Doktora Tezleri

Permanent URI for this collectionhttps://gcris.yasar.edu.tr/handle/123456789/13679

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Browsing Doktora Tezleri by Subject "Advertising"

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    Doctoral Thesis
    Evaluating the Attitudes of Followers towards Social Media Influencers’ Posts Containing Luxury Fashion Products: A Comparison of Turkish Consumers Living in Turkey and Germany
    (2023) Akyıldız, Gizem; Gökaliler, Ebru
    The use of social media has become so widespread in recent years that it has become not only a communication tool but also a medium that has created new business areas. One of the most effective marketing strategies of this medium consists of influencers. The posts of these influencers, who exhibit a lifestyle, containing luxury products attract attention. The aim of this study is to compare the attitudes of Turkish followers living in Germany and Turkey regarding the luxury product content shared by social media influencers. A total of 760 online surveys were conducted between 10th December 2021 and 21st January 2022 in both countries. In line with the demographic information of the users, their loyalty to social media influencers, their luxury consumption motivations and their luxury attitudes were investigated. The differences in the attitudes of Turkish followers living in the two countries were revealed and discussed within the framework of consumption, identity construction and culture. The research result reminded of McLuhan's Global Village concept: In today's world where communication has become easier, regardless of the country or culture people come from, they exhibit similar attitudes to each other in regard of the fashion and consumption world.
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    Doctoral Thesis
    Yaratıcı endüstrilerde bireysel inovasyon eğilimini etkileyen faktörler: Reklamcılık sektöründe bir alan araştırması
    (2017) Kıroğlu, İşil; Albayrak, Raif Serkan
    Innovation is defined as the process of developing or generating a novel product or service that has economic value. Innovation consists of four main steps: exploring the problem, idea generation, championing, and application. In order to make successful innovations at individual or organizational size, individuals are needed who tend to innovate. The aim of the thesis is to explore personal and social environmental factors pertaining innovative individual. Personal factors that affects innovation tendency are the abilities and skills people have from birth. While an individual is born with abilities, skills are shaped by the social environment. Personal factors are 'personality characteristics, creative thinking ability, intuitive perception ability, social networking ability, direction of motivation, and entrepreneurship tendency'. As for environmental factors 'culture, family, and education' are considered. The dependency of innovation tendency on each factor is analysed. Among 100 Biggest Advertising Agencies of 2015 44 agencies participated this analyses. From those 44 companies, 343 survey has been collected from staff working as 'Administrative (İ), Creative (Y), Creative - Administrative (Y+İ)' positions. Statistical analysis has been undertaken by Redundancy Analysis methodology. In order to answer the main research questions 30 Redundancy models have been dealt for each group. This thesis concludes that the models developed for 'Y+İ group' explain innovation tendency better than models dealt for other groups.