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Yayın Did you read the news before playing the advergame? The effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergames(Inderscience Publishers, 2020-06-01) Sağkaya Güngör, AyşegülWith the advergames, marketers reach their goal of conveying their message to their target audience in an entertaining way. The study aims to find out, first, how the priming effects responses of the advergame players toward the brand. Additionally, persuasion knowledge and placement strength were investigated, along with priming. A 2 × 2 × 2 between-subjects laboratory experiment was conducted with 204 participants. Results show that priming has significant effects on brand attitude and recall. The effects were partially persistent after the introduction of persuasion knowledge. When the placement strength was introduced, it was observed significant differences on brand attitude and recall.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 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 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.
