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Öğe Digital entertainment culture and generation Y: An evaluation on social network games in Turkey(IGI Global, 2014) Kara, Bircan; Öztürk, R. GülaySocial Networking Games (SNGs) on Social Network Sites (SNS) is a popular online game genre at the present time. The purpose of this chapter is to explore motivations and investigate exclusively "Generation Y" playing social media games from the point of uses and gratifications theory experience. For this study, a focus group and in-depth interview methodologies were chosen. The results of this study provide evidence that Generation Y in Turkey play social networking games with an aggregate of motivations based on psychological and social reasons, such as to retire from the stress of daily life, to relax, and to spend time with friends as a consequence of sense of wonder and their advices. Based on the fact that they state that SNGs create a feeling of pleonexy, it can also be deduced that Generation Y approaches these games from a critical perspective. © 2014 by IGI Global. All rights reserved.Öğe Etnik pazarlama ve etnik reklamcılık(2009) Kara, Barış; Öztürk, R. GülayHer şeyin müşterinin isteklerine ve ihtiyaçlarına göre şekillendiği günümüz dünyasında bu isteklerin ve ihtiyaçların neler olduğunu saptamak ve buna göre entegre pazarlama faaliyetleri gerçekleştirmek markalara önemli bir rekabet avantajı yaratmaktadır. Özellikle kültürel yönden çeşitlilik gösteren ülkelerde tüketicilere istediği ve ihtiyacı olan şekilde seslenmek söz konusu pazarlama amaçlarına ulaşmayı kolaylaştırmaktadır. Bu noktada o ülkede yaşayan insanların kültürel kimliklerinin göz ardı edilmemesi ve buna göre etnik pazarlama faaliyetlerinin planlanması, markalar için bir gereklilik halini almıştır. \"Etnik Pazarlama ve Etnik Reklamcılık\" başlıklı bu makalede, literatür taraması yapılarak öncelikle etnik kimlik kavramı açıklanacak, ardından etnik pazarlama ve etnik reklamcılığın dünyadaki gelişimi ve etnik kimliğin pazarlama, reklam ve markalar dünyası için nasıl bir öneme sahip olduğu ortaya konmaya çalışılacaktır.Öğe Öğe FRIENDVERTISING: A new advertising strategy in social network marketing(IGI Global, 2015) Öztürk, R. GülayIn today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called "FRIENDVERTISING" pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field. © 2016, IGI Global. All rights reserved.Öğe Handbook of research on the impact of culture and society on the entertainment industry(IGI Global, 2014) Öztürk, R. GülayIn the age of ubiquitous media and globalization, the entertainment industry has changed dramatically to accommodate a more comprehensive and diverse audience. As such, research into the influence of culture on entertainment and the media is necessary in order to facilitate further developments in the industry. Handbook of Research on the Impact of Culture and Society on the Entertainment Industry provides a review of the academic and popular literature on the relationship between communications and media studies, cinema, advertising, public relations, religion, food tourism, art, sports, technology, culture, marketing, and entertainment practices. Founded on international research, this publication is essential for upper-level students, researchers, academicians, business executives, and industry professionals seeking knowledge on the current scope of the entertainment industry. © 2014 by IGI Global. All rights reserved.Öğe The integration of entertainment and advertising: Advertainment(IGI Global, 2017) Öztürk, R. GülayThe evolution of the advertising industry's promotional practices remains in a state of constant transitionas technological advances steadily continue to shape, transform, and cultivate the digitally integratedlandscape of today's modern world. The fusion of advertising and entertainment, known in the industryas advertainment, is becoming an increasingly popular method that marketers use to connect with consumers(Millili, 2012). Today, the sense of entertainment of target audiences has been changed by newcommunication technologies. This study discusses the "entertainment concept" in terms of advertainmenttypology and technology in the world. Therefore, this chapter presents the changing of entertainmentfrom the point of advertising and technology. © 2017, IGI Global. All rights reserved.
