The Advertising and Consumer Research Working Group has been established to contribute to the analysis of consumer behavior and the creation of a theoretical framework through different aspects of advertising by creating a platform where contributions to the understanding of consumption dynamics and consumer behavior can be published directly. The main objective of the working group is to determine why and how consumers make purchasing decisions and the factors affecting their purchasing decisions through applied and experimental research, taking into account social, cultural, economic and technological developments. Within the scope of the working group, it is planned to collect scientific data by producing projects that can be implemented at national and international level in an interdisciplinary perspective such as neuroscience, psychology, marketing, economics, artificial intelligence. Advertising and consumer research has rich conceptual and paradigmatic expansions such as advertising strategies, marketing communication, consumer behavior, psychology of consumption and advertising, digital consumption and advertising, neuromarketing, brand communication and management, social media and consumer identity, virtual identities, consumer rights, political economy of advertising, spatial organization of consumption.
MISSION
The advertising and consumer research working group aims to conduct research in various disciplines focusing on the changing and differentiating aspects of advertising and consumer behavior, the development of research methods, and the research of new communication tools on social, cultural and technological developments. The Advertising and Consumer Research Working Group sets standards for the scientific use of advertising and consumer research, especially in digital media, and works to publicize and increase the visibility of these standards. The multidisciplinary character of the working group reflects scientifically based research that aims to address advertising and consumer studies with new communication tools, including sociology, netnography, anthropology, psychology, marketing, political economy of consumption, neuromarketing, digital consumption, psychological mapping.
VISION
The objectives of the working group on advertising and consumer research are
- To provide a national and international forum for the development of consumer research.
- To promote the acceptance and understanding of the various methods, approaches and paradigms that make up advertising and consumer studies-based research.
- To develop a perspective that compiles and develops advertising and consumer studies in the social sciences.
- To explore existing methodologies in the field of consumer studies and to develop the groundwork for modernizing and updating methodologies in relation to new media applications.
- To conduct research that synthesizes advertising and consumer studies research methods and analytical approaches.
-To organize academic meetings on advertising and consumer studies.
- To provide academic infrastructure for advertising and consumer studies and to open a publication area.
-To create and enrich the social ecology in a way to ensure sectoral and academic collaborations within the scope of advertising and consumer studies.
