Browsing by Author "Gokaliler, Ebru"

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A MORE EFFECTIVE WAY TO ADVERTISE THE DISTANCE EDUCATION PROGRAMMES: Mobile Marketing Approach
(ANADOLU UNIV, 2011) Ayda Sabuncuoglu Aybar; Ebru Gokaliler; Gokaliler, Ebru; Aybar, Ayda Sabuncuoglu; Sabuncuoglu Aybar, Ayda
Nowadays organizations strive to find the ways to communicate with their target audiences by using varied advertising mediums because of the developments on the information communication technologies and the globalization. In this context like the other institutions the distance education institutions has to execute communication activities by using different advertising mediums to create a positive position in their consumers minds. In this sense the increase on the ownership of mobile phones and the new specialties of mobile phone technologies like accessing to the internet made mobile marketing efforts important on the advertising investments of distance education institutions. Especially with the mobile marketing distance education institutions can create personalized informative and promotion messages for their target audiences. Mobile marketing approach has lots of advantages for the institutions and the most important advantages that helps the institutions are, the formats of the approach are forming according to the newest technological developments and it gives chance to create messages for specific target audiences. But mobile marketing has also disadvantages like, the target audience's mobile phones can be incompatible with the messages and the target audience can ignore these messages. However much the approach has some disadvantages the distance education institutions-which are based on the technological developments also like the mobile marketing approach-has to invest on mobile marketing according to send personalized and effective advertising messages about their programs' contents benefits etc.
Citation - WoS: 1
Citation - Scopus: 1
Brand management process for the online education programmes
(IGI Global, 2011) Ebru Gokaliler; Ayda Sabuncuoglu Aybar; Gokaliler, Ebru; Aybar, Ayda Sabuncuoğlu
Nowadays the concept of 'brand' is getting more important for organizations because of the developments on information communication technologies the increase of the competition and the changes of the consumer behaviors needs and wants. So the organizations strive to have a strong brand to differentiate from their competitors and to position themselves positively in the consumers' minds. Recently the online education programmes which have strong competitors strive to differentiate from their competitors and to create awareness preference and loyalty with the brand images they have in their consumers' minds. They try to empower their positions in the market with the functions of brand by providing benefits for the consumers. Brands are created with strong communication processes and intensive communication activities in long terms. The brand management process consists 5 steps which are: market analysis brand situation analysis targeted positioning testing the new opportunities and evaluation. In order to make a successful online education programme brand all these steps must be carried out and the programme must be positioned positively in the consumers' minds. In order to create a successful brand of online education programme the programme should follow the brand management stages for placing a positive meaning on the consumer mindset. © 2025 Elsevier B.V. All rights reserved.
Citation - WoS: 10
Citation - Scopus: 13
Do bumper ads bump consumers?: An empirical research on youtube video viewers
(El Profesional de la Informacion, 2020) Ayda Sabuncuoglu Inanc; Ebru Gokaliler; Göker Gülay; Sabuncuoglu-Inanc, Ayda; Gokaliler, Ebru; Gulay, Goker
YouTube the most popular present-day online video platform is also considered one of today’s leading advertising media. There is an ongoing argument that YouTube measures and shares its own ad effectiveness. However the consumer research results contradict with their measurements. The difficulty of measuring the performance of video ads on YouTube without YouTube’s built-in data increases the debate about its effectiveness as an advertising environment and therefore makes it more important to collect data from consumers through empirical research. This study was carried out with YouTube viewers located in Turkey whose population is among the most online video watching Internet users in the world to uncover the determining attitudes and the factors affecting them in the effectiveness of bumper ads which YouTube introduced in 2016 as 6-seconds unskippable ad videos. The acquired data were tested by correlation and regression analysis under a predicted model that could explain the attitudes towards the ad. According to findings, it has been shown that the attitudes towards bumper advertisements are significantly related to the factors such as entertainment informativeness credibility irritation frequency of exposure and advertising value. However it was found that the participants did not develop a positive attitude towards these factors and the bumper advertisements along with them. © 2022 Elsevier B.V. All rights reserved.
Rituals of Transition in Turkish TV Drama: The Case of Henna Night
(Rector CIU Cyprus Int Univ, 2020) Urun Yildiran Onk; Ebru Gokaliler; Onk, Urun Yildiran; Gokaliler, Ebru; Yıldıran, Ürün Önk
Externalizing social beliefs and values the rituals are of vital importance since they make individuals feel as part of a society. The rituals of transition (during death birth and marriage) make people's lives meaningful by reinforcing their relationships even though these rituals have changed through time within the social structure. The rituals of transition are procedures that allow the individuals to feel secure during status changes and occur when they demonstrate behavior patterns which indicate a belonging to the society. It is accepted in international literature that the structure of the rituals is also changing according to changeover from the traditional social structure to modern social structure especially considering the context of consumption society. The daily life practices getting the matter of consumption from folkloric culture connected to traditions has been evolving to a structure sustained from the popular culture elements in modern societies. The rituals are affected similarly from this change in a society tending towards more exaggerated consumption elements in daily life practices under the name of modernization. The main problem of this study is to analyze whether the rituals reveal any differences during implementation in Turkey in terms of preserving the traditional structure as well as showing the modern social structure characteristics. The mass media reproducing the consumption-oriented lifestyle inured people to these changes. The Turkish TV drama in this sense offers a practical area through which the clues of the social changes can be traced. For this purpose. the content analysis method is implemented to 34 henna night scenes appearing in the top TV dramas of rating lists between the years of 2003-2019. The findings of the research indicate that the traditional henna night rituals are maintained along with the modern elements. When the TV dramas are examined according to their broadcasting date it is seen that the henna night ritual has drifted from traditional and has become consumption-oriented. It is also determined that the sceneries of the henna nights in recent TV dramas. are extravagant in the context of consumption society without diverging from traditionality.
Citation - WoS: 2
The Effects of Social Media Usage on Brand Resonance during and After the Gezi Park Protests in Turkey
(ONLINE JOURNAL COMMUNICATION & MEDIA TECHNOLOGIES-OJCMT, 2016) Ebru Gokaliler; Ayda Sabuncuoglu; Gokaliler, Ebru; Sabuncuoglu, Ayda
The social media was actively used during the Gezi Park events that existed in Turkey which is one of the most important social movements in Turkish history. Starbucks was chosen as the research object since it got the worst reaction from the protestors. The study's primary objective is to reveal the differences between the Starbucks' brand resonance during the protests and five months after based on the negative accusations on the brand. The main finding is that the brand resonance of Starbucks increased after the Gezi Park events according to the ti me of the events' brand resonance. Also the youth social media users had an effect on Starbucks' brand resonance during the events. Besides the study discovered that while the content about the accusations on Starbucks were active on the social media the customers didn't purchase the brand's products until the events were ended and the contents were lessented