Tosun, Petek
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tosunp@mef.edu.tr
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04.03. Department of Business Administration
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Former Staff
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Sustainable Development Goals
2
ZERO HUNGER
0
Research Products
16
PEACE, JUSTICE AND STRONG INSTITUTIONS
0
Research Products
1
NO POVERTY
0
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11
SUSTAINABLE CITIES AND COMMUNITIES
0
Research Products
7
AFFORDABLE AND CLEAN ENERGY
0
Research Products
10
REDUCED INEQUALITIES
0
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3
GOOD HEALTH AND WELL-BEING
2
Research Products
6
CLEAN WATER AND SANITATION
0
Research Products
9
INDUSTRY, INNOVATION AND INFRASTRUCTURE
3
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12
RESPONSIBLE CONSUMPTION AND PRODUCTION
3
Research Products
5
GENDER EQUALITY
0
Research Products
14
LIFE BELOW WATER
0
Research Products
13
CLIMATE ACTION
1
Research Products
15
LIFE ON LAND
0
Research Products
8
DECENT WORK AND ECONOMIC GROWTH
1
Research Products
17
PARTNERSHIPS FOR THE GOALS
3
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4
QUALITY EDUCATION
0
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Documents
19
Citations
213
Scholarly Output
22
Articles
13
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5422/30787
Supervised MSc Theses
1
Supervised PhD Theses
0
WoS Citation Count
66
Scopus Citation Count
114
WoS h-index
4
Scopus h-index
6
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0
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0
WoS Citations per Publication
3.00
Scopus Citations per Publication
5.18
Open Access Source
14
Supervised Theses
1
| Journal | Count |
|---|---|
| 5th International GAP BUSINESS SCIENCES AND ECONOMY Congress, December 04-06, 2020, Sanliurfa-Turkey | 1 |
| Academic Studies in Administrative Sciences | 1 |
| Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi | 1 |
| ATLAS 7th International Conference on Social Sciences | 1 |
| Effects of the Covid 19 | 1 |
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Now showing 1 - 10 of 22
Book Part Social Media Marketing of Brands in the Covid-19 Pandemic: Exploring the Crisis-Related Content(IGI Global, 2022) Tosun, PetekThis chapter explores the social media marketing communication of brands in the first days of the novel coronavirus (COVID-19) outbreak within the theoretical framework provided by signaling theory. The social media content of six Turkish brands was examined by content analysis. The findings have shown that brands shared posts in four themes: brand promotion, brand's COVID-19 messages, product promotion, and special day posts. Brands integrated the COVID-19 agenda in their social media communication in two ways. First, they designed and shared posts that focused solely on the pandemic. These COVID-19-related posts constituted a separate category that did not include any direct relevance to the brands' promotion activities. Second, they added COVID-19-related points in their social media posts. This study provides valuable findings for marketing practitioners and academicians regarding social media communication in a global health crisis.Article Citation - Scopus: 14Supervisor and Customer-Driven Stressors To Predict Silence and Voice Motives: Mediating and Moderating Roles of Anger and Self-Control(Taylor & Francis, 2020) Muhammad Kashif; Shanika Wijenayake; Merve Yanar Gürce; Tosun, PetekThis study aims to investigate communicative deviance among front line employees (FLEs) as a consequence of supervisor and customer mistreatment. The emotion of anger as a mediator while self-control as a moderator is positioned to buffer the customer and supervisor aggression–>communicative deviance. The survey-based data from 284 Turkish FLEs demonstrate that abusive supervision triggers negative emotion of anger, resulting in deviant silence. A stronger support for self- control as a moderator to buffer the anger–deviant silence relationship is also found. The study uniquely integrates human emotions to investigate destructive work behaviors in a service context.Article Kurumsal Sosyal Sorumluluk Çalışmalarında Marka Uyumu ve Algılanan Sosyal İkiyüzlülük(Pamukkale Üniversitesi, 2020) Elif Güner; Tosun, PetekArtan çevresel sorunlar, küresel krizler ve sosyal problemler nedeniyle, işletmelerin kurumsal sosyal sorumluluk (KSS) faaliyetleri çok önemli hale gelmiştir. Diğer taraftan, işletmenin faaliyet alanı ile KSS çabaları arasında uyum olmadığında, tüketiciler KSS aksiyonlarını ikiyüzlü olarak algılayabilmektedir. Bu çalışmanın amacı, marka-KSS uyumunun, tutum aracı değişkeni üzerinden satın alma niyeti üzerindeki etkisini ve algılanan sosyal ikiyüzlülüğün marka-KSS uyumu ve marka tutumu ilişkisi üzerindeki rolünü incelemektir. Araştırma modeli, deneysel serim ile test edilmiştir. Marka-KSS uyumu yüksek olduğunda markaya yönelik tutumun, marka-KSS uyumunun düşük olduğu duruma kıyasla daha olumlu olduğu bulunmuştur. Marka-KSS uyumunun yüksek olması, markaya yönelik tutumu ve satın alma niyetini olumlu etkilemektedir. Marka-KSS uyumunun düşük olduğu deney grubunun markaya yönelik tutumu da hiçbir KSS faaliyetinden bahsedilmeyen kontrol grubuna göre daha pozitiftir. Marka-KSS uyumunun satın alma niyetini doğrudan etkilemediği, tutum değişkeninin aracılık etkisi üzerinden dolaylı bir etkiye sahip olduğu belirlenmiştir. Algılanan ikiyüzlülüğün marka-KSS uyumu ve marka tutumu ilişkisindeki düzenleyici etkisinin anlamlı olmadığı görülmüştür.Article The Impact of Marketing on the Business Performance of Companies: a Literature Review(2021) Köylüoğlu, A. Selçuk; Doğan, Mesut; Tosun, PetekThe technology-based global competition environment that pushes businesses to constructive transformation in order to ensure customer satisfaction has further increased the importance of marketing capabilities in business strategies. The purpose of the literature review is to summarize the previous studies about marketing-financial performance nexus. Studies that were published between 1969 and 2019 could be reached from the EBSCO database were included in the literature review. A significant number of studies conducted in different countries have shown that marketing spending is an investment that creates value for the company and has a positive impact on firm profitability, firm value or firm sales. This study contributes to the literature by summarizing the research findings on the effects of marketing investments on business performance.Article Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday(2019) Tosun, Petek; Merve AkarIn 2018 summer, Alaçatı and Ayvalık have been listed among the top cities that are preferred as tourism destinations for local tourists. These destinations have been popular for tourists in the last decade and Turkish tourists increasingly prefer local destinations for their summer holidays because of the devalued Turkish lira. Attracting tourists is among the primary goals for tourism marketers, and consequently understanding customer perceptions regarding destinations is one of the key factors to achieve this goal. In this context, the purpose of this study is to examine the destination personalities of Ayvalık and Alaçatı and compare them in terms of destination personality dimensions. In a quantitative research design, respondents (n=191) have been asked about their perceptions about the destination personalities of Alaçatı and Ayvalık, in which they compare the two destinations on a 5 Point-Likert scale. Destination personalities have been examined within the conceptual framework of destination personality dimensions, which are, sincerity, excitement, and conviviality. In addition, respondents have answered a question by writing their opinions about “a great summer vacation” with a few words, which have been analyzed by content and cluster analyses, aiming to have a deeper understanding about the consumer perceptions about their summer vacations. Significant differences have been found between the destination personality dimensions of Ayvalık and Alaçatı. Ayvalık is perceived as sincerer and more convivial than Alaçatı, whereas Alaçatı is perceived as more exciting than Ayvalık. Regarding their expectations from their summer holiday, consumers have been grouped into 4 clusters such as; (1) fun, excitement, and activity oriented, (2) travelling and exploring oriented, (3) family and friends oriented, (4) relaxation, comfort, and silence-oriented consumers. There is not a significant difference among clusters regarding the perceived destination personalities of Ayvalık and Alaçatı. This study aims to contribute to researchers not only by implementing destination personality research in the Turkish context, but also by extending the existing knowledge by assessing destination personality concept together with the consumers’ descriptions of an idealized summer vacation. Moreover, findings of the study will be beneficial for marketing activities of tourism agencies, hospitality industry, and local governments.Master Thesis Alkollü İçki Sektöründe Kurumsal Sosyal Sorumluluk Çalışmaları(MEF Üniversitesi Sosyal Bilimler Enstitüsü, 2019) Çokcoşkun, Güneş; Tosun, PetekKurumsal sosyal sorumluluk (KSS) kavramını gönüllülük esası temeliyle yola çıkan herhangi bir firmanın çevreye karşı etik ve sorumlu davranması, karar alması ve uygulaması olarak tanımlayabiliriz. Karşımıza ilk olarak 1953’te yayımlanan H. Bowen’in “İşadamlarının Sosyal Sorumlulukları” (Social Responsibilities of the Businessman) adlı kitabında karşımıza çıkan bu kavramda Bowen iş insanlarının, toplumun değer ve amaçlarıyla örtüşen sosyal sorumluluk faaliyetlerle ilgilenmeleri gerektiğini ileri sürmüştür (Aktan, 2007). İşletmelerde sosyal sorumluluk uygulamalarının tüm dünyada olduğu gibi Türkiye’de de hızla arttığı gözlenmektedir. Kamu kuruluşları, uluslararası kuruluşlar, sivil toplum kuruluşları (STK), özel sektör vb. aktörlerin bu alandaki uygulamalara ve bu uygulamaların teşvik edilmesine büyük ölçüde katkıları mevcuttur (Ay, Kahraman, Kacar, 2012). Bu bağlamda özellikle özel sektör grubunda sanat, spor, eğitim, insan hakları, çalışma koşulları, çevre gibi konular başta olmak üzere topluma yönelik çalışmalar yürütülmektedir. Kurumsal sosyal sorumluluk uygulamaları marka imajını koruyarak hem uzun dönemde kar elde etmeye hem de bir sosyal amaca hizmet etmeye olanak vermektedir. Örneğin, Koç Grubu ‘Meslek Lisesi Memleket Meselesi’ sosyal sorumluluk kampanyasında Milli Eğitim Bakanlığı ile işbirliği yaparak ‘Mesleki – Teknik Eğitimi Özendirme Programı çerçevesinde olanakları kısıtlı ilköğretim mezunu gençleri hedeflemekte ve onları desteklemektedir (Özdemir, 2009). Ulusal ve uluslararası ölçekte araştırmalar, özellikle Avrupa ülkelerinde, alkol kullanımının halk sağlığını tehdit eden sorunlar arasında ilk sıralarda yer aldığını göstermektedir. Alkol tüketimine ilişkin sorunların geniş bir yelpazede ortaya çıkması; toplumun, özellikle çocukların ve gençlerin alkole bağlı zararlı etkilerden korunması amacıyla politikalar geliştirilmesini gerektirmiştir. Bu politikalarda, genel olarak amaç, alkolün zararları konusunda farkındalık yaratılması, bilinçlendirmenin yanı sıra eğitimin sağlanmasıdır. Bu eğitimler alkollü içki satışı yapan firmaların büyük çoğunluğunun alkolün insan sağlığına yönelik zararlarını ve olumsuz sosyal etkilerini en aza indirmeyi amaçlayan projeler içerisinde bulunduğu fikrini vermektedir. Geniş kapsamlı alkol politikaları ve önleme programları bulunan firmalarda bahsi geçen bu eğitim ve bilinçlendirme çalışmaları sosyal sorumluluk projesi olarak karşımıza çıkmaktadır. Alkollü içki satışı yapan firmaların yazılı basında yer alan reklamlarında % 84’lük bir oran ile sosyal sorumluluk mesajlarına yer verdiği gözlenmiştir (Zengin, 2013). Bu genel çerçeve içerisinde bu projenin amacı, kurumsal sosyal sorumluluk kavramının alkollü içki sektöründe hangi şekilde uygulandığını örnekler ile göstermek ve buna bağlı olarak firmanın marka bilinirliğine ve dolayısı ile kurumsal marka imajına ve gelirlerine etkisinin açıklanmasıdır.Article Citation - WoS: 4Citation - Scopus: 3User-Generated and Brand-Generated Content as Indicators of University Brand Personality and Business Strategy(Routledge, 2022) Tosun, Petek; Ayan, Büşra; Karadağ, HandeThe 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.Article Citation - WoS: 18Citation - Scopus: 21Voluntary Simplicity: a Content Analysis of Consumer Comments(Emerald, 2021) Tosun, Petek; Selime SezginPurpose -The voluntary simplification (VS) movement has stemmed from Western societies and gained momentum in the 1980s, but the trend has failed to become a primary perspective for most consumers. The accompanying concepts of conscious consumption, minimalism and accepting that sometimes “less is more” are still vivid in the digital era. The purpose of this study is to provide a deep and recent understanding of the consumer comments about minimalism in Turkey and examine their associations with the prominent themes in the VS literature.Design/methodology/approach -Consumer comments posted on online platforms were analyzed by content analysis and word frequency analysis.Findings -Consumer comments were in parallel to the themes in the VS literature and were classified under personal growth, material simplicity, sustainability, proper technology usage and self-sufficiency categories. Personal growth, material simplicity and sustainability were the first three dimensions mentioned. The prominent sub-themes that emerge from data were psychological well-being, inner peace, freedom, meaningful experiences and getting rid of belongings. A word frequency analysis pointed out that “life” and “owning” were the evident words in the personal growth category, “purchasing things” were mostly mentioned in the material simplicity category and “plastic litter” and “excessive consumption” were the prominent concerns in the sustainability category.Originality/value -VS required further research in different national contexts. Besides, an analysis of the dimensions of VS was needed. This study contributes by providing recent and rich findings from a developing country, connecting them with the VS themes in the literature and suggesting a conceptual framework enriched by sub-themes that emerged from data.Conference Object Brand Trust for Digital-Only Bank Brands: Consumer Insights From an Emerging Market(ATLAS, 2020) Tosun, PetekFinancial services are increasingly evolving and moving towards digital service models. New technologies and the rapid diffusion of the internet are introducing new business models in the banking industry, by providing many alternatives for reaching and interacting with customers. One of the new banking business models is digital-only banking. Digital-only bank brands are servicing in digital platforms without providing any traditional branch services. However, in many countries, banks are still operating within conventional service models, so some changes in laws and regulations may be required to provide digital-only banking services. Besides such structural and institutional requirements, positive consumer attitudes toward working with digital-only brands are prerequisites for any brand to be successful in the highly competitive financial services market. Positive consumer attitudes are especially important in the digital- only banking context since preferring a bank brand with a large network of established branches is still essential for building brand trust for many customers. Therefore, financial services institutions need to have a deep understanding of consumer perceptions and the antecedents of brand trust regarding digital-only banking. This study aims to explore consumer motives and elements of building customer trust for a digital-only banking brand in an emerging market context. Consumer insights were obtained as a result of a pilot study, which included preliminary interviews with retail banking customers. The interviews have shown that trust is the core factor for bank preference. Digital-only brands have the risk of being perceived as untrustworthy. Positive word-of-mouth, clear procedures, reliable terms and conditions, having responsive and effective customer services teams, and solving customer complaints fast are stated as important points to build brand trust for digital-only brands. This exploratory study may provide a basis for future empirical studies. The findings will be beneficial for the policy- makers, marketing managers of financial services institutions, and researchers who want to understand customer expectations.Article Citation - Scopus: 22Meat Substitutes in Sustainability Context: a Content Analysis of Consumer Attitudes(Routledge, 2020) Tosun, Petek; Sezgin, Selime; Uray, Nimet; Gürce, Merve YanarFood 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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