Book chapter co-authored by Sayan, Görgülü, Erhart and Aslanbay


“A Social Influence Perspective on Uses of Online Football Forums: The Case with Turkish Football Fans”, co-authored by Anıl Sayan (Research Asst. at BİLGİ Faculty of Communication), Vehbi Görgülü (Asst. Prof. at BİLGİ Faculty of Communication), Itır Erhart (Assoc. Prof. at BİLGİ Faculty of Communication) and Yonca Aslanbay (Prof. at BİLGİ Faculty of Communication) is published within the book Online Communities as Agents of Change and Social Movements, edited by Steve Gordon (Professor at Babson College, USA). The book is published by IGI Global.


This study aims to shed light on Turkish football forum users on the Internet from a social identity and uses and gratifications (U&G) perspective in order to reveal joint intentions among football fans online. The research model of the current study applies a uses and gratifications approach to examine whether fan motivations while using online football forums determine we-intentions among forum members. Social influence processes are also essential in the context of research on online forums, since they determine changes in attitudes and actions produced by the virtual social influence that may occur at different levels. Findings reveal uses and gratifications of football forum participation as maintaining interpersonal interconnectivity, generating entertainment and purposive value along with affective social identity construct determined we-intention among forum users.

Book chapters co-authored by Yonca Aslanbay

Crowdfunding for Sustainable Entrepreneurship and Innovation.jpg“The Crowdfunding Market, Models, Platforms, and Projects” andThe Crowdfunding Communities and the Value of Identification for Sustainability of Co-Creation” co-authored by Yonca Aslanbay is published within Crowdfunding for Sustainable Entrepreneurship and Innovation, edited by Walter Vassallo.

The abstracts of book chapters are as follows:

Chapter 6 (M. Demiray, Ş.Burnaz, Y.Aslanbay)

The Crowdfunding Market, Models, Platforms, and Projects

The changing structure and intensity of competition on one hand, the ongoing pressure on creating differentiated offerings lead to seek out new ways to improve technology as well as new ways to perform business. Technological developments enable market participants or other interest parties to engage in the process of both innovation and production, resulting with an online social network market model of co-creation. This chapter focuses on describing different aspects of recently developing crowdfunding market models where new projects are offered and funded by large number of individuals from general public. The current extent and dynamics of the growing crowdfunding market, various models of crowdfunding, crowdfunding platforms and the projects that are crowdfunded are analyzed through the chapter by giving examples and comparative comments. The analysis of the market is concluded by the foreseen future trends.

Chapter 9 (M. Demiray, Y.Aslanbay)

The Crowdfunding Communities and the Value of Identification for Sustainability of Co-Creation

For a sustainable future, the actors of the market need a change in spirit that will elevate the life-chances of people by being an “empowered part” of the economic system. A participative, open knowledge economic and market system that will ensure the material well-being, the social visibility, the happiness and the consciousness of the individual is essential. Crowdfunding, as a recent online social community network market model is to be a new socio-technical system of co-creation through self “making and funding”. The aim of this study is to discuss the role of identification in co-creation for sustainability of newly rising crowdfunding communities. In line with this objective, the following two aspects are clarified: the key characteristics of crowdfunding platforms as online communities and the role of identification for co-creation in online crowdfunding communities.


Book chapter by Özlem Hesapçı and Yonca Aslanbay

360hThe networked self: Collectivism redefined in civic engagements through social media causes” authored by Özlem Hesapçı, Ph.D. (Boğaziçi University) and Yonca Aslanbay, Ph.D. (İstanbul Bilgi University) is published within Handbook of Research on Waste Management Techniques for Sustainability, published by IGI Global:

“The number of digital networks established for a common social ‘cause’ having passion of civic activism increase globally day by day. The purpose of this study is to provide explanations for civic engagement through social media causes. In the current study, a structured questionnaire is administered to 308 social media users in Turkey. The findings refine existing research bringing a new perspective to collectivism by explaining civic engagement in specific areas through social media causes in terms of individualistic values, self-identity (social vs. personal) and social media use. Overall findings ascertain social media’s role on raising social capital while enhancing not only the individual selves but also collective performances through diverse civic cause engagements. The study has significant outcomes for both non-profit and profit organizations in building strategies of communication with their stakeholders through digital means.”

Article co-authored by Vehbi Gorgulu and Yonca Aslanbay

51-Untruths-From-TelevisionA new article co-authored by Vehbi Gorgulu (Department of Advertising), Yonca Aslanbay (Department of Advertising), Gul Bursa (MA student in BİLGİ Media and Communication Systems) and Ayse Gul Yucel  (MA student in BİLGİ Media and Communication Systems), titled “Television show format preferences and aggression of football fans” is published by the International Journal of Humanities and Social Sciences:

“In this study, relations between television program format preferences of football fans and manifestation of aggressive behavior are examined. Data is collected with a sample of television football show viewers in Turkey. Results revealed fanship, aggression and format preferences during hours of football television program viewing are all interrelated. The significant preference of fan audiences for belligerent football shows among the other major types of football program formats available on Turkish television stations was found to be in correlation with aggression trait. Aggression was found to increase the hours of viewing. As a vicious circle, the hours of viewing the sports television programs further elevates fanship.”

New article by Yonca Aslanbay and Kaan Varnali: A Future of “Happiness”: Can Markets Be Co-evolved?


A Future of “Happiness”: Can Markets Be Co-evolved?“, the new article by Yonca Aslanbay, Ph.D. and Kaan Varnali, Ph.D. is published by the SSCI-indexed journal Society:

“The downturn of the markets in the recent global economic crisis points to a need to question the current dynamics of the market system, a decade after the turn of the millennium. The inequalities with regard to the consumption of resources across world markets, the declared low satisfaction
rates over what is offered in the marketplace, and the increasing skepticism with marketing practices are all more pronounced than ever. It is becoming evident that consumer marketing fails in constructing a happier society. Consumers, producers, and governments as the three main market stakeholders, share responsibility for the undesired consequences. This article provides a critical perspective on the contemporary paradigm that dominates marketing thought in relation to the central role and the evolving meaning of consumption in the market economy that is favored by most governments. The core position of the article is that determining happiness as the ultimate end requires a shift to a new societal orientation for all stakeholders of the market system.”

A new article co-authored by Yonca Aslanbay: Critical role of relationship for unfamiliar banking products

cover_440_tr_TRA new article titled “Critical role of relationship for unfamiliar banking products” and authored by Zekeriya Eren Koçyiğit, Yonca Aslanbay (Head of Communication Management Department) and Beril Durmuş is published by the SSCI indexed journal İktisat, İşletme ve Finans. Researchers explore factors affecting the decision making of consumers for investing in unfamiliar banking products: “Capital protected funds are the subject of this study. The study analyses the consumers’ investment in capital protected funds and its preceding factors among 160 bank consumers in Turkey selected judgmentally. The data of this descriptive study is collected by a structured questionnaire. Revisiting the relevant literature, four constructs (consumer’s perceived service quality of customer relationship manager, consumer’s perceived brand trust, consumer’s risk tolerance and consumer’s financial literacy) were analyzed to be the main factors affecting capital protected fund investment. The results show that perceived service quality of customer relationship managers is the only significant factor affecting the investment in capital protected funds. As an implication, banks should invest on customer relationship management policies emphasizing the optimization of customer relationship managers’ service quality levels.”

The article is also published online and available for journal subscribers.

The Effects of Religiosity on Internet Consumption: A Study on a Muslim Country

The new article by Yonca Aslanbay (Professor of Marketing at the Department of Communication Management), Özlem Hesapçı (Assistant Professor of Marketing at the Management Department) and Vehbi Görgülü (PhD student and graduate teaching assistant at the Department of Communication Management), titled “The Effects of Religiosity on Internet Consumption: A Study on a Muslim Country” has been published by the SSCI-indexed journal, “Information, Communication & Society”. The article is now available online. The abstract of the study is as follows:

“The relationship between technology adoption and religion has received scant research attention. The complicated process of Internet use among contemporary religious people is affected by the tension between technological developments and religious beliefs. The current research aims to explore the effects of religiosity on Internet consumption in a newly industrialized Muslim country, Turkey. The study utilized a cross-sectional design based on data from 2,698 subjects, selected by stratified random sampling, covering all 12 regions of the country. By offering an exploratory approach, this study sheds light on how various interpretations of religion enable culture-specific observations on Internet consumption patterns, and its relation with different levels of religiosity. The findings revealed that the level of religiosity has a significant effect on the patterns of Internet consumption.”