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Öğe A look at the bright side of dance: Analysis of the relationship between dance experience, experience quality, satisfaction and word of mouth(Gdansk Univ Physical Education & Sport, 2021) Argan, Metin; Kaya, Sabri; Özgen, Caner; Yetim, Gözde; Guseynov, AlikhanBackground: Leisure experience, including dance motivation, is one of the key factors for participation in dance events or festivals. Therefore, the experience quality that facilitates individual relationships is likely to influence the dancers' participation. The purpose of this study is to determine and to analyze dance experience motivations, experience quality, satisfaction and word-of-mouth. Material and methods: The sample of this study consisted of 201 persons who attended the Turkey Dance Festival and who were selected by the convenience sampling method. In this study, the theoretical principles of structural equation modeling (SEM) were applied with the Amos 20 program to analyze the data. Results: The results showed that there were significant relationships (< 0.05) between dance experience motivations, experience quality, satisfaction and WOM. This study results are important both as significant and practical implication for leisure managers' strategies regarding their leisure and experience motivation, and contribution to the leisure literature. Conclusions: The findings of this study can help event managers contribute to increased participation in sustainable dance practices, and the participant-based experience value can be used as a planning tool to attract the attention of event organizers. The findings of this study also give useful insights into theoretical, practical and managerial implications for dance event organization and provide suggestions for future research.Öğe Artificial Intelligence (AI) in Advertising: Understanding and Schematizing the Behaviors of Social Media Users(Ediciones Univ Salamanca, 2022) Argan, Metin; Dinç, Halime; Kaya, Sabri; Argan, Mehpare TokayNowadays, information technology is not only widely used in all walks of life but also fully applied in the marketing and advertisement sector. In particular, Artificial Intelligence (AI) has received growing attention worldwide because of its impact on advertising. However, it remains unclear how social media users react to AI advertisements. The purpose of this study is to examine the behavior of social media users towards AI-based advertisements. This study used a qualitative method, including a semi-structured interview. A total of 23 semi -structured interviews were conducted with social media users aged 18 and over, using a purposive sampling method. The interviews lasted between 27.05-50.39 minutes on average (Mean: 37.48 SD: 6.25) between August and October 2021. We categorized the findings of the current qualitative research into three main process themes: I) reception; II) diving; and III) break-point. While 'reception' covers positive and negative sub-themes, 'diving' includes three themes: comparison, timesaving, and leaping. The final theme, 'break-point', represents the decision-making stage and includes negative or positive opinions. This study provides content producers, social media practitioners, marketing managers, advertising industry, AI researchers, and academics with many insights into AI advertising.Öğe Collecting Memories in Away Games: the Effects of Team Identification, Community Identification, and Away Game Involvement(Springer Science and Business Media Deutschland GmbH, 2023) Argan, Metin; Özgen, Caner; Kaya, Sabri; Argan, Mehpare T.; Demirbaş, MertThe purpose of this study is to identify the effect of the away game involvement, community identification, and autobiographical memory towards the satisfaction of away games in the context of professional football (soccer). Unlike previous studies, which relied on the participation behavior of fans and their team identification, this study is based on the autobiographical memory of fans who attend away games in Turkey. A total of 204 fans were reached who had minimum one away game experience. The data were subjected to reliability, validity, confirmatory factor analysis, and structural equation modeling procedures. In order to test the structural model created for the purpose of the research, a questionnaire study was carried out with football fans. Results indicated that there were significant relationships between team identification and away game involvement (R2 =.80, p < 0.01). Additionally, the relationship between away game involvement and autobiographical memory was significant (R2 =.95, p < 0.01). This study showed that autobiographical memory has an important effect on game satisfaction (R2 =.89, p < 0.01), while giving sports marketers a more active role in the engagement process through nostalgic cues. Our study has significant implications as to how well sports team managers design sports marketing and fan engagement strategies based on autobiographical memory. © 2022, Associação Brasileira de Psicologia.Öğe You’ll Never Walk without Metaphor: A Study on the Football Chants(Pamukkale University, 2020) Argan, Metin; Özgen, Caner; İlbars, Büşra; Yetim, Gözde; Kaya, SabriTeam chants play out a significant role in such sports as football where an intense competition prevails. The lyrics of chants are of great importance for fans to be able to remember them and reflect the powerful emotions carried for their team. That’s why, the metaphors used in team chants are pivotal. Because metaphors help individuals surface their perceptions against phenomena. The purpose of this study is to determine the metaphors used in the chants of football teams. For this purpose, it was examined through content analysis 84 chants composed for 13 Super League Teams, which they were selected using criterion sampling, one of the techniques of purposive sampling. The metaphors detected upon listening and reading the lyrics of chants one by one were entered to the SPSS 23 program, then frequency and percentage analyses were performed. Subsequently, the metaphors used in the chants of all teams were categorized by their common characteristics. In total, 526 metaphors were determined within the chants of all teams under consideration. Each metaphor was examined and added in the analyses. Through the analyses of all metaphors at hand, it is determined that the metaphors of “heart” and “love” excel over the others. The most frequently used metaphors for all teams fall in six categories as “passion”, “power”, “nature”, “symbol”, “life”, and “fanatic”. It is seen that especially the metaphors in the passion category are used more frequently in chants. This way, the fans are able to convey their vigorous emotions for their team. In conclusion, it is assumed that the intensity of emotions in chants is supported by metaphors in order to leave a mark and stick in the mind in the most influential way. © 2020 Pamukkale University. All Rights Reserved.
