The Role of Unity Solidarity and Motivation Themed Ads on Consumers during the Covid-19 Period

Erkan, İsmail

doi:10.21547/jss.788085

Cited by 6 publications

References 24 publications

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Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye

Ayyıldız,

Tümbek Tekeoğlu

2024

İnsan Ve Toplum Bilimleri Araştırmaları Dergisi

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The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided.

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Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye

Ayyıldız,

Tümbek Tekeoğlu

2024

İnsan Ve Toplum Bilimleri Araştırmaları Dergisi

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Changing Consumption Behaviors Related to Nutrients During the Pandemic

Umar

MOLA

2022

Kafkas Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi

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In this study, it was revealed how we experience the pandemic in the context of consumption behaviors for health by acting on the idea that being healthy is surrounded by a number of cultural behavior patterns. In order to collect data, in-depth interviews were conducted face-to-face in Erzurum, Turkey, based on the behavior of "food consumption”. During the pandemic, some changes that individuals make in their nutritional behavior in order to be healthy have attracted attention. This situation, on the other hand, has created effects that increase "solidarity" at a time when individualization is rising. In addition, there have been behaviors such as stock making or postponing purchase. As a result, the pandemic increased individuals ' confidence in traditional phenomena, as well as their confidence in each other.

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The Effects of Real-Time Content Marketing on Consumer Emotions and Behaviors

Şentürk

Çizer

Sezer

2021

Cases on Digital Strategies and Management Issues in Modern Organizations

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This study, carried out during the COVID-19 pandemic in Turkey, aimed to provide suggestions for creating a successful real-time content marketing strategy. For this purpose, data were collected from 319 participants using the online questionnaire technique. Outcomes of the analysis indicate that while positive perception toward real-time content marketing campaigns can lead to positive emotions, negative perception toward real-time content marketing campaigns can lead to negative emotions. It was also found as an important result that both positive and negative emotions affect negative consumer behavior during the pandemic period. In addition, negative emotions as a mediator variable strengthen negative consumer behavior. As a result, it can be said that real content marketing campaigns also have negative consequences on consumer behavior during pandemics. Consequently, marketing authorities should continue their real-time content marketing activities with this result in mind.

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The Role of Unity Solidarity and Motivation Themed Ads on Consumers during the Covid-19 Period

Cited by 6 publications

References 24 publications

Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye

Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye

Changing Consumption Behaviors Related to Nutrients During the Pandemic

The Effects of Real-Time Content Marketing on Consumer Emotions and Behaviors

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