Religion and marketing ethics are an area of significant interest in literature that both play influential roles in shaping marketing professional's ethical and moral standards. This study aims to examine the impact of marketing professionals' religiousness in the context of Buddhism on ethical intentions and moral approaches and, while exploring the relationship between marketing ethics and Buddhism in a broader context. For this research, a face-to-face survey was conducted with the marketing professionals in Thimphu, the capital city of Bhutan. The data obtained from these surveys were analyzed using SPSS, applying quantitative methods such as factor analysis, correlation, and mediation analysis. The findings reveal significant positive correlations between religious emotional involvement and ethical behavior, as well as between guidance from Buddhist teachings and ethical behavior. Furthermore, demographic factors like job position and income were found to partially mediate the relationship between religious involvement and ethical behavior. These results highlight the important role that Buddhist principles play in shaping ethical decision-making in marketing, offering new insights into the intersection of religion and business ethics.

Epidemics are the reality of life that have always been in the history of humanity and the cause of a billion humans’ death. Spanish influenza that broke out in 1918 was one of the epidemics that left a mark on civilization with the enormous losses in the history of humanity. It lasted March 1920, and more than 50 billion humans died, which was nearly 5% of the people in the World at that time. But investigating the literature about Spanish influenza has yielded mostly health and medicine-oriented papers. The social and psychological effects of the epidemic and its consequences on the individuals were not the centers of the studies. So this creates a gap to understand crises’ incidence fulfill. To cope with any potential situation in the future, having all kinds of data is mandatory.

Dijitalleşmenin hız kazanması ve sanal evren uygulamalarının gelişmesi insanların gerçek dünyadan daha çok sanal evrenle vakit geçirmesine neden olmuştur. Markalar bu sanal dünyada da var olabilmek için dijital tutundurma araçları yardımıyla rakiplerinden farklılaşmaya çalışmaktadır. Tutundurma araçlarının aykırı elemanı olarak bilinen gerilla pazarlama da diğer tutundurma karması elemanları gibi sanal dünyaya adımını atmıştır. Bu araştırmada dijital gerilla pazarlama faaliyetleri, e-gerilla pazarlama olarak adlandırılmış olup sahip oldukları özellikler örnekler yardımıyla belirlenmeye çalışılmıştır. Çalışma kapsamında önceki gerilla pazarlama özellikleri referans alınarak içerik analizi yapılmış ve internet üzerinden beş e-gerilla pazarlama faaliyeti incelenmiştir. Araştırma sonucunda e-gerilla pazarlama faaliyetleri incelenerek e-gerilla pazarlamanın özellikleri saptanmış ve açıklanmıştır. Bu özelliklerin diğer dijital pazarlama faaliyetlerine nazaran daha etkileşimli, yaratıcı ve alışılmışın dışında yöntemlerle gerçekleştirildiği bulunmuştur. Elde edilen bu bulgular doğrultusunda e-gerilla pazarlama faaliyetlerini kullanmayı düşünen işletmelere yönelik çeşitli öneriler geliştirilmiştir.

Son yıllarda tüketicilerin çevre ve sağlıklı yiyecekler konusundaki endişelerinin artması, organik ürünlere otan talebi de arttırmıştır. Bu anlamda organik tarımsal üretimin temel prensibi tüm canlıları kapsayacak şekilde güvenli yiyeceklerin üretilmesidir. Diğer taraftan tüketicilerin kendilerine ait kural ve tutumları da, organik ürün tüketiminde önemli rol oynamaktadır. Bu çalışmada, tüketicileri organik ürün satın almaları konusunda motive eden kişisel değer ve tutumlar ortaya konulmaya çalışılmış, bu noktada kişisel sağlık, lezzet ve çevreye ilişkin değerlerin organik ürün tüketiminde merkezi bir rol oynadığı bulgusuna ulaşılmıştır. Elde edilen bu bulgulara öncelikle faktör ve kümeleme analizleri uygulanmış, bu analizler sonucu ulaşılan bilgiler ışığında organik ürünlere ilişkin değer tabanlı bölümlendirme yapılmaya çalışılmıştır.

The aim of this research is to examine the impacts of MWOM conversations in mobile messaging applications on mobile purchase intention. With this purpose, we developed a conceptual model based on the information acceptance model (IACM). Data collected from 385 participants were analysed using structural equation modelling (SEM). The results support the proposed model and provide both theoretical and practical implications for marketers. This study demonstrates that MWOM in messaging applications has a significant positive impact on mobile purchase intention, which in turn affects both social commerce intention and offline purchase intention.

Born global firms enter the global marketplace soon after their inception, in many cases, by passing the domestic market.Sometimes these firms grow largely in their home markets before they rapidly reach high percentages of international revenues.Today many research worldwide investigates knowledge about these early internalizing firms.The objective of this study is to conduct a systematic literature review on born globals.Our methodology is emphasizing some of the remarkable studies and reviewing some recent literature on born globals.The findings show us many unique capabilities of born globals.

Müşteri vatandaşlık davranışı; müşterinin bir işletmenin ödül sistemiyle değil, kendisinin bireysel olarak belirlediği, işletmelerin hizmet/ürün kalitesini yükseltebilecek ve daha etkin çalışmasını sağlayabilecek nitelikteki gönüllü ve ihtiyari davranışlarıdır (Groth, 2005). Bu rol fazlası davranışlar arasında müşterinin kendini kısmen işletmenin çalışanı gibi görmesi, işletmenin çıkarlarını gözetmesi, çalışanlarla işbirliği yapması, diğer müşterilere yardımcı olması, işletmeye önerilerde bulunması, olumlu kulaktan kulağa iletişim için çaba göstermesi ve işletmenin performans ve hizmetlerinin gelişimine katkıda bulunmaya çalışması sayılabilir (Bettencourt, 1997; Bowen, 1986; Rosenbaum & Massiah, 2007). Bu çalışma çerçevesinde müşteri vatandaşlık davranışıyla ilgili akademik çalışmalar literatür taraması kapsamında incelenmiş ve müşteri vatandaşlık davranışına dair çalışmaların önemi ortaya konmuştur.

Küreselleşme, internet kullanımının artması, değişen tüketici tercihleri ve artan rekabet gibi birçok sebepten dolayı, pazarlama faaliyetleri giderek daha önemli hale

Academic literature has examined phenomenon of entrepreneurship more thantwo decades and thisphenomenon associated with entrepreneurial activity. OECDdefines the entrepreneurial activity as the enterprising human action in pursuit ofthe generation of value, through the creation or expansion of economic activity,by identifying and exploiting new products, process or markets. Present studyanalyses international entrepreneurship in the lights of contemporary Turkishfirms including born globals.We used case studies and literature review to betterunderstand the early internalization phenomenon and provide useful informationabout international success of Turkish firms. Six of the considered firms are webbased technology companies and most of them have born global firms’ features.The findings indicatedthatmajority of thefirms are technology companies andtheyhad a strong international outlook and international entrepreneurialorientation and they possess a strong entrepreneurial mindset.

Demographic variables may have an impact on Internet usage patterns. Online buyers’ characteristics keeps changing time along with the shifting dynamics of Turkish consumers’ demographic profile and day by day online shopping becomes a safe and popular option in Turkey. Current study investigates demographic composition of the online buyers that influence consumer attitudes towards online shopping behavior in Izmir, the third largest city in Turkey. This study examines attitudes toward online shopping and provides a better understanding of the potential of online buyers for both researchers and practitioners. The study is based on an empirical research work, and a convenience sample of 400. Frequencies, descriptive statistics, and One-Way ANOVA tests were used in the analysis of data. The study shows that Turkish Internet consumer segment is relatively young, well educated, in mid economic status and professions associated with Internet more than five years.

Organic farming is based on minimal use of off-farm inputs and on management practices that restore, maintain or enhance ecological harmony. Worldwide, the demand for organic products appears to have expanded quickly in the past decade, stimulated by consumer perceptions that organic products are safe and healthy. Organic production in Turkey is almost entirely dependent on exports. Organic sector in Turkey is the relatively slow development of domestic demand. In this regard, the aim of this article is to give the readers an idea about the present situation of organic agriculture in Turkey. The topic summarizes the organic agriculture activity both in production and marketing aspects. Therefore, some recommendations are made to improve the organic market in Turkey.

Problem statement: Companies attempt to reach private worlds of consumers and give them memorable experience with their brands by using guerrilla marketing tools.Guerrilla advertising, which is one of the guerrilla marketing tools, usually attracts the attention of consumers but sometimes irritates and annoys the consumers and even breaks the law.Approach: The study determined these ethical aspects by evaluating different guerilla advertising strategies of the companies.A critical assessment of the printed and visual discoursed of guerilla ads were made in this context.Results: The assessment indicated that there are some ethical problems about guerrilla advertising implementations.Especially the ads, which include fear-appeal, may irritate people.Also, distraction of attention in traffic is the other important ethical problem.Conclusion/Recommendations: These kinds of guerrilla ads may reduce the effectiveness of advertisements in general and dislike of a company's ad may lead to biased reactions towards future advertisements.Ethical, legal and societal boundaries must be considered in guerilla advertising strategies.In sum today's marketers have to take greater responsibility for the negative impacts of the practices of guerilla advertising.

The guerrilla marketing concept, which was created by Jay Conrad Levinson in 1984, implies an unconventional way of performing promotional activities on a very low budget. In recent years, many companies looking for ways of getting out of clutter of traditional marketing implementations tend to apply guerrilla marketing which is a different way of marketing communication. Companies try to reach private worlds of consumers and give them memorable experience with their brands by guerrilla marketing strategies.

Genetik Olarak Değiştirilmiş Organizmalar (GDO) konusu ülkemiz açısından yeni gibi gözükse de, bazı ülkelerde son on yıldır tartışılmakta ve yasal olarak düzenlenmektedir. Bu alanda faaliyet gösteren işletmeler hem tarımda verim ve kalite artışı sağlamayı hem de sağlık ve çevre konularında katkı sağlamayı amaçlamaktadır. Diğer yandan GDO’lu ürünler bünyelerindeki farklı genler nedeniyle sağlık ve özellikle çevre konularında riskler taşımakla eleştirilmektedir. Daha kesin olan bir başka sorun ise ülkemizdeki insanların habersiz biçimde yıllardan beri bu ürünleri tüketmesidir. Bilimsel kanıtların yetersizliğiyle büyüyen bütün bu tartışmalar çerçevesinde devletler, kamuoyu ve sivil toplum kuruluşlarının da baskısı sonucu konuyla ilgili bazı önlemler almaktadır. Bu çalışma ile GDO’nun anlamı, fayda ve sakıncaları, tüketicilerin korunması ile ilişkisi ve konu hakkındaki yasal düzenlemeler ele alınmıştır. Daha sonra GDO konusu Türk tarım sektöründeki verimsizlik sorunuyla ilişkileııdirilmiş ve mevcut uygulamalar değerlendirilip, öneriler getirilmiştir.

Small and Medium-Sized Enterprises (SME) rarely find themselves in distress like the ones do in carbonated beverages market. The reasons for that may be the market dominance of a few gigantic firms in terms of control and market share, and the disability of resource-limited SMEs in responding to market needs due to the competitive structure of the industry. In this paper we try to show how a local soda pop company can better deal with the challenges in its market through niche marketing.

Small and Medium-Sized Enterprises (SME) rarely find themselves in distress like the ones do in carbonated beverages market. The reasons for that may be the market dominance of a few gigantic firms in terms of control and market share, and the disability of resource-limited SMEs in responding to market needs due to the competitive structure of the industry. In this paper we try to show how a local soda pop company can better deal with the challenges in its market through niche marketing.