulaştırma potansiyeli ile sosyal medyada yeni kanaat önderleri olan "influencerları" kullanır. Sosyal medyadaki bu kişiler, karar verirken tüketiciler için oldukça çekicidir. Önceki araştırmalar, etkileyici pazarlamanın sıradan tüketiciler için nasıl kullanıldığını vurgulamıştı. Bu araştırma teorik katkısını, sosyal bir kurgu olarak içgüdüsel bir süreç olarak pazarlama ve anneliği sosyal medyada bir araya getirerek yapmaktadır. Bu bağlamda Instamom olarak adlandırılan anne influencerlar, takipçilerine "ideal annelik"i empoze ederek ve satın alma karar sürecini etkileyerek etki sahibi olmaktadırlar. Bu iki etki ışığında, bu tezin temel amacı, Instamoms bağlamında anneliğin temsilini ve Instamoms'un takipçilerinin satın alma kararı üzerindeki etkisini anlamaktır. Annelerin duygu, düşünce ve algılarının daha derinlemesine anlaşılmasını amaçlayarak, tüketici odaklı bir yaklaşımla, 30 derinlemesine görüşme, 5 uzman görüşmesi ve Instamoms sayfalarında nitel içerik analizi yapılmıştır. Elde edilen bulgular ışığında, tüketici kültürünün çeşitli alanlarına katkı sağlayan Instamoms, anneliğin temsili ve satın alma karar sürecinde takipçi anneler üzerinde yadsınamaz bir etkiye sahiptir. Önceki literatürdeki eleştirilerle ilgili olarak, alıcı karar süreci için alternatif bir model sunulmakta ve pazarlama ve toplumsal çıkarımlar araştırılmaktadır.Master Thesis Turizm Endüstrisinde Farklı Kuşaklar Üzerindeki İnfluencer Pazarlamasının Etkisi(2025) Yusifova, Tamasha; Gürkaynak, NilgünBu çalışmanın amacı, sosyal medyadaki influencerların (sosyal medya etkileyicilerinin) farklı kuşaklardan tüketiciler üzerinde destinasyon seçimi bağlamında nasıl bir etki yarattığını anlamaktır. Çalışma ayrıca bu kuşakların platform tercihlerine de odaklanmaktadır. Çalışmada nitel bir yaklaşım benimsenmiştir. Araştırma, sosyal medya kanallarını aktif olarak kullanan ve son bir yıl içinde en az bir kez seyahat etmiş 15 Türk kadın katılımcı ile yarı yapılandırılmış görüşmeler yapılarak gerçekleştirilmiştir. Bulgular, dijital platform ve içerik tercihlerinin kuşaklar arasında farklılık gösterdiğini ortaya koymaktadır. Z kuşağı, Instagram'da kısa video 'reels' içeriklerini tercih etmektedir; bilgiye erişimin daha kolay olduğunu ve Instagram kullanımının onlar için daha pratik olduğunu belirtmişlerdir. Y kuşağı açısından ise YouTube platformunda daha detaylı ve uzun videolar izlemek daha tercih edilebilir bulunmuştur. Bulgular ayrıca, sosyal medyanın etkisinin kuşaklar arasında değiştiğini, Z kuşağı katılımcıların sosyal medya reklamlarına daha duyarlı olduklarını göstermektedir.Book Part Changing Consumer Buyer Decision Process in the Context of Instamoms(IGI Global, 2023) Ipekoğlu, E.; Gürkaynak, N.As an effective digital strategy, influencer marketing uses "influencers" on social media with their potential to deliver ideas to the masses. These people on social media are very attractive to consumers when making decisions. This research makes its theoretical contribution by combining marketing motherhood as a social construct as an instinctive process in social media. Within this context, mother influencers, called Instamoms, impact their followers by affecting their buyer decision process. This chapter aims to understand the impact of Instamoms on the buyer decision of their followers. The research concentrates on factors in how decisions in the process of mother followers can be shaped, affected, and harmonized toward the content of the Instamoms' posts, in terms the of influence that constitute the reference power, motherhood concept, and all other remaining factors that determine the buyer decision process. © 2024, IGI Global. All rights reserved.Conference Object Citation - Scopus: 4Neuromarketing Concepts in Food Studies(Institute of Electrical and Electronics Engineers Inc., 2023) Turhan, Kamile Nazan; Gürkaynak, Nilgün; Sadikzade, R.Food marketing is an application field with extensive repercussions. Consumer neuroscience is an emerging sub-field that is gaining popularity, providing better insights about the consumer's brain and behavior. To have a better understanding about consumer's physiological and emotional response to food products, methods such as EEG, fMRI, eye tracking and GSR help to measure the customers' brain activities against food product design and food service. The EEG technique records brainwave patterns during stimulation which could be pictures, odour, sound and taste. The aim of this study is to review the principles and application of EEG in food research and identify future research areas to optimize food marketing strategies. © 2023 IEEE.
