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DİRSEHAN, TAŞKIN

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DİRSEHAN

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Start date: 2011 × End date: 2019 ×

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    PublicationOpen Access
    DETERMINING SERVICE QUALITY DIMENSIONS OF SOCIAL COMMERCE WEBSITES
    (FUTURE ACAD, 2017-12-20) KARAKAYA ARSLAN, MELİSA; Erdogmus, Irem; Dirsehan, Taskin; Karakaya, Melisa; Ozsahin, M
    Since the last decades of the past century, social media and Web 2.0 created radical changes in consumer behavior and business models used. Especially with increasing usage of social media tools among both customers and firms during the past few years, the nature of electronic commerce has changed to make sure that customers are more active and participatory in the process. Hence, a subset of electronic commerce, named as social commerce, occurred as a more social, collaborative, relational, and creative form. The most important point where social commerce differentiates from electronic commerce is its ability to facilitate social networking and information sharing among individuals through tools such as comments, assessments and valuations, in a way similar to social media channels. These differences highlight the necessity of adding new dimensions to the present electronic service quality dimensions and the manifestation of the extents of social commerce service quality. Therefore, the aim of this paper is to specify the service quality dimensions of social commerce platforms. (C) 2017 Published by Future Academy www.FutureAcademy.org.uk
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    PublicationOpen Access
    An Empirical Investigation Into the Determinants of Various Social Networking Sites Used by Generation Y Consumers
    (2017-02-07) ÇOBANOĞLU, EMİNE; EMİNE ÇOBANOĞLU;TAŞKIN DİRSEHAN
    Social networking sites (SNSs) often propose new marketing channels; generation Y (Gen Y) has an impact on marketing channels today and will continue to do so in the future. Therefore, the authors’ main purpose in this paper is to detect SNS use patterns and to propose new ones that Gen Y commonly uses in Turkey; SNSs include Facebook, Foursquare, Instagram, LinkedIn, and Twitter. To determine SNS use patterns, we adopt a two-step approach that examines uses and gratifications. First, they conduct in-depth interviews with 75 participants, producing 82 items. Then, they test these items on a sample of 740 Gen Y users. This test categorizes Gen Y’s favored SNSs into 13 types. Four of these types are remarkable: “discovery and diary,” “career-related,” “firms and brands,” and “coordination”; these new types are the main original contributions of this study.
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    PublicationOpen Access
    Profiling online consumers according to their experiences with a special focus on social dimension
    (ELSEVIER SCIENCE BV, 2011) DİRSEHAN, TAŞKIN; Dirsehan, Taskin; Celik, Meltem; Ozsahin, M
    Strategic marketing management is basically based on segmentation, targeting and positioning. To develop marketing strategies, professionals and academicians increasingly consider customer experiences in recent years. This paper is focused on the segmentation part of marketing strategies combining it with customer experiences. The main objective of this paper is to introduce social experiences beside other experiences to consumer segmentation according to their experiential appeals in order to reveal new consumer profiles. In this way, marketing strategies can be developed on new consumer segments, since previous studies have not considered sensory, affective, creative cognitive, physical and social experiences all together for segmentation. For this purpose, online environment is used because of its expanding social-aimed use. A descriptive research is conducted with 320 participants in Istanbul. The research findings on online brands indicate new customer segments in addition to the existing ones. These segments are named as individual hedonists, highly socials, holistic consumers, action-oriented consumers, knowledge seekers, sense-directed consumers and social utilitarian consumers. (C) 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility 7th International Strategic Management Conference
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    PublicationOpen Access
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    Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry
    (ELSEVIER SCI LTD, 2018) DİRSEHAN, TAŞKIN; Dirsehan, Taskin; Kurtulus, Sema
    This study extends the previous brand image measurement processes by using a mixed (qualitative and quantitative) methodology, drawing upon a cognitive approach to represent consumers' minds as a network. Therefore, three consecutive studies have been designed from a sample of 1000 passengers to construct four distinct concept maps and a common one pertaining to four Turkish airline companies. The results show the importance of increasing flight comfort, training cabin crew, providing free appetizers, improving service quality, and ensuring timely departures in creating and sustaining a positive brand image. Academicians could use this methodology as an alternative technique to the traditional ones and practitioners could use it to evaluate brands' competitive advantages to create powerful brand images in consumers' minds.