Kurum Yazarı "Sarp, Serap" Scopus İndeksli Yayınlar Koleksiyonu İçin Listeleme
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The impact of perceived social media interactivity on brand trust. The mediating role of perceived social media agility and the moderating role of brand value
Although earlier studies shed light on the signifcance of perceived social media interactivity, its impact on perceived social media agility and brand trust has yet to be thoroughly investigated. The current study addresses ... -
Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image
Gökerik, Mehmet; Gürbüz, Ahmet; Erkan, İsmail; Mogaji, Emmanuel; Sap, Serap (EMERALD GROUP PUBLISHING LTDHOWARD HOUSE, WAGON LANE, BINGLEY BD16 1WA, W YORKSHIRE, ENGLAND, 2018)this paper is to investigate the influence of guerrilla marketing in social media on brand image. Design/methodology/approach - A conceptual model was developed based on the information acceptance model (IACM). The ...