Objective: The article shows the ethnographic interview principles, the contents of the interview protocol, and the reference guide used to report to companies. Materials and methods: The ethnographic interview is research done through user’s experiences. Particular efforts are made to capture emotional and cognitive experiences. A case on this process has been demonstrated through clothing chain brand stores in Turkey. Participants in the ethnographic interview have previously shopped with all three groups of brands. Results: In the ethnographic research on ready-made clothing brands, three types of categories emerged: Extraordinary, good, and average. The most fundamental finding is that the middle brand cannot establish an emotional connection with the user. The good brand is considered as a day-saving, and the extraordinary brand is defined as revealing my mind and meeting my expectations. Conclusion: The perception of users about brands is very high. They are defined in accordance with their shopping stories, grouped and user experience concepts are derived.

Purpose: E-commerce has led to very significant changes in the marketing field. The purpose of this article is to investigate the impact of e-commerce in the marketing domain. The advent of e-commerce has led to various applications for marketers. E-commerce has been influential in the traditional marketing mix by expanding the definition of product, price, location and promotion. Methodology: This article examined the evolution of e-commerce. He considered these evolutions as a method divided into four periods. The study will discuss the definition, applications, advantages and limitations of ecommerce. E-commerce will discuss an area of marketing that has changed drastically as it affects the organization, society and customers who have important stakeholders in the marketing field. Findings: The key findings present an opportunity for global e-commerce development and growth. Retailers are trying to collaborate with offline and online channels. Social media is turning into its own e-commerce platform. E commerce and marketers have been observed to try to be more customer-oriented and social. Mobile commerce marketers are forced to adopt multichannel retailing, so marketers work to improve their ecommerce capabilities. Conclusion: The aim of this research is to demonstrate the effects of e-commerce on marketing in order to identify the advantages and problems of e-commerce in marketing processes. The study helps to understand that e-commerce positively changes marketing and makes it easier for marketers to communicate with customers through social networking sites.

Objective: Service sector is a very important and fast-growing industry in the global era. Most firms work hard to satisfy their customers by providing high quality service in order to keep them happy and to differentiate from their competitors. Although the service companies try their best, it is quite hard for them to provide 100% error-free service. Implying efficient service recovery strategies is a must for service firms due to the fact that service failures are inevitable and occur at some point of the service encounter. Successful service recovery strategies mostly rely on whether the customers perceive them as fair or not. Thus, the concept of perceived justice which has three dimensions (distributional, procedural and interactional) is very important for the customers for evaluating service recovery. This study aims to explore the relationships between perceived justice and service recovery outcomes and suggest strategies for service firms. Materials and Methods: A convenience sampling method was used in the research. In order to test the relationships among dimensions of perceived justice (distributive justice, procedural justice, interactional justice) and satisfaction, repurchase intention and positive word of mouth, a research model was developed based on the literature. PLS-SEM was conducted to analyze the data. Results: The results showed that procedural and interactional justice had positive effects on the satisfaction and satisfaction leads to repurchase intentions and positive word of mouth. Various strategies were proposed for service managers in order to improve the effectiveness of management strategies. Conclusion: Service firms need to pay attention for their service recovery processes and the behaviors of their frontline personel in order to satisfy their customers after a service failure. Satisfied customers may increase the probability of having new customers for the firm by word of mouth.

Objective: Online marketing communication has replaced traditional media in reaching audiences. Online advertising is one of the most important elements of online marketing communication. Hundreds of online advertisements appear in front of consumers every day through social media, internet and video sites, mobile devices and applications. Consumers are inconvenienced from time to time when they encounter so many online advertisements. Irritation of online advertising with consumer anxiety decrease the effectiveness of advertisements, in other words both of the antecedents influence the attitude of consumers towards online advertising. The aim of this paper is to investigate the influence of irritation of online advertising and consumer anxiety on the attitude and behavioral intention of consumers towards advertising and to suggest strategies for the companies. Materials and Methods: A structured questionnaire was used as the data collection method. The scale of the research was adapted from Hwan & Kim (2007), Ducoffe (1996), Wang & Sun (2010) and Wolin et al. (2002). Convenience sampling method was chosen in the research. PLS-SEM was used in order to test the hypothesis of the model. Results: The results showed that irritation of advertising and consumer anxiety had negative effects on the attitude towards advertising and attitude towards advertising has powerful effect on behavioral intention. Various strategies were proposed for marketing managers in order to improve the effectiveness of online advertising. Conclusion: Marketing managers should focus on reducing the irritation of advertising and consumer anxiety and should use the customer data obtained through search engine optimization and social media for the timing, frequency and duration of the ad. The relevance of the advertisement and its attractiveness to the customer should be used by marketing managers as other factors that reduce the irritation of advertising and consumer anxiety.

Objective: The purpose of this study is to investigate the effects of conspicuous consumption, impulsive buying and personality types on conspicuous sharing behavior in the food and beverage industry. Materials and Methods: Quantitative research design was used in the study. The research data were gathered online with the convenience sampling method through the questionnaire form. Research data were collected from 200 people. Results: According to the results of the study, while the conspicuous consumption tendency had a significant effect on the conspicious sharing tendency, the impulsive buying tendency had no effect on the conspicuous sharing tendency. Finally, conspicuous consumption tendency and conspicuous sharing tendency do not differ according to personality types. Conclusion: While conspicuous consumption behavior has an effect on conspicuous sharing behavior, impulsivity and personality types do not.