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Öğe Case study 7: Managing social media communications at Garanti Bank(Springer International Publishing, 2017) Varnali, K.; Ersoy, E.; Tanriverdi, S.G.; Terzi, E.[No abstract available]Öğe Cyber behavior in marketing(IGI Global, 2012) Varnali, K.Emerging online environments not only provide the most pertinent tools to enhance efficiency and effectiveness in a variety of daily and business-oriented tasks, but also drive and shape expectations, norms, lifestyle, and culture of the emerging crowd of postmodern consumers. These changes inflict a tremendous impact on the universe of marketing; hence, online human behavior has been drawing increasing attention from marketing scholars. The research of cyber behavior in marketing merits come from the relevant bodies of literature in multiple disciplines, including sociology, computer-mediated-communication, and Information Systems. The present chapter aims to present an overview of this accumulated scientific knowledge and highlight latest research trends on human behavior in cyber environments with a marketing-oriented focus. © 2012, IGI Global.Öğe Mobile marketing at Turkcell: Turkey's leading mobile operator(Emerald Group Publishing Ltd., 2011) Toker, A.; Varnali, K.; Yilmaz, C.Subject area: Mobile marketing. Study level/applicability: Undergraduate and Graduate levels. Case overview: Driven by the ongoing evolution in mobile technologies and the increasing penetration of smart phones, the use of the mobile medium for marketing purposes is becoming more and more popular across industries. This case study presents an overview of the mobile marketing ecosystem embedded in the story of the transition of Turkcell from a traditional carrier into a leading mobile services provider. The aim is to familiarize the reader with the benefits and challenges of using the mobile medium for marketing communications and provide lessons from Turkcell experience for success in mobile marketing. Expected learning outcomes: Develop a comprehensive understanding of the concept of “mobile marketing” and the current state of mobile technologies; develop a general knowledge of various types of mobile marketing applications; have a general knowledge and understanding of the consumer-centric value propositions of mobile marketing; gain a perspective on the nature and dynamics of mobile business environment and have the chance to examine real-market campaigns that leverage unique properties of the mobile medium. Supplementary materials: Teaching notes. © 2011, Emerald Group Publishing Limited.Öğe SMS advertising: How message relevance is linked to the attitude toward the brand?(Routledge, 2014) Varnali, K.Due to recent technological developments and widespread adoption of mobile handsets, the mobile medium has been transformed into an effective channel for brand communication. Short message service (SMS) advertising is the most primitive and widely used version of mobile marketing, yet the relevant literature still lacks consensus on how SMS ads influence consumer attitudes, and how this influence is generated. The present research aims to investigate how message relevance, the most important success factor of SMS advertising, is transformed into attitudinal reactions toward the advertised brand by introducing perceived intrusiveness and attitude toward the message as mediating variables into the relationship. Implications and future research avenues are discussed. © 2014 © 2012 Taylor & Francis.
