The increasing complexity of marketing communication efforts in digital consumption culture requires a deeper understanding and measurement of their impact. Neuroscience techniques have become essential in this regard, and this paper proposes conceptual level strategy recommendations for understanding marketing communication efforts using such techniques. The paper recommends the use of neuromarketing research methods, such as EEG, fMRI, and eye-tracking, to gain insights into consumer behavior and preferences. Besides, the paper also suggests the use of cross-cultural research methods to account for cultural differences in consumer behavior and preferences. Moreover, the paper proposes integrated marketing communication strategies that leverage multiple channels to effectively reach consumers in digital consumption culture, such as social media marketing, content marketing, and mobile marketing. Overall, these conceptual level strategy recommendations provide a framework for better understanding and measuring the impact of marketing communication efforts in digital consumption culture using neuroscience techniques. By following these recommendations, marketers and researchers can develop more effective marketing strategies and gain a deeper understanding of consumer behavior and preferences in this context.

Does guerrilla marketing influence perceptions of marketing innovation and brand trust? Alongside this question, the issue of whether perceptions of marketing innovation impact brand trust arose during the development of the research model and literature review. Thus, besides the main objective of the study, a secondary aim is to investigate the effect of marketing innovation perception on brand trust. To achieve these objectives, data were collected from a target audience using an online survey method within the framework of a quantitative research design. The collected data were first subjected to normality tests, followed by reliability and validity analyses of the scales. To determine the socio-demographic characteristics of the participants, frequency and percentage distributions were used, while regression analysis was employed to test the research hypotheses. Additionally, the mediating effect was tested within the proposed model framework. The study found that guerrilla marketing positively influences consumer perceptions of innovation, affects consumer purchasing decisions, and enhances brand trust. Additionally, marketing innovations were observed to have positive effects on consumer trust and perceived value. It can be stated that guerrilla marketing campaigns indirectly affect brand trust through marketing innovation, and these strategies enhance consumer trust with innovative and creative campaigns.

Consuming fast food draws consumers’ attention to emerging issues related to such consumption. Namely, the consumption of fast food affects environmental sustainability, healthy living, and other sustainable activities. The main objective of this study is to explore how environmental awareness, healthy living, and sustainability-oriented fast-food stimuli may influence neurophysiological response patterns during food-related cognitive processing. Eighteen voluntary subjects, aged 19 to 53 years, who frequently consume fast food and have no physical or mental disorders, took part in the experiment. An experiment was conducted in which data were collected using Electroencephalography (EEG) and analyzed with WinEEG. The waves detected from brain activity signals were digitally converted to data using WinEEG. The resulting digital data was further analyzed using Detrended Fluctuation Analysis, Neural Networks (NN) algorithms, and K Nearest Neighbors (k-NN) algorithms. Herewith, the findings suggest that fast-food-related visuals associated with healthy living may elicit stronger patterns of cognitive engagement among participants. The findings provide exploratory insights into implicit cognitive engagement associated with healthy-living and sustainability-related fast-food stimuli. Additionally, the discussion helps in understanding sustainability-oriented food perception and consumer neuroscience research.

The leading objective of this study was to explore the impact of political marketing perception on political participation. For data collection, an online form was created through Google Forms and distributed to female voters living in Isparta who were over 18 years of age and eligible to vote in elections. Out of a total of 544 female participants who volunteered for the study and achieved the questionnaire in its wholeness, were contained in the analysis. Simple random sampling was engaged in this descriptive research model. Afterwards, the data were exposed to various statistical tests, including “Reliability,” “KMO test,” “Factor Analysis,” and “Regression Analysis,” using the SPSS 21 package program to specify the effect of political marketing perception on political participation in accord with the proposed research model. Seven factors were discovered in the dimensions of political participation among female voters, with each factor being labeled rooted in the items that built it. These factors were named as “Political Support,” “Preference Reason,” “Political Product,” “Media and Interest,” “Reward,” “Candidate,” and “Social Structure,” respectively. Additionally, three factors were identified in the dimensions of political marketing among female voters, and each factor was named based on the items that made up it. The factors were designated as “Marketing Communication,” “Advertisement,” and “Visibility,” accordingly. The study revealed that strong marketing communication could potentially deliver as a dynamic strategy to enhance a candidate’s performance and reputation in the opinion of voters. In this regard, political parties and candidates may take into consideration boosting their investment in marketing communication efforts to enact an improving connection with voters and manage a positive image.

The objective of this study is to examine whether there are disparities in the perception of marketing communication in political marketing among female voters based on different generations. This research distinguishes itself from previous studies in the field by focusing on assessing the perceptions of female voters according to their generational cohorts. To achieve this aim, a research model was proposed using a scale derived from existing literature, aligning it with the study's objective. The collected data was analyzed using the SPSS 22 statistical package, employing descriptive statistics to ascertain the socio-demographic characteristics of the participants. Various statistical analyses, including reliability testing, the KMO test, factor analysis, correlation analysis, ONEWAY ANOVA, and post hoc tests, were conducted on the dataset. The results of the factor analysis revealed the presence of three distinct factors, consisting of different sets of items, labeled as “Marketing Communication,” “Advertisement,” and “Political Product.” Based on the conducted analyses, it was concluded that the Baby Boomer generation may exhibit a higher sensitivity compared to other generations towards various advertising channels such as print and digital media, political leaders, and party rallies.

Bu çalışmanın amacı, ekoturizm farkındalığını ölçmeye yönelik geçerli ve güvenilir bir ölçek geliştirmektir. Ekoturizm, doğal kaynakların korunmasını ve yerel halkın kalkınmasını teşvik eden sürdürülebilir bir turizm modelidir. Ancak, ekoturizmin etkin bir şekilde uygulanabilmesi için sadece turistlerin değil, aynı zamanda yerel halk ve turizm sektöründeki paydaşların da çevreye duyarlı bir yaklaşım benimsemesi gerekmektedir. Bu bağlamda, ekoturizm farkındalığı, bireylerin çevresel sorunlar hakkındaki bilgi düzeylerini ve doğa dostu uygulamalara yönelik tutumlarını ifade etmektedir. Geliştirilen ölçek, bireylerin ekoturizmle ilgili bilgi seviyelerini, tutumlarını ve davranışlarını ölçmeyi amaçlamaktadır. Araştırmada Isparta'da yaşayan bireylerin ve turizm sektörü paydaşlarının ekoturizm farkındalıklarını incelemiş, ölçeğin geçerliliği ve güvenilirliğini test etmiştir. Sonuçlar, ekoturizm farkındalığının bölgesel farklılıklar gösterdiğini ve özellikle ekoturizm destinasyonlarında yaşayan yerel halk arasında daha yüksek olduğunu ortaya koymuştur. Ayrıca, bireylerin ekoturizmle ilgili bilgi seviyelerinin arttıkça çevreye duyarlı davranış sergileme olasılıklarının da yükseldiği gözlemlenmiştir. Çalışma, literatürdeki eksiklikleri gidermeyi ve ekoturizm farkındalığını ölçmeye yönelik kapsamlı bir araç sunmayı hedeflemektedir. Elde edilen bulgular, ekoturizm sektörüne yönelik eğitim programları ve farkındalık artırıcı faaliyetlerin gerekliliğini vurgulamaktadır. Bu ölçek, gelecekteki araştırmalar ve politika geliştirme süreçlerinde, ekoturizm farkındalığının daha iyi anlaşılması ve daha etkin stratejilerin oluşturulması için önemli bir kaynak olacaktır.