Naim Cetinturk

Istinye University, Faculty of Economics, Administrative and Social Sciences, Faculty Member

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I graduated from Istanbul University Business Administration as a Bachelor's Degree. In 2009, I had a Master's Degree in Marketing from Istanbul University and completed the Marmara University Ph.D. program in 2017.

I have 14 years of professional marketing background by working in different local and global companies such as Finansbank, Foot Cone Belding, TBWA. As Head of Marketing, I worked for six years in XTB, the biggest financial broker in Eastern Europe. After two years of Marketing Manager experience in e-bebek, Turkey's biggest mother and baby care products retailer, now I have been working for arabam.com as Chief Marketing Officer (CMO). As a part-time academician, I have been lecturing "Brand Management" and "Store Atmosphere" courses in Istanbul University AUZEF Program since 2014. By 2020 I have joined Istinye University as a faculty member, Assistant Professor in the Faculty of Economics, Administrative and Social Sciences.

I have local and global awards gained from reputable marketing and advertising contests. My interest areas are advertising, online marketing, digital marketing, social media, brand management, marketing communication, e-commerce, and retailing.
Address: Istanbul - Turkey

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Customer Dissatisfaction Towards Chatbot Services of e-Commerce Shopping Sites: A Qualitative Analysis

Journal of Transportation and Logistics, 2024

This research examines the customers’ comments about the chatbots published in a customer complai... more This research examines the customers’ comments about the chatbots published in a customer complaint website while shopping from an e-commerce site or app. First, 89 customers’ complaints were imported from a customer complaint platform to a single document. Then, the document was subjected to content analysis using a qualitative research tool, Maxqda Plus 2022, and each comment was categorized under related complaint categories. Second, the frequency of customer complaints categories was calculated using the same tool. Additionally, visual maps for each category were created to make the complaints more understandable. While these categorical variables have been addressed in previous studies, variables based on consumer feedback have only been included in this study. According to the research findings, the most frequent customer complaint category is about meaningfulness (with a share of 47.6% in the general total). The least frequent ones are the inability to find a real contact person and the absence of chatbot service (with a share of 7.9%).

The Concept and Strategy Of "Overmarketing" In The Digital Communication Era

Interational Social Sciences Studies Journal, 2020

One of the biggest problems of marketing professionals is to build brand awareness of a new produ... more One of the biggest problems of marketing professionals is to build brand awareness of a new product or brand that they offer to the market. This goal can be achieved through an advertising campaign with an effective media plan. The frequent ad impression is a preferred method for brands to reach more people over a more extended period. However, high ad exposure can lead to consumer disturbance. In this study, a new term, Overmarketing discovered and examined as an effective digital marketing strategy for creating brand awareness in a short time with aggressive marketing campaigns.

Pazarlamacıların en büyük sorunlarından biri, hedef kitleye sundukları yeni bir ürün veya markayı bilinir kılmaktır. Bu amacı en kısa sürede gerçekleştirmek, etkili bir medya planına sahip reklam ve pazarlama kampanyası ile mümkündür. Daha fazla kişiye, daha uzun süre erişmek için sık reklam gösterimi markaların tercih ettiği bir yöntemdir. Ancak sık reklam gösterimi tüketicide rahatsızlık yaratabilir. Bu çalışmada Overmarketing yeni bir kavram olarak ortaya konulmakta ve agresif pazarlama kampanyası yaparak marka bilinirliğinin oluşturulmasında tercih edilebilecek bir dijital pazarlama stratejisi olarak ele alınmaktadır.

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