New publications by Kaan Varnalı

Kaan Varnalı (Assistant Professor of Marketing at the Department of Communication Management, Istanbul Bilgi University) authored the new book chapter titled ‘Mobile Social Networks: Communication & Marketing Perspectives’, published on Hersey: IGI Global’s comprehensive book ‘Strategy, Adoption and Competitive Advantage of Mobile Services in the Global Economy’. The book is edited by In Lee.

Varnalı’s forthcoming article ‘SMS Advertising: How Message Relevance is Linked to the Attitude toward the brand?” will be published by Journal of Marketing Communications and he also has a collaborative forthcoming study, co-authored with Prof. Cengiz Yılmaz and Prof. Ayşegül Toker, titled ‘Predictors of attitudinal and behavioral outcomes in mobile advertising: a field experiment’, which will be published on Journal of Marketing Communications.

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