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    Chasing Discounts, Facing Regret: How FoMO Shapes Consumers' Online Shopping Behavior?
    (Prague Univ Economics And Business, 2025) Koc, Fatih; Ozkan, Bekir; Gaga, Merve; Efendioglu, Ibrahim Halil; Baran, Tamer
    This study examines the impact of price consciousness and deal proneness on impulsive buying behavior and the Fear of Missing Out (FoMO) in the context of online clothing shopping, with a particular focus on post-purchase regret. Data were collected from 230 participants through an online survey and analyzed using structural equation modeling (SEM). The findings reveal that price consciousness has a negative impact on both FoMO and impulsive buying behavior, indicating that consumers with higher price sensitivity tend to make more deliberate purchasing decisions. On the other hand, deal proneness has a positive influence on FoMO, which in turn triggers impulsive buying behavior and increases the likelihood of post-purchase regret. The study also demonstrates that FoMO plays a significant mediating role between deal proneness and impulsive buying, highlighting its impact on consumer behavior in online shopping environments. The findings provide theoretical, managerial, and practical insights for stakeholders.
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    Effects of brand awareness and feminist message level in femvertising: An experimental study
    (Pergamon-Elsevier Science Ltd, 2024) Koc, Fatih; Efendioglu, Ibrahim Halil; Ozkan, Bekir; Ugurtan, Hazal; Baran, Tamer
    Femvertising is a general advertisement term that builds awareness of women's issues, rights, and gender equality. This particular type of advertisement is used by brands with the expectation that it will be effective on women, especially women with high levels of feminism. This study aims to determine the effects of brand awareness and the level of feminist messages on brand trust, word of mouth (WoM), attitude toward advertisements, and purchase intention. To achieve this aim, a 2 x 2 experimental design was used to manipulate the level of brand awareness and the level of feminist messages in the advertisement. A total of 405 women with high feminist attitudes participated in the experiment. Data analyses revealed that brand awareness exerts a positive effect on brand trust, but the level of feminist messages does not exert any significant effect on either brand trust or purchase intentions. Furthermore, data analyses showed that less familiar brands can achieve more positive results in attitude toward advertising and WoM if they use strong feminist messages in their advertisements, compared to well-known brands.
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    The Effect of Response Alternatives in Likert Type Scales Used Marketing Research on Reliability
    (İbrahim APAK, 2023) Baran, Tamer; Efendioğlu, İbrahim Halil; Özkan, Bekir; Koç, Fatih
    The reliability of the scales used in studies in the field of marketing is of great importance in terms of the healthy results to be obtained. Different values are considered in testing the reliability of these scales. The most commonly used method among these is the calculation of Cronbach Alpha values. The different methods used in the study structure and data collection can affect the results of these values. The aim of this study is to determine whether the response alternatives in Likert type scales used in marketing research cause a change in the Cronbach Alpha coefficients. In this direction, 347 articles ranked in the ULAKBIM index and published in two journals in marketing in Turkey were examined. These articles were examined by the authors of the study using the content analysis method. 197 articles were analyzed, which collected data by questionnaire method, presented Cronbach's Alpha coefficient and used 5-point (470 scale) and 7-point (140 scale) Likert type scales. The obtained data were tested using descriptive analysis and Independent Samples T-Test. The findings revealed that the alpha coefficient mean of the scales with 7 answer alternatives was higher than the mean with 5 answer alternatives, but this difference was not statistically significant. According to the findings of the study, various suggestions were made to researchers.
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    The Effects of Perceived Price, Quality, and Consumer Trust on Purchase Intentions of Halal Products
    (Springer Nature, 2024) Ozkan, Bekir; Efendi?oğlu, İbrahim Halil; Baran, Tamer; Koç, Fatih
    Consumption of halal products is preferred not only for religious requirements but also for the need to consume healthy products, both in places with a sizeable Muslim community and areas where non-Muslims live intensely. The increasing awareness of halal products amplifies the importance given to the subject and contributes to a growing number of academic studies on the matter. Consequently, elements such as price perception, quality perception, and trust for halal products evolve. This study aims to determine the impact of price and quality perception on halal product purchase intentions. Additionally, it seeks to explore the influence of price perception on trust. The questionnaire form prepared for this purpose was delivered to the participants online. After removing the erroneous data from the obtained dataset, a total of 340 data were used in the analysis. The data were initially objected to confirmatory factor analysis, followed by structural equation modeling which was performed to test the hypotheses. According to the results obtained, perceived price does not significantly affect purchase intentions, but it does positively affect perceived quality and consumer trust. Furthermore, perceived quality does not directly affect purchase intentions, yet it does affect consumer trust. Another key finding within the scope of the study is that consumer trust significantly influences purchase intentions. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
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    The effects of trust and religiosity on halal products purchase intention: indirect effect of attitude
    (Emerald Group Publishing Ltd, 2024) Koc, Fatih; Ozkan, Bekir; Komodromos, Marcos; Efendioglu, Ibrahim Halil; Baran, Tamer
    PurposeThe primary objective of this study is to examine how trust and religiosity, in relation to halal products, impact Turkish consumers' intention to purchase such goods. Furthermore, the study aims to identify whether attitudes towards halal products play a mediating role in these effects.Design/methodology/approachData were collected from 847 people living in Turkey using an online survey. The authors empirically tested the proposed conceptual model via structural equation modeling.FindingsThe study's results show that trust in halal products has a positive impact on both the intention to buy halal products and the attitude towards them. Moreover, one's attitude towards halal products affects the intention to purchase them. Additionally, one's religiosity-belief level influences the intention to purchase halal products, while religiosity-practice level influences the attitude towards halal products. Furthermore, through indirect effect analyses, it was found that trust in halal products and religious practices has an indirect impact on intention through attitude.Research limitations/implicationsThese outcomes significantly contribute to understanding the complex interactions between trust in halal products, levels of religiosity, and attitudes in shaping consumers' purchase intentions and approaches towards halal products. These implications offer valuable insights into how consumers' religious beliefs, trust perceptions, and attitudes influence their purchase of halal-certified products. Validating these conclusions on a larger scale and exploring them in different contexts would be beneficial.Practical implicationsThe practice dimension of religiosity pertains to performing actions prescribed by the religion, embodying the practical applications of religious teachings. According to the research findings, the belief dimension of religiosity significantly and positively affects the intention to purchase halal products. This finding aligns with several prior studies.Social implicationsSharing information on websites, social media platforms, or product packaging can be effective. If businesses genuinely adhere to halal standards and address the genuine needs of consumers who value halal products, they can enhance consumers' interest in such products.Originality/valueThis research was conducted in Turkey, where most people follow the Muslim faith. The main objective of the study was to examine the trust levels of consumers who have strong religious beliefs and are sensitive to consuming halal products. The study looked at trust on three levels: trust in the halal product, trust in the company that produces halal products, and trust in institutions that provide halal certification. The study also looked at the religiosity levels of the consumers using a two-dimensional approach, which included their beliefs and practices.