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2016 - 20202
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Konu: Behavior × WoS Q: N/A ×

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Listeleniyor 1 - 2 / 2
  • Küçük Resim
    Yayın
    CSR and social marketing as enablers of recovery after the global recession: the Turkish banking industry
    (IGI Global, 2016-12-21) Gül, Mısra Çağla; Kaytaz, Mehmet
    Corporate Social Responsibility (CSR) is a relatively new concept in Turkey. Leading companies including banks stress socially responsible activities in their marketing communications. The recent economic crisis put banks into the center stage again. Turkey was one of the few countries that emerged from the economic downturn relatively quickly. In the initial stages of the crisis, banks faced some criticism for protecting their self-interest more and not acting for the benefit of the society. Later, these criticisms got weaker and less frequent. This chapter examines the behavior of banks during the crisis with respect to CSR and social marketing. Particularly, the chapter analyzes how the banks behaved during the crisis and how they supported small and medium scale enterprises and local communities through CSR strategies, as well as how they utilized CSR efforts as a marketing tool. In addition, the outcome of these strategies is discussed.
  • Küçük Resim
    Yayın
    Did you read the news before playing the advergame? The effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergames
    (Inderscience Publishers, 2020-06-01) Sağkaya Güngör, Ayşegül
    With the advergames, marketers reach their goal of conveying their message to their target audience in an entertaining way. The study aims to find out, first, how the priming effects responses of the advergame players toward the brand. Additionally, persuasion knowledge and placement strength were investigated, along with priming. A 2 × 2 × 2 between-subjects laboratory experiment was conducted with 204 participants. Results show that priming has significant effects on brand attitude and recall. The effects were partially persistent after the introduction of persuasion knowledge. When the placement strength was introduced, it was observed significant differences on brand attitude and recall.