The effect of self-enhancement and regulatory focus on word of mouth

Ezgi Akpınar (MEF Author)##nofulltext##Word of mouth is one of the main drivers that shapes consumers’ decisions.With the advent of social media, consumer reviews, opinions about brands propagate ata higher spread and reach masses. Thus, giving the rising interest in word of mouth,many brands are interested in understanding what makes consumers talk favorablyabout their products. Existing research suggests that one of the psychologicalmotivations to engage in positive word of mouth is self-enhancement. Consumers liketo provide positive information, which makes them look good to others. Yet, it is not somuch known how self-enhancement affects sharing. Do consumers also provide positiverecommendations when they already feel good about themselves? Our research showsthat self enhancement boosts the likelihood of giving positive recommendations. Yet,this pattern does not always hold and can be moderated with regulatory focus. We showthat when consumers are under high prevention focus, higher self-enhancement, in fact,decreases the likelihood of giving positive recommendations. This framework shedlights on how companies can encourage positive word of mouth, by understanding selfenhancement and regulatory focus mechanisms.TR - Dizi

Hellenistic and Roman settlement patterns in the plain of Issus and the Amanus range

Cataloged from PDF version of article.This thesis analyzes the Hellenistic and Roman settlement patterns in the plain of Issus and in the range of Amanus, in Hatay, Turkey. The results of Dr. Katherine Wright and Dr. Timothy P. Beach and Ezgi Akpınar’s archaeological and geo-morphological work in the area were combined to illuminate the aforementioned periods’ habitation models. The Issus plain and the sectors of the Amanus Mountains facing it, initially a region of the Seleucid kingdom and then a province of the Roman Empire, were geographically similar to the other parts of Cilicia. As a result, the area was likely to have developed comparable trajectories in terms of settlement between the two periods. In conclusion, the settlement patterns of the Hellenistic and Roman times, obviously communicated something of the nature of the civilian peace in Cilicia during these two periods.Akpınar, EzgiM.S

Rakibi Caydıracak Pazarlama Stratejileri ve Yönetici Teşvik Programları: Bilişsel Hiyerarşi Bazlı Yeni Bakış Açısı Marketing Strategies for Entry Deterrence and Managerial Compensation: A New Perspective Based on Cognitive Hierarchy

Üst düzey yöneticilere sağlanan menfaatlerin önemli bir unsuru olan hisse teşvik ödülleri ülkemizde de yaygınlaşmaya başlamıştır. Ancak, literatürde hisse teşvik ödüllerinin yöneticiyi doğru motive edeceği ve şirket için doğru stratejik kararlar vermesini sağlayacağına dair net bir görüş bulunmamaktadır. Literatürde gösterilmiştir ki, yöneticiler stratejik düşünme yetenekleri açısından farklılık göstermektedirler ve bu yüzden rakip firmaların düşünce ve hareketlerini standart oyun teorisinin öngördüğü şekilde doğru tahmin edemeyebilirler. Yöneticilerin stratejik düşünme kabiliyetlerinde heterojen yapıyı ve hisse teşvik ödüllerinin yaygın bir şekilde kullanıldığını göz önüne alarak, bu makalede hangi koşullar altında şirketlerin hisse teşvik ödüllerini kullanmalarının doğru olacağı araştırılmaktadır. Bunun için şirketin yöneticisinin hareketlerini doğrudan kontrol edemediği durumlarda, yöneticiye sağlayacağı finansal teşvikle yöneticinin rakiplerin piyasaya girmesini caydıracak pazarlama stratejileri geliştirmesini sağlaması konusu seçilmiştir. Araştırmalar Bilişsel Hiyerarşi modelini baz alarak geliştirilen matematiksel modelle yapılmıştır. Sonuçlara göre, teşvik olarak hisse teşvik ödülleri yönetici ve rakip firma tamamen stratejikse ya da yönetici naif ancak rakip değilse verilmelidir. Eğer rakip firma naifse kâr bazlı prim verilmelidir . Firms in Turkey have started to practice giving stock options as part of managers compensation. However, in the literature it is not clear that giving stock options would motivate managers to make the right strategic decisions. It is well documented that managers vary in their ability of thinking strategically, and they may not be able to correctly conjecture the actions and beliefs of competitors as assumed in the standard game theory. Given this heterogeneity in managers’ strategic thinking capability and the importance of managerial compensation, it is investigated when it is profitable to compensate managers by giving stock options. The context is chosen in which firms do not have the access to control managers directly, but can motivate them to develop the right marketing strategies to deter entry. Based on Cognitive Hierarchy model stock options are found that they should be used only if both the manager and the rival are strategic or the manager is naive, but not the rival

Measuring social media success

Ezgi Akpınar (MEF Author)##nofulltext##..

Go Viral: digital marketing special session

Ezgi Akpınar (MEF Author)##nofulltext##..

Does happiness make consumers happy or does sharing make consumers share?

Ezgi Akpınar (MEF Author)##nofulltext##..

Demir Oksit Nanoparçacıkların Üretimi ve Hipertermi amaçlı Kullanımı

Hipertermi vücuttaki kanserli dokuların sıcaklığını yükseltmek sureti ile yok edilmesini esas alan bir tedavi şeklidir. Nanoparçacıkların kullanılmaya başlanması ile hipertermi çok daha etkili bir tedavi yöntemi haline gelmiştir. Uygun boyutlarda olmaları durumunda parçacıklar sadece kanserli hücrelerde birikme göstermekte, değişken manyetik alan uygulaması ile kanserli hücreler oluşan yerel ısı ile yok edilmektedir. Bu çalışmanın amacı hipertermi kanser tedavisine uygun demir oksit nanoparçacıkların kıvılcım deşarj yöntemi ile üretilmesidir. Çalışam iki kısımdan oluşmaktadır. ODTÜ2de gerçekleştirlecek birinci kısımda demir oksit nanoparçaçıklar hipertermi uygulmasına uygun özelliklerde üretilecek ve karakterize edilecektir. GATA'da gerçekleştirlecek ikinci kısım üretilen nanoparçacıkların ususlune uygun koşullarda uygulanarak test edilmesini konu almaktadır

Value integration effects on evaluations of retro brands

In light of a growing interest in the use of retro brands, which blend modern and traditional values, this study examines the relationship between value integration (VI) of consumers (perceived degree of overlap between conflicting values) on brand related outcomes such as brand choice and brand evaluations. Three controlled experiments demonstrate that VI influences brand choice and this effect is moderated by contextual cues. Moreover, high VI consumers compared to low VI consumers evaluate retro brands more favorably. This process is explained by processing fluency. The findings of this study provide novel insights to marketers for creating successful retro brands

Better together: involving consumers in the ideation, creation and dissemination of transformative value

Purpose: Consumers play a central role in the creation of transformative value, enhancing the well-being of people and the planet. With this article, the authors synthesize service and communication scholars' views to conceptually discuss opportunities and challenges on how to involve consumers in the ideation, creation and dissemination of transformative value. In doing so, the authors identify avenues for future research. Design/methodology/approach: This research relies on a review of service and communication literature, connecting their insights to real world examples. Findings: Consumers are involved in the ideation, creation and dissemination of transformative value by engaging in customer innovation, customer participation and customer dissemination behaviors. In relation to these types of customer involvement, four overarching research themes emerge in the context of transformative services: (1) the voice of the non-customer, (2) protecting vulnerable customers, (3) consumer literacy and (4) WOM as a double-edged sword. Originality/value: This research contributes to transformative service research by assessing the opportunities and challenges related to customers' involvement in the ideation, creation and dissemination of transformative value. Additionally, it identifies avenues for the future at the intersection of communication and service research