Omer Cem Kutlubay, Mesut Cicek and Serdar Yayla
The ongoing COVID-19 pandemic has led to drastic changes in the lives of customers. Social isolation, financial difficulties, fear of being infected and many other factors have…
Abstract
Purpose
The ongoing COVID-19 pandemic has led to drastic changes in the lives of customers. Social isolation, financial difficulties, fear of being infected and many other factors have caused the psychological well-being of customers to deteriorate. By taking up the role of online reviews in the regulation of consumers’ moods, this study aims to examine the changes that have occurred in online product ratings, as well as the negative tone and word counts of product reviews during the COVID-19 pandemic.
Design/methodology/approach
This study examines the online reviews of 321 products in the pre-COVID, immediate COVID and extended COVID periods. This paper compares the changes that have taken place in product evaluations via various analysis of variance analyses. The authors also test the effect of COVID-related deaths on product evaluations via regression analyses.
Findings
The results indicate that online product ratings decreased sharply just after the outbreak of COVID-19. The study also found that the tone of reviews was found to be more negative and the length of reviews appeared to be longer in comparison to the pre-COVID-19 period. The results also revealed that the product type (experience vs search) moderated the effect of the pandemic in online reviews and the impact of COVID-19 on online product reviews diminished in the later stages of the ongoing pandemic.
Practical implications
Managers should be aware of the detrimental impact of pandemics on online product reviews and be more responsive to customer problems during the early stages of pandemics.
Originality/value
To the best of the authors’ knowledge, this is the first study that analyzes the effects of a pandemic on online product ratings and review content. As such, this study offers a timely contribution to the marketing literature.
Details
Keywords
Can Uslay and Mesut Çiçek
The branding concept has been applied to cities, destinations, regions and even nations to attract tourism, investments and residents. The Republic of Turkey with its rich…
Abstract
The branding concept has been applied to cities, destinations, regions and even nations to attract tourism, investments and residents. The Republic of Turkey with its rich historical heritage has been home to many applications of such diverse branding campaigns. While some of these campaigns have been criticised for their lack of efficacy, especially at the national level, several city-based or regional campaigns have proven more successful.
In this chapter, we review and examine place branding campaigns in Turkey. We provide examples of the increasing role of social media, cultural and historical heritage, role of movies and TV series, health- and faith-based tourism, mega-sports events, sustainable communications, the Slow City concept and public–private partnerships in contemporary place branding campaigns.
Details
Keywords
Efe Ünsal, Sanem Kaptanoğlu and Hayat Kabasakal
The learning outcomes are as follows. First, female managers can face gender inequity in different forms, such as the glass ceiling and glass cliff, while they run for leadership…
Abstract
Learning outcomes
The learning outcomes are as follows. First, female managers can face gender inequity in different forms, such as the glass ceiling and glass cliff, while they run for leadership positions, especially in male-dominated business contexts. Second, managers can show high performance and be effective leaders as long as they are aware of that all managers are evaluated according to a wide variety of criteria, and play many different managerial roles, such as interpersonal, informational and decisional roles. Finally, managers should pay attention to all stakeholders’ demands in decision-making process for sustainability and performing better in the long run.
Case overview/synopsis
Since football began gaining popularity in Turkey at the dawn of the 20th century, the sport remains the most popular national sport today. However, recently, a new name has shaken the world of Turkish football: Berna Gozbasi, the first female football manager in Turkish history. In the middle of 2019–2020 football season, Gozbasi became the first female club president after she assumed leadership of Kayserispor. Kayserispor was officially founded as a Turkish professional football club in 1966, and, as its name suggests, was based in Kayseri, a sizeable industrialised city located in Central Anatolia. The team competes in the “Turkish Super League”, Turkey’s top football competition. In this case, to discuss gender inequity, leadership, and management in the sport context, the authors explained the dilemma Gozbasi faced while she decided whether or not to accept this challenging role. Then, the authors examined the experiences she gained as a leader and the dilemma she faced to diminish the negative impact of the COVID-19 pandemic on the organisation she led.
Complexity academic level
Undergraduate and MBA students.
Supplementary materials
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Subject code
CSS 6: Human Resource Management.