Economic, Socio-Cultural and Existential Engagement Strategies During Covid-19 Pandemic: A Scenario-Based Experiment
The purpose of this study is to reveal the impact of the different engagement strategies used to respond to the economic, sociocultural and existential pressures on the purchase intention of the adult consumers and to compare the purchase intentions of the engagement strategies across gender and inc...
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| Format: | Article |
| Language: | English |
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Universiti Utara Malaysia Press
2023
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| Online Access: | https://repo.uum.edu.my/id/eprint/30137/1/IJMS%2030%2002%202023%20203-234.pdf https://doi.org/10.32890/ijms2023.30.2.2 |
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| author | Özoran, Beris Artan Cigdemoglu, Ceyhan Seyidov, İlgar |
| author_facet | Özoran, Beris Artan Cigdemoglu, Ceyhan Seyidov, İlgar |
| author_sort | Özoran, Beris Artan |
| collection | UUM |
| description | The purpose of this study is to reveal the impact of the different engagement strategies used to respond to the economic, sociocultural and existential pressures on the purchase intention of the adult consumers and to compare the purchase intentions of the engagement strategies across gender and income. We embodied a scenario-based within-group experimental design to investigate the effect of engagement strategies on purchase intention. We used a convenience sampling strategy with 221 university students enrolled in an elective course on public relations in Turkey. The results showed that the engagement strategies that respond to the existential pressures are at least essential as those strategies that respond to the economic pressures during the Covid-19 pandemic. Additionally, the findings showed the purchase intentions on the different engagement strategies change across gender whereas there is no significant difference in various income groups. Unlike similarly themed studies, this study employed the quantitative analytical approach. This study shows that the engagement strategies developed for existential pressures have become as important as the economic pressures. |
| first_indexed | 2024-07-04T06:43:52Z |
| format | Article |
| id | uum-30137 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:43:52Z |
| publishDate | 2023 |
| publisher | Universiti Utara Malaysia Press |
| record_format | dspace |
| spelling | uum-301372023-12-14T14:12:09Z https://repo.uum.edu.my/id/eprint/30137/ Economic, Socio-Cultural and Existential Engagement Strategies During Covid-19 Pandemic: A Scenario-Based Experiment Özoran, Beris Artan Cigdemoglu, Ceyhan Seyidov, İlgar HC Economic History and Conditions The purpose of this study is to reveal the impact of the different engagement strategies used to respond to the economic, sociocultural and existential pressures on the purchase intention of the adult consumers and to compare the purchase intentions of the engagement strategies across gender and income. We embodied a scenario-based within-group experimental design to investigate the effect of engagement strategies on purchase intention. We used a convenience sampling strategy with 221 university students enrolled in an elective course on public relations in Turkey. The results showed that the engagement strategies that respond to the existential pressures are at least essential as those strategies that respond to the economic pressures during the Covid-19 pandemic. Additionally, the findings showed the purchase intentions on the different engagement strategies change across gender whereas there is no significant difference in various income groups. Unlike similarly themed studies, this study employed the quantitative analytical approach. This study shows that the engagement strategies developed for existential pressures have become as important as the economic pressures. Universiti Utara Malaysia Press 2023 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/30137/1/IJMS%2030%2002%202023%20203-234.pdf Özoran, Beris Artan and Cigdemoglu, Ceyhan and Seyidov, İlgar (2023) Economic, Socio-Cultural and Existential Engagement Strategies During Covid-19 Pandemic: A Scenario-Based Experiment. International Journal of Management Studies (IJMS), 30 (2). pp. 203-234. ISSN 2232-1608 https://e-journal.uum.edu.my/index.php/ijms/article/view/15077 https://doi.org/10.32890/ijms2023.30.2.2 https://doi.org/10.32890/ijms2023.30.2.2 |
| spellingShingle | HC Economic History and Conditions Özoran, Beris Artan Cigdemoglu, Ceyhan Seyidov, İlgar Economic, Socio-Cultural and Existential Engagement Strategies During Covid-19 Pandemic: A Scenario-Based Experiment |
| title | Economic, Socio-Cultural and Existential Engagement Strategies During Covid-19 Pandemic: A Scenario-Based Experiment |
| title_full | Economic, Socio-Cultural and Existential Engagement Strategies During Covid-19 Pandemic: A Scenario-Based Experiment |
| title_fullStr | Economic, Socio-Cultural and Existential Engagement Strategies During Covid-19 Pandemic: A Scenario-Based Experiment |
| title_full_unstemmed | Economic, Socio-Cultural and Existential Engagement Strategies During Covid-19 Pandemic: A Scenario-Based Experiment |
| title_short | Economic, Socio-Cultural and Existential Engagement Strategies During Covid-19 Pandemic: A Scenario-Based Experiment |
| title_sort | economic socio cultural and existential engagement strategies during covid 19 pandemic a scenario based experiment |
| topic | HC Economic History and Conditions |
| url | https://repo.uum.edu.my/id/eprint/30137/1/IJMS%2030%2002%202023%20203-234.pdf https://doi.org/10.32890/ijms2023.30.2.2 |
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