Gözde Baycur

Mail:

gozde.baycur@yeditepe.edu.tr

Time:

Full Time

Akademik

Biography

Yeditepe Üniversitesi
Dr. Öğr. Üyesi
Eylül 2022 - Şu Anda (3 ay)
Boğaziçi Üniversitesi Analitik ve İçgörü Merkezi
Boğaziçi University Center for Business Analytics and Customer Insights, Research Team
Member (2017-Present)
•Conducting academic research,

•Partnering with companies from a wide range of industries to practically implement academic
knowledge to real-life problems,
•Organizing workshops and training programs for undergraduate/graduate students and
professionals.
Özgörkey Gıda A.Ş., Marketing Supervisor (2012-2013)
•Responsible for Feast Frozen Food brand, coordinating all the marketing communications and
sales oriented marketing activities.
•Developing a marketing strategy plan by analyzing the frozen market and consumer trends; re-
positioning the product groups and developing new product lines and brands according to the
market trends and consumers’ needs. Building a new brand identity and starting a relaunch
campaign.
•Directing advertising and public relations campaigns.
•Coordinating trade marketing activities (in-store activities, outdoor activities, promotions)
•Organizing events and sponsorship.
Turkcell İletişim Hizmetleri A.Ş. Marketing Department, Pricing& Analysis Division, Analysis
Team, PT Team Member (2009-2011)
•Conducting in-depth trend and customer behavior analysis and providing insights to the
marketing teams.
• Preparing analysis of market research results for the telecommunication sector.
• Monitoring competitor tariffs and campaigns.
• Creating reports to support marketing teams with pre- and post-campaign analysis to measure
the effectiveness of promotions and advertising campaigns.

Education
2015-2022 March.
University: Boğaziçi Üniversitesi
Faculty: Social Sciences Institute
Program: Ph.D. in Management (Marketing)
GPA: 3.95/4
Thesis: #Paidpartnership: How do Influencers Shape Customer Decision Journey?
2013- 2015
University: Dokuz Eylül Üniversitesi
Faculty: Social Sciences Institute
Program: MBA with Thesis (English)
GPA: 3.92/4
Thesis: The Relationship of Lovemarks with Brand Experience and Brand Equity
2006- 2011
University: Boğaziçi Üniversitesi
Faculty: Faculty of Economics and Administrative Sciences
Department: Economics

Publications

Journal Articles
Baycur, G. & Karaca, H.S. (2022). Reklamlardaki ünlülerden sosyal medyadaki fenomenlere:
influencer pazarlamasına bütüncül bir bakış. Pazarlama ve Pazarlama Araştırmaları Dergisi,
15(1), 271-320.
Baycur, G. & Karaca, H.S. (2022). Influencer image: Conceptualization, scale development,
and validation. (Under Review)
Delen, E. & Baycur, G. (2022). Artificial intelligence in brand management research: a
systematic methodological review, integrative framework and future directions. (Under Review)
Baycur, G. & Karaca, H.S. (2022). A conceptual perspective on the next big thing in
influencer marketing. (Working Paper)
Baycur, G. & Karaca, H.S. (2022). Towards a holistic model for influencer endorsement: The
consequences of influencer image, influencer-brand fit and social media usage intensity
(Working Paper)
Berkman Z.K., Karaca, H.S. & Baycur, G. (2022). The role of fairness and relationship quality
in developing relational behavior for competitive advantage. (Working Paper)

Book Chapters
Baycur, G & Nejad, A.S. (2022). Digital social responsibility in the workplace. In Fahri
Özsungur (Ed.) Managing the Digital Workplace in the Post-Pandemic: A Companion for Study
and Practice. Page 137-147 ISBN: 9781032253879. Oxfordshire, UK: Routledge-Taylor and
Francis Group. DOI: 10.4324/9781003283386-14
Baycur, G., Delen, E. & Kayışkan, D. (2022). Digital Conflicts in Marketing & Sales. In Fahri
Özsungur (Ed.) Conflict Management in Digital Business: New Strategy and Approach. Page 43-
61. ISBN: 9781802627749. Bingley, UK: Emerald Publishing. doi:10.1108/978-1-80262-773-
220221004

Yurdagel, M. & Baycur, G. (2023). Consumer Reactions and Brand Strategies in Wartime. In
Fahri Özsungur (Ed.) Handbook of Research on War Policies, Strategies, and Cyber Wars.
Pennsylvania, USA: IGI Global (In Production)

Conference Proceedings
Baycur, G. & Yurdagel, M. (2022, August 17-19). How do AI and VR Technologies Reshape
Influencer Marketing? IICTSS 2022: İzmir International Conference on Technology and Social
Sciences, İzmir, Türkiye.

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Gözde Baycur

Akademik