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Abstract


The Impact of Social Innovation on Brand Image
The rapid development of technology has led to changes in production, consumption, and marketing. These changes; it has forced firms to develop new strategies, to meet the needs of consumers, and to focus on the needs of the society with a sense of social responsibility. On the other hand, consumers do not take into account only the characteristics of the product when making the purchase decision. Perceptions and attitudes of firms towards social responsibility activities are important in making purchasing decisions of consumers. Thus, the positive attitudes of consumers towards these practices provide companies with a different competitive advantage. In this study; the public spotlight, which takes the theme of social innovation with social responsibility awareness, has been discussed. In this context, the responses of the participants to the public spot are tried to be measured. Research; Turkcell’s social innovation-themed public spot was analyzed using EEG Analysis Method and carried out with 30 volunteer participants who were affected by this public spot. In other words, it is determined that Turkcell has strengthened it is a brand image by using this public spot.

Keywords
İnnovation, social innovation, nöromarketing, EEG analys methods, consumer behavior.


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