Browsing by Author "Esiyok,E."

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Handbook of Research on New Media Applications in Public Relations and Advertising
(IGI Global, 2020) Esiyok,E.; Public Relations and Advertising; 05. School of Business; 01. Atılım University
As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today's consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners. © 2021 by IGI Global. All rights reserved.
Citation - Scopus: 2
A Study on Influencers' Role in the Buying-Decision Process Within the Context of Word-Of Marketing: A Comparison Between Usa and Turkey
(IGI Global, 2020) Medani,T.A.; Şahin,C.; Esiyok,E.; Public Relations and Advertising; 05. School of Business; 01. Atılım University
The aim of this study is to explore influencers' role in buying-decision process within the context of word-of-mouth marketing and how it differs among different countries. Therefore, to make a comparison between the two countries, United States of America and Turkey are chosen. In the study, in-depth interview technique was used to obtain the data. Interviews were conducted with 20 participants who used Instagram and followed at least one influencer. Ten participants were from United States of America and 10 were from Turkey. In total, three themes were identified. Following the analysis, it was found that trust is very important. If the followers did not trust influencers, they would not prefer to buy or try the product that they have suggested. © 2021, IGI Global.