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1. Marka Deneyimi Yaratma Sürecinde Hikâye Anlatıcılığının Rolü

Author:
Ezgi Limanlı and Burcu Öksüz
Publication Date:
12-2024
Content Type:
Journal Article
Journal:
AURUM Journal of Social Sciences
Institution:
Altinbas University
Abstract:
Bu çalışma, marka deneyimi ve hikâye anlatıcılığı kavramları arasındaki ilişkiyi tespit etmeyi amaçlamaktadır. Marka deneyimi ve hikâye anlatıcılığı kavramlarının, marka ile müşteri arasındaki ilişkide yarattığı duygusal ve davranışsal etkiler (memnuniyet, deneyim, güven ve sadakat gibi) incelenmiştir. Veri toplama yöntemi olarak nitel bir araştırma yöntemi olan odak grup görüşmeleri (üç oturum) kullanılmıştır. Odak grup görüşmelerinde 20 ile 30 yaş aralığında bulunan 8 kadın ve 8 erkek olmak üzere toplam 16 katılımcı yer almıştır. Bütçe ve zaman kısıtlarının olması nedeniyle tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme yöntemine başvurulmuştur. Katılımcılara toplam 18 soru yöneltilmiştir. Katılımcılardan öncelikle marka olgusunu kapsayan soruları, daha sonra marka deneyimi sürecinde hikâye anlatıcılığına ilişkin soruları yanıtlamaları istenmiştir. Elde edilen bulgular detaylıca analiz edilmiş ve yorumlanmıştır. Çalışma sonuçlarına göre, hikâye anlatıcılığının marka deneyiminde bir bakıma katalizör görevi üstlendiği görülmektedir. Tüketicilerin duygularına hitap eden, iyi bir şekilde kurgulanmış ve doğru kanallarla ifade edilen gerçek bir hikâyenin tüketicilerde empatiyi arttırdığı ve onları ikna ettiği ortaya konulmuştur.
Topic:
Economics, Communications, Consumer Behavior, Storytelling, Branding, and Marketing
Political Geography:
Turkey and Global Focus

2. Changes in Consumer Behavior Of Gen Y’ers in Covid-19 Pandemic

Author:
Cemal Aksoy and Ahu Ergen
Publication Date:
12-2020
Content Type:
Journal Article
Journal:
AURUM Journal of Social Sciences
Institution:
Altinbas University
Abstract:
The economic challenges in different countries from past to present have global effects affecting the whole consumers. Today, especially young consumers are at the centre of the economy and understanding their consumer behaviour deeply in especially economically challenging days such as this pandemic of COVID-19 enables companies to make the right decisions. In this study, the effects of the economic challenges and the changes in the consumer behaviour of Generation Y’ers in the COVID-19 pandemic are examined both theoretically and practically. This study was conducted with 12 consumers from Generation Y living in Istanbul. The analysis shows that they prefer cheap and discounted products. They are more careful about spending money and they avoid extravagance. The results show that consumers are negatively affected by the economic consequences of COVID-19.
Topic:
Economics, Interview, COVID-19, Generation Y, and Consumer Behavior
Political Geography:
Turkey, Middle East, and Mediterranean

3. Economic Distress, Social Suppor, and Depression in Turkey

Author:
Ayşe Yetiş Bayraktar
Publication Date:
07-2018
Content Type:
Journal Article
Journal:
AURUM Journal of Social Sciences
Institution:
Altinbas University
Abstract:
Using data from a sample of 1100 married couples residing in urban Turkey, we examine the effects of economic hardship, household economic strain, and social support on depressive symptoms. Since previous literature showed gender differences in these relationships, the analysis is conducted separately on husbands and wives. Controlling for socio-demographic characteristics, we find that job loss is associated with higher depressive symptoms as measured by a modified CES-D index of depression, the effects of which are largely mediated by the resulting economic strain on the household. Contrary to much of the previous literature showing social support to promote better mental health outcomes, we found that the effect of financial and in-kind support depends the amount received relative to need. Those men receiving insufficient support have significantly higher CES-D scores, even higher than those not receiving any support when needed. There is no significant association between receipt of financial support and female CES-D scores. For both men and women, receipt of in-kind support is associated with significantly higher CES-D scores. The results are discussed in light of previous literature linking economic distress, social support and mental health outcomes.
Topic:
Economics, Mental Health, Economic Crisis, Social Support, and Depression
Political Geography:
Turkey, Middle East, and Mediterranean

4. Structural Change in Wage Differentiation Patterns for Turkey in Terms of Working in the Same Industry

Author:
Bengi Yanık İlhan
Publication Date:
12-2016
Content Type:
Journal Article
Journal:
AURUM Journal of Social Sciences
Institution:
Altinbas University
Abstract:
This paper investigates the wage differentiation patterns in Turkey between couples who work in the same industry and those who work in different industries. The Turkish Household Labor Force Surveys from 2004 to 2014 are utilized as the main data. As the graphical representation verifies, regions can be grouped into three with respect to wave differentiation. In the first group, differentiation gap remains the same; for the second group, the gap increases; and for the last group, while the gap first decreases and disappears, it then increases again in favor of who the ones who work in the same industry. These findings are valid not only for females' but also males' mean hourly income. In the empirical analyses, the squared wage differences are clustered into three categories by using K-Means clustering method. Then, the behavior of each region changing from one cluster to the other are tracked and calculated with variations of this behavior. It is examined that not only eastern regions but also northern and landlocked regions changed their clusters during the last decade. In addition to that, their calculated variation of this behavior is higher compared to the ones for western, southern and seaside regions. If the variation is higher for the region, this is probably due to structural changes in those regions.
Topic:
Economics, Industry, Wage Income, and K-Means Clustering
Political Geography:
Turkey and Middle East