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| Ethical Concerns in Global Fashion Marketing and Brand Communication |
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| Cavusoglu, L. & Dakhli, Mourad (2015). |
Conference Article |
[abstract]. In: Proceedings of the AIB US Southeast 2015 Conference, Nominee for Best Ph.D. Student Award, November 12-14, Savannah, Georgia, USA, p. 39-40
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ABSTRACT
Fashion companies all over the world can achieve competitive advantage in the
market on the basis of their ethical stance, but they differentiate themselves on the
basis of brand communication and identity. While many companies have built their
businesses and brand image through the use of seemingly unethical marketing
activities, a few others have chosen to focus their efforts on what is called “ethical
fashion marketing.” This paper contributes to the understanding of various ethical
issues in global fashion marketing and brand communication and addresses ethical
concerns of consumers and other pressure groups. It argues that companies can be
more successful in generating sales, creating a positive brand image, improving
reputation and loyalty by making ethical and responsible practices a central element
of their marketing and communications strategy. We review the main ethical issues in
fashion marketing and use specific cases to support our conclusion that ethical
concerns in fashion industry affect consumer behaviour.
| Dress Code, Virtual: The Impact of Social Media Usage Patterns in Apparel Consumption |
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| Cavusoglu, Lena, Cam, E. & Demirbag Kaplan, M. (2016, May 26th). |
Poster |
Poster session presented at the European Marketing Academy. Oslo, Norway. |
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ABSTRACT
Phenomenal growth and popularity of social networking sites has created new challenges and opportunities for consumer research, many of which are understudied to date. The aim of this paper is to investigate the relationship between individual motivations for using social networking sites and patterns in apparel consumption, based on the premise that a significant number of users exploit social media as a channel of self-presentation, which may be well reflected in their clothing and apparel purchases. The research employs factor analysis method to explore motivations for social media usage and apparel consumption, followed by a MANOVA procedure to test for relationships between emerging factors, based on data collected from 447 individuals. Findings suggest that individuals’ social media usage and apparel consumption motivations interact, particularly for individuals who use social media for instant-self presentation.
| A virtual shopping mall, Insta-shops: Instagram is the selling platform of the future |
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Cavusoglu, Lena & Atik, Deniz (2016, May 8th)
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Poster |
Poster session presented at the Consumer Culture Theory Conference. Lille, France. |
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ABSTRACT
This study, in progress, aims to better understand the dynamics behind the creation of informal social markets, namely Insta-businesses, where sellers are ordinary individuals, Instagram profiles are the shops, and posts are the products. By contributing to trust literature in social commerce, we show how consumers generate initial trust before making a purchase decision. 13 in-depth interviews were conducted with Insta-sellers and Insta-consumers of various ages, in Izmir (Turkey). Our preliminary findings reveal that Insta-sellers turn something they enjoy into a way to make a living, and the primary motivation of Insta-consumers to but from Insta-shops can be categorized as hedonic, utilitarian and psychogenic.
| Making a Career Out of Fashion Blogging |
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| Cavusoglu, Lena & Atik, Deniz (2017) |
Refereed Journal Article |
Pazarlama ve Pazarlama Araştırmaları Dergisi (Journal of Marketing and Market Research), 10 (19), 33-49. |
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ABSTRACT
Using actor-network theory (ANT), this study shows how once-amateurish, ordinary
fashion consumers, who have no fashion education, professional background, and
family credentials reach a remarkable number of audience and make a career out of
their personal consumption. Examining semi-structured in-depth interviews with the
most popular fashion bloggers in Turkey, we investigate how a hobby can become
someone’s occupation. Our findings show that economic and social rewards are the
primary rationale to start blogging as a profession. By focusing on the practice of fashion
blogging as an occupation through ANT, we make contributions to consumer behavior
literature by laying out the dynamics behind the blogging network, identifying critical
human and non-human actors and their relations in the network, giving insights about a
growing consumer-generated market.
| The Impact of Ethical Concerns on Fashion Consumerism: A Review |
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Cavusoglu, Lena and Dakhli, Mourad (2016)
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Refereed Journal Article |
Markets, Globalization & Development Review: Vol. 1: No. 2, Article 5.
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ABSTRACT
Ethical and sustainable business practices have become some of the most significant concerns in the
highly globalized fashion industry. Firms in this multi-billion dollar industry are taking these concerns
seriously, and are carefully monitoring and responding to consumers’ actions that can range from
expressing displeasure via social media to holding protests or even calling for boycotts of certain brands
and firms. In this paper, the first output from a larger project on ethics of fashion, we review the extant
literature on the ethical aspects of the global fashion system; and set the stage for further empirical and
conceptual work.
| The Impact of Ethical Concerns on Fashion Consumerism: Case-based Evidence |
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| Cavusoglu, Lena & Dakhli, Mourad (2017) |
Refereed Journal Article |
Markets, Globalization & Development Review: Vol. 2: No. 1, Article 4.
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ABSTRACT
In continuation of our previous work, “The Impact of Ethical Concerns on Fashion Consumerism: A
Review,” we present here empirically based reports to support our argument that ethical concerns in the
fashion industry affect consumer behavior. In line with Paper I, the initial paper of this series, we address
the concept of ethical marketing, with a focus on the two dimensions of sustainable environmental
practices and societally appropriate messaging. The linkages of ethical concerns in fashion with corporate
image and financial performance are explored, using a set of 15 real-life cases and anecdotes. We identify
challenges in this area, offer guidance to practitioners in the field, and identify venues for further
scholarly inquiry. We hope to contribute in this important and growing area of concern by presenting
prior controversies and highlighting best practices, thus facilitating the process of learning through
others’ failures and successes.
| Health Commodified, Health Communified: Navigating Digital Consumptionscapes of Well-Being |
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| Cavusoglu, Lena & Demirbag-Kaplan, Melike (2017) |
Refereed Journal Article |
European Journal of Marketing, Vol. 51 Issue:11/12, pp.2054-2079.
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ABSTRACT
Purpose – Historically, research on perceptions of health either converged upon the meanings created and proposed by specialists in the healthcare industry or focused on people who have medical conditions. This approach has failed to capture how the meanings and notions of health have been evolving as medicine extends into non-medical spheres and has left gaps in the exploration of how the meanings surrounding health and well-being are constructed, negotiated and reproduced in lay discourse. This paper aims to fill this gap in the understanding of the perceptions surrounding health by investigating consumers’ digitized visual accounts on social media.
Design/methodology/approach – Textual network and visual content analyses of posts extracted from Instagram are used to derive conclusions on definitions of health and well-being as perceived by healthy lay individuals.
Findings – Research demonstrates that digital discourse of health is clustered around four F’s, namely, food, fitness, fashion and feelings, which can be categorized with respect to their degrees of representation on a commodification/communification versus bodily/spiritual well-being map.
Originality/value – Our knowledge about the meanings of health as constructed and reflected by healthy lay people is very limited and even more so about how these meaning-making processes is realized through digital media. This paper contributes to theory by integrating consumers’ meaning-making literature into health perceptions, as well as investigating the role of social networks in enabling a consumptionscape of well-being. Besides a methodological contribution of using social network analysis on textual data, this paper also provides valuable insights for policy-makers, communicators and professionals of health.
Keywords: Health, Social media, Social network analysis, Lay meanings of health, Visual content analysis
| An Exploratory Research on Social Media Studies in Marketing Field |
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| Dogan, Esra, Tugrul-Orten, Tugba & Cavusoglu, Lena (2017) |
Refereed Journal Article |
Tüketici ve Tüketim Araştırmaları Dergisi (Journal
of Consumer and Consumption Research), 9 (2), 189-220.
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ABSTRACT
The purpose of this study is to ascertain the prominent topics of research
on social media published in the first twenty international journals in the
area of marketing in the 2014 SCImago Journal & Country Rank journal
ranking list, and to make a situational assessment directed towards the
research design and methodology tendencies of these articles. The first
224 scientific articles obtained through full count method were analyzed
utilizing qualitative data analysis methods. According to the findings,
in journals that were scanned, articles on social media began to be
published starting in 2009, the number of articles marked an increase
in number through the years, and the greatest number of articles were
published in 2012. While studies on social media marketing focused
mostly on analysis of social media platforms with regard to economic
values obtained, studies on consumer behavior focused on factors
influencing online consumer brand/product comments/suggestions and the effects of online consumer-consumer interactions. Chiefly, applied
studies were conducted and quantitative research design was utilized.
Consumer behavior in social media, the role of social media in marketing
mix management, and the effectiveness of social media marketing
are research topics that have been noted to be presenting significant
opportunities for future studies.
Key Words: Social Media, Marketing Management, Consumer Behavior,
Exploratory Research, Literature Review
| A Call for Diversity and Inclusion: Examining Fashion Experiences of Minority Women |
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Cavusoglu, Lena & Atik, Deniz (2019) |
Conference Article |
[Extended Abstract], In: Proceedings of the 2019 Global Fashion Management Conference, Paris, France, July 11-14, 2019, p. 680-681. |
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ABSTRACT
Prior
research emphasized how fashion industry creates a burden on women, measuring
their self-worth with the ideal standards of beauty. This burden gets even
heavier for women from different ethnic, racial, religious, or cultural
backgrounds and women in different age groups, socioeconomic classes, and
physical ability to name a few. Therefore, investigating the fashion
consumption experiences of diverse group of women become crucial to shed light
on the importance of diversity in fashion. By doing so, this research aims to
demonstrate the gap between the understanding of fashion consumers and
producers on fashion diversity. With a qualitative inquiry, this study employs
the triangulation of data collecting techniques including semi-structured
in-depth interviews, content analysis through Netnography (via Instagram posts),
observation, and participant observation.
| Self-presentation Patterns and Fashion Consumption Behavior: New Insights for Social Media Marketing |
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| Cavusoglu, Lena, Demirbag-Kaplan, Melike & Cam, Ece (2019) |
Conference Article |
In: Proceedings of the 2019 Global Fashion Management Conference, Paris, France, July 11-14, 2019, p. 780-786. |
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ABSTRACT
The research employs factor analysis, followed by a MANOVA procedure to
explore relationships between fashion consumption and social media usage
behavior based on data collected from 447 individuals. Findings suggest that
social media usage and apparel consumption motivations interact, particularly
for whom use social media for instant-self presentation.
| The Genealogy of Pantswear: A longitudinal expression of feminine empowerment |
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| Cavusoglu, Lena & Mathwick, Charla (2019) |
Conference Article |
got accepted to the working paper track at 2019 Association for Consumer Research (ACR) Conference, Atlanta, GA, October 17-20. |
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ABSTRACT
Historical clothing “represent[s] abstract ideas
ingrained within a culture” (Kaiser 1997, 49). Therefore, cultural research is
critical to identify the signs and embedded meaning behind clothing trends
within society. This study employs a cultural and feminist historiographical
foundation in the context of women pantswear to understand how women have used
pantswear to express, hide, protest, and construct identity.
| Digital Transformation of Marketing Mix: From 4Ps to 4Ss |
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| Demribag-Kaplan, Melike & Cavusoglu, Lena (2019) |
Conference Article |
got accepted to the working paper track at 2019 Association for Consumer Research (ACR) Conference, Atlanta, GA, October 17-20. |
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ABSTRACT
The
digitalization agenda of recent years underlines the need for a transformation
in the marketing mix to meet revolutionary changes in consumer decision journey
and expectations. In this vein, this study-in-progress proposes a new marketing
mix model using the lens of digital transformation and its impact on the market
actors.
| Diversity delusion in fashion industry |
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| Cavusoglu, Lena & Atik, Deniz (2019) |
Conference Article |
got accepted to the competitive paper track at 2019 Association for Consumer Research (ACR) Conference, Atlanta, GA, October 17-20. |
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ABSTRACT
Women of
minorities measure their self-worth with the socially
constructed ideals of beauty and carry the burden of underrepresentation in
fashion. With a qualitative inquiry, this study sheds light on the fashion
consumption experiences of a diverse, broad group of women and redefines the
scope of fashion diversity.
| Motivations of Cryptocurrency Enthusiasts: End-user Perspective |
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| Cavusoglu, Lena & Goksel, Idil (2018) |
Presentation |
presented in the competitive paper track of the 25th Eurasia Business and Economics Society (EBES) Conference, FOM University of Applied Sciences, Berlin, Germany, May 23-25. |
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ABSTRACT
Since
cryptocurrencies have the power to be extremely detrimental to our society, it
is essential to understand the primary motives of its users. Although there are
several studies on technological and economic aspects of these virtual coins,
research on end-user adaptation is scarce. Therefore, this study aims to
characterize the types of cryptocurrency enthusiasts who invest in digital
currencies by exploring their primary motivations. Netnography by combining
textual network analysis of user-generated hashtags with visual content
analysis of posts extracted from Instagram is used to derive critical word
associations and better visualize the central themes that are formed around
meanings of #cryptocurrency. Our preliminary findings suggest three possible
clientele groups: Tech-savvy, dreamer, and bettor. Tech-savvy consumers are
curious about the technology behind the cryptocurrencies, so follow the
technological advances, and invest accordingly. Dreamers are very optimistic
towards virtual currencies with an expectation that the coins will appreciate
in value shortly. Their primary motivation is the hope of having a luxurious
life and getting rich. Bettors consider cryptocurrency investment as a type of
gambling. They enjoy the adrenaline of betting for a fortune despite the risk
of losing because of wild fluctuation in pricing.
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