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Permanent URI for this collectionhttps://hdl.handle.net/11499/45993

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Exploring the Role of Skippable and Personalized Ads in Shaping Click-Through Intention and Reducing Ad Irritation on Youtube
(Emerald Group Publishing Ltd, 2025-11-05) Yaprak, Burak; Hasiloglu, Selcuk Burak
PurposeGrounded in the stimulus-organism-response (S-O-R) framework, this study constructs a theoretical model examining the interplay between ad irritation, ad value and click-through intention in the context of YouTube advertisements. Additionally, the moderating roles of skippability and personalization are explored to assess their influence on consumer responses.Design/methodology/approachThis research adopts a quantitative approach, analyzing survey responses from 323 YouTube users in the UK participants were exposed to controlled scenarios featuring variations in ad skippability (skippable vs. nonskippable) and personalization (personalized vs. nonpersonalized). The study examines the mechanisms through which these factors shape consumer click-through intentions.FindingsThe results indicate that: (1) ad irritation significantly reduces ad value, which mediates its impact on click-through intention; (2) personalization exacerbates the negative effects of irritation on ad value; (3) skippability does not significantly alter these relationships.Research limitations/implicationsDespite its contributions, this study has several limitations. The sample was restricted to UK YouTube users, potentially limiting generalizability across different cultural and regional contexts. Additionally, the study relied on self-reported survey data, which may be subject to response bias. Future research could explore longitudinal designs to assess long-term ad exposure effects. Expanding the study to diverse platforms and incorporating behavioral tracking methods could provide deeper insights. Further investigation into individual differences, such as digital literacy and ad fatigue, may also enhance understanding of the complex interplay between ad irritation, personalization and consumer engagement.Practical implicationsThis study provides actionable insights for advertisers and digital marketers aiming to optimize YouTube ad effectiveness. The findings emphasize the importance of balancing personalization with user autonomy to mitigate irritation and enhance ad value. Advertisers should adopt ethical and transparent personalization strategies to prevent negative consumer perceptions while ensuring relevance. Additionally, simply offering skippable ads may not be sufficient to counteract irritation, highlighting the need for well-designed, engaging content. These insights can help marketers refine their targeting strategies, improve audience segmentation and develop more user-centric advertising approaches to maximize click-through rates and consumer engagement.Social implicationsThis study highlights the ethical considerations surrounding digital advertising, particularly the personalization-privacy paradox. While personalized ads can improve consumer engagement, excessive targeting may raise privacy concerns and erode trust. The findings suggest that advertisers should adopt transparency in data collection and usage to maintain consumer confidence. Additionally, user autonomy should be prioritized by offering meaningful choices, such as skippable ads and customizable ad preferences. By implementing responsible advertising practices, businesses can foster a more consumer-friendly digital ecosystem, reducing ad fatigue and resistance while ensuring a positive and respectful user experience in online environments.Originality/valueThese findings emphasize the need for ethical and transparent personalization strategies in digital advertising. By highlighting the balance between relevance and user autonomy, this study offers both theoretical insights and practical recommendations for advertisers aiming to enhance consumer engagement in a privacy-conscious era. The findings highlight manageable levers in digital video advertising - perceived control (skippability salience) and perceived fit (personalization) - which can reduce irritation, enhance perceived ad value, and, in turn, indirectly strengthen click-through intention.
Citation - WoS: 72
A Panel Stationarity Test with Gradual Structural Shifts: Re-Investigate the International Commodity Price Shocks
(Elsevier, 2017-02) Nazlioglu, Saban; Karul, Cagin
This paper proposes a simple panel stationarity test which takes into account structural shifts and cross-section dependency. Structural shifts are modelled as gradual/smooth process with a Fourier approximation. The so-called Fourier panel stationarity test has a standard normal distribution. The Monte Carlo simulations indicate that (i) if the error terms are i.i.d, the test shows good size and power properties even in small samples; and (ii) if the error terms are serially correlated, the test has reasonable size and high power. We re-examine the behavior of the international commodity prices and find out an evidence on the persistence of shocks.
International Market Entry Strategy Analysis with Hybrid Fuzzy Multi-Criteria Decision-Making Methods
(Emerald Publishing, 2025-11-10) Tanriverdi, Yasemin; Kundakci, Nilsen; Ertugrul, Irfan
Purpose – Selection of target market entry strategy in the international market significantly affects the success of the company in international markets. The purpose of this study is to analyze international market entry strategy of a Turkish home textile company that has its own brand with hybrid fuzzy Multi-Criteria Decision-Making (MCDM) methods. Design/methodology/approach – In the first stage, 5 criteria and 30 sub-criteria were selected with the help of the literature review and the experts working in the company. In the second stage, criteria weights were determined with Fuzzy PIPRECIA (PIvot Pairwise RElative Criteria Importance Assessment) method and in the third stage, the best international market entry strategy was selected using Fuzzy CODAS (Combinative Distance-Based Assessment) method. Findings – The top three most important criteria for entering the Gulf countries target market were obtained as Return on investment (C36), Market size (C11) and Financial resources of company (C34). Franchise (A2) was chosen as the most appropriate international target market entry strategy. The same results were obtained using Fuzzy CODAS, Fuzzy TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) and Fuzzy EDAS (Evaluation based on Distance from Average Solution) methods. Research limitations/implications – Results depend on the experience and observations of the expert group limited to single textile company. Hybrid model formed with Fuzzy PIPRECIA, Fuzzy CODAS, Fuzzy TOPSIS and Fuzzy EDAS methods provides convenience in deciding international market entry strategy with uncertain and complex information. Practical implications – The proposed fuzzy hybrid model is expected to assist managers in selecting international market entry strategy by providing different perspective. Also, policymakers can extend this study to different countries for analyzing differences in international market entry strategies among countries. Social implications – To facilitate companies for the selection of international market entry strategy. Originality/value – The originality of this study is the application of hybrid approach based on Fuzzy PIPRECIA and Fuzzy CODAS methods in international market entry strategy selection problem of a textile company which includes a large number of criteria and sub-criteria. According to comparative analysis, the same result is obtained with three Fuzzy MCDM methods and sensitivity analysis is applied according to the changes in criteria weights. © 2025 Emerald Publishing Limited
Energy Prices and Stock Markets: Does Energy Supply Security Matter
(Elsevier Inc., 2025-10) Nazlioglu, Elif Hilal; Kok, Dundar; Soytas, Ugur
This study examines the interactions between stock markets, oil prices, and security of energy supply in 25 countries with the highest energy consumption from 1980 to 2018. We utilize bi- and multi-variate models with and without smooth structural breaks. The novel Fourier expansion to the Toda-Yamamoto causality procedure highlights the importance of smooth structural shifts in model specification. The new methodology uncovers significantly stronger impact of energy security on the causal link between energy and stock markets. Our results offer new and important implications for policymakers, investors, and researchers. © 2025 Elsevier B.V., All rights reserved.
Citation - WoS: 3
Citation - Scopus: 4
U.S. Climate Policy Uncertainty Shocks and the Growth in Renewable Energy Production
(Elsevier, 2025-09) Payne, James E.; Nazlioglu, Saban; Koncak, Ahmet; Ewing, Bradley T.
Investment in renewable energy production has been subject to swings in the U.S. policy stance on climate change creating uncertainty. Determining how and to what extent the renewable energy sector responds to climate policy uncertainty is relevant to understanding the energy transition from fossil fuels to renewables. This study examines the relationship between the growth in renewable energy production and its sub-components and climate policy uncertainty while accounting for oil price uncertainty and the growth in oil prices, industrial production, and carbon emissions, respectively. Utilizing generalized impulse response analysis within a vector autoregressive model framework, we find that total renewable energy production responds negatively to shocks to climate policy uncertainty but exhibits only a small positive response to oil price uncertainty. Further examination of renewable energy production by its sub-components (i. e., hydropower, biomass, geothermal, wind, and solar) shows that the time path responses to uncertainty shocks differ by sub-component. The findings suggest that policies to facilitate an energy transition by treating renewables similarly may not have the desired effects and thus should be tailored to individual sub-components to achieve targeted goals for renewable energy production.
Dynamic Persistence of Shocks To Stock Prices in Emerging Markets: Non-Normal Distributions, Structural Changes and Asymmetry
(Wiley, 2025-06-23) Nazlioglu, Saban; Kucukkaplan, Ilhan; Pazarci, Sevket; Kar, Asim; Varol, Osman
This study examines the persistence of shocks to stock prices in emerging markets, with accounting for non-normal distributions, structural changes and asymmetry by means of the recent developments in the quantile autoregression models. The results, from the data covering the January 1988-January 2025 period for the stock price index of 24 emerging markets, show the importance of simultaneously accounting for these data properties in analysing the effects of shocks to stock prices. We find that the shocks tend to be temporary, demonstrating a mean-reversion in stock prices of emerging markets, which provides implications for trading strategies, portfolio investment and risk management.
Citation - WoS: 1
Citation - Scopus: 1
The Role of Sales Magnet Products in the Sustainability of Local Grocery Stores: an Example of a Grocery Store Focusing on Local Delicatessen Products in Turkiye
(Elsevier Sci Ltd, 2025-09) Yuksektepe, Meltem; Hasiloglu, Selcuk Burak
The sustainability of local grocery stores in developing countries is a significant issue from both economic and social perspectives. These groceries play a pivotal role in supporting the local economy, generating employment opportunities and preserving cultural heritage. However, competition from large global retail chains poses a threat to the economic sustainability of local grocery stores. On the other hand, the sustainability of local products has gained importance in terms of environmental impact, resource utilisation and the development of local communities. The overarching objective of the research is to elucidate the pivotal role of a focus on local products as a sales magnet in ensuring the sustainability of local grocery stores. In this regard, the research undertakes a comprehensive evaluation of a local grocery store (Y & uuml;ksektepe) operating in one province of Turkiye. The research framework encompasses three distinct studies. Study 1: Creation of a perception map of all local, global and online food retailers in the province; Study 2: Evaluation of local delicatessen products in terms of sales magnets; Study 3: Selection of advertising slogans for sales magnet of local products. The paper emphasises the importance of focusing on local sales magnets for the sustainability of local food businesses. The findings of our research indicate that the position of Y & uuml;ksektepe in relation to its competitors and the local products (especially smoked yoghurt) in its delicatessen serve as sales magnets. In this direction, the implementation of promotional activities with intriguing advertising campaign slogans for sales magnet local smoked yogurt in the sustainability of the local grocery store has a positive effect against its competitors.
Citation - WoS: 18
Citation - Scopus: 21
Interpretable Building Energy Performance Prediction Using Xgboost Quantile Regression
(Elsevier Science Sa, 2025-08) Uyar, Sinem Guler Kangalli; Ozbay, Bilge Kagan; Dal, Berker; Kangalli Uyar, Sinem Guler
This study focuses on predicting the Building Energy Performance Ratio (BEPR) of 3,594 residential buildings in Istanbul using machine learning algorithms. The main objective is to identify the factors affecting BEPR, examine their influence, and analyze how these factors differ across buildings with low and high energy efficiency. To achieve this, seven machine learning models were evaluated: Multiple Linear Regression (MLR), Decision Tree (DT), K-Nearest Neighbors (KNN), Support Vector Regression (SVR), Artificial Neural Networks (ANN), Random Forest (RF), and Extreme Gradient Boosting (XGBoost). The results show that XGBoost yields the highest accuracy among all models. To improve the interpretability of XGBoost, the Shapley Additive Explanations (SHAP) method was employed, enabling the assessment of the impact of various features (such as wall U-value, window U-value, and building age) on BEPR. The analysis revealed that building thermal properties and age are critical factors in determining BEPR. Additionally, by applying the XGBoost Quantile Regression (XGBoost-QR) algorithm, the distribution of BEPR across different quantiles (low, medium, and high) was analyzed more effectively. This approach demonstrated that the features influencing BEPR vary between buildings with low and high energy efficiency. Specifically, in the lower quantiles, structural features such as wall and window insulation have a greater impact on BEPR, whereas in the higher quantiles, building age and roof insulation become more influential. This research contributes to a better understanding of the determinants of residential energy performance, introduces the integration of XGBoost-QR into energy performance analysis, and offers valuable insights for enhancing energy efficiency strategies.
Citation - Scopus: 1
Inflation Co-Movement: New Insights From Quantile Factor Model
(Physica-verlag Gmbh & Co, 2025-04-05) Nazlioglu, Saban; Gurel, Sinem Pinar; Gunes, Sevcan; Akin, Tugba; Karul, Cagin; Kar, Muhsin
The growing empirical literature documents evidence on increasing global inflation co-movement across countries over time; however, little is known about the quantile co-movement structure of inflation. By introducing quantile factor model for a global sample of 151 countries from 1970 to 2023, this study provides new insights with respect to inflation co-movement. The quantile factor analysis sheds light on that (i) global inflation has a quantile-dependent factor structure, with different behavior in low, mild/stable, and high inflation periods; (ii) inflation shows an asymmetric co-movement pattern, with a decreasing degree in low and high inflation periods in comparison with stable inflation period; (iii) while interest rate and economic activity are the underlying observables for the latent quantile factors in low and stable inflation periods, commodity prices also become an underlying observable in high inflation period; and finally (iv) using quantile factors is nontrivial in improving density forecast of inflation in both developed and emerging markets.
What Drives House Prices in Turkey? Evidence From Bayesian Svar Model (Vol 58,8,2025)
(Springer, 2025-02-19) Yildirim, Mustafa Ozan; Yildirim, Ozge Filiz

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