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Öğe A Future of Happiness: Can Markets Be Co-evolved?(Springer, 2014) Aslanbay, Yonca; Varnali, KaanThe downturn of the markets in the recent global economic crisis points to a need to question the current dynamics of the market system, a decade after the turn of the millennium. The inequalities with regard to the consumption of resources across world markets, the declared low satisfaction rates over what is offered in the marketplace, and the increasing skepticism with marketing practices are all more pronounced than ever. It is becoming evident that consumer marketing fails in constructing a happier society. Consumers, producers, and governments as the three main market stakeholders, share responsibility for the undesired consequences. This article provides a critical perspective on the contemporary paradigm that dominates marketing thought in relation to the central role and the evolving meaning of consumption in the market economy that is favored by most governments. The core position of the article is that determining happiness as the ultimate end requires a shift to a new societal orientation for all stakeholders of the market system.Öğe A holistic framework for patient experience: 5P model(Emerald Group Publishing Ltd, 2021) Ozcelik, Ayse Bengi; Varnali, Kaan; Burnaz, SebnemPurpose Hospitals have become competitive organizations striving to serve the needs of empowered consumers seeking positive experiences. As a result, the patient experience turns into a critical driver of performance for hospitals. Accordingly, the question what are the critical dimensions for creating a well-designed patient experience? has been drawing increasing attention from the industry and academia alike. This paper aims to contribute to the understanding of patient experience by using multiple source data obtained from experts and patients. Design/methodology/approach This study uses a qualitative research approach to examine the perspectives of both health-care experts and patients about the experience. A semi-structured interview series is conducted with health-care professionals, academicians, researchers, physicians and patients. Findings The results suggest a novel framework for the patient experience including five critical dimensions as follows: provider, physician, patient, personnel and periphery. This framework, 5Ps of patient experience, provides a holistic picture, which integrates the perspectives of patients, health-care providers and experts including scholars and researchers. Practical implications The 5P framework can be used by health-care professionals to better understand the driving factors of patient experience and to create a strategy to improve patient satisfaction. Originality/value To the best of the authors' knowledge, the present study is the first qualitative study, which provides a holistic approach to patient experience independent from the branch and considers the perspectives of both health-care experts and patients.Öğe A social influence perspective on expressive political participation in Twitter: the case of #OccupyGezi(Routledge Journals, Taylor & Francis Ltd, 2015) Varnali, Kaan; Gorgulu, VehbiThe aim of this research is to contribute to the growing literature on online political participation by seeking a better understanding of the social determinants of action that drive expressive political participation in Twitter. Our results revealed that social influence variables explain a significant portion of variance in online political participation independently from the antecedents identified by prior literature. While social identity and group norms were significantly related with political expressive participation in Twitter, subjective norms had no significant effect. Findings are discussed within the scope of Gezi Park protests and future research directions are suggested.Öğe An asymmetric configural model approach for understanding complainer emotions and loyalty(Elsevier Science Inc, 2016) Kasnakoglu, Berna Tari; Yilmaz, Cengiz; Varnali, KaanFew works emphasize the emotional nature of customer complaint behavior, and those that do so fodis largely on negativity. The idea that specific emotions might lead to idiosyncratic reactions and that in some cases positive emotions may also-be aroused during the complaint experience has been largely neglected. The study explores this issue by identifying specific emotions experienced by complainers and then relating them to resulting complainer loyalty levels, separately under conditions where the outcomes of the complaint process is evaluated favorably versus unfavorably. Complaint texts posted on a well-known website are content analyzed and six types of emotions (hopeful, puzzled, recessive, befooled, offended, and hypersensitive), three types of texting styles (general, specific, and threatening), and five types of complainer concerns (financial, technical, psychological, social, and physical) are identified via content analyses. Configural analyses reveal 33 combination paths of these antecedent conditions for complainer loyalty and 65 different combinations for disloyalty. Results suggest that the specific emotions approach potentially explains more about complaining customer behavior compared to the more general valence-based approach, and that post-complaint loyalty depends considerably on complainer emotions, concerns, and texting styles experienced and expressed during the complaint process. (C) 2016 Elsevier Inc. All rights reserved.Öğe Customer responses to service failures on social media(Emerald Group Publishing Ltd, 2022) Varnali, Kaan; Cesmeci, CanerPurpose As customers increasingly adopt social media as the primary channel to reach out to companies, voicing is becoming a public act. Adopting a social psychological perspective, this study aims to focus on the social dynamics that drive consumer voice on social media. Design/methodology/approach The research uses three studies. First, a list of metaperceptions about voicing behavior is compiled using the critical incident technique, and then the hypothesized effects are tested with two scenario-based experiments. Findings Metaperceptions mediate the relationship between social anxiety and the intention to voice on social media. Self-construal moderates the effect of metaperceptions, such that in the presence of a negative metaperception, the reluctance to post a direct complaint is attenuated under independent self-construal. Independent self-construal attenuates the positive effect of positive metaperception. An experimental comparison between social media and consumer review sites reveals that metaperceptions are only prevalent in social media and when the complainer construes him or herself as interdependent. Originality/value Since lodging a direct complaint to a service provider has been mainly conceived as a private behavior, the role of social dynamics in the context of voicing remains under-researched. Aiming to fill this gap, the present research empirically examines how the presence of a perceived audience affects voicing behavior.Öğe Determinants of Brand Recall in Social Networking Sites(Igi Global, 2017) Varnali, Kaan; Gorgulu, VehbiThis research aims to contribute to the understanding of how brand impressions in social networking sites influence brand recall. Further, the relationship between the built-in metrics offered by social networking sites and brand recall are also examined to assess the validity of these metrics as measures of advertising effectiveness. Results indicate a positive relationship between brand recall and self-brand congruence, tie-strength with, trust toward, and perceived popularity of the profile associated with the post, and clicking a link embedded in the post / ad in which the brand appears. On the other hand, there is not a significant difference between the levels of brand involvement, homophily with the profile associated with the post / ad, like-count, and four types of built-in user-interaction options including liking, sharing, posting a comment and tagging among the brands that were successfully retrieved from the memory and those were not.Öğe Effectiveness of online behavioral targeting: A psychological perspective(Elsevier, 2019) Ozcelik, Ayse Bengi; Varnali, KaanThe practice of online behavioral targeting in advertising is one of the hottest issues of contemporary debates about data privacy in the information age. Drawing upon the theory of regulatory focus and the ad value model, the present research focuses on the psychology of the recipient in explaining the effectiveness of online ads customized using behavioral targeting. Results of the present research suggest that the promotion focus level of a consumer has a significant effect on perceptions regarding informativeness and entertainment of a customized online ad, whereas perceived security risk associated with clicking customized online ads has a directly inverse effect on these two constructs, in addition, it increases the irritation caused by behavioral targeting. Further, the effect of ad value dimensions on behavioral ad responses is mediated by the attitude toward the ad and brand attitude. Implications of findings and future research directions are discussed.Öğe How do firms benefit from customer complaints?(Elsevier Science Inc, 2016) Yilmaz, Cengiz; Varnali, Kaan; Kasnakoglu, Berna TariThe study explores the effects of two sets of factors relating to complaint management on firm performance, namely, (1)customer response factors and (2) organizational learning factors, thereby integrating organizational learning into the conceptualization of complaint management Symmetric testing using hierarchical regression analysis of data obtained from complainants and firm managers revealed the joint effects of the two main paths on firm performance, independently from one another. Learning from complaints is shown to influence both short- and long-term firm-level performance measures positively. However, contrary to expectations, complainants' and managers' perceptions of fairness in the complaint handling processes of firms are found to (1) be nonrelated to short-term firm performances and (2) influence long-term performance expectancies negatively. Asymmetric analyses involving contrarian cases and further utilizing the fuzzy-set qualitative comparative analysis (fsQCA) disclosed distinct sets of antecedents that are sufficient for explaining short- and long-term firm performance. (C) 2015 Elsevier Inc. All rights reserved.Öğe Mobile Social Networks: Communication and Marketing Perspectives(Igi Global, 2013) Varnali, KaanSocial networks are migrating to mobile. Mobile social networks combine community-level interactivity with mobile communications and location-awareness, and hence represent a novel phenomenon with unique properties. Due to the growing business potential of this new trend and its increasing impact on the realm of communications, mobile social networks started to draw scholars' attention. Researchers in computer-mediated-communication have been investigating the phenomenon from a variety of angles, yet marketing literature is falling behind. This chapter aims to review existing academic knowledge on mobile social networks and provide a conceptual framework to study and understand this complex, emergent phenomenon and discuss related future research avenues.Öğe Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment(Elsevier, 2012) Varnali, Kaan; Yilmaz, Cengiz; Toker, AysegulThe 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.Öğe SELF-DISCLOSURE ON SOCIAL NETWORKING SITES(Soc Personality Res Inc, 2015) Varnali, Kaan; Toker, AysegulOur 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.Öğe The Impact of the Internet on Marketing Strategy: Revisiting Early Predictions(Igi Global, 2010) Varnali, KaanThis conceptual paper revisits and reviews early milestone literature of influential authors, who discuss the impact of the Internet on major forces that shape a company's marketing strategy to assess whether their futurist predictions and conceptual claims turned out to be true or were later falsified by empirical research or market experience. In particular; the impact of the Internet on customers, design of products/services, pricing, marketing communications, intermediaries, publics, and social/cultural environmentis explored. Throughout the paper; related under-researched and unsettled areas are discussed and future research avenues are suggested.Öğe Understanding customer journey from the lenses of complexity theory(Routledge Journals, Taylor & Francis Ltd, 2019) Varnali, KaanThe present article develops an argument that conceptualizing the customer journey as a complex system provides both a systematic portrayal of the complex and holistic nature of customer experience and an opportunity to serve as an integrative framework for differing definitions in the service literature. A comprehensive literature review reflecting the contemporary understanding of the concept of customer journey is presented. Theoretical and practical implications of adopting a complexity theory-based stance in customer experience research are discussed under five fundamental tenets of complexity theory.Öğe Value-Based Analysis of Mobile Tagging(Igi Global, 2011) Aygoren, Oguzhan; Varnali, KaanInnovative use of the mobile medium in delivering customer value presents unprecedented opportunities for marketers. Various types of mobile applications have evolved to provide ubiquitous and instant customer service to capitalize on this opportunity. One application is mobile tagging, a mobile-based innovative tool for convergence marketing. The accumulated academic knowledge on mobile marketing lacks consumer-centric information about this phenomenon. This paper addresses this issue and contributes to the understanding of theoretical and practical issues related to the use of mobile tagging in consumer markets.Öğe Value-Based Analysis of Mobile Tagging [Book Chapter](Igi Global, 2013) Aygoren, Oguzhan; Varnali, KaanInnovative use of the mobile medium in delivering customer value presents unprecedented opportunities for marketers. Various types of mobile applications have evolved to provide ubiquitous and instant customer service to capitalize on this opportunity. One application is mobile tagging, a mobile-based innovative tool for convergence marketing. The accumulated academic knowledge on mobile marketing lacks consumer-centric information about this phenomenon. This paper addresses this issue and contributes to the understanding of theoretical and practical issues related to the use of mobile tagging in consumer markets.
