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SERAJ AKŞİT, Zeynep Mina

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Zeynep Mina

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SERAJ AKŞİT
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    Social media adoption: A process-based approach
    (Taylor & Francis, 2016) Toker, A.; Seraj-Akşit, Zeynep Mina; Kuscu, A.; Yavuz, R.; Business Administration; SERAJ AKŞİT, Zeynep Mina
    This research conceptualizes and measures social media adoption (SMA) of companies with a process-based approach and explains its antecedents of micro- and macro-environment, size, and ownership, as well as its consequence of intention to increase resources dedicated to social media. Based on data from 310 Turkish small and medium enterprises, the study first develops a conceptual framework on the pillars of internal and external stakeholder focus as well as relationship and information oriented implementation. Based on these two dimensions, it discusses the novel concepts of social customer relations, social stakeholder communication, social intelligence, and social responsiveness related to SMA. The study further indicates that ownership type and micro environment play a role in SMA and that path dependence exists in the interplay of current adoption and future intentions.
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    Everyday activism: An AI-assisted netnography of a digital consumer movement
    (Taylor & Francis, 2024-01) Kozinets, R. V.; Seraj-Akşit, Zeynep Mina; Business Administration; SERAJ AKŞİT, Zeynep Mina
    Prior studies have tended to focus on the figure of consumer movements rather than the ground from which they arise. This AI-assisted netnography interprets data from the WallStreetBets (WSB) subreddit during the GameStop short squeeze and for a period of 2.5 years afterwards. Analysis reveals an intimate relationship between the subreddit and portrayals of participants’ everyday lives, connecting financial strategies to jokes, memes, banter, and personal anecdotes. Collective identities are forged through discussions of life situations, populist counternarratives, shared cultural referents, and self-deprecation. Findings reveal digital activism ranging from the everyday and transitional to the extraordinary, bridging literatures on fluid consumer movements with everyday politics. Results affirm the value of collective identification to digital activism and suggest conceptual linkages to participatory culture and infinite gameplay. © 2024 Westburn Publishers Ltd.