Browsing by Author "Uluçay, Dilek Melike"

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Beyond the Spotlight: Unveiling Self-Presentation Strategies of Elite Turkish Female Athletes on Instagram
(Routledge Journals, Taylor & Francis Ltd, 2026) Uluçay, Dilek Melike; Melek, Gizem
This study aims to reveal the self-presentation strategies of elite Turkish female athletes on Instagram. Drawing on Goffman's self-presentation theory, the research also explores how gender typing across different sports may shape athletes' self-presentation strategies. By examining the use of social media by 44 elite Turkish female athletes in 15 different sports, this study provides clear evidence that elite athletes utilise Instagram for both front-stage and back-stage presentations by employing six self-presentation strategies (information-sharing, match or competition-related information-sharing, behind-the-scenes, interaction, self-promotion, and opinion-sharing) when sharing content on the platform to convey these different aspects of their athletic lives. The research findings also reveal that, in 'masculine' sports, female athletes tend to share more back-stage performance footage, whereas within 'feminine' branches of athletics, there appears to be a notable inclination towards higher utilisation of the front-stage category.
Citation - Scopus: 1
Child influencers on YouTube as the new narrators: Consumer socialization theory revisited
(Nova Science Publishers Inc., 2021) Dilek Melike Ulucay; Kadriye Kobak; Uluçay, Dilek Melike; Kobak, Kadriye
YouTube the most popular video-sharing platform has been under investigation for different aspects. Owing to its popularity the platform has also become a marketing and promotional tool. YouTube influencers are one of the core topics discussed and examined from a marketing perspective. However using child influencers is a contentious subject from an ethical sociological and psychological perspective since both the senders and the possible receivers are easily exploitable parties. Preliminary research on the issue is mainly dominated with branding advertising and perception approaches. Nevertheless YouTube is a platform enabling users to tell stories to its viewers. Therefore understanding the content as a narration may also widen the general understanding of the platform. This research aims to explore and analyse child influencers' YouTube videos by conducting quantitative content analysis and narrative analysis. To attain this goal the most viewed 50 videos of the five most popular Turkish child influencers were analysed by considering the video theme and its featured characters. The video themes were coded as 1 for the presence of the category and 0 for the absence of the category. After the coding procedure we used descriptive analysis on SPSS. Then we applied narrative analysis to the verbal communication messages in the videos to understand YouTube as a narration platform. The results are discussed in the realm of consumer socialization theory. © 2021 Elsevier B.V. All rights reserved.
Current trends in social media research in higher education: An analysis of master theses and Ph.D. dissertations in Turkey
(Sakarya University editor@tojet.net, 2016) Dilek Melike Uluçay; Kadriye Uzun; Uluçay, Dilek Melike; Uzun, Kadriye
This article provides the general profile of Master theses and Ph.D. dissertations focusing on Social Media in the Major Field of Communication Sciences in Turkey. In the scope of this study all Master theses and Ph.D. dissertations that have been allowed to access in Council of Higher Education National Theses Center Database have been scanned with the key word “social media” under the major field of Communication Studies. Subsequently 77 Master theses and 22 doctoral dissertations have been included into the study. For the purposes of the study the authors chose to use content analysis to study empirical documentation. Within this context each thesis and dissertation was categorized in terms of year of approval authorship institution affiliation research topics social media type research design sampling methods data collection and data analysis methods. © 2016 Elsevier B.V. All rights reserved.
The Effect of Personality on Green Purchase Behaviour: An Evaluation on Online Shoppers
(2021) Sezer, Tuğçe; Uluçay, Dilek Melike
Today's increasing consumption is causing various enviromental problems. These problems, such as pollution, over-use of sources and distruption of ecological balance, concern both consumers and producers. One of the causes of these problems is textile industry. Textile industry is growing day by day. That raises the question of how a consumer's reaction will be towards enviromentally-conscious buying behaviour on the face of these problems. Consumer's buying behaviour is affected by several factors, and personality is one of the most important ones. The purpose of this study is to evaluate the relationship between personality and environmentally-conscious buying behaviour. The research is grounded theoretically by literature review. Five hypothesis were developed regarding the research. As a part of the study, the big five personality traits and Green Purchase Behaviour survey were conducted. To reveal the relationship between personality traits and green purchase behaviour, correlation analysis was conducted. As a result of the study, a positive and significant relation between extroversion and responsibility of personality dimensions and green purchase behaviour was detected. Keywords: green purchase behaviour, the big five personality traits, textile consumer, consumer behaviour, online shopping
Intermedia Agenda-Setting at the Network Level: Turkish Women's Volleyball Team in Media and Instagram
(Academic Conferences International Limited, 2025) Dilek Melike Ulucay; Gizem Melek; Uluçay, Dilek Melike; Melek, Gizem; S. Pinto
McCombs (1992) highlighted the evolution of the agenda-setting concept which has expanded from public issues to encompass gender-related topics particularly in sports media. Research indicates that male athletes receive significantly more coverage than female athletes often portrayed in ways that emphasize power and dominance while female athletes are depicted through the lens of femininity and family life. This disparity influences audience perceptions of female athletes' importance. In Türkiye media coverage of female athletes is similarly limited with negative portrayals and objectification prevalent especially in football. However Turkish women's volleyball presents a notable exception as female athletes have surpassed male counterparts in elite competitions. Their achievements in 2023 gained significant attention from both national and international media (e.g. Anadolu Ajansı The New York Times). This study employs McCombs' agenda-setting theory to analyse the influence of Instagram on mainstream media coverage of the Turkish Women's Volleyball Team's triumphs in 2023. While traditional agenda-setting theory has demonstrated that media shapes public perceptions the rise of social media has altered this dynamic allowing citizens to influence mainstream narratives. Utilizing a network agenda-setting (NAS) framework the study will explore whether Instagram content about the volleyball team's success influenced mainstream media coverage or vice versa. The NAS model posits that media connects different issues in news stories as bundles transferring the salience of these bundled messages to the public. Given that Instagram boasts over 2 billion users globally including 58.7 million in Türkiye this study aims to assess the correlation between Instagram and traditional media agendas. It hypothesizes that mainstream media anticipates the public's Instagram agenda (Hypothesis 1) and that Instagram posts predict the content of newspapers (Hypothesis 2). © 2025 Elsevier B.V. All rights reserved.
Kurumsal İmaj Ölçümünde Kişiselleştirme Metaforu
(2017) Dilek Melike ULUÇAY; Uluçay, Dilek Melike
Kurumsal imaj yönetiminin en önemli parçalarından biri etkili ve kapsayıcı bir ölçme aracı kullanarak mevcut kurumsal imaj değerlendirmelerini doğru yapmaktır. Kurumsal imaj ölçümü ile ilgili farklı yaklaşımlar bulunmaktadır. Bu yaklaşımların dikkat çekenlerinden biri kişiselleştirme metaforuna başvuran kurumsal imaj ölçümlemeleridir. Bu yaklaşımda kişiselleştirme benzetmeleri kullanılarak geliştirilmiş kurumsal kişilik skalaları aracılığı ile kurumsal imaj ölçümü yapılır. Bu çalışma kapsamında kişiselleştirme metaforundan yola çıkılarak geliştirilmiş olan Davies vd.'nin (2004) kişilik skalası referans alınmış ve Yaşar Üniversitesi'nin iç ve dış paydaş gruplarının kurumsal imaj değerlendirmeleri belirlenmeye çalışılmıştır. Çalışmada nicel yöntemlere başvurulmuş tanımlayıcı istatistiklerden ve t-testinden faydalanılmıştır. Çalışmanın sonuçlarına göre hem iç paydaşların hem dış paydaşların kurumsal imaj değerlendirmeleri olumlu yöndedir. Bununla birlikte iç ve dış paydaş grupları kurumsal imaj değerlendirmeleri arasında anlamlı farklar mevcuttur
Müşteri hizmetlerinde sohbet botlarının kullanımı: Müşteri algısı ile ilgili nitel bir analiz
(2021) Barış, Ayşe; Uluçay, Dilek Melike
The continuous communication advantage brought by digitalization has a great impact on customer behavior and perceptions. To meet customer demands, companies have established further contact channels. Today companies are competing over who has the best product and compete over which company has the best service to differentiate. For this reason, companies have started to include chatbot technology in their customer services. Customers' questions about a product or service can be answered at any time by using chatbots. Some companies have taken this subject to the next level and designed chatbots that serve instead of people in psychological counseling, lawyer and dietitian in the USA and Europe. It raised some questions about if a chatbot could be useful when it is used in customer service or it could damage the company's image for their customers. This thesis will focus mainly on the consumer-chatbot area, which aims at customer satisfaction. This thesis aims to determine and evaluate the perceptions of customers about chatbots, benefits to brands and customers, and how it should be designed in customer service. This research presents an exploratory interview study to answer the questions of customer perceptions about the chatbot, the contributions of chatbots in the customer-brand relationship, the disadvantages, and advantages of the chatbot, the good qualities of the chatbot effective chatbot for the customer. Questions are asked through facetime and skype interviews with participants by implementing an exploratory interview study. There are ten interviews in total with a group of people, and 16 questions are asked. The answers to the questions were discussed under eight categories using the descriptive analysis method.
Citation - Scopus: 3
Public perception of data visuals in media coverage during COVID-19 pandemic: The risk perception model revisited
(Blanquerna School of Communication and International Relations tripodos@blanquerna.url.edu, 2020) Dilek Melike Ulucay; Gizem Melek; Deniz Özyurda-Ergen; Uluçay, Dilek Melike; Özyurda-Ergen, Deniz; Melek, Gizem
The aim of this research is to examine the role that data visuals in media coverage play on the risk perception of the public in times of a pandemic. The article reports findings from an online survey of 191 adults regarding the trajectory of the risk perception model during COVID-19 pandemic in Turkey. We focused on eight statements clustered into three groups as indicators of the risk perception when the public came across with the data visuals: (1) the level of anxiety fear and panic arousals (2) the level of lacking credibility and trust and (3) the level of impression regarding fatality irreversible effects and catastrophic consequences. For the survey we selected 24 data visuals which attracted the most interaction from Facebook and Twitter accounts of the seven most popular news outlets. We asked respondents to score eight items for each 24 data visuals of COVID-19 news reports. The results suggest that the respondents find the data presented in visuals credible and trustworthy and they agree that the visuals depict risk elements in many cases. Implications of the low and high levels of risk perception regarding data visuals on media for the risk communication theory are discussed. © 2020 Elsevier B.V. All rights reserved.