Research Outputs

Now showing 1 - 4 of 4

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Communication strategies in postmodern museology: communicated and conceived identity of the Pera museum
(Common Ground Research Networks, 2011) N/A; Artan, Elif Çiğdem; Master Student; Graduate School of Social Sciences and Humanities; N/A
This study aspires to discover the role of museums in Turkish society and to understand the relationship between museums and their visitors. Rather than focusing its limit only on museums' performances regarding visitor numbers and economic profit, the study looks at the communication tools of museums. In previous years, during the modern museology, the relationship between museums and visitors was at the level of visitors' visual experience of displayed objects. But in today's postmodern museology, the requirement is to establish mutual and interactive relations between the museum, its collections, exhibitions, services and their users. Today, many museums are interested in asking the following questions: Who is coming? What do they think about the museum? Is it enough to know who the visitors are? Who is not coming? How can we find out? In order to figure out who is not coming, the museum has to first look at who is coming; a question that can be answered by an audience development research. In that respect, this study focuses on one of the most distinguished museums in Istanbul, the Pera museum, and has three research questions to answer: Which image does the Pera Museum intend to communicate? Which is the visitors' image of the Pera Museum? How well does the communicated image correspond to the actual image of the Pera Museum? The AC2ID Test, which has been first developed as ACID Test, was applied in order to clarify how the Pera museum defines itself and how people perceive it as well as to measure the communication gap between the museum and visitors. © Common Ground, Elif Cigdem Artan, All Rights Reserved.
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Honesty only gets you so far! The effect of two-sided content on re-purchase intentions
(Boğaziçi Üniversitesi, 2018) Demir, Kivilcim Deǧerlioǧlu; Turut, Özge; Department of Business Administration; Uysal, Ezgi Akpınar; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 122585
A classical premise in the study of advertising is that two-sided ads that provide both positive and negative information about the products enhance purchase likelihood of the sponsored brands. Through a mix of analytical models and behavioral experiments, we show that two-sided content may in fact decrease the likelihood of re-purchase. This work sheds light on using two-sided content more effectively in the long-run by taking into account both consumers' own experiences and the effect of either ads or reviews. / Reklam araştırmalarındaki klasik öncüllerden biri, ürünlerin hem olumlu hem de olumsuz bilgi veren iki taraflı reklamların, sponsor markaların satın alma ihtimalini arttırmasıdır. Analitik modellerin ve davranışsal deneylerin bir karışımı ile, iki taraflı içeriğin aslında yeniden satın alma olasılığını azaltabileceğini gösteriyoruz. Bu çalışma, hem tüketicilerin kendi deneyimlerini hem de reklamların veya incelemelerin etkisini göz önüne alarak, iki taraflı içeriği uzun vadede nasıl daha etkili bir şekilde kullanılacağına ışık tutmaktadır.
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Recommendation systems: the strategic role of recommendations on retailers competition
(Koç University, 2018) Bahani, Sofiane; Esseghaier, Skander; Koç University Graduate School of Business; Marketing
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The roaming salesman problem and its application to election logistics
(Koç University, 2019) Shahmanzari, Masoud; Aksen, Deniz; 0000-0003-1734-2042; Koç University Graduate School of Business; Operations Management and Information Systems; 40308

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