Yazar "Demir, Mehmet Özer" seçeneğine göre listele

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    Ambalaj Üzerindeki Sayısal ve Duyusal Bilgi Tercihlerine Göre Makine Öğrenmesi Yaklaşımı ile Tüketicilerin Sınıflandırılması
    (2021) Tavlı, Didem; Demir, Mehmet Özer
    Günümüzde tüketicilerin satın alma alternatiflerinin artması ile birlikte firmaların tüketicilerin satın alma davranışlarını etkileyen faktörleri incelemesi ve nelere dikkat ettiğini iyi tespit etmesi gerekmektedir. Bu çalışmanın amacı, tüketicilerin satın alma davranışlarını etkileyen pek çok bütünleşik faktörlerden sayısal ve duyusal verilerden tüketiciler tarafından hangisinin tercih edildiğini tespit etmek ve tüketicilerin satın alma davranışlarında ambalaj üzerinde en çok hangi bilgileri dikkate aldığını tespit etmektir. Çalışmada tüketiciler tercih ettikleri bilgi türüne göre makine öğrenmesi yöntemi kullanılarak modellenmeye çalışılmıştır. Araştırmanın verileri anket tekniği kullanılarak toplanmıştır. Örneklem seçimi uygunluk örneklemesi yöntemi kullanılarak yapılmıştır. Çalışmada 18 adet makine öğrenmesine dayalı yöntem kullanılarak tüketiciler sınıflandırılmaya çalışılmıştır. Elde edilen sonuçlara göre tüketicilerin sayısal ve duyusal bilgi tercihlerine göre iki grupta sınıflandırılabileceği ve makine öğrenmesi algoritmalarından Linear Support Vector Machine (LSVM) yönteminin bu sınıflandırmayı yapan en iyi algoritma olduğu sonucuna varılmıştır. Tüketici sınıflandırmasında büyük veri analizi yöntemlerinin pazarlama alanında kullanılması çalışmanın yazına katkısıdır. Uygulamada ambalaj tasarımcılarının hedef kitlelerinin bilgi ihtiyacı türünün belirlenmesi, ambalaj üzerinde yer alacak bilgilerin tasarlanmasında kullanılabilir.
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    Comsumer switching behavior in banking industry: Can consumer base be purchased, or earned?
    (2019) Demir, Mehmet Özer; Demir, Zuhal Gök
    Loyalty membership programs are widely used as a strategical tool in banking. In the paper a unique loyalty membership program in Turkey in which consumers are offered cash in order to convince them to switch their financial service provider, bank, is studied. Literature supports evidence for relationships between switching barriers and intention to switch, however literature lacks studies testing the assumptions of theories on consumer loyalty in specific industries. Exploratory in nature, the study tests the literature supported relationships based on a real life case. The paper aims to enligthen whether the consumers’ loyalty can be bougth with cash and other provided benefits to make customers switch their current service provider into new account after a special loyalty membership program offered for an organization’s employees. The purpose of the paper is to research effects of switching barriers on intention to switch in order to understand whether consumer base can be purchased, or consumers are earned. Structural Equation Modeling is performed with the data collected from a survey of 212 employees of an organization. The results suggest that, in banking sector, imitable switching barriers are not useful against switching intentions.
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    Decision tree analysis of consumers' intentions to purchase coffee in glass flasks
    (2021) Irmak, Sezgin; Demir, Mehmet Özer
    The aim of this research is to determine the perceptions and the characteristics of consumers to determine their intentions to purchase ready to drink coffee in glass flasks. In this context, this study assesses the food-related lifestyle, and the packaging choice scales to investigate consumers' expectations about ready to drink coffee offered in glass flasks. The study operationalizes CHAID algorithm to build decision trees and visualizes the best obtained decision tree. Intention to purchase is the target variable, 16 factor variables and 12 demographic variables are predictive features. Results suggest that consumers' intentions to purchase ready to drink coffee in glass flasks can be determined by correct preservation, attractiveness, healthiness, and the type of coffee preferences. Decision tree model reveals the consumer profiles in terms of the predictive variables.
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    Political segmentation based on pictorial preferences on social media
    (Springer Science and Business Media B.V., 2021) Demir, Mehmet Özer; Simonetti, Biagio; Gök Demir, Zuhal
    Social media platforms, which are accepted as a channel for selling, listening and receiving continuous feedback from customers, have the opportunity to expand beyond the limits of traditional mass media channels. Social media mechanisms work well if the right message is delivered to the right person, so knowing the person concerned is a prerequisite for communication. This article aims to explore the potential of photos shared, liked and commented on social media as a consumer segmentation tool. The findings of study should help understand customer segments and deliver customized products, services, and advertisements. An online survey consisting of pictures and items was conducted in Turkey. The aim was to evaluate users' pictorial preferences to identify different consumer segments. The Support Vector Machine procedure revealed the existence of two clusters. It enables them to recognize different segments, to see marketers as individuals in order to communicate with themselves and to understand world views from a variety of perspectives. © 2021, The Author(s), under exclusive licence to Springer Nature B.V. part of Springer Nature.
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    Skepticism towards videos shared on social media
    (2018) Demir, Mehmet Özer
    Internet usage resulted in alternative communication channels, and it did not take too much for the advertisers to use social media as an advertisement medium. It is a wellknown fact that consumers do not believe in advertisements shown on TV, advertising claims are found to be exaggerated if not considered as misleading, untruthful or lie. However, we need advertisement in order to increase marketing efficiency. Although the study researches the skepticism levels of consumers towards the videos shared on social media in general, it is important to determine whether consumers believe in videos shared on social media or they are skeptical about them if social media is planned to be used as an advertisement medium. If which consumers are skeptical towards videos shared on social media can be understood, advertisers and marketers may develop alternative strategies to increase marketing communication efficiency. The study operationalized and adopted version of skepticism towards advertisements on TV scale, data is collected with online questionnaire. The study tests a consumer skepticism towards videos on social media scale for reliability and validity. The results suggest that Turkish consumers are skeptical towards videos shared on social media. The results of the study can be used for marketers, advertiser as well as political issues.
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    The factors affecting minorities’ satisfaction of health care service utilizing fuzzy rule based systems
    (2018) Demir, Mehmet Özer; Başaran, Murat Alper
    The aim of the study is to determine factors in health communication, when minorities are serviced in a language different from their mother tongue. Health care service satisfaction when doctor and patient speaking the common language or the mother tongue is an important area of investigation. On the other hand, when either of them speaking different languages, namely, generally patients in the minority position speaking a language different from the one doctor speaks, health communication becomes cumbersome for both sides resulting in low level of health care service satisfaction leading to ultimately wide range of complaints from minority patients. How attributes playing roles on health care service satisfaction in minority patients by modeling the relationship is conducted. Therefore, single attributes and interrelated ones are determined. The data is collected using a questionnaire form based on stratified sampling method, 387 participants are included in the analysis. Questionnaires were distributed among minorities living in Vienna area. The factors that are impact on health care service satisfaction are extracted by factor analysis. Questionnaire data collected as verbal statements representing the subjective evaluations of participants transformed into mathematical functions using fuzzy set theory enables to model attributes affecting health care service satisfaction using fuzzy logic called fuzzy rule based systems. Modeling tool called Fuzzy Rule Based Systems is a mathematical model in order to explain which single factors and/or interrelated ones having impact on health care service satisfaction are determined by employing fuzzy set theory and fuzzy logic, which are the components of the mentioned mathematical model. The findings suggest that the first expectation by minority patients from doctors is to respect to their cultural differences. If it is met at the first glance, then health care service satisfaction tends to increase with the positive effects of other attributes. If not, health care service satisfaction stays at lower with no other attributes playing major roles. According to the findings of the study, other attributes or interrelated ones play significant roles on the health care service satisfaction when they are singly evaluated, which lead to comprehend not only single attributes but also interrelated ones by minorities.
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    Voter classification based on susceptibility to persuasive strategies: A machine learning approach
    (Springer, 2020) Demir, Mehmet Özer; Simonetti, Biagio; Başaran, Murat Alper; Irmak, Sezgin
    The current literature on the campaigns of political marketing is based on mass communication. However, the online community introduces new opportunities, one of them is captology. As a part of captology, the persuasive strategies take increasing attention from both authors and practitioners. There is a growing literature that persuasive technologies are useful in the attitudinal and behavioral change of the targeted group, which is the aim of political marketing. This research introduces the persuasive strategies into political marketing literature. In this manuscript, respondents are discriminated based on their susceptibility to the persuasive strategies to determine which persuasive strategy has effects on liberals and conservative. Findings suggest that liberals and conservatives can be discriminated based on their susceptibility to persuasive strategies using machine learning algorithms. The findings of the study offer new insights into political marketing campaigns.