Purpose The purpose of this paper is to explore how consumers’ reactions lead to anti-consumption (AC) behavior and provide some important clues for the practitioners in the Turkish food industry. The reactions are based on consumer complaining behavior in the Turkish food industry. Design/methodology/approach In total, 16 brands from the food industry with the highest complaint rates were selected as cases of the study. The consumer complaints from these brands were analyzed through a qualitative content analysis. In this analysis, four categories which are beverage group, food preparation group, junk food group, and delicatessen group were observed as the top complained sectors. Findings The authors made up five semantic categories and one emoticon category which are AC/boycott tendency discourse, bad hygiene, bad servicescape, deceptive advertisement and defective products based on consumer complaints and disappointed, astonished, devil, pouting, confounded, angel. The results imply that especially unfamiliar objects in food products, unconcerned customer services, deceptive campaigns and spoiled products make consumers exhibit AC behavior. In addition, consumers coded with emoticons as pouting, devil and disappointed are more inclined than others to stop purchasing, respectively. Research limitations/implications Due to the qualitative nature of the study, the authors do not make a generalization for the field. AC behavior, deceptive campaign, spoiled products, brand lose confidence and children sensitivity can be investigated with a quantitative study. And a new scale for this field can be developed. Through this scale development, researchers can reach new dimensions and expand the literature about the AC behaviors. Practical implications An important implication which the authors got from the cases of the study is Hygiene. Although all cases have hygiene standards such as hazard analysis and critical control point, International Organization for Standardization (ISO 9001), etc., BH and spoiled products codes have high ranks among the cases. Due to this reason, companies should pay attention to their hygiene standards and increase the control period of the production process. Through the empowerment of the hygiene standards, they can fix their bad image on the customers and increase their dependability among the consumers. Social implications In the context of this case study, customer service emerges as an important problem and concept. Insufficient customer service infrastructure should be developed and their institutionalization processes should be empowered by the firms. The authors believe that the deficiency of the institutionalization plays an important role on these problems. And the institutionalization level on the field among the cases of the firms particularly should be investigated by the researchers. Furthermore, companies can increase their complaint management efficiency by joining new complaint websites. Through this manner, they can learn how to deal with different problems and increase their problem-solving skills. Originality/value This study provides a comprehensive insight into consumers’ AC behavior. It reveals detailed drivers which may lead to AC behavior and contributes to the existing literature by determining the possible antecedents of AC behavior.

The increasing popularity of social networking sites (SNS) in recent years paved the way for the emergence of social commerce. As a subset of e-commerce, s-commerce establishes the communication between companies and consumers through SNS and allows online shopping. However, online shopping through s-commerce varies substantially between different regions. The differences observed in consumer behaviour stem from the different cultural background every society has. This study analyses the effects of Hofstede's cultural dimensions; uncertainty avoidance (UAI), power distance (PDI) and indulgence (ING), on s-commerce expenditure. With this purpose, the total amount of online expenditure for 53 countries chosen from different regions, their total number of internet and Facebook users, and data related to their cultural dimensions have been collected. In an effort to better understand the current state of s-commerce, annual average expenditure of per Facebook user in each country has been calculated through total online expenditure. Correlation and regression analysis have also been performed together with cultural dimensions. Following these findings, it has been concluded while UAI and PDI reduce s-commerce expenditure, ING increases it. Consequently, the findings demonstrate while consumer willingness to do online shopping decreases in the context of uncertainty and risk; increases when safety is provided.

The Big Data potential in marketing is colossal and with data being generated and collected in real-time, around the clock, seven days a week, and the marketing industry is now able to see what people are buying, following or communicating about. Being able to overlay numerous amounts of data sets such as social media posts, money spent on product promotion, etc, the marketing industry business can now see which efforts were effective, which were not effective, and quickly adjust their marketing plans accordingly. The purpose of this study is to understand how Big Data will ultimately change the landscape of how business is transacted within industries, and more specifically, how the future of marketing will be grounded in data and analytics. The main question discussed is how our data is being excavated and what companies do with it. To answer this question, it is necessary to explore and compare how Big Data has already affected other industries. It is essential to explore the opportunities and challenges presented by this topic because as technology continues to grow at an ever-increasing exponential pace, in order to find new outlets and ways to survive and flourish as a business, industries must be able to adapt.

ÖZ Bu çalışmanın amacı, doğal gaz dağıtım işletmesi müşterilerinin sunulan hizmetlere ilişkin memnuniyet düzeylerini etkileyen faktörleri belirlemektir. Müşterilerin doğal gaz dağıtım işletmesinin

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