Kurum Yazarı "Pınarbaşı, Fatih" Kitap Bölümü Koleksiyonu İçin Listeleme
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Assessing the intersection of artificial intelligence and digital advertising
Pınarbaşı, Fatih (IGI Global, 2023)The advancements in artificial intelligence are among the factors influencing the components of various topics within the marketing and advertising industry. The usability of artificial intelligence and related technologies ... -
Country-of-origin effect and digital marketing: Evaluating current and future of marketing
Pınarbaşı, Fatih (IGI Global, 2023)The 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 ... -
Personalization of marketing for today and the future: The role of artificial intelligence
Pınarbaşı, Fatih (IGI Global, 2024)Advances in artificial intelligence significantly impact the marketing industry as a whole, including customers, enterprises, and the market environment. The intersection of artificial intelligence with particular marketing ... -
PESTEL analysis-based evaluation of marketing strategies in the European banking sector: An application with IT2 Fuzzy DEMATEL
Dinçer, Hasan; Pınarbaşı, Fatih (IGI Global, 2019)This chapter evaluates the marketing strategies in European banking sector. In this context, six dimensions of PESTEL analysis (politic, economic, sociological, technologic, environmental, and legal) are taken into the ... -
Understanding e-WOM evolution in social media with network analysis
Pınarbaşı, Fatih (IGI Global, 2021)Today's consumer is in constant interaction with the environment thanks to social media and technology. Consumers who communicate more with each other have pushed businesses to take action on this issue. In this study, ...