Implications of Blockchain Technology on Marketing

Trust issue gradually becomes more of a concern in the 21st century business environment. Recent research sheds light on the erosion of trust to brands on a global basis. Traditionally, trusted third parties take place to ensure the trust needed for business transactions to take place. Digitization, advances in peer-to-peer networks and cryptographic technologies have advanced to such a point that exchange of currency, as in the case of Bitcoin, and even value as in the case of property rights, securities, ownership etc. can be done over Internet with Blockchain technology serving as a trust layer baked into the protocol. Blockchain technology serves as the missing trust layer in the evolution of Internet. This paper explores implications of Blockchain technology on marketing discipline from various aspects. The paper pinpoints the key strategies marketers need to adopt to survive in the rapidly evolving business landscape. Finally, conclusions are drawn regarding future direction of marketing as affected by those technological advances

An Exploratory Analysis of Online Shopping Behavior in Turkey

Alongside the technologic developments, transformation in user behavior and business models has been observed. New areas and models are emerged in a lot of grounds like the communication of people or daily activities. So a new face put for shopping behavior by the e-commerce, which is one of the novelties. This study tries to research online shopping behavior in Turkey. With a quantitative research, device usage, the reasons behind to shop or not to shop online, online shopping category and e-commerce site preferences, payment methods, international e-commerce and online marketplace usage is investigated. As implications of the research, “saving time“ is found to be the foremost reason for shopping online in Turkey and “travel and bookings” category is found as the most shopped category among the results of the survey

The Role of Social Media Advertising in Consumer Buying Behavior

P Consumer buying behavior is known also as consumer decision making is the process by which individuals search for, select, purchase, use, and dispose of goods and services to satisfy require needs. This study has been designed to answer main question about the role of social media advertising on consumer buying behavior in very active field which is fashion retail industry, then determine the differences if existed in this relation regarding to the name of the brands and consumer demographics factors. By electronic questionnaires conducted for consumers live in Istanbul-Turkey, findings showed weak relation between social media advertising and consumer need recognition, no relation at all with search for information, strong relation with evaluate the alternatives, and moderate relation for both buying decision and post-purchase behavior, as those steps represent the five steps need recognition model in consumer buying behavior. Moreover, findings showed no changes in this relation regarding to consumer’s age, and education level. However, there were changes between Females and males in the relation with consumer need recognition, and search for information. In addition, another changes regarding to income between social media advertising and evaluate the alternatives especially for consumers earn more than 5.000TL among other income groups

Implications of Blockchain Technology on Marketing

Trust issue gradually becomes more of a concern in the 21st century business environment. Recent research sheds light on the erosion of trust to brands on a global basis. Traditionally, trusted third parties take place to ensure the trust needed for business transactions to take place. Digitization, advances in peer-to-peer networks and cryptographic technologies have advanced to such a point that exchange of currency, as in the case of Bitcoin, and even value as in the case of property rights, securities, ownership etc. can be done over Internet with Blockchain technology serving as a trust layer baked into the protocol. Blockchain technology serves as the missing trust layer in the evolution of Internet. This paper explores implications of Blockchain technology on marketing discipline from various aspects. The paper pinpoints the key strategies marketers need to adopt to survive in the rapidly evolving business landscape. Finally, conclusions are drawn regarding future direction of marketing as affected by those technological advances

Investigating the Socio-Economic Consequences of Artificial Intelligence: A Qualitative Research

It is without any doubt that artificial intelligence (AI) is set to radically disrupt humankind in various dimensions. The global economy is one of the dimensions in which AI is about to have an unsettling effect. Furthermore, AI is expected to change our societal structures in an unprecedented way. It might even change how humanity views concepts such as labour, education, and governance. However, there are conflicting predictions about those effects. Some scholars predict positive socio-economic effects. Conversely, other scholars remain fairly pessimistic. This research attempts to reconcile the gap between AI hype and AI reality by offering insight on AI’s potential impact on issues such as employment and economic growth and to highlight the ethical issues that already raise concerns for the future. This article determines the dimensions in which AI is about to have the most disruptive effect in a socioeconomic context. Semi-structured interviews with seasoned industry experts, academicians, and futurists with extensive knowledge of AI have been carried out for this purpose

Investigating the Socio-Economic Consequences of Artificial Intelligence: A Qualitative Research

It is without any doubt that artificial intelligence (AI) is set to radically disrupt humankind in various dimensions. The global economy is one of the dimensions in which AI is about to have an unsettling effect. Furthermore, AI is expected to change our societal structures in an unprecedented way. It might even change how humanity views concepts such as labour, education, and governance. However, there are conflicting predictions about those effects. Some scholars predict positive socio-economic effects. Conversely, other scholars remain fairly pessimistic. This research attempts to reconcile the gap between AI hype and AI reality by offering insight on AI’s potential impact on issues such as employment and economic growth and to highlight the ethical issues that already raise concerns for the future. This article determines the dimensions in which AI is about to have the most disruptive effect in a socioeconomic context. Semi-structured interviews with seasoned industry experts, academicians, and futurists with extensive knowledge of AI have been carried out for this purpose

Tourist distribution in Northern Mediterranean Basin countries: 2004–2020

Purpose: The feasibility of measuring the touristic ecosystem in European countries with a Mediterranean coast based on various parameters, including diversity, turnover, and the number of tourists, was investigated in this study. The data from the period between 2004 and 2020 were analyzed. Methodology: A distribution analysis of annual tourist gains was conducted, and the distribution of incoming tourists across the countries was examined based on their area, using Atkinson, Theil, and Hoover inequality indices. Secondary data from the World Bank were utilized by the authors for the 13 countries studied. It was suggested by the authors that the Mediterranean region could be analyzed based on factors such as the length of the coast, the number and type of hotel beds, and the volume of coastal tourism. This study can be expressed as a mixed methodology supported by bibliometric analysis. Findings: An overall improvement in the distribution of tourists was indicated by the results of the analysis, with the exception of a decline in 2016 and 2020, as confirmed by all three indices. The most significant decline in 2020 was shown by the Hoover Index. Originality: This study is a significant contribution to the existing literature, as it is the first to analyze the distribution of tourists considering the Mediterranean Basin coast length and the number of tourists of the illustrated countries, using the Atkinson, Theil, and Hoover inequality indices. The study was deemed original and supported by bibliometric analysis. The results of this study have important managerial implications

Illusional Marketing: The Use of Storytelling, User Experience and Gamification in Business

“This book is a must-have for marketers who need to use a composite set of tools to break through the attention economy. The book is also for the general public who might be concerned about the growing and numbing screen time that takes people away from doing other things.” — Philip Kotler on Illusional Marketing Digital platforms know how to “hook” consumers and keep them glued to the screen. These products were developed based on psychologists’ research into the way the human brain works. These are new weapons in the marketing toolkit that will become even more effective when combined with nearfuture enhancements like augmented and virtual reality. As the children of Generation Z and its successor Generation Alpha meet the internet at life’s earliest stages, the likelihood they will develop addictions to such devices seems very high. These illusional marketing techniques offer new weapons for commercial brands; their efficiency has been proven over and over. They give marketing managers powers to alter behavior and to turn inclinations into habits by manipulating the unconscious mind. At this point, marketing professionals need to take significant responsibilities because illusional marketing practices that do not serve a meaningful cause may bring about dangerous outcomes. A system that is only designed for the sake of making more money will serve the interest of no party in the long run, while using the tools of illusional marketing in a positive manner could serve humanity. In our current era, exposing these techniques along with their positive and negative aspects becomes a vital and highly significant task, one best fulfilled by academia.https://digitalcommons.unl.edu/zeabook/1100/thumbnail.jp

Müşteri ilişkileri yönetiminin yaygın bilişim ve ortam duyarlı mobil pazarlama perspektifinden incelenmesi ve bir uygulama

Anahtar Kelimeler : Yaygın Bilişim, Eşyanın İnterneti, Ortam Duyarlı Mobil Pazarlama, Müşteri İlişkileri Yönetimi (CRM), Bire-Bir Pazarlama, Mobil Pazarlama, Lokasyon Bazlı Hizmetler, Kişiye Özgünleştirme İnternet ve mobil iletişim devriminin ardından gelmekte olan bilişimin fiziksel dünyaya fark edilemeyecek ölçüde nüfus ettiği bir yaygın bilişim evresi pazarlama disiplininde iş yapma şekillerini köklü olarak değiştirmeye adaydır. Yaygın bilişim kapsamında geliştirilen ortam duyarlı mobil pazarlama uygulamaları, müşteri ilişkileri yönetimi sistemlerinin, müşteri hakkındaki yer değiştirme karakteristiği dâhil birçok farklı değişkeni gerçek zamanlı olarak takip edip tüketici davranışının “neden” sorusuna yanıt bulmayı ve müşteriyle hareket halindeyken dinamik olarak pazarlama iletişimi kurmayı mümkün kılmaktadır. Tam ihtiyaç anında ve noktasında gerçek zamanlı teklif sunumu özelliğiyle ortam duyarlı mobil pazarlama uygulamalarının müşteri ilişkileri yönetimi kavramının yenibaştan ele alınmasına yol açması beklenmektedir. Bu tez çalışmasıyla müşteri ilişkileri yönetimi sistemleri yaygın bilişim vizyonu çerçevesinde ele alınmış, söz konusu uygulamalara dönük tüketici tutumu İstanbul’daki alışveriş merkezi ve alışveriş caddesi/caddeleri müşterileri üzerinde yapılan bir uygulamayla araştırılmıştır. Araştırma ortam duyarlılık boyutlarının tümünü birden ele alan literatürde ilk emprik çalışma özelliğini taşımaktadır. Key Words : Ubiquitous Computing, Internet of Things (IoT), Context-Aware Mobile Applications, Customer Relationship Management (CRM) , One-to-One Marketing, Mobile Marketing, Location Based Services, Customization ABSTRACT Having witnessed the internet and mobile revolutions, ubiquitous computing is likely to cause a newer and more significant revolution that is going to diffuse information technology to everyday objects in physical world, thereby radically changing the marketing discipline. Within the scope of ubiquitous computing, context aware mobile applications enable CRM systems to analyze diverse variables in real time to learn “why” of consumer behaviour and establish completely personalized one-to-one marketing communication on the fly while customer is on move. By enabling tailored offer designation at the point of need in real time, context aware marketing applications are likely to cause customer relationship management practices to be reconsidered from stratch. In this thesis, CRM is re-assessed from context aware mobile applications perspective. Consumer attitutes are investigated with an application on shopping centers in İstanbul. This thesis is the first emprical research in literature that encompasses all context dimensions together

A marketing approach to a psychological problem: Problematic smartphone use on adolescents

Background: Smartphones have become an indispensable part of the daily lives of adolescents in the 21st century, which is characterized by a highly digitized modern world. Besides their many advantages, smartphones might pave the way to compulsive usage and addictive experiences. To remedy this problem, this study proposes an authentic approach which integrates consumer behavior theories and techniques such as unhook and gamification. An education program has been designed based on these approaches to decrease the problematic smartphone use. Method: The participants of the education program consisted of 305 students (48.2% girls and 51.8% boys) with a mean age of 14.57 (SD = 0.74). The Demographic Form and Smartphone Addiction Scale for Adolescents (SASA) were conducted before the education program and three weeks after the education. Results: The results of the paired sample t-test analysis before and after the education program revealed that the SASA total scores decreased significantly (p < 0.01). There are significant differences in terms of gender, mothers' education and class levels. Conclusion: This research emphasizes the role of an interdisciplinary approach to the addiction problem. The content used in the education program includes strategies that originally aimed at increasing consumption. The effectiveness of the program can be enhanced further in the future along with self-regulatory additions.Istanbul Ticaret Universit