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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 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.