Prof. Dr.

Kaan Varnalı

+90 212 311 7536

Santralistanbul / E4 214

Eğitim: 

PhD in Marketing, Boğaziçi University (2010) 

MBA, Boğaziçi University (2006) 

BS in Computer Engineering, Koç University (2004)

 1.Çalışma alanları 

Müşteri deneyimi, tüketici psikolojisi , mobil pazarlama, davranışsal hedefleme, karmaşıklık teorisi, netnografi


2.Akademik Çalışmalar

• Ozcelik, A.B. & Varnali, K. (2019). Effectiveness of online behavioral targeting: a psychological perspective. Electronic Commerce Research and Applications, 33, 1-11. doi.org/10.1016/j.elerap.2018.11.006

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

• Varnali, K. (2018). Müşteri Deneyimi: Tasarım, Yönetim, 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., 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. (2012). Dijital Tutulma: Pazarlama Iletisimi ve Insan. Istanbul: MediaCat Yayinevi.

• 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.

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

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

• 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.

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

• 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. (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., 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.