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Yayın Advergaming - how does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergames(IGI Global, 2017-01-06) Şağkaya Güngör, Ayşegül; Ozansoy Çadırcı, Tuğçe; Köse, Şirin GizemAdvergaming serves as a new and valuable form of online advertising, especially for companies that target young consumers. This study examines the impacts of cognitive overload with placement prominence on respondents' brand recall, recognition and brand attitudes. An experiment was conducted on a group of university students with an exposure to an advergame under low and high cognitive load stimulus. Results showed that brands that are placed prominently are better recalled in high cognitive load condition. However, cognitive overload doesn't have any significant effect on the recognition of the main brand in which the advergames is specifically designed. Moreover, there is no difference in recall of subtly placed products in low and high cognitive load conditions. However, there is a significant difference in brand attitude in different cognitive loads. The study both investigated the context of advergames and as well in-game advertising (IGA) situations. The results of the study have both practical and theoretical implications.Yayın Love my selfie: selfies in managing impressions on social networks(Routledge, 2019-04-03) Ozansoy Çadırcı, Tuğçe; Sağkaya Güngör, AyşegülThis study aims to provide insights on personal branding and impression management practices in the context of selfie production and sharing on online social networking sites (oSNSs). The theoretical framework of the study was constructed according to Goffman’s ‘Dramaturgy Theory’ and Belk’s ‘Digital Extended Self’ theory. Four constructs; de-materialization of photography, co-construction of the self, sharing economy of digital media and online social networks, and distributed memory were included in the study. The results of the literature review were further explained according to the production and consumption of selfies. This study provides detailed information about how selfies can be used as a mediator for purposes of self-extension and personal branding. Even though selfies are seen as an everyday activity and a raw presentation of the subject, they also include extra contextual information about the subject. The results of the study exert that selfies shared online can be used as a tool for impression management in oSNSs.Yayın Comparing the effect of two-dimensional display and three-dimensional try on technologies on the consideration set formation and final choice on the websites(Atatürk Üniversitesi, 2018) Sağkaya Güngör, Ayşegül; Ozansoy Çadırcı, TuğçeThe conceptualization of virtual three-dimensional experiences has emerged lately because advancements in the technology have led to immersive experiences in virtual environments. This new technology enables users to get the information about a product that is very similar to the real product examination. On the other hand, there is already an online display opportunity that is familiar to the online customer, i.e., two dimensional (2-D) product view. A laboratory experiment was conducted to explore what difference Virtual try-on (3-D try-on) technology creates in the consideration set formation and final choice decision (which are based on consideration set theory) compared to the 2-D product display in the website of a well-known international company. The experiment was conducted with the participation of the university students. The results revealed an increase in the number of products taken into the consideration set, and a significant increase in the probabilities of the products to be taken into the consideration set, favoring the 3-D try-on technology in both cases. However, a statistically significant difference was not observed in the final choice outcome. The possible reasons are discussed, along with theoretical and practical implications of the study.Yayın Çevrimiçi satın almalarda tüketicinin risk algısı: iki boyutlu ürün görüntüleme ve artırılmış gerçeklik (üç boyutlu ürün görüntüleme) uygulamalarına ilişkin bir karşılaştırma(Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü, 2018) Ozansoy Çadırcı, Tuğçe; Sağkaya Güngör, AyşegülHer satın alma koşulunda olduğu gibi çevrimiçi satın almalarda da tüketici satın alma kararını verme aşamasında belirli seviyede risk ile karşı karşıya kalmaktadır. Çevrimiçi satın almalarda tüketicilerin ürün bilgisini toplama ve değerlendirme faaliyetleri algılanan riski ve dolayısıyla satın alma kararlarını doğrudan etkilemektedir. Günümüzde online perakendecilikle ilgili önemli gelişmelerden birisi ürün bilgisi toplama sırasında arttırılmış gerçeklik gibi yeni teknolojilerin kullanılmasıdır. Bu teknolojilerin sundukları faydalar arasında tüketicilerin bilgi toplama süreçlerini kolaylaştırmak ve satın alma öncesinde belli seviyede ürün deneme imkanını sunmak bulunmaktadır. Bu durum göz önüne alındığı zaman bu teknolojilerin tüketicilerin risk algısında da farklılıklar yaratması beklenmektedir. Bu çalışmanın temel amacı algılanan riskin boyutlarının farklı ürün görüntüleme teknolojileri bağlamında farklılıklarını tanımlamaktır. Tüketicilerin risk algısı arasındaki farklılıkların tanımlanabilmesi amacıyla tek faktörlü (2-boyutlu ve 3-boyutlu ürün görüntüleme) bir deney uygulanmıştır. Deneye İstanbul’da üniversite okumakta olan öğrenciler katılmıştır. Deneklerin tamamı ürün grubunun aksesuar olması nedeniyle kadınlardan oluşmaktadır. Riskin boyutlandırılması ve ürün görüntüleme koşulları arasındaki farklılıkların tanımlanabilmesi amacıyla Kısmi En Küçük Kareler yöntemi kullanılmıştır. Bulgular ürün görüntüleme teknolojilerinin tüketicilerin risk algısı üzerinde önemli farklılıklar yarattığını ortaya koymaktadır.Yayın Advergaming - How does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergames(IGI Global, 2016-06-29) Şağkaya Güngör, Ayşegül; Ozansoy Çadırcı, Tuğçe; Köse, Şirin GizemAdvergaming serves as a new and valuable form of online advertising, especially for companies that target young consumers. This study examines the impacts of cognitive overload with placement prominence on respondents' brand recall, recognition and brand attitudes. An experiment was conducted on a group of university students with an exposure to an advergame under low and high cognitive load stimulus. Results showed that brands that are placed prominently are better recalled in high cognitive load condition. However, cognitive overload doesn't have any significant effect on the recognition of the main brand in which the advergames is specifically designed. Moreover, there is no difference in recall of subtly placed products in low and high cognitive load conditions. However, there is a significant difference in brand attitude in different cognitive loads. The study both investigated the context of advergames and as well in-game advertising (IGA) situations. The results of the study have both practical and theoretical implications.Yayın Electronic word-of- mouth communication in online social networks: The motivational antecedents of electronic word-of-mouth (eWOM) engagement in online social networks(IGI Global, 2015-08-28) Ozansoy Çadırcı, Tuğçe; Sağkaya Güngör, AyşegülOnline social networks (oSNS) enable users to construct strong relationships with friends, family, as well as strangers. They also enable users to share information concerning experiences and opinions about products, brands and companies via electronic word of mouth (eWOM). The unique nature of oSNS-eWOM relationship forms the basis of this research. The authors report the results of a research investigating six motivational factors for engaging in eWOM communication, investigated under three dimensions; producing, consuming and forwarding of content on oSNSs. Results reveal that eWOM production behavior on oSNS is mainly motivated by altruism, self enhancement, electronic social interaction and exhibitionism. The motivating factors of eWOM forwarding behavior showed up as electronic social interaction and exhibitionism, whereas the motivating factors for eWOM consumption behavior are altruism, electronic social interaction and need for intellectual engagement. Aversion of cognitive activities appeared to have a negative effect on consumption of eWOM communicationYayın Impact of involvement and cognitive load on affective responses to advergames and in-game advertising(Yıldız Teknik Üniversitesi, 2016-11-30) Sağkaya Güngör, Ayşegül; Ozansoy Çadırcı, TuğçeIt has been long known that there are different ways of communicating promotional messages with branded entertainments. Among all, the two of them are notable; communicating the message through advergames and integrating the message/brand in the game; known as in game advertising (IGA). Deriving the positive effects of both from the literature, different variables that may reduce or increase the e cacy of them are studied. This study is an attempt to understand the effect of different variables on affective responses to advergames. In the paper, it is suggested from the literature that cognitive overload affects affective responses (i.e. attitudes toward the branded entertainment and the main brand that the game is specifically designed for) of game players. The authors aim to develop hypotheses trying to explain the effect of cognitive overload stimuli on the attitudes of the gamers. In the paper authors also suggested hypotheses about how involvement may affect cognitive overload outcomes. All those hypotheses are developed both for the advergames and IGA. As the last section, future research that will help to test these hypotheses are provided.Yayın Gap between mobile and online advergames: the possible effects of the optimal gaming experience-flow(IGI Global, 2022-10-07) Ozansoy Çadırcı, Tuğçe; Sağkaya Güngör, AyşegülMobile and online advergames are likely to influence brand associations differently. Regardless of the advergame environment, successful games are capable of taking the player into the flow state. How the experience of flow influences the outcomes of the advergames in different environments is a new and an important subject for the advertisers. In order to understand the outcomes (i.e., brand recall and brand attitude) of the advergames in different mediums (online vs. mobile) with the flow introduced, a lab experiment was conducted. Results of the experiment yielded that brand recall and brand attitude were different in different environments. When the interaction of skill and challenge was introduced to the study, however, hypotheses were partially supported. Furthermore, arousal resulted in better brand recall and more positive brand attitudes in the mobile environment. Lastly, time distortion caused no difference in brand attitude, while supporting mobile in brand recall.
