Country-of-origin effect and digital marketing: Evaluating current and future of marketing

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dc.authorid0000-0001-9005-0324
dc.contributor.authorPınarbaşı, Fatih
dc.date.accessioned2023-10-17T08:41:19Z
dc.date.available2023-10-17T08:41:19Z
dc.date.issued2023
dc.departmentİstanbul Medipol Üniversitesi, İşletme ve Yönetim Bilimleri Fakültesi, İşletme Bölümü
dc.description.abstractThe country-of-origin effect, which has been researched extensively in marketing literature, has lately been impacted in several ways by digital marketing and associated actions. This study aims to address the issue's current state in a variety of ways and to draw future conclusions about its many aspects. The study examines the country-of-origin effect and digital marketing concepts together by including the intervention topics of two concepts and the future of the topics for the next years. For the intervention side of two topics, four topics are concluded in the study: the effect of COO on digital marketing strategy and decisions, the effect of digital marketing on COO-related consumer constructs, the indirect effects of COO on consumers and digital marketing relationships, and the effect of COO on macro environment concepts. For the future of the topics, three topics are included in the study: increasing usage of existing digital marketing activities for COO, the employment of AI-supported content generation systems, and the potential of using AI-supported research and analysis.
dc.identifier.citationPınarbaşı, F. (2023). Country-of-origin effect and digital marketing: Evaluating current and future of marketing. Origin and Branding in International Market Entry Processes içinde (117-137. ss.). IGI Global. https://doi.org/10.4018/978-1-6684-6613-1.ch006
dc.identifier.doi10.4018/978-1-6684-6613-1.ch006
dc.identifier.endpage137
dc.identifier.isbn9781668466155
dc.identifier.isbn9781668466131
dc.identifier.scopus2-s2.0-85172818242
dc.identifier.scopusqualityN/A
dc.identifier.startpage117
dc.identifier.urihttps://doi.org/10.4018/978-1-6684-6613-1.ch006
dc.identifier.urihttps://hdl.handle.net/20.500.12511/11594
dc.indekslendigikaynakScopus
dc.institutionauthorPınarbaşı, Fatih
dc.language.isoen
dc.publisherIGI Global
dc.relation.ispartofOrigin and Branding in International Market Entry Processesen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectEvaluating Current
dc.subjectDigital Marketing
dc.subjectFuture of Marketing
dc.titleCountry-of-origin effect and digital marketing: Evaluating current and future of marketing
dc.typeBook Chapter

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