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.
