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    Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment
    (Elsevier, 2012) Varnali, Kaan; Yilmaz, Cengiz; Toker, Aysegul
    The study examines consumer responses to SMS-based mobile advertising campaigns using a field experiment with actual behavioral responses. Specifically, the effects of message characteristics (i.e., incentives and prior permission) and individual differences of message recipients (i.e., content involvement, prior experience with the mobile medium, and medium-fit perceptions) on the attitudinal and behavioral outcomes of such campaigns are investigated. Perceived intrusiveness of the message and attitude toward the campaign are conceptualized as key attitudinal reactions triggered by a mobile advertising message, which in turn influence the behavioral responses generated by the campaign. Findings suggest that, in comparison to permission and incentive, individual differences are stronger determinants of responses to mobile advertising campaigns. Additionally, intriguing insights with respect to the effectiveness of different types of incentives are provided. (C) 2012 Elsevier B.V. All rights reserved.
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    SELF-DISCLOSURE ON SOCIAL NETWORKING SITES
    (Soc Personality Res Inc, 2015) Varnali, Kaan; Toker, Aysegul
    Our aim was to contribute to the understanding of self-disclosure behavior on social networking sites (SNS). Participants (N = 1,294) completed online surveys comprising measures of willingness to disclose personal information on SNS, self-esteem, SNS affinity, self-disclosure, honesty of self-disclosure, subjective norm, self-monitoring skills, and public self-consciousness. Our findings suggest that self-disclosure mediates the impact of communication-based personality characteristics on the use of SNS, and that subjective norm and SNS affinity also have significant independent effects.