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The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to investigate the influence of guerrilla marketing in social media on brand image.

A conceptual model was developed based on the information acceptance model (IACM). The research model was validated through structural equation modelling based on the surveys of 385 university students.

The results support the proposed model and confirm that guerrilla marketing in social media has a positive effect on both functional and symbolic brand image.

This study was conducted with university students. This sample was deemed appropriate since the study had to be conducted with people who use social media. However, although the age group of university students constitutes the majority of social media users, they may not fully represent the whole population. Also, this study showed four guerrilla marketing examples to participants before they commenced filling in the questionnaire. Although the authors selected the most generic guerrilla advertisements during the pilot tests and eliminated the ones which were difficult to understand, this can still be considered as limitations of the study.

This study has both theoretical and managerial implications. First, most of the guerrilla marketing studies focus on consumers and neglect possible impacts on brands. In order to fulfil this gap in the literature, this study investigates the influence of guerrilla marketing in brand image. Besides, this study contributes to IACM by expanding its scope through testing its determinants on “brand image”. It proves that IACM is valid for use in different contexts. On the managerial side, this study provides marketers with a frame of reference to understand the information adoption process of guerrilla marketing on social media.

Current studies regarding the influence of guerrilla marketing mostly focus on consumers, where the possible impacts on brands have been relatively neglected. This study attempts to fill this gap by focussing on the brand image.

Mobile messaging applications (MMAs) have surpassed top social media platforms. Recent and rapid use of MMAs has made it extremely difficult to ignore the existence of customer-to-customer (C2C) mobile information. This study, therefore, aims to expand the knowledge of customers' adoption behaviour of such information.

Through applying and utilizing social support theory (SST) and the information adoption model (IAM), this study introduces a holistic theoretical model, explaining customers' adoption of information derived from MMAs and exploring the antecedents of IAM. Based on the data collected from 305 UK MMA users, this study empirically tests the research model using structural equation modelling estimation.

The results of this study reveal that social support is a key antecedent of information quality and credibility and support IAM in terms of its ability to explain MMAs' information adoption.

The insights are valuable for businesses and marketers to understand customers' mobile communications and be socially support-oriented while developing marketing communication strategies.

The study integrates SST and IAM to improve the understanding of customers' information adoption behaviour. It is the first attempt that establishes that social support is a key antecedent of IAM.

Along with accounting scandals in the past, academics, researchers, and legislators have focused on fraud. The purpose of this study is to examine postgraduate and doctoral studies, articles, and books about forensic accounting and fraud audit published between the years 2008 and 2018 in Turkey. For this purpose, a total of 96 studies have been examined and 35 of these are master’s theses, 10 of them are PhD theses, 45 of them are articles, and six of them are books. These studies were presented in tables as classified. The studies examined in our research are summarized as year they were published, the author, and the scope of the topic and in terms of results. The conclusions of this study can be summarized as follows: (a) the majority of thesis published about forensic accounting and fraud audit are in 2011 and following years. In addition, most of the theses are focused on forensic accounting review rather than fraud audit. (b) Results in the articles reviewed are in the same direction with theses. (c) There are very few books about fraud audit and forensic accounting. One of them is related to fraud audit, while the rest of them are related to forensic accounting and forensic accounting profession. We suggest extending the scope of the study and making to other countries.

The aim was to prepare antibacterial microcapsules and transferred to denim and non-denim (canvas) trousers.

For this purpose, lavender and sweet almond oil as active agents were encapsulated with ethylcellulose shell with a spray dryer method and carried out capsule optimization studies.

The particle diameter of the capsules ranged between 0.61 and 8.76 µm, SPAN value was 1.608 and the mean particle size was 4 µm. The mass yields of capsules ranged between 35.0 and 75.4 %w/w. Denim fabrics were treated with prepared capsules by exhaustion and spraying methods. It was seen that microcapsules provided a reduction of bacteria by over 97% against both Staphylococcus aureus and Escherichia coli and the fabrics still showed an antibacterial effect after five washing cycles.

When application methods were compared, the spraying method was found to be more sustainable process than exhaustion and could be used as an alternative for reducing energy consumption and capsules could provide antibacterial properties to the fabrics.

This study aims to examine the roles of advertising (ADV) and sales promotion (SP) in creating airline brand equity (BE) in the UAE, and to test the mediational effect of customer perceived value on the proposed relationships. Additionally, the study examines the outcomes of airline BE (i.e. trust, satisfaction and loyalty).

A structured and self-administered survey was used targeting 234 passengers, from which 197 were valid for the analysis. Exploratory and confirmatory factor analyses were used to assess the research constructs unidimensionality, validity and composite reliability.

The empirical findings support the direct relationship between ADV and BE. Perceived value fully mediates the effect of SP on BE. In addition, BE positively affects trust, satisfaction and loyalty.

Future research could investigate BE and perceived value as multidimensional constructs. Additionally, future research should expand the effect of other variables such as airline type, airline class and other marketing mix elements.

The findings from this research highlight the importance of both ADV and sale promotion in enhancing airline BE, and the pivotal role of perceived value.

The originality of this research is highlighted in conceptualizing a parsimonious model of the preceding constructs (i.e. ADV, SP, customer perceived quality) and subsequent constructs of BE (i.e. customer trust, customer satisfaction, customer loyalty), which has never been investigated collectively in one model in the literature particularly in the airline’ context of emerging economies such as UAE.

This study aims to investigate the influence of personal factors on the buying behavior of consumers with the intentions of sales promotion in the fashion industry. Precisely, it focuses on the marketing techniques and practices in sales promotion activities to influence the buying intentions of consumers in personal ways.

Based on a comprehensive literature review of personal factors, sales promotion and buying behavior, this study has applied a positivist approach to collect data in quantitative way through questionnaires-based survey. The study has analyzed the collected data using structural equation modeling through smart partial least square.

Personal factors and its sub-dimensions such as market maven, stability and open minded have demonstrated a positive relationship in the conceptual construct. In the same manner, sales promotion and its sub-dimensions like social factors and physical layout have also positive effects.

This study is only limited to the fashion industry of Pakistan and future research may be conducted in other services and manufacturing industries. Future research may assess the role of moderating variables like gender.

This study clarifies the influence of personal characteristics on consumers buying behavior in sales promotion activities in the fashion industry to achieve business objectives.

By integrating personal factors and sales promotion literature, the main contribution of this paper is the analysis of personal characteristics and promotional practices in the fashion industry of Pakistan, during Eid-ul-Fitter holidays to enhance the consumers buying behavior. Precisely, this study has assessed the effect some unique characteristics of consumers like market maven, stable, open minded and agreeable on their buying behavior in sales promotion activities. This study has apprised marketing professionals to apply the conception of personal characteristics in sales promotion activities to boost up the buying behavior of consumers in enthusiastic way.

Examines the fourteenth published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects discussed include cotton fabric processing, asbestos substitutes, textile adjuncts to cardiovascular surgery, wet textile processes, hand evaluation, nanotechnology, thermoplastic composites, robotic ironing, protective clothing (agricultural and industrial), ecological aspects of fibre properties – to name but a few! There would appear to be no limit to the future potential for textile applications.

This paper aims to explore the relationship between human trafficking brokers and trafficking victims by using examples from both the international labour and human organ trafficking industries. It proposes an evolution in the brokerage process from geographic to online networks and how this alters the nature of the relationships between parties. The study aims to expand the understanding of contemporary trafficking brokerage networks in developing areas.

The paper opted for an ethnographic study which involved living among trafficking victims in 21 developing countries during the period of 2008-2015; 17 cases are presented as exemplars of the trafficking industry environment, told from the perspective of both trafficking victims and the brokers who have profited from them. The data were complemented by commentary, which developed common themes across both labour and human organ trafficking.

The paper provides insights about how change in the brokerage process is brought about by the shift from geographic to online networks. It suggests that trafficking operations have learned how to use online social media and the dark Web. Moreover, it illustrates the impact of these networks on the power imbalance in human trafficking and the experience of its victims.

The study is limited to labour and human organ trafficking in developing nations, but the concepts may have wider implications in other forms of human trafficking.

The paper includes implications for the development of a framework to understand the impact of online trafficking networks.

This paper fulfils an identified need to study how human trafficking networks are evolving in the digital age.

Today the research area on technology acceptance is mainly dependent on the theory of technology acceptance model (TAM). The TAM was used in this study primarily for the purpose of providing a basis for determining the impact of various external variables on the adoption of edtech platforms. The TAM is a theory of information systems that suggests steps for learners to take as they adopt and use new technologies. The primary TAM variables for adoption of edtech platforms are evaluated in this study: perceived usefulness (PU) and perceived ease of use (PEOU) by using the factors – perceived enjoyment (PE), information quality, electronic-word of mouth (e-WOM), perceived compatibility, computer self-efficacy and objective usability. By analyzing and defining the relationship between the external variables with respect to the adoption of edtech platform among students, we hope to contextualize the TAM model. The end result provides a clearer understanding of TAM and its growth as a useful model for technology adoption studies and for clarifying the relationship between the uptake of edtech platforms and technological acceptability. The study employed a qualitative methodology and selected publications and research papers about the adoption of technology. These were then carefully assessed, analyzed and scrutinized for the terms of how students adopted edtech platforms. It was proposed that the adoption of an edtech platform may result from proper training in technology usage and its application to real-world scenarios.

This chapter presents findings of an ongoing project on the social construction of ethnic identity among young Kurdish immigrants living in Turkey. The chapter begins with information on Kurdish culture. The second part overviews the difficult relations between the Turkish state and Kurds since establishment of the Republic in 1923. The third section describes the education system in the country and in Istanbul specifically. Historical ties between the Istanbul and Kurdish culture are also mentioned. The chapter closes with research that focuses on problems of Kurdish educational experiences in Turkey and preservation of their cultural identity in Istanbul. The study shows that on the one hand public education is perceived by the Kurds in Turkey as a discriminatory entity but on the other hand nonpublic educational opportunities in Istanbul help Kurdish migrants preserve and practice their cultural identity.