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Citation - WoS: 6
Citation - Scopus: 5
User-Generated and Brand-Generated Content as Indicators of University Brand Personality and Business Strategy
(Routledge, 2022-04-04) Tosun, Petek; Ayan, Büşra; Karadağ, Hande
The rising competition and social media usage increased the importance of university brand personality and strategic marketing in higher education. This study explores the interrelationships between brand-generated content (BGC) and user-generated content (UGC) on social media and universities’ competitive strategy and brand personality. BGC that included four universities’ tweets and UGC that consisted of consumer comments were analyzed by content and correspondence analysis in R programming language. The findings indicated that BGC was in alignment with universities’ generic strategies. BGC-UGC dispersions across brand personality were in alignment for the differentiator university, while there was a mismatch between BGC and UGC for low-cost universities. The differentiator university was associated with being prestigious, cosmopolitan, and conscientious, while the low-cost universities were associated with sincerity. The findings supported the applicability of generic business strategies to the higher education context and showed the strategic link between brand personality and the pursued generic strategy.
Citation - Scopus: 22
Meat Substitutes in Sustainability Context: a Content Analysis of Consumer Attitudes
(Routledge, 2020-10-29) Tosun, Petek; Sezgin, Selime; Uray, Nimet; Gürce, Merve Yanar; Yanar, Merve
Food consumption affects the environment because it requires the usage of water, land, and oil resources. In particular, the consumption of red meat is associated with sustainability issues. Replacing meat with plant-based meat substitutes offers a useful way of reducing the burden that meat consumption places on the environment and dealing with issues regarding animal welfare. However, consumer acceptance of such products is low in some countries. The purpose of this paper is to clarify consumer attitudes toward meat substitutes and discuss them from a marketing perspective. The findings of this study, which are based on content analyses of web forums in Turkey, indicate that negative consumer perceptions can be categorized into three main dimensions: unhealthy, unusual, and tasteless. A marketing perceptive is used to dis- cuss the findings.

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