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Current Marketing Studies and Digital Developments Livre de Lyon Academic Works of Livre de Lyon Social, Humanity and Administrative Sciences 5-2021 Current Marketing Studies and Digital Developments Selda Ene H. Halil Başer Ceren Yeşiltuna Emrah Sitki Yilmaz Kazım Karaboğa See next page for additional authors Follow this and additional works at: https://academicworks.livredelyon.com/soc_hum_ad_sci Part of the Business Commons, and the Economics Commons Authors Selda Ene, H. Halil Başer, Ceren Yeşiltuna, Emrah Sitki Yilmaz, Kazım Karaboğa, Muhammed Ali Güngör, Neslihan Paker, Dilaysu Cınar, and Mehmet Cançelik Current Marketing Studies and Digital Developments Editor Assoc. Prof. Dr. Selda Ene Lyon 2021 Editors • Assoc. Prof. Dr. Selda Ene • ORCID: 0000-0001-5205-843X Cover Design • Subash Raghu Layout • Subash Raghu First Published • May/Mayıs 2021, Lyon ISBN: 978-2-38236-160-3 copyright © 2021 by Livre de Lyon All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by an means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission from the the Publisher. Publisher • Livre de Lyon Address • 37 rue marietton, 69009, Lyon France website • http://www.livredelyon.com e-mail • [email protected] PREFACE Dear Readers, Current digital changes and developments have been constantly taking place in the marketing studies and strategies. Thanks to developing technologies with digital economies- Industry 4.0 and innovative approaches, global businesses using a modern marketing approach are trying to discover ways to better under- stand consumers to increase the success of their brands. The changing demands of consumers, businesses in many sectors where there is intense competition must choose to follow these digital developments and current marketing strate- gies. The dynamism provided by digital development and marketing strategies on communication provide many advantages to many companies to do their best in terms of marketing their products or services as well as ‘establishing an effective relationship with customers, cross-border e-comerce, digital marke- ting, creating new products and innovative brands, increasing corporate rep- utation, conducting market research and evaluating feedback from customers’. Especially in the present day, when digital developments, cross border e- commerce with globalization and the Covid-19 process continue, it is imper- ative for businesses to keep up with these challenges. In this context, with this book prepared, it has been attempted to contribute to the ability of businesses to overcome these difficult processes more easily. This book, which includes digital developments and current marketing studies, consists of 7 chapters. This book titled “Current Marketing Studies and Digital Development”, prepared by publisher Livre de Lyon, includes studies in the field of marketing. We hope that the studies on current marketing in the book will contribute to the literature and businesses, shed light on future studies. We would like to thank our authors who contributed to the creation of the book with their valuable and original works, our referees who meticulously evaluated the works and everyone who contributed to the creation of this book and we wish the book to be beneficial. Best regards, Assoc. Prof. Dr. Selda ENE iii CONTENTS Preface iii Chapter 1 Neuromarketing Practices and Their Role in Affecting Consumer Behavior 1 Chapter 2 A Research on The Ethnocentrism Trends of Consumers and Compulsive Buying Behavior in The Context of Demographic Characteristics 33 Chapter 3 The Place of Digital Marketing in The Hospitality Sector: A Review for Cappadocia 59 Chapter 4 Cross-Border E-Commerce (E-Export) Methods and Problems Encountered 73 Chapter 5 Exploring Perceived Risks Towards Self-Service Parcel Delivery Usage 97 Chapter 6 An Overview of Fear of Missing Out Strategies Implemented By Brands 117 Chapter 7 A Research on Safflower (Carthamus Tinctorius L.) in The Vegetable Oil Market and the Future of Safflower in Turkey 135 v CHAPTER 1 NEUROMARKETING PRACTICES AND THEIR ROLE IN AFFECTING CONSUMER BEHAVIOR Selda Ene (Assoc. Prof . Dr.), Marmara Üniversity, İstanbul, Turkey E-Mail: [email protected] ORCID: 0000-0001-5205-843X 1. INTRODUCTION Marketing is an aggregate of the development, pricing, retention and distribu- tion of products, services and ideas in order to align with customer requests and needs in a dynamic market environment and to develop and maintain good relations with stakeholders (Mucuk, 2009, p.5). The marketing department is recognized as one of the most important departments because it increases the efficiency and productivity of sales and purchasing, the profitability of the busi- ness, and serves as a bridge between the business and its customers. Thanks to developing technologies with digital economies (Industry 4.0) and innovative approaches, businesses utilizing a modern marketing approach are exploring ways to better understand consumers in order to increase the success of their brand. Presented as an alternative to marketing insights and strategies with technology innovation and digitization, ‘neuromarketing tech- niques’ break ground on modern marketing world and they are few of the new techniques that can be used to better know and serve your consumers. Neuro- 1 2 CURRENT MARKETING STUDIES AND DIGITAL DEVELOPMENTS marketing develops a common language in understanding customer requests and needs for sales and marketing, creating an environment in which they can constantly communicate. ‘Neuromarketing’ is a new branch of marketing that bridges the science of neurology and consumer behavior and helps to measure the sub- liminal emotions that trigger the purchasing behaviors of consumers by using various scientific applications and to use the results in mar- keting strategies (Morin, 2011, p.131). Neuromarketing, approaches consumer behavior in terms of brain and subconscious. As is known, “95 percent of thinking occurs in the subconscious; the subconscious is a mix of all of those magnificent memories, feelings, thoughts and other formations of understanding that we are not aware of or cannot express” (Kagan, 2002, p.17). Therefore, the fact that businesses reveal what consumers are subconsciously thinking as well as what they are saying through marketing research will increase their success and allow them to better understand and serve them better. Along with the new technologies developing with the digital economy and the innovative approaches they apply in marketing, businesses can be located in the immediate vicinity of consumers with their products and brands. In the globalizing and ever changing world, the businesses utilizing neuromarketing techniques in marketing studies will enable them to “understand what consum- ers really need, not just what they want” and therefore it will be easier for the businesses to serve their customers and to improve customer satisfaction and loyalty. 2. NEUROSCIENCE, BRAIN STRUCTURE AND WAY OF THINKING The word neuroscience comes from the French word ‘neurologie’. It can be translated as neurology. The diseases related to neural system in the human body are called neurological diseases. There are many identified neurological diseases that are common among the public, but they are usually scarce (https:// www.cnnturk.com/, 2018). Neurology is a field of medicine related to the anatomy, physiology and emerging diseases of the nervous system. The nervous system is a very complex system. The study of the nervous system, elucidation of its various functions and its use in various fields have become increasingly common in recent yearshttps://www.sabah.com.tr/, 2018.) Neuroscience is a CHAPTER 1: NEUROMARKETING PRACTICES AND THEIR ROLE 3 branch of science that takes priority over the study of the nervous system. Tra- ditionally, neuroscience is considered a branch of biology. Thanks to neuro- science; motor control systems, sensory systems, learning, memory and basic sciences and behavioral sciences such as psychiatry, can be conducted in many areas. As a result of the fact that many events that were thought to have occurred behaviorally in the past are actually related to the nervous system, it is thought that neuroscience will be very popular in the next century, and various positive predictions are made on this issue (https://designneuro.com/tr/blog/, 2018). Beginning in the early 2000s, neuroscience research, which has been quite frequently used in marketing research, has led to the formation of a new field defined as “consumer neuroscience or neuromarketing” (http://www.acikbeyin. com.tr/, 2019). A topic of interest to neuromarketing is the field of neurosci- ence that studies consumer behavior. Emotions, thoughts, memories and experiences are all originated from the brain, which is a neural tissue. The identity of humanity is hidden in the intricate patterns of electrochemical pyrexia of the brain. Consumer behavior, character, and structure are also shaped according to the brain that is formed by neurons having this complex structure (Eagleman, 2015, p.7). It is open to development throughout life through continu- ous learning and experience. The most important feature that distinguishes human beings from other living species is that the human brain does not appear to possess the circuits of everything and it has the ability to adapt to the envi- ronment in which it is located. The human brain is open to constant remodeling with the details of its vital experiences,
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