Purpose: In continuation of Soylemez (2021), this study utilized equity theory and investigated how personal factors (personality traits) and community factors (ownership) influence relative generation of brand-oriented and community-oriented content.Design/methodology/approach: A study of A/B testing was conducted with 104 online brand community (OBC) participants who had been active in an OBC in the last 30 days.Findings: Members with a high level of conscientiousness, extroversion and neuroticism generate more brand-oriented content than community-oriented content. Openness to experience, agreeableness and community ownership have been found to have no significant effects.Practical implications: This research helps marketing practitioners on whether they should build their own online brand communities. The study also suggests that brands should adjust their community strategies based on the personality traits of community members and expectations from the community.Originality/value: This is the first study that investigates how personality traits and community ownership influence the generation of different types of user-generated content (UGC).

Purpose: This study aims to categorize user-generated content (UGC) based on the target audience, namely, brand-oriented content (BOC) and community-oriented content (COC). By using the equity theory, this study investigated how personal factors (motivations and self-construal) and brand/product factors (brand luxury) drive members to generate brand-oriented or COC. Design/methodology/approach: Experimental studies were conducted with online brand community (OBC) participants who had been active in an OBC in the past 30 days. Findings: Both in Studies 1 and 3, participants with an independent self-construal generated more BOC relative to COC, whereas participants with an interdependent self-construal generated more COC relative to BOC. In Study 1, extrinsically motivated participants generated more BOC relative to COC, whereas intrinsically motivated participants generated more COC relative to BOC. However, this finding was not confirmed in Study 3. In Study 2, the participants of luxury brand communities generated more COC relative to BOC, whereas participants of affordable brand communities generated more BOC relative to COC. However, this finding was not confirmed in Study 3. Practical implications: This research provides marketing practitioners with an opportunity to focus on different motivation types in different contexts. The study also helps marketing departments understand the relationship between brand characteristics and UGC types. Finally, the insights of this study can also be useful in a brand extension context. Originality/value: This study has constructed a better understanding of content generation in OBCs by categorizing UGC based on their target audience.

This study aims to assess both the stress levels of employees and identify the sources of stress. Data for the research were collected through questionnaires distributed to 60 employees via online surveys. The instruments utilized for data collection included the personal information form, organizational stress scale, and stress coping scale. The initial phase of data analysis focused on revealing the demographic characteristics of the workers. Subsequently, analyses were conducted to explore potential correlations between organizational stress, stress-coping mechanisms, and demographic variables. While socio-demographic variables are commonly treated as control variables in organizational stress research, this study distinguishes itself by placing them at the forefront. Its objective is to comprehend the influence of gender, age, educational background, marital status, income levels, titles, and total work experience on individuals' perspectives regarding organizational stress and stress coping. Examining survey data from Assist Company, a subsidiary of Turk Telekom, the study uncovers that male employees tend to display greater resilience to organizational stress. Additionally, unmarried workers demonstrate a higher efficacy in coping with stress compared to their married counterparts. The paper concludes with implications for managerial applications, theoretical insights, and suggestions for future research directions. In conclusion, the study recommends that firms consider implementing stress coping methods, techniques, and programs. Furthermore, it suggests organizations identify the specific factors within their structure that contribute to stress among employees.

Even though product visibility’s effect on real-life consumer decisions is well-known, it is unclear whether these effects also extend to online consumer behaviors. In addition, many cross-cultural studies of user-generated content generation compared samples gathered from US and China, which may mislead scholars due to unique cultural aspects and internet regulations in China. As a continuation of Soylemez (2021a) and Soylemez (2021b), the present study utilized the equity theory and investigated how product visibility and individualism-collectivism influence the relative generation of brand-oriented and community-oriented content. Samples are collected from Turkey and the United States. The study found that members of more visible product communities to generate more brand-oriented content than community-oriented content, while members of less visible product communities generate more community-oriented content than they generate brand-oriented content. Similarly, individualist members are likely to generate more brand-oriented content than community-oriented content, whereas collectivist members are likely to generate more community-oriented content than brand-oriented content. Product visibility and individualism-collectivism do not interact significantly. Managerial and theoretical implications of the study are also discussed.

Although gender is often utilized as a dummy control variable in user-generated content research, studies are often conducted in online communities of products that are disproportionately used by male users. In a similar fashion, existing studies also concentrate on communities of high-involvement products, even though online communities of low involvement products are emerging. In continuation of Soylemez’s work (2021a), this study utilized ELM and the equity theory and investigated how two personal factors (gender and product involvement) influence the relative generation of brand-oriented and community-oriented content. The study found that members of high-involvement product communities generate more brand-oriented content than community-oriented content, whereas members of low-involvement product communities generate more community-oriented content than brand-oriented content. A significant gender-product involvement interaction exists. Managerial and theoretical implications are also discussed.

Bu çalışma, özel günlerin perakende satışlar üzerindeki etkisini analiz ederek, firmaların stok ve üretim planlamalarında karşılaştıkları belirsizlikleri azaltmak amacıyla makine öğrenmesi temelli bir satış tahmin modeli geliştirmeyi amaçlamaktadır. Özellikle Yılbaşı, Kara Cuma ve Noel gibi dönemlerde yaşanan ani talep artışları, doğru tahmin modelleri kullanılmadığında işletmeler için operasyonel riskler doğurabilmektedir. Bu kapsamda, Amazon’un OLED televizyon satış verileri kullanılarak Rastgele Orman algoritmasıyla bir tahmin modeli oluşturulmuş ve bu modelin özel günlerdeki satış davranışlarını anlamada nasıl kullanılabileceği gösterilmiştir. Çalışmanın bulguları, makine öğrenmesi tabanlı modellerin satış tahmin süreçlerinde etkin bir şekilde kullanılabileceğini ortaya koymakta ve işletmelerin veri temelli karar alma süreçlerine katkı sunmaktadır.