Kıvrak, Fatma Halide
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Araştırma projeleri
Organizasyon Birimleri
Yönetim Bilimleri Fakültesi, İşletme Bölümü
Küresel rekabete ayak uydurmak ve sürdürülebilir olmak isteyen tüm şirketler ve kurumlar, değişimi doğru bir şekilde yönetmek, teknolojinin gerekli kıldığı zihinsel ve operasyonel dönüşümü kurumlarına hızlı bir şekilde adapte etmek zorundadırlar.
Adı Soyadı
Fatma Halide Kıvrak
İlgi Alanları
Human Resources Management, Organizational Behavior
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Aktif Personel
3 sonuçlar
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Listeleniyor 1 - 3 / 3
Yayın R&D in emerging markets: Literature review and future directions(V. International Business Conference 12- 13 December 2019, Rome, Italy, 2019) Kıvrak, Fatma Halide; Yönetim Bilimleri Fakültesi, İşletme BölümüResearch and development (R&D) in emerging markets has become very popular in terms of multinational companies (MNCs). So, many researches on R&D in the field of International Business have attracted attention recently. This paper presents a literature review consisting of 22 articles from 2014-2019 on R&D in emerging markets. By conducting content analysis, it has been analyzed their prominent terms and results. Accordingly, this review has divided selected articles into three main groups - R&D internationalization, activities and investment -by extracting articles that cannot grouped. All headlines successively have contended results regarding advantages of internationalization, long-term investment choices, and diversification of R&D activities. To put it another way, this paper provides to understand in which position R&D has in emerging markets countries, and under which circumstances it is successful. The systematic evaluation of the findings contributes to the formation of a general view for future research.Yayın Comparing product advertising videos: User comments on traditional celebrities vs. Youtubers(İdeal Kent Yayınları, 2024) Kıvrak, Fatma Halide; Kıvrak, Ali; İletişim Fakültesi, Yeni Medya ve İletişim FakültesiBusinesses are modifying their strategies to respond to the constantly changing media environment. In the past, marketing teams relied on traditional celebrities to promote brands and boost sales. Recently, social media celebrities such as Instagrammers, Tiktokers, youtubers, and influencers have emerged as popular options for marketing communication due to their significant attention and preference. Despite considerable research on traditional and social media influencer endorsements, there remains a gap in understanding how social media users perceive and interact with these endorsements. This study investigates the differences in topic, sentiment, and pragmatics of user comments on Youtube advertisement videos showcasing traditional celebrities and youtubers. We examined user comments on eight advertisement videos using content analysis, with half featuring traditional celebrities and the other half featuring youtubers. The findings indicate that including traditional celebrities in videos leads to increased user focus on brand features, along with greater expressions of admiration and positive sentiment. Furthermore, traditional celebrities are more effective than influencers in fostering favourable and reliable brand awareness. Possible explanations for these results are considered, and their theoretical and practical implications are derived.Yayın An insight into R&D in emerging countries and prominent concepts within the literature(Busssecon International, 2020) Kıvrak, Fatma Halide; Yönetim Bilimleri Fakültesi, İşletme BölümüMultinational companies (MNCs) show an apparent tendency toward research and development (R&D) for the last three decades. Many kinds of research have recently focused on R&D in emerging countries (ECs) to reveal the differences from R&D in developed countries. This paper presents a literature review consisting of 23 articles from 2004-2019 on R&D in emerging markets. By conducting content analysis, it has been analyzed their prominent concepts and results. According to the research focus, the articles examined have been classified into five main groups – internationalization of R&D, R&D activities, R&D investments, technology-based R&D, R&D offshoring – along with articles that cannot be grouped. The main purpose of this study is to determine the current tendency of R&D in emerging markets. Thus, it provides to understand in which position R&D has in emerging markets, and under which circumstances it is successful. Furthermore, practitioners can benefit from the results of the presented study. The systematic evaluation of the findings contributes to the formation of a general view for future research.
