Browsing by Author "Ceylan, M."

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    Impact of social media brand blunders on brand trust and brand liking
    (Sage, 2023-07) Şanlı, Ceren Hayran; Ceylan, M.; Business Administration; ŞANLI, Ceren Hayran
    More companies are engaging with consumers in real-time on digital platforms, which may lead to accidental or unintentional sharing of messages. Accordingly, how to manage online brand crises has become an increasingly important issue for marketing managers. The present research explores how online brand blunders influence consumers’ trust and liking toward the blunderer brand, and the role of brand commitment in this relationship. Three studies show that consumers evaluate online brand blunders differently than they do product performance problems. Specifically, upon receiving negative brand blunder information, high (vs. low)-commitment consumers’ brand trust and brand liking decrease to a higher extent due to finding the blunder less humorous and more offensive. On the contrary, upon receiving negative product performance information, low (vs. high)-commitment consumers’ brand trust and brand liking decrease to a higher extent, which supports previous literature. Our findings suggest that managers should prioritize high and low-commitment consumers differently and tailor blunder communication in handling online brand crises.
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    ArticlePublicationOpen Access
    Message framing effects on individuals' social distancing and helping behavior during the COVID-19 pandemic
    (Frontiers Media, 2021-03-22) Ceylan, M.; Şanlı, Ceren Hayran; Business Administration; ŞANLI, Ceren Hayran
    This research responds to urgent calls to fill knowledge gaps on COVID-19 (new coronavirus) in communicating social distancing messages to the public in the most convincing ways. The authors explore the effectiveness of framing social distancing messages around prosocial vs. self-interested appeals in driving message compliance and helping behavior. The results show that when a message emphasizes benefits for everyone in society, rather than solely for the individual, citizens find the message more persuasive to engage in social distancing, and also more motivating to help others. The results further demonstrate that the proposed effects are higher for individuals who have a lower locus of control and lower fear of coronavirus as prosocial messages lead them to feel a joint responsibility in protecting from the pandemic. Theoretical and practical implications of the results are discussed.