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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 A Social Influence Perspective on Uses of Online Football Forums: The Case with Turkish Football Fans(Igi Global, 2017) Sayan, Anil; Gorgulu, Vehbi; Erhart, Itir; Aslanbay, YoncaThis study aims to shed light on Turkish football forum users on the Internet from a social identity and uses and gratifications (U&G) perspective in order to reveal joint intentions among football fans online. The research model of the current study applies a uses and gratifications approach to examine whether fan motivations while using online football forums determine we-intentions among forum members. Social influence processes are also essential in the context of research on online forums, since they determine changes in attitudes and actions produced by the virtual social influence that may occur at different levels. Findings reveal uses and gratifications of football forum participation as maintaining interpersonal interconnectivity, generating entertainment and purposive value along with affective social identity construct determined we-intention among forum users.Öğe Consumers’ Brand Ownership and Engagement with Brand-related Social Media Content(Yalova Üniversitesi, 2020) Gorgulu, Vehbi; Guruz, MehmetOnline social networks have become an important element of consumers’ daily communication patterns. As a result of online social networks’ immense popularity, marketing communication scholars have started focusing on brand-related activities on social media to provide insights and future directors for marketers about the existing and potential trends. As consumers spend more time on social media, engagement with brand-related social media contents intensifies. The current study aims to explore how brand ownership impacts on content consumption, contribution and creation patterns of Instagram users. The study also explores how these patterns influences uses and gratifications Instagram users derive from involving in content-related practices. Findings revealed brand ownership determined content consumption, content contribution and content creation on Instagram. The ß coefficients indicate the highest relationship between brand ownership and content creation (ß= ,462, t=5.569, p=,000), followed by the relation between brand ownership and content contribution (ß= ,444, t=8.081, p=,000) and content consumption (ß= ,296, t=4.504, p=,000). Contributions and implications of the research and findings are discussed at the last part of the study.Öğe Coronavirüsten korkmak: dijital sağlık haberi tüketiminin ve dijital yetkinliğin süreçteki rolü(Pamukkale Üniversitesi, 2020) Gorgulu, VehbiCoronavirüs (COVID-19 veya coronavirüs hastalığı 2019 olarak da anılmaktadır), 2020 yılı itibariyle küresel ölçekte en çok endişe uyandıran hastalıklardan biri haline dönüşmüştür. Bu endişede, virüsün günlük sosyal etkileşimle hızlı bir şekilde yayılma potansiyeli ve sosyal mobilizasyonun küresel ölçekteki yoğunluğu büyük bir rol oynamaktadır. Süreçte, dijital haber platformları ve sosyal ağlar, enformasyon paylaşımı bağlamında etkin bir öneme sahipken, bu paylaşımlar zaman zaman sosyal paniğin küresel ölçekte tetiklenmesiyle de sonuçlanabilmektedir. Mevcut çalışma, dijital yetkinlik, dijital sağlık haberi tüketimi ve coronavirüse yönelik duyulan korku arasındaki ilişkiyi kantitatif araştırma perspektifi içerisinde incelemektedir. Bu doğrultuda, geliştirilen ve ön test uygulaması yapılan anket çalışması aracılığıyla, toplamda 587 kişiye ulaşılmıştır. Eksik yanıtların yer aldığı anketlerin veri setinden çıkarılması sonucu edinilen örneklem 467 kişiden oluşmaktadır. Araştırmanın bulguları, dijital yetkinlik ve dijital sağlık haberi tüketimi arasında anlamlı bir ilişki olduğunu göstermekte, bu durum, dijital araçları tanıyan ve bu araçların kullanımında daha yetkin olan kişilerin, dijital sağlık haberlerini daha sık bir biçimde takip ettiklerine işaret etmektedir. Bir diğer önemli bulgu, dijital sağlık haberi tüketimi ile coronavirüse yönelik duyulan korku arasındaki anlamlı ilişkidir. Daha çok dijital sağlık haberi okuyan internet kullanıcısı bireylerin hastalığa yönelik duydukları korku da paralel biçimde artış göstermektedir. Bu bulgu, dijital haber mecralarının etki boyutunun büyüklüğüne işaret ederken, aynı zamanda haber üretim süreçlerinde sosyal bilince vurgu yapılmasının ve panik ortamının tetiklenmesinden kaçınılmasının gerekliliğine işaret etmektedir.|The coronavirus (also referred as COVID-19 or coronavirus disease 2019) has become one of the major global health concerns around the world, as the geographies effected by the virus increases, as a result of social mobilities. The digital media outlets such as news platforms and online social networks play a key role in terms of informing the online audiences by raising awareness regarding the disease, while sometimes the opposite can be the case due to contents triggering societal panic at global level. The current study aims to explore potential relationships between digital literacy, digital health news consumption, and the fear of coronavirus, by applying a quantitative research perspective. A total of 587 respondents were reached online via the pilot-tested survey instrument. Following the removal of missing submissions, 467 participants remained. It is concluded that digital competency has a positive relationship with digital health news consumption, which means as digital literacy increases, the frequency of digital health news consumption practices rises up in return. Another important finding is related to fear felt towards coronavirus, as findings also indicate as the level of digital health news consumption increases, the fear felt towards coronavirus also escalates. This finding indicates the essentiality of providing accurate news for the Internet audiences, that raises awareness rather than triggering social anxiety and panic.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 INVESTIGATING CONSUMER TRUST IN INSTAGRAM INFLUENCERS AND ITS IMPACT ON BRAND RELATED CHARACTERISTICS AND PURCHASE INTENTION(İstanbul Ticaret Üniversitesi, 2019) Gorgulu, VehbiInstagram has become one of the most popular online social networks that compete with Facebook in terms of usage in various geographies. The more users spend time on Instagram, the more they are exposed to influencers on their timeline (in forms of organic or sponsored posts) and on the discovery section of the application. The current study explores how trust on Instagram influencers impacts on consumer’s association with brand related characteristics and their willingness to buy the promoted product/service. Findings and implications of the research are discussed. |Mevcut çalışma, Instagram kullanıcılarının dijital kanaat önderlerine duydukları güven ve kurdukları marka etkileşimlerini incelemektedir. Veri toplamak için çevrimiçi platformlarda Instagram kullanıcılarını hedefleyen bir anket çalışması gerçekleştirilmiştir. Çalışmanın bulguları, en anlamlı ilişkinin dijital kanaat önderlerine duyulan güven ve marka sadakati arasında çıktığına işaret etmektedir. Aynı zamanda dijital kanaat önderleri ve marka imajı arasında da anlamlı bir ilişki bulunmaktadır. Bu durum, tüketicilerinin marka sadakatini ve markalarının imajını perçinlemek isteyen şirketlerin, Instagram’da aktif olan dijital kanaat önderleri ile işbirlikleri kurmaları gerektiğine, bu pratiğin bir opsiyon değil, zorunluluk haline geldiğine işaret etmektedir.Öğe Negotiating the 'Impossible' Religion and Politics in the Tactical Works of Extramucadele(Routledge Journals, Taylor & Francis Ltd, 2015) Gorgulu, VehbiThis article evaluates how a tactical media practitioner challenges the status of iconised signs and symbols, by analysing works of Istanbul-based artist Extramucadele. The artist challenges the idolised and clashing national and religious symbols of Turkey's society and presents his works in forms of tactical media. By focusing on tactical media practices in the contemporary art scene of Turkey, this study aims to provide insights on how media activists point to the power of tactics as means of challenging established meanings associated with enduring signs and symbols.Öğe THE EFFECTS OF RELIGIOSITY ON INTERNET CONSUMPTION A study on a Muslim country(Routledge Journals, Taylor & Francis Ltd, 2013) Sanaktekin, Ozlem Hesapci; Aslanbay, Yonca; Gorgulu, VehbiThe relationship between technology adoption and religion has received scant research attention. The complicated process of Internet use among contemporary religious people is affected by the tension between technological developments and religious beliefs. The current research aims to explore the effects of religiosity on Internet consumption in a newly industrialized Muslim country, Turkey. The study utilized a cross-sectional design based on data from 2,698 subjects, selected by stratified random sampling, covering all 12 regions of the country. By offering an exploratory approach, this study sheds light on how various interpretations of religion enable culture-specific observations on Internet consumption patterns, and its relation with different levels of religiosity. The findings revealed that the level of religiosity has a significant effect on the patterns of Internet consumption.Öğe Your ethnic model speaks to the culturally connected: Differential effects of model ethnicity in advertisements and the role of cultural self-construal(Wiley, 2016) Hesapci, Ozlem; Merdin, Ezgi; Gorgulu, VehbiThis paper examines self-construal and consumer self-referencing as a mechanism for explaining ethnicity effects in advertising. Data were collected from a 2 (participant ethnicity: Turkish versus Kurdish)x2 (model ethnicity: Turkish versus Kurdish)x2 (self-construal: independent versus interdependent) experiment. Results show that (i) individuals with interdependent self-construal display more positive evaluations towards an in-group ethnic ad model than do individuals with independent self-construal; (ii) ethnic minority individuals (Kurdish people) self-referenced more advertising portrayals of models of a similar ethnicity than models of a different ethnicity, as did ethnic majority individuals (Turkish people); (iii) ethnic minority individuals who experienced high levels of self-referencing exhibited more favourable attitude towards the advertisement, attitude towards the brand and a higher purchase intention than ethnic minority individuals who experienced low levels of self-referencing; and (iv) self-referencing is found to partially mediate the relationship between culturally constructed self-concept (self-construal) and ethnicity on consumer evaluations for interdependent subjects. Theoretical and practical implications are discussed. Copyright (c) 2015 John Wiley & Sons, Ltd.
