Kıygı Çallı, Meltem
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Meltem Kıygı Callı
Kıygı Callı, Meltem
Kıygı Çallı,M.
Kiygi Calli,Meltem
Kiygi Calli,M.
Kıygı Çallı, MELTEM
M. Kıygı Çallı
M. Kıygı Callı
KIYGI ÇALLI, Meltem
Meltem, Kiygi Calli
Kıygı Callı, M.
Meltem Kıygı Çallı
K.,Meltem
Kıygı Çallı, Meltem
MELTEM KIYGI ÇALLI
Meltem KIYGI ÇALLI
Kıygı Çallı, M.
Kiygi Calli, Meltem
Kiygi Calli M.
K., Meltem
KIYGI ÇALLI, MELTEM
Kıygı-Çallı, Meltem
Kiygi-Calli, Meltem
Kıygı Callı, Meltem
Kıygı Çallı,M.
Kiygi Calli,Meltem
Kiygi Calli,M.
Kıygı Çallı, MELTEM
M. Kıygı Çallı
M. Kıygı Callı
KIYGI ÇALLI, Meltem
Meltem, Kiygi Calli
Kıygı Callı, M.
Meltem Kıygı Çallı
K.,Meltem
Kıygı Çallı, Meltem
MELTEM KIYGI ÇALLI
Meltem KIYGI ÇALLI
Kıygı Çallı, M.
Kiygi Calli, Meltem
Kiygi Calli M.
K., Meltem
KIYGI ÇALLI, MELTEM
Kıygı-Çallı, Meltem
Kiygi-Calli, Meltem
Job Title
Dr. Öğr. Üyesi
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Business Administration
Status
Current Staff
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Scopus Author ID
Turkish CoHE Profile ID
Google Scholar ID
WoS Researcher ID
Sustainable Development Goals
4
QUALITY EDUCATION
1
Research Products
6
CLEAN WATER AND SANITATION
0
Research Products
10
REDUCED INEQUALITIES
0
Research Products
13
CLIMATE ACTION
0
Research Products
14
LIFE BELOW WATER
0
Research Products
2
ZERO HUNGER
0
Research Products
8
DECENT WORK AND ECONOMIC GROWTH
0
Research Products
12
RESPONSIBLE CONSUMPTION AND PRODUCTION
1
Research Products
9
INDUSTRY, INNOVATION AND INFRASTRUCTURE
2
Research Products
17
PARTNERSHIPS FOR THE GOALS
0
Research Products
1
NO POVERTY
0
Research Products
11
SUSTAINABLE CITIES AND COMMUNITIES
1
Research Products
15
LIFE ON LAND
2
Research Products
3
GOOD HEALTH AND WELL-BEING
0
Research Products
7
AFFORDABLE AND CLEAN ENERGY
0
Research Products
5
GENDER EQUALITY
0
Research Products
16
PEACE, JUSTICE AND STRONG INSTITUTIONS
0
Research Products
Documents
13
Citations
61
h-index
5
Documents
11
Citations
39
Scholarly Output
15
Articles
10
Views / Downloads
6/0
Supervised MSc Theses
3
Supervised PhD Theses
0
WoS Citation Count
14
Scopus Citation Count
21
WoS h-index
3
Scopus h-index
4
Patents
0
Projects
0
WoS Citations per Publication
0.93
Scopus Citations per Publication
1.40
Open Access Source
8
Supervised Theses
3
| Journal | Count |
|---|---|
| Business Process Management Journal | 1 |
| Electronic Markets | 1 |
| Global Knowledge Memory and Communication | 1 |
| International Journal of Sports Science & Coaching | 1 |
| Journal of Business Research | 1 |
Current Page: 1 / 2
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15 results
Scholarly Output Search Results
Now showing 1 - 10 of 15
Article Citation - WoS: 4Citation - Scopus: 4Babbling Through Social Media: a Cross-Country Study Mapping Out Social Networks Using Ewom Intentions(Springer, 2023) Zülal, İşler; Kıygı-Çallı, Meltem; El Oraiby, Maryam; Isler, ZulalThis research aims to determine the factors affecting the users’ electronic word-of-mouth (eWOM) seeking and sharing intentions and to reveal the interactions among and within clusters using social network analysis (SNA). This study includes three hierarchical sub-studies conducted in two countries, Turkey and Poland. First, we develop a segmentation for social networking site (SNS) users based on the frequency of sharing product-related information on SNSs. Second, we investigate the impact of several factors that affect eWOM seeking and sharing intentions using regression analysis. In the second sub-study, we also include the identified segments developed in the first sub-study as another factor that may have differentiated eWOM intentions. Third, to understand the degree of interaction among SNS users, we apply an SNA using the forecasted eWOM intentions scores from the second sub-study, which gives us hypothetical social networks. The results of SNA present strong interactions inter- and intra-clusters in both countries. Some key findings include the identification of three SNS user segments, including “Middlers,” that may be of particular interest to brands. We also find that in terms of eWOM intentions, users in Turkey are more active than in Poland. Although some predictors of eWOM seeking and sharing intentions differ between the two countries, users intend to be more active in eWOM seeking than in eWOM sharing. The comparative study provides valuable insights for decision-makers to engage different market segments via SNSs with various proposed features using suggested information contents for selected product categories.Article Citation - WoS: 5Citation - Scopus: 5The Influence of Packaging Design Visual Elements on Consumers' Purchase Intention: a Comparison Study on Organic Food and Non-Food Products(Springernature, 2023) El Oraiby, Maryam; Kiygi-Calli, MeltemConsumers are showing a growing interest in organic products. This study investigates how visual packaging design elements influence the consumers' purchase intention toward organic food products compared to organic non-food products. We apply a questionnaire and ask respondents to rate the different packaging designs for organic dry pasta and soap bars. We use the orthogonal design method to obtain representative stimulus designs and conduct a conjoint analysis to determine the utilities of each design and assess the relative importance of color, material, and tagline typeface. Our results reveal that for the organic food and non-food products, packaging color is the most decisive factor, followed by material and typeface, independently to the participants' demographic characteristics. The combination of visual elements with the highest utility score includes plastic for the packaging material, the color cream, and the typewritten typeface for the organic claim for both organic pasta and organic soap. This study also integrates a benefit-based segmentation approach with conjoint analysis. Our study contributes to understanding consumers' preferences with valuable insights for the organic industry.Master Thesis Data-Driven Advertising: the Effectiveness of Dynamic Product Ads (dpas)(Kadir Has Üniversitesi, 2021) Eyilmez, Yağmur; Kıygı Çallı, MeltemDynamic Product Ads (DPAs) are data-driven online advertising forms for mostly remarketing purposes or detect consumers who are interested in that category of product. Both large-scale and small-scale businesses can use DPA in their advertising strategy as it reduces the time spent on the production of ads and targeting process, besides providing the highest level of personalization in today's technology. The primary purpose of the DPAs is to drive consumers to purchase, and some of its features, such as the easiness of the buying process and the high level of personalization, are possible effects to trigger impulsive buying behavior. This study examines the effectiveness of DPAs comparing to manually optimized ads on Facebook and Instagram for a small-scale business in the light of impulsive buying theory. The data contains online advertising campaigns from a small-scale business with a niche product in an extended period. The key findings of this research revealed that for niche products, manually optimized ads on Instagram are more effective on purchase, and dynamic product ads are more effective on reach and driving consumers to the website. There is no significant effect of DPA on impulse buying.Article Citation - Scopus: 1A Holistic Empirical Approach To Marketing Activities and Performance Interaction in Banking Industry: the Mediating Role of Customer-Based Brand Equity(Emerald Publishing, 2025) Akdogan, C.B.; Uray, N.; Ulengin, B.; Kiygi-Calli, M.Purpose: This paper aims to examine the direct impacts of marketing resources and marketing activities on several business performance indicators in the banking industry and the indirect effects through customer-based brand equity. Design/methodology/approach: We use a holistic empirical approach based on resource-based view and marketing productivity chain. The main study consists of a secondary analysis using quarterly data of fourteen banks over four years. We analyze the data using fixed-effect panel data regression, namely seemingly unrelated regressions. Findings: We find that customer-based brand equity is one of the most influential factors on business performance. Moreover, the indirect effect through customer-based brand equity should be considered in improving business performance. Marketing-related financial resources positively impact customer-based brand equity and business performance. Regarding marketing activities, pricing strategies affect the bank preferences of customers, which in turn affect the growth of deposit volumes and churn rates. Additionally, the number of bank branches positively impacts business performance. Advertising spending on different media has differentiated impacts on the performance indicators; thus, the allocation of advertising budget and advertising planning are critical. Originality/value: This study examines the inter-relationships among marketing resources, marketing activities, consumer response through brand equity and marketing performance. This study contributes to the literature by integrating the resource-based view and the marketing productivity chain to analyze the inter-relationships using panel data and several sector-related metrics. This study provides valuable insights to decision-makers in the banking industry. © 2024, Emerald Publishing Limited.Article Ürün Tercihlerini Etkileyen Ambalaj Tasarım Faktörlerinin Kısmi Yarar Konjoint Analizi İle Belirlenmesi: Organik Sabun Ürünü Üzerine Bir Çalışma(Adem Anbar, 2019) Kiygi Calli, MeltemBu çalışmanın amacı farklı ambalaj tasarımlarının tüketici satın alma niyetine olan etkilerini ortaya koymak ve bu etkinin hangi ambalaj tasarımı için en fazla olduğunu belirlemektir. Bu amaçla ambalaj tasarımında bulunan farklı faktörler belirlenmiş ve her faktörün tüketicinin satın alma niyetine olan etkisi incelenmiştir. Bu çalışmada ambalaj tasarımının faktörleri ambalajın şekli, rengi ve üzerindeki yazılar için kullanılan yazı stilidir. Tüketicinin satın alma niyetini en çok etkileyen ambalaj tasarım faktörünü belirlemek için bu araştırmada çevrimiçi anket yöntemi uygulanmış ve veriler toplanmıştır. Farklı ambalaj tasarımları görsel olarak tasarlanmış ve anket katılımcılarından farklı kombinasyonlardaki tasarımları satın alma niyetlerine göre derecelendirmeleri istenmiştir. Veriler kısmi yarar konjoint analiz yöntemi uygulanarak analiz edilmiştir. Sonuç olarak organik sabun ürünü için tüketici satın alma niyetine etki eden ve en yüksek önem değerine sahip ambalaj tasarımı belirlenmiştir. Analizle elde edilen fayda faktörünün katılımcıların demografik özelliklerine göre farklılık gösterip göstermediği incelenmiş, pazar bölümlendirme yöntemlerinden biri olan fayda temelli bölümlendirme ile elde edilen pazar bölümleri de bu çalışmada araştırılmıştır.Article Markaların Sosyal Medya Yardım Masası Hesaplarına Yapılan Şikayetlerin Analizi: Yüksek Teknoloji Ürünleri Üzerine Bir Çalışma(Melih Topaloğlu, 2018) Önden, Abdullah; Kiygi Calli, MeltemBu araştırmada marka müşterilerinin satın alıp kullandıkları ürünlerle ilgili istek ve şikayetlerini ilettikleri çevrimiçi yardım masalarıyla olan etkileşimi incelenerek markaların şikayetlere nasıl yanıt verdikleri ve uyguladıkları şikayet yönetiminin müşterilerin duygularındaki değişimi nasıl etkilediği araştırılmış ve sosyal medya ağlarından elde edilen veriler duygu analizi yöntemiyle analiz edilmiştir. Çalışmada müşterilerin istek ve şikayetlerini ilettikleri paylaşımlarındaki tutumlarının duygusal değerinin ne olduğu, çevrimiçi yardım masasının konuyu nasıl ele aldığı ve çevrimiçi yardım masası ile olan etkileşimin uzunluğunun (soru ve cevap iletişiminin sayısı) tutum ve duygusal değeri nasıl etkilediği incelenmiştir. Araştırmanın sonuçlarına göre çalışmada ele alınan markaların kendilerine çevrimiçi yardım masaları üzerinden iletilen talep ve şikayetleri ivedilikle çözdükleri belirlenmiştir. Büyük markalar hizmet telafisi paradoksu teorisine göre hareket edip ürünleri hakkında sorun yaşamış ve ürün hakkında şikayette bulunmuş müşterilerini mutlu etmektelerdir. Böylece bu müşterilerin sadık müşterilere dönüştükleri sonucuna varılmaktadır.Master Thesis Research Ethical Issues While Collecting Free Data From Social Media and Its Impact on Consumer Perception(Kadir Has Üniversitesi, 2020) Naeem, Bushra; Kıygı Çallı, MeltemEarly developments on the internet and the improvement of social media have encouraged the interconnectivity of consumers. Consumers have social cooperation's through social media, such as online sites, networks, evaluations, audits, and suggestions. To address the examination question during the thesis, I have utilized primary data collection. Utilizing primary data collection permitted me to deliver specific ethical issues to social media and how these media explicitly impact their consumer perception. Data collection was an essential piece of exploration since this was the storm cellar of the discoveries. Besides, utilizing primary data gave me a more prominent control over the collection of data. I had chosen when I needed to spread the questionnaire on the web and when I needed to stop the collection of data. Data collection has begun the 11 of April 2020 and has finished on the 30 of April 2020. In this manner, the collection has endured 20 days. I would not like to have a data collection that lasts longer since I was restricted with the limited capacity to focus time committed to the exposition composing and by the way that I expected to keep enough days accessible to have the option to best investigate and talk about the aftereffects of the questionnaire. Twenty days was sufficient to get many respondents to the questionnaire. This research is analyzing through the Partial Least Square Structural Equation Model (PLS-SEM) strategy, which help later to know about the social media research ethical issues on consumer perception and by implications of it this strategy defines the intention of internet user about social media. As the proposed study, ethical issues and Internet Users Information Privacy Concerns (IUIPC) are significant predecessors of social media, which this way gets ahead broken practices by consumers. All the more explicitly, ethical issues have a positive connection with consumer perception, yet just the risk belief, behavioral intention, and deception have an insignificant relationship with consumer perception. The investigation encourages and spreads links made in the earlier writing, explicitly as far as connections between consumer perception and ethical issues. Our discoveries likewise add to the discussion by affirming the job of IUIPC in adding to the ethical issues and consumer perception. The examination gives another understanding into the connection among consumers and ethical issues as consumers look for data for delight, consumers think that it is hard to trust concerning their observations about items or administrations of brands. This can equally clarify one of the different discoveries of this investigation with regards to why consumers follow numerous others. It is past the extent of the examination to get the full consequences of ethical issues because of the constrained size of the example and absence of time. For additional examination, it is ideal for researching progressively about the reasons why consumers are distrustful and whether this wonder is growing after some time.Book Part The Mystique of Luxury Products(Emerald Group Publishing Ltd., 2018) Kiygi-Calli, M.The spending capacity of the middle-income class increases with growing economies. With this increase, luxury goods are not only consumed by rich people alone. For this reason, luxury brands are expanding their target population and enriching their products and services accordingly. Thus, the luxury market which addresses the middle-and upper-middle-income groups is changing and its importance is increasing. In this chapter, the definition of luxury, the classification of luxury goods, the requirements of the luxury marketing mix (product, price, distribution and promotion) and applied strategies are examined. This chapter also covers how luxury products have authentic features, premium and masstige brands, fake luxury products that are the exact copies of original luxury brands, and how and why this fake luxury market grows. At the end of the chapter, the luxury market in Turkey, which has been growing rapidly, especially in recent years, is examined in detail and all the features of the market are presented. It is expected that this market will continue to grow in the future, as a large number of tourists from nearby regions, Central Asia and Arab countries come to Turkey to buy luxury branded products and services. © 2018 by Emerald Publishing Limited. All rights reserved.Article Rethinking Performance Measurement in Esports: How Games Shape Coaching Priorities for Amateur Player Development(SAGE Publications Inc., 2025) El Oraiby, M.; Kiygi-Calli, M.With the rising popularity of esports, the demand for effective performance assessment methods has become critical for coaching practices. Esports performance evaluation remains a complex task due to the unique demands of different games and the dynamic nature of the esports ecosystem. Additionally, the effectiveness of performance indicators in evaluating amateur players in the early stages of their careers remains unclear. To investigate this, we conduct expert interviews with head coaches of three distinct team games, Valorant, PUBG Mobile, and League of Legends, to uncover critical factors that coaches consider in evaluating amateur player performance. Our findings reveal fundamental challenges that question the validity of standardized indicators for performance measurement. Coaches highlighted that while quantitative metrics, such as in-game statistics, are commonly used in tracking player progress, they must be carefully contextualized within the unique demands of each game and the team dynamics. Moreover, coaches underscore that soft skills are as determinant as individual technical skills for fostering future career success in esports, particularly in team-based games where communication and stress management play a crucial role. These findings highlight the need for a more nuanced, coach-driven approach to performance assessment for amateur players. This exploratory study suggests that performance measurement frameworks need to account for context-dependent competencies and player career development in esports. © The Author(s) 2025Article Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama(TÜRKİYE EKONOMİK VE MALİ ARAŞTIRMALAR VAKFI, 2017) Kiygi Calli, Meltem; Kıygı, Meltem ÇallıLiteratür taraması şeklinde gerçekleştirilen bu çalışmada girişimsel pazarlama kavramsal olarak ele alınmıştır. Çalışmada girişimsel pazarlamanın tanımı ve yedi farklı boyutu, girişimsel pazarlama ve geleneksel pazarlamanın strateji, taktik ve süreç yönünden farklılıkları ve pazarlama işlevlerine farklı yaklaşımlar olarak gerilla pazarlama, fısıltı pazarlaması ve viral pazarlamaya yer verilmiştir. Böylece girişimsel pazarlamayı benimseyen bir işletmeye, pazarlama strateji ve taktiklerini nasıl uygulaması gerektiği konusunda bilgi sağlamak ve farkındalıklarını artırmak amaçlanmaktadır. Çalışmanın sonunda araştırmanın sınırlılıkları ve gelecek çalışmalar için öneriler sunulmaktadır.
