Özkan, işik

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https://gcris.yasar.edu.tr/handle/123456789/12027
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Prof.Dr.
Email Address
Main Affiliation
01.01.04.01. Halkla İlişkiler ve Reklamcılık Bölümü
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Former Staff
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ORCID ID
0000-0002-1494-7305
Scopus Author ID
57222383780
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WoS Researcher ID
JKH-0218-2023

Sustainable Development Goals

NO POVERTY1
NO POVERTY
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ZERO HUNGER2
ZERO HUNGER
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GOOD HEALTH AND WELL-BEING3
GOOD HEALTH AND WELL-BEING
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QUALITY EDUCATION4
QUALITY EDUCATION
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GENDER EQUALITY5
GENDER EQUALITY
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CLEAN WATER AND SANITATION6
CLEAN WATER AND SANITATION
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AFFORDABLE AND CLEAN ENERGY7
AFFORDABLE AND CLEAN ENERGY
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DECENT WORK AND ECONOMIC GROWTH8
DECENT WORK AND ECONOMIC GROWTH
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INDUSTRY, INNOVATION AND INFRASTRUCTURE9
INDUSTRY, INNOVATION AND INFRASTRUCTURE
1
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REDUCED INEQUALITIES10
REDUCED INEQUALITIES
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SUSTAINABLE CITIES AND COMMUNITIES11
SUSTAINABLE CITIES AND COMMUNITIES
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RESPONSIBLE CONSUMPTION AND PRODUCTION12
RESPONSIBLE CONSUMPTION AND PRODUCTION
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CLIMATE ACTION13
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LIFE BELOW WATER14
LIFE BELOW WATER
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LIFE ON LAND15
LIFE ON LAND
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PEACE, JUSTICE AND STRONG INSTITUTIONS16
PEACE, JUSTICE AND STRONG INSTITUTIONS
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PARTNERSHIPS FOR THE GOALS17
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OOO "Zhurnal "Voprosy Istorii"1
Paradigm Shifts within the Communication World1
Türkiye İletişim Araştırmaları Dergisi1
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  • Thumbnail Image
    Article
    International women’s day: Ostensible celebrations or historical milestone of women’s emancipation
    (Rossiiskaya Akademiya Nauk Institut Istorii (Russian Academy of Sciences Institute of General Hist, 2020) G. Yoğurtçu; Huriye Toker; Işik Özkan; Toker, Huriye; Yogurtcu, Gokce; Ozkan, Isik
    The article is devoted to the information coverage of 8 March International Women’s Day as a historical symbol of women’s struggle for changes in their lives and in society. We analysed the media coverage of it in Turkey Kyrgyzstan Russia and Norway. The qualitative analysis shows that the general conditions of women were ignored and good looking and well-educated women were portrait to mark the activities of International Women’s Day. © 2021 Elsevier B.V. All rights reserved.
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    Book Part
    Media performance: From the perspective of the comparative advantage theory of competition
    (Nova Science Publishers Inc., 2021) Işik Özkan; T. Hande Arbak; Arbak, T. Hande; Özkan, Işik
    The media industry is creative exciting and innovative. It is changing under the influence of new technologies market conditions and regulations. These changes are reshaping the industry and its business models and also business performance. For this reason the usability of management and organisation theories as well as marketing theories for performance evaluation in the media industry can also be discussed. Studies in the field of media economy business and management started in the 1990s and have increased rapidly in recent years. In recent years communication researchers have benefited from economics and business literature on the one hand and researchers working in the fields of economics and business sciences who research industrialised media on the other hand. They work on critical issues such as competition market structure business strategies management and business models market conditions organisational structure and behaviour ownership structure and financial and organisational performance in the media industry. Media companies can provide competitive advantage with the strategic management practices they will implement by closely monitoring the behavioural changes of the competitive market. Competitiveness increases depending on the use of resources and the performance of the firm. The comparative advantage theory of competition (Hunt & Morgan 1995) is also referred to as a resource-based approach/view (RBV) based on the firm's resources and competencies to see competitive advantage. In this chapter the comparative advantage theory of competition can be discussed for media performance evaluation. © 2021 Elsevier B.V. All rights reserved.
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    Article
    Sosyal Müşteri Yolculuğu Haritası: İletişim Ajansları Üzerine Bir Araştırma
    (2023) Cudi Kaan Okmeydan; IŞIK ÖZKAN; Okmeydan, Cudi Kaan; Özkan, Işık
    Bu çalışmanın amacı iletişim ajanslarının sosyal müşteri yolculuğu kavramına yönelik bilgi ve tecrübeleri hakkında derinlemesine bilgi edinmektir. Çalışmada fenomenolojik bir araştırma deseninden yola çıkarak Türkiye çapında faaliyet gösteren iletişim ajanslarında çalışan on bir uzman ile yarı yapılandırılmış mülakatlar gerçekleştirilmiş ve oluşturulan temalar betimsel analize tabi tutulmuştur. Ortaya çıkan bulgular, sosyal müşteri yolculuğu planlama sürecinde ajans-marka iş birliğinin son derece önemli olduğunu göstermiştir. Planlama aşamasında ajansların müşteri yolculuğu haritası oluşturarak süreci görselleştirdikleri saptanmıştır. Buna ek olarak planlama aşamasında müşterilerin karşılaşabileceği bütün sorunların önceden tahmin edilerek çözümler üretildiği tespit edilmiştir. Müşterilere daha iyi deneyim sunabilmesi adına çeşitli çevrimiçi takip ve raporlama yazılımlarından destek alınarak onların sosyal medya ve web sitelerindeki hareketlerinin izlenip raporlandığı ortaya çıkmıştır. Ortaya çıkan bir diğer önemli bulgu ise müşterilere daha iyi deneyim sunabilmek ve etkileşimi en üst seviyeye çıkarabilmek adına ajansların ve markaların yapay zekâ destekli otomasyon sistemlerine yatırım yapmalarının zorunluluk haline geldiğidir.