Browsing by Author "Bozkurt, S."

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Brand Emphasis in the Avengers Movies: Anatomy of Sequels and Product Placement
(IGI Global, 2024) Bozkurt, S.
In cinema screenplays, commercial success takes precedence with the aim of appealing to broad audiences. Additionally, the character identifications within the script and messages placed within the story for specific purposes aim to fulfill both financial and emotional expectations. Were sequel narratives primarily designed as continuations of the story or were they produced based on audience reception? Furthermore, how is product placement, a part of integrated marketing strategies, utilized in sequel films? In the study, the Avengers series from Marvel Comics was selected as a sample. Product placements were documented in terms of brand/product, scene, time, character, and narrative. Scene examples such as multiple product placements or instances where characters most identified with the products or multiple characters using the same product simultaneously were examined. Content analysis methods were employed, focusing on linguistic and visual narratives, as well as sequential and structural meanings. © 2024, IGI Global. All rights reserved.
The Impact of Personalized Messages and Designs on Consumer Experiences and Marketing Communications in Technology: Hyper-Personalization
(IGI Global, 2024) Bozkurt, S.; Uğursoy, A.S.; Meral, S.P.
Personalization entails adapting messages, designs, products, or services to individual needs and preferences, a process executed using data such as personal preferences, past behaviors, demographic characteristics, or online activities. This approach aims to enhance brand loyalty, consumer satisfaction, and profitability by providing more engaging experiences. Widely used in fields like e-commerce, digital marketing, media, and entertainment, personalization extensively leverages new technologies. The study, focusing on personalized products and messages tailored to consumer preferences and needs, underscores the critical role of technology in personalization, emphasizing that digital tools like data analytics and artificial intelligence enable better understanding of consumers and facilitate interaction with them. Advanced digital capabilities enable brands to offer unique experiences, thereby increasing loyalty and satisfaction, and improving marketing performance. As the importance of personalization grows, brands are expected to become more innovative. © 2025 by IGI Global Scientific Publishing. All rights reserved.