Mehmet Nalbant
Boğaziçi University
Advertising campaignAdvertisingMarket segmentationBusinessPersonalizationExpectancy theoryHedonic motivationTarget audienceSocial mediaSocial network
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#1V. Aslihan Nasir (Boğaziçi University)H-Index: 5
#2Ali Can Keserel (Boğaziçi University)
Last. Mehmet Nalbant (Boğaziçi University)
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Abstract null null Digitalization, personalization and globalization shape how companies contact and communicate with their consumers who have different needs and wants. In these highly competitive heterogeneous markets, it becomes crucial to reach consumers in an easy, low-cost and more targeted manner. Social media advertising is one of the effective ways of attracting potential customers, retaining attention of current customers and influencing them through persuasive content. Despite its ple...
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