US spending over Thanksgiving buoys retail sector

Headline UNITED STATES: Black Friday figures buoy retail sector

Marketing Mix Modeling Using PLS-SEM, Bootstrapping the Model Coefficients

Partial least squares structural equations modeling (PLS-SEM) uses sampling bootstrapping to calculate the significance of the model parameter estimates (e.g., path coefficients and outer loadings). However, when data are time series, as in marketing mix modeling, sampling bootstrapping shows inconsistencies that arise because the series has an autocorrelation structure and contains seasonal events, such as Christmas or Black Friday, especially in multichannel retailing, making the significance analysis of the PLS-SEM model unreliable. The alternative proposed in this research uses maximum entropy bootstrapping (meboot), a technique specifically designed for time series, which maintains the autocorrelation structure and preserves the occurrence over time of seasonal events or structural changes that occurred in the original series in the bootstrapped series. The results showed that meboot had superior performance than sampling bootstrapping in terms of the coherence of the bootstrapped data and the quality of the significance analysis.

How Do We Take Real-World Action?

Chapter 5 describes how games can support real-world action and change. How can knowledge be applied to the public sphere and serve communities? Why and how should games be used to enable ethics- and civics-in-action? What are the best practices and strategies for supporting connections among civics, ethics, and the real world using games? The chapter includes an overview of why it is necessary to engage in real-world action. It describes the benefits of applying learning to real-world contexts and processes, and why games may support this. It also includes the limitations of using games to apply knowledge, and how to minimize those limitations. Finally, it reviews strategies that teachers can take to use games to take action and make change. It opens with the example EteRNA, and also shares five examples-in-action: Reliving the Revolution, 1979 Revolution: Black Friday, Community PlanIt, Bay Area Regional Planner, and Thunderbird Strike.

UPOTREBA ANGLICIZAMA U KREIRANjU MEDIJSKE SLIKE KONZUMERIZMA

The way in which information about social phenomena is presented in- fluences the formation of social values, but also the language habits of readers. This paper analyzes the use of anglicisms in the electronic issues of Serbian daily newspapers, week- lies and magazines. By applying linguostylistic and functional-stylistic methods, linguistic means which create the media image of consumerism are examined. In the online issues of Serbian newspapers and magazines, the syntagms shopping center and shopping mall are often used unjustifiably, i.e. they are directly taken from the English language, without adaptation. The names of the important dates of consumerism, Black Friday and Cyber Monday, are also written as in the original or adapted to the Serbian language. However, the ortographic norm of Serbian language is mostly violated, which indirectly affects the literacy of readers and their linguistic habits.

TRENDYOL EFSANE GÜNLER YOUTUBE REKLAMLARININ YORUMLAR ÜZERİNDEN İNCELENMESİ

Zamanımızın büyük bir bölümünü geçirdiğimiz internet, hayatımızın vazgeçilmez bir parçasına dönüşmüştür. İnternette yer alan e-ticaret siteleri sayesinde, giyimden teknolojiye, beyaz eşyadan süpermarkete birçok kategori ve ürün içinden ihtiyaç duyulan a’dan z’ye her şeye ulaşılıp kolayca temin edebilmek çağımızın en büyük kolaylıklarından biridir. Tüketicilerin ilgisinin artmasıyla birlikte e-ticaret sitelerinin sayısı da artmıştır. Söz konusu siteler, benzerlerinden ayrışmak adına pek çok kampanya ve pazarlama çalışması yapmaya başlamıştır. Bu çalışmalardan biri olan Black Friday, ülkemizde ortaya çıktığı ilk andan itibaren tüketim kültürü bağlamında alışveriş yapma alışkanlığını çılgın bir seviyeye taşımıştır. Küreselleşmeyle birlikte Amerika sınırlarını aşan bu indirim geleneği, dünyanın dört bir yanını kuşatmış haldedir. Dijitalleşmenin hızlı gelişimiyle beraber geleneksel alışverişin yerini e-ticaret uygulamalarına bırakmasının örneklerinden biri, Türkiye’nin öncü e-ticaret uygulamalarından biri olan Trendyol’da Black Friday’i dönüştürmüş ve “Efsane Günleri” kampanyasını yapmaya başlamıştır. Bu kampanya süresince yapılan tanıtım çalışmalarının sıklığı da hedef kitlede farklı algılar oluşmasına neden olmuştur. Özellikle Covid 19 nedeniyle eve kapanma süresince zamanımızın büyük bölümünü geçirdiğimiz, televizyon, internet, online oyun gibi alanlarda, Trendyol “Efsane Günler” reklam kampanyasıyla çok sık karşılaşmak olumlu algı yarattığı gibi olumsuz algılara da neden olmuştur. Bu çalışmada, 25-26-27 Kasım 2020 tarihleri arasında yapılan Trendyol “Efsane Günler” kampanyasının YouTube’da yayınlanan dört reklam filmine yapılan 429 YouTube yorumu, 13 madde üzerinden içerik analiziyle incelenmiştir. İlaveten yorumların metin analizi gerçekleştirilmiştir. Araştırma sonucunda özellikle de insanların evden çıkamadığı pandemi döneminde, YouTube reklamlarının yüksek sıklıkla görüntülenme zorunda bırakılması, kullanıcılar üzerinde Trendyol’un ‘Efsane Günler’ kampanyasına ilişkin olumsuz itibar oluşturduğu görülmektedir. Bu durum Trendyol’un pandemi döneminde yaptığı diğer olumlu itibar çalışmaları ile çelişki oluşturmaktadır.

An Examination of Trendyol’s Legendary-Days Youtube Ads Through Comments

The internet, where people spend a big chunk of their time, has become an indispensable part of life. Thanks to online e-commerce websites, being able to choose from different categories and products and procure everything needed, from clothes to technology, from major appliances to groceries, is one of the most important conveniences of our age. As the interest of consumers increased, so did the number of e-commerce websites. These websites started to make numerous special offers and marketing campaigns to differentiate themselves from their competitors. One of these campaigns, the Black Friday, has taken the shopping habits within the context of consumption culture to a whole new level the moment it was introduced in Turkey. This discount tradition that went beyond the borders of the US with globalization, has spread around the world. An example to the fact that traditional shopping has given its place to e-commerce applications thanks to the rapid development of digitalization, one of Turkey’s pioneer e-commerce applications, Trendyol has transformed Black Friday and started the “Legendary Days” campaign. The frequency of the promotion work within the process of this campaign has caused the emergence of a different range of perceptions in the target audience. Encountering Trendyol’s “Legendary Days” advertising campaign too often has created both positive and negative perception, especially during COVID-19 lockdowns where people spend most of their time watching TV, browsing the internet, or playing online games. In this study, 429 YouTube comments on Trendyol’s four commercial films on YouTube for Trendyol’s “Legendary Days” campaign that took place on 25th, 26th, and 27th of November 2020, have been examined through a content analysis of 13 items. Additionally, a text analysis was conducted on comments. According to the results of the study, it was found that being exposed to YouTube advertisements on a frequent basis, especially during a pandemic where people cannot leave their homes, had created a negative reputation for Trendyol’s “Legendary Days” campaign among YouTube users. This case causes a discrepancy between the positive reputation works Trendyol has conducted during the pandemic period.