Gamifikacja w kreowaniu wizerunku w mediach.

Author(s): Anna Losa-Jonczyk / Language(s): Polish Issue: 1/2018

An appropriate image, style and presentation is one of the key factors of success in professional life. Both practitioners and researchers seek effective tools for an image creation. Studies have shown that at present one of the most effective instruments to create the image of brands, companies and individuals are media, among other things, due to the influence that media messages have on the perception of the world presented by the public media messages. Also, it is visible to strengthen the influence of the media through the use of elements of gamification in media programmes. The use of mechanisms of gamification in the process of creating personal image can be observed by analysing the media programmes in traditional media (e.g. TV) and new media using the potential of social media. The game mechanics and dynamics properly designed impact increasing the program participants (players), as well as the recipients of programs – spectators watching the course of the game involvement. An example of television programs in which gamification strengthens the creation of a personal image are reality show programs. Mechanisms if games are used in reality show programmes to build up emotional involvement of both the participants of programs and spectators. The paper aims to present using of gamification elements to create a personal image in the media. In the first part of the paper there is presented a definition of the image and gamification review. The second part is an analysis of the role of mechanisms of gamification in the process of changing personal image based on examples of two television reality show programmes.

Konakalma İşletmelerinin Sosyal Medya Kullanım Şekillerinin Tüketici Satın Alma Niyeti Üzerindeki Etkisi

Author(s): Burhanettin Zengin,Semih Arici / Language(s): Turkish Issue: 4/2017

The aim of this study, to find out forms of social media usage of accommodation businesses (A.B.) and to examine the influence of these forms on consumers purchasing intentions. In accordance with this purpose, a questionnaire was applied to 1101 individuals selected by probabilistic sampling method from consumer who participated in tourism activities at least once in the last one years. The obtained data were analyzed by statistical package program. Social media usage forms of accommodation businesses were uncovered in five dimensions which are expressed as concretisation1, concretisation2, socialization, mobilization and gamification. However,as a results of survey, for the concretization of the services offered by the accomodation businesses in the minds of consumer, video and images which are shared by the A.B. in social networks, more effective than the other, otherwise the textual contents which are shared by the other consumer in the hotel social media profiles and in the social Networks, more effective than the other shared videos, images etc. Finally, according to results of the regression analysis, it’s observed that A.B’s social media usage forms affect consumer’s purchasing intentions. Also 30% of the changes in consumer’s purchasing intentions on the A.B. are caused by usage of social media by A.B.

Pazarlama Aracı Olarak Yolcuların Tatil Tercihlerinin Analizinde Coğrafi Bilgi Sistemlerinin Kullanımı

Author(s): Fatma Selin Sak,Özlem Atalik,Hakan Uyguçgil / Language(s): Turkish Issue: 1/2017

Today, intense competition, technological development, creation of new business models are felt in other sectors as well as in the airline sector. In this context, it is necessary to solve the customers' wishes and anticipations in the air transport carried by billions of passengers every year, and to combine the demographic information and preferences of the customers with the marketing strategies of the airlines which are meaningful and new technology. Within this context, Geographic Information Systems, which is one of the time and cost reducing methods by providing efficiency and efficiency, can make customer analyzes by using both spatial and non-spatial data and provides visualization through maps to facilitate interpretation of data quickly and thus improve marketing strategies. It also saves time, money and resources by enabling customers to understand where their density is, where they buy, what they are willing to buy, how far they are willing to travel, and many more buying behaviors. In this study, it is aimed to analyze the profiles and preferences of airline passengers who travel for holiday by means of geographic information systems.

Consumer Behavior In The Process Of Purchasing Tourism Product In Social Media

Author(s): Meltem Altinay,Evren Güçer,Cennet Bağ / Language(s): English Issue: 1/2017

Today, with the development of communication technologies, the rate of use of the internet and web tools has also increased. The most preferred of this web-based tools has been social media. Because of using a lot, social media has become a marketing tool both in other fields and tourism industry. Consumers are affected the contents which is created by social media users or the company in case of purchase. Thus, a tourism product in social media how it is spoken is becoming important fur businesses. At this point, it must examined changes in consumer behavior in social media in the process of tourism product purchasing. This study aims to explore relationship with consumer behavior of social media in the process of tourism product purchasing. The research was applied 455 people use social media. For the analysis was applied SPSS 21.0. As a result of the data, it’s appeared to be positive relationship between consumer behavior in prior and subsequent the purchase of tourism product and the level of social media usage.

Okul Öncesi Eğitim Kurumlarında Algılanan Hizmet Kalitesi ve Kurumsal İmajın Birbirine Etkisi

Author(s): Ebru Sönmez Karapinar,Hanife Akgül / Language(s): Turkish Issue: 4/2015

Main purpose of this study is to examine the effect of service quality and dimensions of perceived institutional image; and effect of perceived institutional image and perceived service quality in pre-school education facilities. Two models were developed for that purpose. Perceived service quality was evaluated in five dimensions (empathy, reliability, responsiveness, assurance and tangibles) and perceived institutional image was evaluated in four dimensions (quality image, institutional communication, social image and institutional perspective). Influence of independent variable on dependent variable was mentioned in both of two models. Sample of the study consists of 250 families who use service provided by pre-schools in Kayseri. Data was collected by the way of a questionnaire which formed in the basis of two scales named as “servperf scale” and “institutional image scale”. Factor analysis, KMO test and regression analysis were used in order to test data. Findings indicate that there was a positive affect each other perceived service quality and perceived institutional image.

Yaşam Tarzının Sürdürülebilir Tüketim Davranışı Üzerindeki Etkisini Belirlemeye Yönelik Bir Çalışma

Author(s): Şükran Karaca / Language(s): Turkish Issue: 3/2018

Everyone has a responsibility to leave a better society and a better world for future generations. This responsibility becomes functional with the lifestyle that people prefer. The lifestyle approach helps to map how sustainable consumer behavior works in a more comprehensive way. In this context, this research aims to measure the effect of people's lifestyle on sustainable consumption behavior. Within the scope of the research, face to face questionnaire was conducted with 366 participants living in Sivas province. For the analysis of the obtained data, exploratory factor analysis, independent sample t test, One Way Anova analysis and multiple regression analysis were used. According to the results of t test and anova analysis, lifestyle and sustainable consumption behaviors differ according to demographic characteristics; like gender, age, education, income and occupation. Furthermore, according to regression analysis results, it is found that there is a meaningful and positive relationship between the dimension of "consciousness" and reusability, "healthy nutrition" and also between "consciousness" dimension and the environmental awareness behavior, "communication and positivity", "spiritual development" and "healthy nutrition" dimensions and saving behavior; but that there is no meaningful relation between lifestyle and non-need-taking behavior.

Match-fixing in Turkish Football Super League: Fenerbahçe Case

Author(s): Banu Sultanoglu,Güray Küçükkocaoğlu,Özge Sezgin Alp / Language(s): English Issue: 4/2018

Turkish football was hit hard by a sudden match-fixing scandal of Fenerbahçe during the 2010–2011 season with a 19.3% slump on a day in the Istanbul Stock Exchange (currently known as Borsa Istanbul). This paper aims to assess the impact of news about the event of match-fixing that is claimed to have taken place in Fenerbahçe on its stock return volatility. To do this, all publicly available match-fixing announcements are collected and classified into five different news types to capture their individual effects on the volatility of Fenerbahçe’s stock return by using GARCH model. Our results show that any positive or negative announcement released from Turkish court, Turkish Football Federation, the UEFA and/or the Court of Arbitration for Sport about Fenerbahçe and also any news about club executives allegedly involved in the event of match-fixing and the match results have significant positive effects on the Fenerbahçe’s stock return volatility.

The Image of Prime Ministers Ewa Kopacz, Beata Szydło and Donald Tusk in the Czech Portal iDnes

Author(s): Katarzyna Giereło-Klimaszewska,Joanna Gajda / Language(s): English Issue: 2/2019

This paper examines public images of Ewa Kopacz, Beata Szydło and Donald Tusk in terms of quantitative and qualitative study of texts published in the Czech portal iDnes.cz. On the example of publications about Polish Prime Ministers, it was analyzed what kind of Polish politicians image was created by chosen Czech medium, what are their media images. The image of politician is understood as his/her perception and what it is influenced by – information, views, assessments or imaginations on his/her subject. Taking into account the general context, the text refers also to the conditions of functioning of the Czech media. This also applies to the images of E. Kopacz, B. Szydło, and D. Tusk in the iDnes portal compared to other leaders of the Visegrad Group countries and Germany.

Między nowoczesną tożsamością a strategią marketingową. Japońska kultura popularna na Tajwanie

Author(s): Katarzyna Pawlak / Language(s): Polish Issue: 3/2007

Wykorzystanie badań marketingowych w ocenie świadomości ekologicznej konsumentów

Author(s): Janina Klima / Language(s): Polish Issue: 4/2007

A Bibliometric Analysis of Academic Articles about Innovation in the Perspective of Tourism Sector

Author(s): Ahmet Gümüş / Language(s): English Issue: 4/2020

Purpose – This study aims to make bibliometric analyses of the articles in academic journals searched between 2010 and 2019 in scientific databases about innovation from the perspective of the tourism sector. Design/methodology/approach – A qualitative search and bibliometric analysis method have been preferred in this study. To this end, 117 articles about innovation in the tourism sector were examined through a bibliometric analysis method within a framework of 10 parameters in various scientific databases between the specified years. The bibliometric data regarding the last 10 years were transferred into a spreadsheet, then their frequency and percentage analyses were made by the SPSS 23 statistical packet software. Findings – Accordingly, it was seen that most of the articles were published in the journal "International Journal of Contemporary Hospitality Management" in 2016 and that the study field of "innovation" was the most-frequently handled topic in tourism businesses. Examining the parameters of the number of authors, method, and data collection tool, it was found that most of the articles were written by two authors and the quantitative research method and surveys were mostly preferred by the authors. Discussion – In terms of number of authors, method and data collection tool, it was understood that the articles partially overlapped with the literature. It is thought that this study will contribute not only to the literature and the researchers interested in the field but also to the productivity and competitiveness in the sector.

What are the Drivers of Using Chatbots in Online Shopping? A Cross-Country Analysis

Author(s): Asiye Ayben Çelik,Tahire Hüseyİnlİ,Melih Can / Language(s): English Issue: 3/2022

Purpose – Technological evolutions have made the products & services almost identical, and experience becomes the key differentiation tool for competition. Especially the service companies design customer journey to create memorable, amusing, and recommendable experiences. AI chatbots help enrich the customer experience and save cost and time with its automated structure. With this study, it’s aimed to discover the determinants of young consumers’ intention to use chatbots in e-shopping comparatively in Turkey and Azerbaijan. Design/methodology/approach – The research model was based on Technology Acceptance Model and U&G Theory. The data gathered via an online questionnaire; 300 responses were analyzed using SEM. Findings: The findings showed that the perceived ease of use didn’t positively affect the perceived usefulness of chatbots in Turkish sample; however, the communication competence positively affects perceived usefulness, and the entertainment positively affects the attitude towards chatbots. For Azerbaijani sample, the research model was wholly confirmed with the causal relationships among all variables. Discussion – This article clarifies underlying motives for usage intention during online shopping of university students living in different countries and provides practical implications about the consumers’ expectancies regarding chatbots during e-shopping. As a gratification factor, entertainment is an important determinant to experience and create a positive attitude towards chatbot. Designing an easy-to-use chatbot is not adequate to encourage the consumers to use chatbot but the chatbot should have the ability to solve not only standard problems but also particular problems faced by the consumers. In online shopping via chatbots consumers’ fears and reservations about privacy concern can be eliminated by offering safer payment options like cash/credit card at the door.

Foodstagrammerların Restoran Tercihleri Üzerine Bir Araştırma

Author(s): Mehmet Can,İlhan Avcu / Language(s): Turkish Issue: 4/2023

Purpose – The tendency to share photos of food on social media platforms is defined as foodstagramming behavior in the literature. Recently, foodstagramming, which has become an integral part of digital culture, has also emerged as an interesting topic in the field of behavioral sciences. In previous field studies, researchers have generally investigated the relationship between foodstagramming behavior and topics such as travel experience, purchasing behavior, conspicuous consumption behavior, selfperception, and communication experience. However, research on the relationship between foodstagramming behavior and restaurant type preference has been somewhat neglected. In this study, the underlying motivations of foodstagramming behavior and its impact on restaurant type preference are aimed to be comprehensively elucidated. Design/methodology/approach- The study utilized a qualitative research method and a phenomenology research design. Through purposive sampling, a total of 19 different individuals were engaged in semistructured in-depth face-to-face interviews, and the collected interview data underwent content analysis. Findings – The results indicate that individuals exhibiting foodstagramming behavior tend to prefer restaurants with distinctive menus and presentations, as well as restaurants that cater to the social status and recognition needs. Discussion – Foodstagramming behavior is perceived as a significant factor in enhancing the brand awareness and favorability of restaurants. Consequently, restaurants are advised to engage in frequent sharing on social media, create menus with original content, and develop innovative, creative, and aesthetically appealing food presentations to position themselves favorably.

Развитие на туристическа дестинация Пловдив – Актуално състояние, проблеми и перспективи за развитие

Author(s): Stefania Temelkova Temelkova / Language(s): Bulgarian Issue: 1/2024

The sustainability of development achieved until the beginning of 2020, when tourism was one of the fastest-growing sectors globally, has been interrupted, and a year later, the reality is different. Creating new strategies and finding new approaches to adaptation in response to new challenges is a challenge for the management of any tourist destination. Given these conditions, the challenges facing Plovdiv aimed at increasing the competitiveness and effectiveness of the tourist product destination Plovdiv through full use of the available cultural, historical and natural resources, improvement of the information and advertising environment, diversification of the tourist product and increasing the quality of the services offered, positioning and marketing of the destination.

THE INFLUENCE OF BEAUTY INFLENCERS ON INSTAGRAM ON THE FEMALE POPULATION IN THE REPUBLIC OF SERBIA: ANALYSIS OF THE PERCEPTIONS OF WOMEN OF DIFFERENT AGE AND EDUCATION

Author(s): Miloš Stojanović,Jasmina Gligorijević,Milica Popović,Marina Grubor / Language(s): English Issue: 5/2023

Modern marketing activities cannot be imagined without a combination of traditional and digital marketing channels, with digital marketing channels gaining more and more importance. Digital marketing channels include a large number of channels, of which the website, social networks, blogs, paid advertising on search engines and mobile marketing are particularly important. Social networks as a digital marketing channel are particularly suitable for influencing consumers. In addition to organic advertising and paid advertising, the engagement of influencers who market informative and interesting content for a specific target group is becoming more and more important. Instagram is a particularly important social network for influencers, due to the presence of a large number of users. The aim of this paper is to investigate the importance of influencer marketing on Instagram to the female population in the beauty industry, but also to identify the factors that influence the importance of influencer marketing in this industry. For this purpose, adequate statistical tests were applied, which showed that in Reublica, Serbia, trust in influencers and the useful content they market are considered particularly important, but also that the credibility and creativity of beauty influencers are exceptionally significant, especially when it comes to more educated women.

FEATURES OF MARKETING TRAINING IN THE CONDITIONS OF DIGITALIZATION

Author(s): Nadezhda Dimova / Language(s): English Issue: 5/2023

We all live in specific times. We are changing as consumers, producers and society as a whole. We specifically learn many things, both about ourselves and about the environment around us. Under the influence of digitalisation, we have become different both as people and as consumers. Higher education has also changed and is beginning to meet the challenges of the external environment. The implemented innovative approaches will provide excellent competencies, which are aimed at digitalization of the curricula and real achievement of sustainable development within the 21st century Education. Digitization has a significant impact on the volume, speed and variety of data that is important for marketing decision-making. Marketing training, which is highly subject to digital changes, is emerging as a significant challenge. The results of this training are also important for companies that work in the digital economy, because marketing specialists should rethink their behavior for processing this data and transforming it into real actions to improve marketing results. As a result, the demand for data skills has grown significantly, mainly due to the lack of skills in modern marketing, which is driven by analytics, digital marketing and marketing technologies.

Buying Frequency for Traditional and Ecologically Certified Products

Author(s): Alexandra Raluca Jelea,Ioan-Sebastian Brumă / Language(s): English Issue: 2/2024

The research explores the buying behavior of consumers regarding certified products, uncovering various factors shaping their purchasing decisions. Consumers demonstrate a diverse array of preferences, influenced by product quality, support for local producers, and preferences for ecological and traditional certified products. Notably, consumers place significant emphasis on quality assurance and the support of small producers. Moreover, factors such as product variety, store location, and taste preferences play pivotal roles in consumers’ decision-making processes. Consumers prioritize supporting small producers, aligning their purchasing decisions with personal values. The analysis of buying frequency and willingness to pay extra for certified products offers valuable insights into consumer behaviors and economic dynamics, revealing correlations with income levels.

Разлики относно пола в стила на вземане на решения на потребителите

Author(s): Edvin Lame / Language(s): Bulgarian Issue: 1/2023

Decision-making style is defined as a mental orientation that characterizes a consumer’s approach when making choice. This research was undertaken to identify consumer decision-making style and the differences in male and female students of bachelor in private universities in Tirana. The instrument that is used in this study is Consumer Style Inventory (CSI). CSI is an instrument which aims to identify the style of decision-making of a person in the role of a consumer. This instrument consists in 46 items, which are categorized in 9 different styles of decision-making style as a consumer. The sample of this study consists in students of bachelor of some faculties of private universities in Tirana. Statistical analyses were performed in a sample N= 234, of which 98 participants or 35% were males and 136 participants or 48.6% were females. In this study resulted that males are more brand conscious consumer, more high quality conscious, more impulsive, more conscious about environment and health and more brand loyal consumers compared with females. In this study also resulted that females are more novelty-fashion conscious consumer, confused by over choice, recreational, price conscious consumers compared with males.

Development of a Marketing Lesson in Bulgarian Schools and Universities

Author(s): Tsanko Stefanov / Language(s): English Issue: 2/2023

Marketing as a subject in Bulgaria is studied in schools with an economic profile and in universities, mainly in economic programs. There are specifics in developing a marketing lesson in schools, but there can also be a great deal of alignment with university lessons. The article will outline the development of a sample topic marketing lesson.

Identifying and Prioritizing the Factors Affecting Online Marketing Strategies Based on Competitive Intelligence in Iraqi Telecommunication Companies

Author(s): Aziz Sadeq Razzaq AL-Sahlawi,Aboalhasan Hosseini,Mohsen Alizadeh Sani,Morteza Movaghar / Language(s): English Issue: 4/2024

The business climate is changing quickly and continuously these days due to the advancement of technology and the expansion of global trade. Accordingly, businesses have had to modify their marketing plans to fit this new environment in order to stay competitive, and E-marketing has become a popular alternative. In order to accomplish this, the study will look into the variables influencing internet marketing tactics in the Iraqi telecom sector and rank them according to competitive intelligence. In-depth, semi-structured interviews with 12 academic specialists and marketing managers from Iraqi telecommunications companies were also conducted as part of this study to determine the fundamental elements of competitive intelligence and important internal and external factors influencing online marketing strategies. The researchers employed the Analytic Hierarchy Process (AHP) technique to rank the most important variables identified by the quantitative analysis. The strategic standing of competitors is determined to be the most important external component in internet marketing strategies, based on study findings and expert opinions. Perceived product quality is the most significant internal component of online marketing strategy, according to experts. The most significant sub-criterion in the "competitive intelligence" criterion is "technological intelligence," out of the five sub-criteria. However, the research yields significant information that telecommunication firms in Iraq may utilize to improve their decision-making procedures, allocate resources optimally, and create online marketing strategies that are competitive environment-responsive.