This study explores the transformative impact of Generative Artificial Intelligence (GAI) on the marketing highlighting both its significant opportunities and inherent challenges. GAI enhances marketing strategies through automated content creation, personalized customer experiences, and advanced data analytics, thereby increasing efficiency and engagement. However, the phenomenon of AI hallucinations—where AI models produce realistic yet incorrect or misleading information—poses substantial risks, including damage to brand reputation, erosion of consumer trust, and potential legal ramifications. To mitigate the risks associated with AI hallucinations, the study proposes comprehensive risk management strategies that include technical solutions to detect and correct erroneous outputs, human oversight to ensure accuracy, and adherence to ethical and regulatory frameworks. By balancing the advantages of GAI with robust measures to address AI-generated inaccuracies, organizations can harness its full potential while safeguarding their brand integrity and maintaining trust with customers.

This study investigates the direct effect of social media marketing activities SMMA conducted through firm-generated content (FGC) on purchase intention (PI) and the indirect effects of consumer-based brand equity (CBBE) and consumer-brand engagement (CBE). To understand how the content produced by Netflix on social media platforms such as Instagram, Twitter and Youtube drives consumers with different characteristics. Namely, data were collected from two countries, 203 from Turkey and 235 from Germany, through an online survey. The analysis method of the data is variance-based partial least squares structural equation model (PLS-SEM), and SmartPLS is employed. While none of the SMMA directly affect the PI of Turkish participants, the customization has an effect on PI for German participants. According to the results of the analysis of the data collected from the Türkiye, it is determined that CBBE has a partial mediation (competitive) effect in the relationship between entertainment and PI, and CBBE has a full mediation in the direct effect of trendiness on PI. On the other hand, it is determined that CBBE has a full mediation effect in the direct effect of interaction, trendiness and eWOM on PI for German participants. The mediating role of CBE, which is proposed as a new mediator to fill the gap in the literature, is not confirmed in both samples.

Artificial intelligence is rapidly reshaping skill expectations across media, marketing, and journalism, however, university curricula are not evolving at a comparable speed. To quantify the resulting curriculum–skill gap in communication-related programs, two synchronous corpora were assembled for the period July 2024–June 2025: 66 course descriptions from six leading UK universities and 107 graduate-to-mid-level job advertisements in communications, digital media, advertising, and public relations. Alignment around AI, datafication, and platform governance was assessed through a three-stage natural-language-processing workflow: a dual-tier AI-keyword index, comparative TF–IDF salience, and latent Dirichlet allocation topic modeling with bootstrap uncertainty. Curricula devoted 6.0% of their vocabulary to AI plus data/platform terms, whereas job ads allocated only 2.3% (χ² = 314.4, p < 0.001), indicating a conceptual-critical emphasis on ethics, power, and societal impact in the academy versus an operational focus on SEO, multichannel analytics, and campaign performance in recruitment discourse. Topic modeling corroborated this divergence: universities foregrounded themes labelled “Politics, Power & Governance”, while advertisers concentrated on “Campaign Execution & Performance”. Environmental and social externalities of AI—central to the Special Issue theme—were foregrounded in curricula but remained virtually absent from job advertisements. The findings are interpreted as an extension of technology-biased-skill-change theory to communication disciplines, and it is suggested that studio-based micro-credentials in automation workflows, dashboard visualization, and sustainable AI practice be embedded without relinquishing critical reflexivity, thereby narrowing the curriculum–skill gap and fostering environmentally, socially, and economically responsible media innovation. With respect to the novelty of this research, it constitutes the first large-scale, data-driven corpus analysis that empirically assessed the AI-related curriculum–skill gap in communication disciplines, thereby extending technology-biased-skill-change theory into this field.

The rapid rebound of global tourism post-pandemic has intensified pressure on destinations like Istanbul and Athens, bringing overtourism debates into sharp focus. This study examined how five sustainability dimensions (economic, environmental, sociocultural, political, technological) shape residents’ overtourism perceptions and tourism support. Using PLS-SEM analysis of 285 long-term residents’ responses, this study reveals contrasting patterns between cities. In Athens, heightened awareness of environmental, economic, and sociocultural sustainability directly increases overtourism perceptions, subsequently reducing tourism support. Istanbul presents a counterpoint: environmental sustainability concerns alleviate overtourism perceptions, though without significant impact on tourism backing. Notably, political and technological dimensions show no statistically significant effects in either context. These findings demonstrate how sustainability perceptions are locally mediated, with identical factors producing divergent outcomes across cultural contexts. The study advances sustainable tourism literature by: (1) empirically validating context-dependent variations in resident attitudes, and (2) proposing a community-centered evaluation framework for policymakers. Recent study emphasizes the necessity of destination-specific strategies that prioritize residents’ nuanced sustainability concerns over generic tourism management approaches.

Purpose: Grounded in the stimulus-organism-response (S–O–R) framework, this study constructs a theoretical model examining the interplay between ad irritation, ad value and click-through intention in the context of YouTube advertisements. Additionally, the moderating roles of skippability and personalization are explored to assess their influence on consumer responses. Design/methodology/approach: This research adopts a quantitative approach, analyzing survey responses from 323 YouTube users in the UK participants were exposed to controlled scenarios featuring variations in ad skippability (skippable vs. nonskippable) and personalization (personalized vs. nonpersonalized). The study examines the mechanisms through which these factors shape consumer click-through intentions. Findings: The results indicate that: (1) ad irritation significantly reduces ad value, which mediates its impact on click-through intention; (2) personalization exacerbates the negative effects of irritation on ad value; (3) skippability does not significantly alter these relationships. Research limitations/implications: Despite its contributions, this study has several limitations. The sample was restricted to UK YouTube users, potentially limiting generalizability across different cultural and regional contexts. Additionally, the study relied on self-reported survey data, which may be subject to response bias. Future research could explore longitudinal designs to assess long-term ad exposure effects. Expanding the study to diverse platforms and incorporating behavioral tracking methods could provide deeper insights. Further investigation into individual differences, such as digital literacy and ad fatigue, may also enhance understanding of the complex interplay between ad irritation, personalization and consumer engagement. Practical implications: This study provides actionable insights for advertisers and digital marketers aiming to optimize YouTube ad effectiveness. The findings emphasize the importance of balancing personalization with user autonomy to mitigate irritation and enhance ad value. Advertisers should adopt ethical and transparent personalization strategies to prevent negative consumer perceptions while ensuring relevance. Additionally, simply offering skippable ads may not be sufficient to counteract irritation, highlighting the need for well-designed, engaging content. These insights can help marketers refine their targeting strategies, improve audience segmentation and develop more user-centric advertising approaches to maximize click-through rates and consumer engagement. Social implications: This study highlights the ethical considerations surrounding digital advertising, particularly the personalization–privacy paradox. While personalized ads can improve consumer engagement, excessive targeting may raise privacy concerns and erode trust. The findings suggest that advertisers should adopt transparency in data collection and usage to maintain consumer confidence. Additionally, user autonomy should be prioritized by offering meaningful choices, such as skippable ads and customizable ad preferences. By implementing responsible advertising practices, businesses can foster a more consumer-friendly digital ecosystem, reducing ad fatigue and resistance while ensuring a positive and respectful user experience in online environments. Originality/value: These findings emphasize the need for ethical and transparent personalization strategies in digital advertising. By highlighting the balance between relevance and user autonomy, this study offers both theoretical insights and practical recommendations for advertisers aiming to enhance consumer engagement in a privacy-conscious era. The findings highlight manageable levers in digital video advertising – perceived control (skippability salience) and perceived fit (personalization) – which can reduce irritation, enhance perceived ad value, and, in turn, indirectly strengthen click-through intention.

Küresel ticaret hacminin yaklaşık olarak %5’ini oluşturan otomotiv endüstrisi her on yılda bir yeni bir dönüm noktası yaşamaktadır. Otomotiv sektörünün son on yılda karşılaştığı en büyük kriz ise bütün endüstrileri ve iş modellerini de derinden etkileyen küresel iklim krizidir. Otomotiv sektörü bu krizin üstesinden gelebilmek için karbon emisyonlarını azaltmak adına motorlu taşıtların elektrifikasyonu sürecine adapte olmaktadır. Bu gelişmelere paralel olarak yüzyıldan daha uzun süredir yerli otomobilini üretmek için çabalayan Türkiye, 2015 yılında kurulan Türkiye’nin Otomobili Girişim Grubu (TOGG) ile bu pazarda yer almaya çalışmaktadır. Bu çalışmanın temel amacı, otomotiv endüstrisinin içinde bulunduğu trende ve sektörün güncel iş modellerine uygun olarak üretilecek beş farklı Togg otomobilinin makro çevre faktörlerini PESTLE analizi boyutlarıyla incelenmesidir. Politik faktörler boyutunun altında yüksek katma değerli ve milli üretim çabaları, otomotiv endüstrisine verilen önem ve kamusal müdahalelere açık ortaklık yapısı; ekonomik faktörler boyutunda istihdam olanağı, görece düşük yakıt tüketimi ve döviz kuru volatilitesi; sosyo-kültürel faktörler boyutunun altında etnosentrik tüketiciler, hedef pazar bölümünün çeşitliliği ve yeni kuşakların çevreci bilincinin artması; teknolojik faktörlerde USE CASE Mobility, veri güvenliği ve sınırlı menzil; yasal faktörler boyutunun altında GEAR 2030 ve ÖTV düzenlemeleri ve son olarak çevresel faktörler boyutunda ise daha düşük karbon salınımı ve daha düşük gürültü kirliliği unsurlarına dikkat çekilmektedir.