Özgen, Pelin

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Profile URL
https://hdl.handle.net/20.500.14411/8318
Name Variants
Pelin, Ozgen
Özgen, Pelin
P.,Özgen
Ozgen,P.
Ozgen, Pelin
P., Ozgen
P.,Ozgen
O., Pelin
Ö.,Pelin
Özgen,P.
Pelin, Özgen
O.,Pelin
Job Title
Doktor Öğretim Üyesi
Email Address
pelin.ozgen@atilim.edu.tr
Main Affiliation
Department of Business
Status
Former Staff
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Sustainable Development Goals

2

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0

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14

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1

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17

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1

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5

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16

PEACE, JUSTICE AND STRONG INSTITUTIONS
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1

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8

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2

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4

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9

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1

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3

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This researcher does not have a Scopus ID.
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Scholarly Output

24

Articles

6

Views / Downloads

3/0

Supervised MSc Theses

15

Supervised PhD Theses

1

WoS Citation Count

0

Scopus Citation Count

4

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0

Scopus h-index

1

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0

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0

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0.00

Scopus Citations per Publication

0.17

Open Access Source

5

Supervised Theses

16

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JournalCount
İşletme Araştırmaları Dergisi2
Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi1
Hacettepe Sağlık İdaresi Dergisi1
Handbook of Research on New Media Applications in Public Relations and Advertising1
Uluslararası İktisadi ve İdari İncelemeler Dergisi1
Current Page: 1 / 1

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COAR Resource Type: text::book::book part

Scholarly Output Search Results

Now showing 1 - 2 of 2
  • Thumbnail Image
    Book Part
    Examining the Effects of Blogger Type (Influencers Vs. Celebrities) and Post Format in Instagram Marketing
    (IGI Global, 2022) Özgen, Pelin; Mahmoudian, Amir Behrad
    In the era where credibility of advertisements is decreasing and people are spending more time in social media compared to traditional channels, it is no surprise that marketing professionals employ social media as a new channel for communication. In this new media for communication, the conventional advertising techniques are also coupled with alternating methods such as product placements. In the light of these relatively new applications, the purpose of this study is to examine the effectiveness of marketing communications in social media under different message sources (celebrities vs. influencers) and with different message presentations. In order to serve that purpose, a 2X2 between subjects experiment is modelled with 399 respondents. The results show that a product is better advertised by an influencer rather than a celebrity and type of the blog post had no significant impact on the purchase intention. © 2025 Elsevier B.V., All rights reserved.
  • Thumbnail Image
    Book Part
    Citation - Scopus: 4
    Examining the Effects of Blogger Type (influencers Vs. Celebrities) and Post Format in Instagram Marketing
    (IGI Global, 2020) Özgen,P.; Mahmoudian,A.B.
    In the era where credibility of advertisements is decreasing and people are spending more time in social media compared to traditional channels, it is no surprise that marketing professionals employ social media as a new channel for communication. In this new media for communication, the conventional advertising techniques are also coupled with alternating methods such as product placements. In the light of these relatively new applications, the purpose of this study is to examine the effectiveness of marketing communications in social media under different message sources (celebrities vs. influencers) and with different message presentations. In order to serve that purpose, a 2X2 between subjects experiment is modelled with 399 respondents. The results show that a product is better advertised by an influencer rather than a celebrity and type of the blog post had no significant impact on the purchase intention. © 2021, IGI Global.