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Yayın Segmenting eWOM engagers on online social networks based on personal characteristics and behaviour(Erzurum Kültür Eğitim Vakfı, 2013-11-29) Sağkaya Güngör, Ayşegül; Çadırcı, Tuğçe OzansoyThe evolution of the Internet has extended consumers’ options for communicating their opinions or experiences without any company filters by engaging in electronic word of mouth (eWOM). One of the mediums in which eWOM is effectively disseminated to multitude of people is online social networks (SNSs). SNSs are different from other channels of eWOM, because of their unique characteristic; source trustworthiness. The received information is from a person which is accepted as contact with the consent of the person. In this study, we tried to understand the eWOM engagers on SNSs by personal characteristics and SNS usage behaviour based segmentation. With a sample size of 244, we conducted an online survey. Data was analyzed by factor analysis first. Then, the factor scores were entered in a cluster analysis using a combined hierarchical and non-hierarchical method. At the end, we defined four segments: viral producers, active communicators, average participators, passive communicators.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 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 Are you ready to take the risks of mobile payment app? early adopters vs laggards(Ankara Hacı Bayram Veli Üniversitesi İktisadi ve İdari Bilimler Fakültesi, 2017) Sağkaya Güngör, AyşegülMobile payment apps are rather a new, but a quickly developing technology which newly takes attention of the academicians and practitioners. In order for them to be accepted by the masses, first of all, risks that are related to the use of technology should be understood. This study is an attempt to understand the related risks with the mobile payment apps while differentiating between early adopters and laggards. To do this, a research model that reflects the three risk factors, namely financial, privacy and security risk, are developed on the technology acceptance model (TAM). The model is empirically tested by structural equation modeling with a dataset of 133 early adopters and 105 laggards. The results imply that there are different perceptions of risks of early adopters and laggards in m-payment app use. Additionally, their attitude toward the app use and their intention to use the mobile payment apps are dependent on different factors for early adopters and laggards.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.
