Türkiye bağlamında Covid-19 salgınının tüketicinin davranışsal tepkileri üzerindeki etkisi

Covid-19 pandemic has a significant effect on consumer behaviours. This study examines four types of consumer behavioral responses with a new conceptual model of panic buying behaviour. The study investigated the influence of perceived scarcity, perceived threat and Covid-19 situational variables on consumers’ brand switching, product trial, purchase acceleration and stockpiling behaviours during the early times of pandemic. Using an online survey, the data were obtained from 262 Turkish consumers. The findings revealed that consumers’ perceived threat during the pandemic has significantly correlated with brand switching, product trial, purchase acceleration and stockpiling behaviours, whereas the perceived scarcity has only influenced the product trial behaviours. Finally, situational variables were found to have a statistically significant influence on brand switching and product trial behaviours. The results acknowledge the importance of preparation of the brands and retailers for effective and quick responses to consumers in the face of an extraordinary social situation such as pandemic.Covid-19 salgını, tüketici davranışları üzerinde önemli bir etkiye sahiptir. Bu çalışma, yeni bir panik satın alma davranışı kavramsal modeliyle dört tür tüketici davranış tepkilerini incelemektedir. Çalışma, salgının ilk zamanlarında algılanan kıtlık, algılanan tehdit ve Covid-19’un durumsal faktörlerinin tüketicilerin marka değiştirme, ürün denemesi, satın almayı hızlandırma ve stoklama davranışları üzerindeki etkisini araştırmaktadır. Araştırma verileri, çevrimiçi anket aracılığıyla 262 tüketiciden elde edilmiştir. Covid-19 sırasında tüketicilerin algıladığı tehdidin marka değiştirme, ürün denemesi, satın almayı hızlandırma ve stoklama davranışlarıyla önemli ölçüde ilişkili olduğu, ancak algılanan kıtlığın yalnızca ürün deneme davranışını etkilediği sonucuna ulaşılmıştır. Son olarak, durumsal faktörlerin marka değiştirme ve ürün deneme davranışları üzerinde anlamlı bir etkiye sahip olduğu ortaya konmuştur. Araştırma sonuçları, pandemi gibi olağanüstü bir sosyal durum karşısında markaların ve perakendecilerin tüketicilere etkili ve hızlı yanıt vermeye hazırlanmasının önemini göstermektedir.Publisher's Versio

Spectral and Thermal Characterization and Antimicrobial Effect of 3-(5-H/Me/Cl/NO2-1H-benzimidazol-2-yl)- benzene-1,2-diols and Some Transition Metal Complexes

3-(5-H/Me/Cl/NO2-1H-benzimidazol-2-yl)-benzene-1,2-diols (HLX; X=1–4) ligands and HL3 complexes with Fe(NO3)3, Cu(NO3)2, Co(NO3)2, Zn(NO3)2 have been synthesized and characterized. The structural representations of the compounds are proposed on the basis of elemental analysis, molar conductivity,TGA, mass, FT-IR, 1H- and 13C-NMR spectrometry. All of the complexes are 1:1 electrolyte and have 1:1 M:L ratio except that of Cu(II).All of the complexes present fluorescence, the Co(II) complex showing the highest fluorescence intensity and the highest emission wavelength in comparison to the other complexes. Antibacterial activities of the ligands and the complexes formed by the HL3 ligand were evaluated using the disk diffusion method against six bacteria and Candida albicans. HL1,HL2,HL3 and [Cu(HL3)(L3 )(H2O)2](NO3)·H2O show considerable antimicrobial activity toward S. epidermidis and C. albicans.Keywords: Benzimidazole, benzene-1,2-diol, metal complexes, antimicrobial activity, fluorescence spectroscop

Digital transformation and universities

Purpose- This study aims to examine how digitalization has affected and changed higher education. It focuses on the current situation of universities and their current processes and what they need to do to become digital. It aims to present a roadmap for universities to integrate and organize these important changes into their strategies by examining the digital transformation that affects the vision of universities. Methodology- The study employs a literature review using secondary data analysis. Findings- The analysis reveals that the role of universities in many aspects such as society and economy has changed and is expected to change disruptively over the next decade. Universities need to make a differentiation through emerging business models in such a competitive higher education sector. Higher education institutions have to adapt to technological changes for sustainabilty. The pandemic dramatically accelerated the pace of technological adoption worldwide. The drivers of digital transformation in universiteis can be summarized as the increase compteteiveness, user experience and agility while reduction in operating expenses. Conclusion- It may be concluded that a university should be part of present technological trends and include digitalization in their strategies to be competitive in the future. Universities need to focus mainly on exploring more innovative measures to create technology development centres through research to deal with skills shortages. Universities should support those academics who lead the improvement of digital skills and innovative teaching methods, promote digital literacy in the academia and encourage the use of learning platforms. It is important to set a clear policy to adopt digital age in higher education. Universities will be competing globally for students, academic staff and funding. Adoption and implementation of new technologies in universities are inevitable.Publisher's Versio

Optimal Policy Before, During and After the Crisis

This thesis contributes to the debate on optimal policy, using New Keynesian dynamic stochastic general equilibrium (DSGE) models that contain a variety of monetary,fiscal and credit policy tools. First, we examine optimal monetary policy in an open economy, utilizing Gali and Monacelli's (2005) DSGE model. We find that the utility based loss function in the open economy depends on the variance of the terms of trade, in addition to the variance of consumption and inflation. As a result, optimal policy in the open economy is not isomorphic to the one in the closed economy and does not require strict domestic inflation targeting. In the open economy, interest rate rules which react to the movements in inflation and the terms of trade are preferred to the domestic inflation based Taylor rule. Second, we examine the effectiveness of macroprudential tools and their interaction with monetary policy. Using a Gertler and Karadi (2011) type DSGE model with financial frictions, we present a formal comparative analysis of three macroprudential instruments: (i) reserve requirements, (ii) capital requirements and (iii) a regulation premium. We find that capital requirements are the most effective macroprudential tool in mitigating the negative effects of the financial accelerator mechanism built in banks' borrowing constraints. Irrespective of the type of shock affecting the economy, use of capital requirements generates the highest welfare gains. Finally, we analyze unconventional monetary and fiscal policy measures that can be used to counteract the unfavorable consequences of a financial crisis. Adding distortionary taxation to Gertler and Karadi's (2011) framework, we provide a comprehensive assessment of credit easing and bank capital injections. We find that the use of both policies mitigates the negative effects of financial shocks to the economy. Credit easing results in a lower stabilizing effect on aggregate output and a decrease in tax rates. Bank capital injections, on the other hand, lead to a rise in government expenditures and hence, taxes. As the relative importance of distortions in financial markets is higher than the distortions caused by variable tax rates, use of bank capital injections generates the highest welfare gains, under both distortionary and lump-sum taxation

Shelby D. Hunt: contributions to marketing science

Shelby D. Hunt, pazarlama bilimindeki öncü çalışmaları ile tanınan dünya çapında bir teorisyen ve pazarlama araştırmacısıdır. Hunt 50 yıldan fazla süredir 400’e yakın akademik çalışmayla pazarlama literatürüne önemli katkılarda bulunmuştur. Hunt’ın akademik çalışmalarının çoğu pazarlama stratejisi, rekabet, pazarlama teorisi ve pazarlama etiği ile ilgilidir. Bu çalışmalar, daha sonra alanda gerçekleştirilen akademik çalışmalar için önemli bir referans oluşturmuştur. Bu çalışma, pazarlama teorisine yaptığı katkılardan dolayı Amerikan Pazarlama Derneği (AMA) tarafından onur ödülü alan Hunt’ın pazarlama literatürüne yaptığı katkıları incelemek amacıyla gerçekleştirilmiştir. Çalışma çerçevesinde Hunt’ın pazarlama stratejisi ve rekabet, pazarlama teorisi ve pazarlama etiği alanlarındaki önemli çalışmaları incelenmiş ve bu çalışmalar ışığında pazarlama disiplininin farklı alanlarına yaptığı katkılar açıklanmıştır.Shelby D. Hunt is a worldwide theorist and marketing researcher known for his pioneering work in marketing science. Hunt has made significant contributions to marketing literature with nearly 400 academic studies for more than 50 years. Most of Hunt's academic works deal with marketing strategy, competition, theory, and ethics. These studies had been an important reference for the academic studies carried out afterwards. This study was carried out to examine Hunt's contributions to marketing literature, who received an honor award from the American Marketing Association (AMA) for his contributions to marketing theory. Within the framework of the study, Hunt's important studies in marketing strategy and competition, marketing theory and marketing ethics were examined and in the light of his studies, his contributions to different areas of the marketing discipline were explained.Publisher's Versio

Freemium iş modelinin başarısı: endüstri liderlerinin çoklu vaka çalışması

Freemium, ücretsiz ve premium sürümlerin bir arada sunulduğu “free” ve “premium” terimlerinin birleşimi ile ortaya çıkmış bir kavramdır. Freemium iş modeli, son zamanlarda çevrimiçi pazarlarda yaygın olarak kullanılmaktadır. Günümüzde birçok dijital işletme ücretli ve ücretsiz sürümlerin bir arada sunulduğu freemium iş modelini uygulamaktadır. Ancak freemium iş modelinin başarısı hakkında kısıtlı bir bakış açısı bulunmaktadır. Bu makalenin amacı, dijital dünyada freemium iş modeli ile başarılı olmanın kilit noktalarını vurgulamaktır. Çalışmada, dijital bir işletmenin başarılı bir freemium iş modeli uygulamasını sağlayan temel stratejileri kanvas iş modeli ve 4V iş modeli çerçevesi ile açıklanmaktadır. Bu doğrultuda, sürdürülebilir bir freemium modeli geliştirmeyi başaran çevrimiçi sektörde faaliyet gösteren dijital şirketler (LinkedIn, Youtube, Spotify ve Google Drive) üzerinden çoklu vaka çalışmaları gerçekleştirilmiştir. Literatürde freemium iş modelini inceleyen çalışmaların kısıtlı olduğu görülmektedir. Mevcut çalışma, freemium iş modelinin sınırlı anlayışını genişletmeyi, çevrimiçi şirketlerin freemium iş modelinin kendileri için uygun olup olmadığını değerlendirmelerine ve başarılı bir freemium iş modeli geliştirmek ve sürdürmek için stratejiler geliştirmelerine yardımcı olmayı hedeflemektedir. Araştırma bulguları, farklılaştırılmış ürün teklifleri ve büyüme stratejisinin freemium iş modelinin temel taşı olduğunu ortaya koymaktadır. Kullanıcı tabanını genişletmek, ücretsiz ve ücretli sürümler arasındaki dengenin korunması, inovasyona yatırım, stratejik iş ortaklıkları, sosyal ağlar ile etkileşim, kullanıcılardan iç görü elde etme ve uluslararasılaşma, freemium iş modelinin sürdürülebilir olabilmesi için kritik önem taşımaktadır. Son olarak, müşteri sadakatinin artırılması için değer tekliflerinin müşteri tarafından iyi algılanması gerekmektedir.Freemium is a concept that emerged with the combination of the terms "free" and "premium", where free and premium versions are offered together. The freemium business model has been widely used in online markets recently. Today, many digital businesses implement the freemium business model, in which paid and free versions are offered together. However, there is a limited perspective on the success of the freemium business model. The purpose of this article is to highlight the key points of being successful in the digital world with the freemium business model. In the study, the main strategies that enable an online organization to run a successful freemium business model are explained with the canvas business model and the 4V business model framework. In this regard, multiple case studies were conducted on online digital companies (LinkedIn, Youtube, Spotify, and Google Drive) that managed to develop a sustainable freemium model. Studies examining the freemium business model are limited in the literature. The current study aims to expand the current understanding of the freemium business model, help online companies evaluate whether the freemium business model is suitable for them, and develop strategies to develop and maintain a successful freemium business model. Research findings reveal that differentiated product offerings and growth strategies are the cornerstones of the freemium business model. Expanding the user base, maintaining the balance between free and paid versions, investing in innovation, strategic partnerships, interaction with social networks, gaining insight from users, and internationalization are critical for the sustainability of the freemium business model. Finally, value propositions must be perceived well by the customer to increase customer loyalty.Publisher's Versio

Assessment of modulated hot wire method for thermophysical characterization of fluid and solid matrices charged with (nano)particle inclusions

Recently we reported on simultaneous thermal conductivity k and thermal diffusivity a measurement of liquids and in particular of nanofluids in a configuration using an ac excited hot wire combined with lock-in detection of the third harmonic (3ω method) [1]. The conductive wire is used as both heater and sensor. The requirements for the asymptotic validity of the line heat source model are fulfilled at low modulation frequencies below a few Hz. The study of the relative sensitivity of signal amplitude and phase to changes in k and a indicates that there is an optimum frequency range for accurate and stable results. We extend by up to two decades the feasible frequency range for 3ω measurements by considering various more elaborate models for the heat transfer between the wire and the fluid. Finally we show that the same ac hot wire method can be applied to soft solid, composite materials. We measured the k enhancement of a poly(ethylene vinyl acetate) EVA polymer matrix charged with various fractions of graphite