Search results

1 – 8 of 8

Abstract

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.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

To view the access options for this content please click here
Article

U. Zeynep Ata and Aysegul Toker

The purpose of this study is to investigate the effects of customer relationship management (CRM) practices on customer satisfaction and firm performance in…

Abstract

Purpose

The purpose of this study is to investigate the effects of customer relationship management (CRM) practices on customer satisfaction and firm performance in business‐to‐business (B2B) markets.

Design/methodology/approach

A model is developed and empirically tested through survey data obtained from 113 Turkish B2B companies.

Findings

The results indicate that CRM adoption has a significant positive effect on both customer satisfaction and organizational performance in B2B settings. CRM adoption is also found to affect organizational marketing performance significantly, but not financial performance. Additionally, the results reveal that enhanced customer satisfaction leads to better organizational performance in the B2B organization. Environmental dynamism and competition was found to have a negative moderating effect on the relationship between customer satisfaction and organizational performance.

Originality/value

The paper contributes to existing literature by incorporating customer‐facing CRM processes as a construct in the proposed model. The conclusions drawn have implications for both CRM and B2B research literature.

Details

Journal of Business & Industrial Marketing, vol. 27 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

To view the access options for this content please click here
Article

Arzu İşeri‐Say, Ayşegül Toker and Deniz Kantur

The aim of this paper is to determine whether the adoption of management techniques influences organizational performance and to determine the antecedents of adoption.

Abstract

Purpose

The aim of this paper is to determine whether the adoption of management techniques influences organizational performance and to determine the antecedents of adoption.

Design/methodology/approach

This paper uses a survey method to collect data from 106 large businesses in multiple industries.

Findings

The findings suggest that the adoption of management techniques influences organizational performance, especially when supported by clear vision and mission statements. Organizational and environmental characteristics act as antecedents for adoption.

Research limitations/implications

Further research should focus on efforts for explaining the complex link between adoption and performance.

Originality/value

The paper contributes to knowledge on adoption of management ideas in less developed contexts.

Details

Journal of Management Development, vol. 27 no. 7
Type: Research Article
ISSN: 0262-1711

Keywords

To view the access options for this content please click here
Article

Ramazan Yavuz and Aysegül Toker

The purpose of this paper is to explore the emerging motives behind check-in and location sharing of consumers on social network sites (SNSs). A theoretical model for the…

Abstract

Purpose

The purpose of this paper is to explore the emerging motives behind check-in and location sharing of consumers on social network sites (SNSs). A theoretical model for the emergent motives of check-in behavior is proposed, and implications of location sharing for consumer behavior and marketing are discussed.

Design/methodology/approach

Data were collected from a convenience sample of 32 respondents, comprising a representative sample of location-based SNS users. In total, 217 unique check-ins, locations, and motives were analyzed, and seven emergent motives were identified through content analysis.

Findings

This paper identified the key motives behind check-in behavior, including social-enhancement value, informational and social motivation, entertainment value, gameful experiences, utilitarian motivation, and belongingness. Social-enhancement value is the most frequently cited motive, driven mainly by the selective self-presentation efforts of respondents. Gameful experiences are a newly emerging motive contributing to the “uses and gratifications theory” (UGT).

Research limitations/implications

The proposed model has not yet been formally verified in a quantitative study. A further study with a larger sample size is planned for future work for the verification and generalization of the findings.

Practical implications

Practitioner approaches on check-in behavior are mainly focussed on consumers giving and receiving recommendations of locations and consumers responding to the promotional efforts of marketers. However, this study suggests consumers have more creative and different motives, such as dating through location-based SNSs or gameful experiences.

Originality/value

Research into location-based SNSs is a relatively new area in marketing. This study and proposed model are among the first to explain check-in behavior. Additionally, gameful experiences contribute to UGT, a construct that has not been previously identified.

Details

Marketing Intelligence & Planning, vol. 32 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Abstract

Details

Journal of Place Management and Development, vol. 9 no. 3
Type: Research Article
ISSN: 1753-8335

Content available
Article

Abstract

Details

Journal of Business & Industrial Marketing, vol. 29 no. 1
Type: Research Article
ISSN: 0885-8624

To view the access options for this content please click here
Article

Ekrem Tatoglu and Mehmet Demirbag

The purpose of this paper is to consider the transformation experience of contemporary Turkey, and to provide an introduction to the special issue and a review of the…

Abstract

Purpose

The purpose of this paper is to consider the transformation experience of contemporary Turkey, and to provide an introduction to the special issue and a review of the papers in the JMD special issue.

Design/methodology/approach

The paper portrays changes in Turkish business and management practices in recent years.

Findings

The paper argues that given the dynamic nature of Turkish economy, change is not an option but a required path for transformation and survival. Turbulence and anxieties, sometimes inevitably, distract or at best re‐orient the speed of change and transition.

Originality/value

The paper stimulates further work by management scholars to develop new perspectives and research agenda that will advance knowledge of the business and management practices in emerging countries.

Details

Journal of Management Development, vol. 27 no. 7
Type: Research Article
ISSN: 0262-1711

Keywords

Content available
Article

Ramendra Singh

Abstract

Details

Marketing Intelligence & Planning, vol. 32 no. 5
Type: Research Article
ISSN: 0263-4503

1 – 8 of 8