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Title: Social media analysis of anti-consumption in Turkey
Authors: Saud Khan, Mohammad
Kadirov, Djavlonbek
Bardakcı, Ahmet
Iftikhar, Rehan
Baran, Tamer
Kantar, Murat
Madak Öztürk, Nazan
Keywords: Turkey, Social media, Emerging economy, Food, Avoidance, Anti-consumption
Abstract: Purpose – The purpose of this paper is to investigate the perceptions of food anti-consumption in fast growing markets within an emerging economy context of Turkey. Design/methodology/approach – Recently posted customer comments, complaints and suggestions related to the selected fast-food chains were examined from the following domains: Facebook, Instagram, Twitter and These comments were reviewed, assessed and classified by four trained independent raters. After examining the comments one-by-one the raters arrived at the final (triangulated) decision regarding the comment’s category after an iterative process including cross-examination. Findings – Reasons for fast-food avoidance were primarily linked to customers’ negative past experiences (experiential avoidance). Identity avoidance, moral avoidance and interactivity avoidance. Originality/value – The paper adds to the anti-consumption literature by examining the food avoidance framework of Lee et al. (2009) in an emerging market context. New categories were identified for reasons of food avoidance which have not been identified before in the anti-consumption literature such as interactivity avoidance.
ISSN: 0007-070X
Appears in Collections:İktisadi ve İdari Bilimler Fakültesi Koleksiyonu
Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection
WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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