Bu çalışmanın amacı üçüncü kişi algısı ve yanlı iyimserlik gibi psikolojik temelli iki kavram arasındaki etkileşimin cinsel içerikli reklamlar ve satın alma niyeti özelinde irdelenmesidir. Bu amaçla, kolayda örnekleme yöntemiyle Kanada ve Türkiye'deki üniversite...

Alongside traditional media in which brands communicate with their customers, the platforms which provide interaction between customers and the brand come into prominence. In these platforms, mutual interaction ismore considerable customers have chance to be closer to other customers by having...

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...