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Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

Özbölük, Tuğba; Dursun, Yunus - In: Journal of Product & Brand Management 26 (2017) 4, pp. 375-385

Purpose This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple. Design/methodology/approach Design/methodology/approach Data are drawn from an 18-month netnographic study, including participant and non-participant...

Persistent link: https://www.econbiz.de/10014897333

City branding and the power of netnography in the era of social media

Özbölük, Tuğba - In: Strategic place branding methodologies and theory for …, (pp. 202-225). 2017

Persistent link: https://www.econbiz.de/10011692500

The role of online source credibility and influencer identification on consumers' purchase decisions

Özbölük, Tuğba; Akdoğan, Kutay - In: International journal of internet marketing and … 16 (2022) 1/2, pp. 165-185

Persistent link: https://www.econbiz.de/10013041213

Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM

Kurtoğlu, Ramazan; Özbölük, Tuğba; … - In: The journal of brand management : an international journal 29 (2022) 1, pp. 72-84

Persistent link: https://www.econbiz.de/10013170510

When modesty meets fashion : how social media and influencers change the meaning of hijab

Karakavak, Zerrin; Özbölük, Tuğba - In: Journal of Islamic marketing 14 (2023) 11, pp. 2907-2927

Persistent link: https://www.econbiz.de/10014428812

Interpersonal versus institutional trust : consumers' trust to sharing services and its impact on continuance intention

Ekici, Nezahat; Özbölük, Tuğba - In: International journal of electronic marketing and … 14 (2023) 1, pp. 87-106

Persistent link: https://www.econbiz.de/10014309999