This paper examines the concept of impulse purchasing behavior online basically. The phenomenon of impulse purchasing has been researched in consumer research as well as for example in psychology and economics since the 1950s. A detailed review and analysis of the literature asserts that there are some unsolved issues regarding the state of knowledge on impulse purchasing behavior. Furthermore, nowadays consumers buy an increasing amount of purchases on the Internet. The current conceptualizations of impulse purchase behavior do not adequately capture impulse purchase behavior over the Internet. Today several researchers have claimed that the phenomenon of impulse purchasing should be examined also in the context of online shopping environment. This article aims to reveal that what attitudes of the customers are the points in question while purchasing on internet in terms of impulse buying. The results of our exploratory research are consistent with our conceptualization, and present a strong base for future research
Retorik figürleri ilk olarak Eski Yunan filozofları Aristo ve Quintillion tarafından tanımlanmıştır. Bir retorik figürü, ifadede gerçekleştirilmiş ‘sanatsal olarak yapılandırılmış bir sapma’yı ifade etmektedir. Retorik disiplininin ana ilgi alanı, verili durumlarda ifadenin en etkili biçimde nasıl aktarılabileceğinin bulunmasıdır. Reklamcılıkta sıklıkla görülen retorik figürleri şunlardır: eğreltileme (dolaylı benzerlik), düzdeğişmece (ilgili atıflar), kişileştirme (objelere ve cansız, varlıklara insanlara ait nitelikler yüklemek), cinas (benzer sesler veya anlamlar aracılığıyla nükteli kelime oyunları). Reklamcılık teorisinde, retorik ürün, müşteri ve metin/imaj arasında karşılıklı ilişkiler geliştirir. Retorik figürleri reklamlarda sıklıkla görülmesine rağmen, retorik teknikleri reklamlarda farklılaştırılmamış, düzensiz ve bütünleştirilin emiştir. Bu makalede amaçlanan, reklam dilinde kullanılan retorik yapılarının anlaşılmasına kavramsal ve sistematik bir katkıda bulunmaktır.
In today's world of competition, companies are under pressure to produce environment-friendly products and services. As consumers get more sensitive on environment protection, their purchasing behavior develop on that direction as well as. Under these circumstances, a concept called "green marketing" is widely discussed in both academic and industrial circles. Green marketing is basically the promotion of environmentally safe and beneficial products; it also includes the development of ecologically safer products, recyclable packaging, green promotion activities and green labels. Moreover, it's claimed that there is a correlation between green marketing and good corporate recognition.The purpose of the study is to investigate relationship between green marketing activities and corporate reputation on the sample of Aygaz, one of the most important energy and LPG Companies in Turkey. For this purpose, a well-prepared questionnaire complying with the literature was carried out on 526 participants who are automobile drivers in different regions of Turkey. Research data is evaluated in the program of SPSS with t-test, factor, frequency, correlation and variance analyses. According to the results of the field study, 87.3% of the consumers have stated that there is a relationship between the green marketing activities and the corporate recognition. In the research results we do not reveal any direct relation between the consumers' purchase preferences and green marketing practices in the sample of Aygaz brand.
The purpose of this study is to reveal the emotional message repertory in the television commercials directed at the young target audience. A content analysis is realized in the coverage of the study. The content analysis is used in the study. Total 2482 commercial spots, which are broadcasted in the prime time hours in 4 different national channels are recorded. The number of the commercials addressing to the young target audience between them became 1193. It is seen in the study that the commercials directed at the young target audience realized in 9 different categories. 10 different thematic categories are put forward directed at the young people in these 9 categories. The distribution of the mentioned categories to the channels is performed. In addition to this, most repeated 10 commercials are determined in all of the commercials and young commercials and the message contents of these commercials are examined. It is determined that the maximum messages directed at the young people among all of the commercials are in the food and beverage category with 425 single commercials. When it is looked at the thematic distribution, the messages concerning the difference took part in the first place among all of the commercials with 390 commercials.
The main purpose of this study is to develop a framework for understanding and analyzing digital media as an autonomous social space or structure in which to construct an identity. This chapter extends debate on the impact of developing an online identity by focusing on football supporters, a specific and prevalent community within Turkish society. The authors examine issues surrounding online identity and the impact of digital culture on football supporters through questionnaires conducted with members of fan-based web sites, football forums, and football blogs in Turkey. In the research, the authors focus on the digital identity of fans from the three major clubs of Turkey - Besiktas, Fenerbahce, and Galatasaray. The independent football fan communities of Carsi, UltrAslan, and Gencfb are also present in the digital environment in the form of the official websites of these fan communities at www.forzabesiktas.com, www.ultraslan.com, and www.gencfb.org. The three main websites also include different forums and blogs. This research examines the impact of digital media and distributed social spaces of these clubs’ supporters on contemporary understandings of their digital identity. The authors give the conceptual frameworks and approaches to understanding digital identity of football fans. In this context, authenticity, fanaticism, reputation, belonging, and defending identity are examined to understand individual, group, community, and network based digital identities. From a theoretical perspective, the chapter also tries to understand what it means to be a part of a community using digital media.
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