Kaan Varnalı

+90 212 311 7536

Santralistanbul / E4 214


PhD in Marketing, Boğaziçi University (2010) 

MBA, Boğaziçi University (2006) 

BS in Computer Engineering, Koç University (2004)

 1.Key areas of study 

Customer experience, consumer psychology, mobile marketing, behavioral advertising, complexity theory, netnography

2.Academic Work

• Ozcelik, A.B. & Varnali, K. (2019). Effectiveness of online behavioral targeting: a psychological perspective. Electronic Commerce Research and Applications, 33, 1-11. DOI:

• Varnali, K. (2018). Understanding customer journey from the lenses of complexity theory. The Service Industries Journal, DOI: 10.1080/02642069.2018.1445725

• Varnali, K. (2017). Müşteri Deneyimi: Yönetim, Tasarım, Dönüşüm. Istanbul: MediaCat Yayinlari.

• Varnali, K., Ersoy, E., Tanriverdi, S.G., & Terzi, E. (2017). Managing Social Media Communications at Garanti Bank. In A. Adhikari  & S. Roy (eds.), Strategic Marketing Cases in Emerging Markets. Springer.

• Levi, E., Varnali, K., & Tosun, N.B. (2017). The match-up hypothesis revisited: a social psychological perspective. International Journal of Communication, 11, 278-300.

• Kasnakoglu, B.T., Yilmaz, C.,  & Varnali, K. (2016). An asymmetric configural model approach for understanding complainer emotions and loyalty. Journal of Business Research, 69(9), 3659-3672.

• Yilmaz, C., Varnali, K. & Kasnakoglu, B.T. (2016). How do firms benefit from customer complaints? Journal of Business Research, 69, 944-955.

• Varnali, K. & Toker, A. (2015). Self-disclosure on Social Networking Sites. Social Behavior & Personality, 43 (1), 1-14.

• Varnali, K. (2015). Müşteri Şikayetleri Yönetiminin Marka Başarısı ile İlişkisi. In M. Arslan (ed.), Masamızda Marka Sohbetleri. Istanbul: Beta Yayinlari.

• Varnali, K. & Gorgulu, V. (2014). “A social influence perspective on expressive political participation in Twitter: The case of #occupygezi”. Information, Communication & Society, 18(1), 1-16. DOI: 10.1080/1369118X.2014.923480 

• Varnali, K. (2014). SMS advertising: How message relevance is linked to the attitude toward the brand? Journal of Marketing Communications, 20(5), 339-351.

• Varnali, K. (2013). Dijital Kabilelerin Izinde: Sosyal Medyada Netnografik Araştırmalar. Istanbul: MediaCat Yayinevi.

• Varnali, K. (2012). Dijital Tutulma: Pazarlama Iletisimi ve Insan. Istanbul: MediaCat Yayinevi.

• Varnali, K., Yilmaz, C. & Toker, A. (2012). Predictors of attitudinal and behavioral outcomes in mobile advertising: a field experiment. Electronic Commerce Research and Applications, 11, 570-581.

• Varnali, K. (2012). Mobile Social Networks: Communication & Marketing Perspectives. In I. Lee (ed.), Strategy, Adoption and Competitive Advantage of Mobile Services in the Global Economy. Hersey: IGI Global.

• Varnali, K. (2012). Cyber Behavior in Marketing. In Z. Yan (ed.), Encyclopedia of CyberBehavior. Hershey: IGI Global.

• Varnali, K. (2011). Personality traits and mobile consumer behavior: a critical review and research agenda. International Journal of E-Services and Mobile Applications, 3(4), 1-20.

• Toker, A., Varnali, K. & Yilmaz C. (2011). Mobile Marketing at Turkcell: Turkey’s Leading Mobile Operator. Emerald Emerging Markets Case Studies, 1(1), 1-12.

• Aygoren, O. & Varnali, K. (2011). A Value-based Analysis of Mobile Tagging. International Journal of E-Business Research, 7 (1), 93-104.

• Varnali, K. (2011). Upgrading to Customer-Interaction 2.0 with Mobile. In Clary, T. (ed.), Horizons in Computer Science Research. NY: Nova Science Publishers.

• Varnali, K., Toker, A. & Yilmaz, C. (2010). Mobile Marketing: Fundamentals & Strategy. New York: McGraw-Hill.

• Varnali, K. (2010). The Impact of the Internet on Marketing Strategy: Revisiting Early Predictions. International Journal of E-Business Research, 6(4), 38-51.

• Varnali, K. & Toker, A. (2010). Mobile Marketing Research: The-state-of-the-art. International Journal of Information Management, 30, 144-151.

• Varnali, K. & Yilmaz, C. (2010). Exploring the Mobile Consumer. In I. Lee (Ed), Encyclopedia of E-Business Development and Management in the Global Economy (768-778). Hershey: IGI-Global.

• Varnali, K., Toker, A. & Yilmaz, C. (2009). A Consumer Centric Model for Mobile Marketing. Proceedings of the 12th International Conference of ASBBS, 100-115.

• Toker, A. & Varnali, K. (2009). A Framework for E-Potential Assessment in Online Markets. Journal of Internet Business, 6, 81-110.