Browsing by Author "Celik, AA"

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    Creating National Media Brand by Transmedia Storytelling in Animation Sector: A Comparison of Selected Cases from Turkey and Pakistan
    Celik, AA; Nasir, N
    The animation industry, which plays a key role in cultural identity construction for new generations, uses multiple media channels to convey their messages concerning their brands and interact with audience by using transmedia storytelling technique (TST). TST empowers integrated marketing communication efforts of the businesses and enables the audience to experience a unique holistic entertainment. The main purpose of this study is to analyze how TST is adopted to create national media brands by Turkish and Pakistani animation producers comparatively and to investigate how cultural representation is treated in the selected cases - Elif'in Dusleri, Teen Bahadur. The study was designed as a qualitative research of multiple case studies. Multiple media channels across which the story unfolds were examined in detail with the help of illustrations, and a content analysis was made for each production. For both cases, the producers conducted the productions as transmedia projects by converting the story through a national media brand via several media channels. Cultural representation was achieved through local plots, local places, traditions, values, names and people. It's been observed that the Turkey is ahead of Pakistan with its production of several national cartoon films/series compared to Pakistan.
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    Consumers with vulnerabilities: in-store satisfaction of visually impaired and legally blind
    Celik, AA; Yakut, E
    Purpose The purpose of this paper, focusing on the visually impaired and legally blind consumer, is to explore the relationship between the perceived consumer vulnerability on customer satisfaction and the effect of satisfaction on the intention of repurchase and recommendation as the determinants of store loyalty in an apparel store context. Design/methodology/approach A survey was conducted on 216 visually impaired and legally blind consumers in the province of Manisa, Turkey, concerning their apparel shopping store experiences to examine how the perceived vulnerability influences visually impaired and legally blind consumers' satisfaction, recommendation and repurchase intentions. The data were analyzed using structural equation modeling. Findings The results of the study revealed that as the visually impaired and legally blind consumers perceive themselves more vulnerable, they become more satisfied with the store, and that the more they are satisfied with the store, the more their intention to recommend that store and purchase intention from that store increases. However, the authors' investigation showed no significant differences between the consumers who were born blind and who became blind later in their life. Originality/value The paper contributes to the literature by extending the understanding of visually impaired and legally blind consumers' perceived vulnerability in the brick-and-mortar stores and demonstrates how it is related to satisfaction as a major driver of post-purchase intentions like recommendation and repurchase. It also exhibits the fact that blind consumers - both congenitally blind and subsequently blind - cope with this vulnerability through their own solutions to go on their lives, and they do not perceive themselves as vulnerable, as it is perceived by the able-bodied.