Asymmetric cointegration with threshold adjustment model of exchange rates and the trade balance in Turkey

This paper aims to investigate the long-run equilibrium relationship between the trade balance and exchange rates in Turkey using the asymmetric error correction model with threshold cointegration. The results provide new evidence for the asymmetric long-run relationship between the trade balance and exchange rates. Besides, deviations from the long-run equilibrium due to a relative increase in real exchange rates have a lower speed of adjustment in comparison to the deviations caused by a relative decrease in real exchange rates.     

SMS advertising: How message relevance is linked to the attitude toward the brand?

Due to recent technological developments and widespread adoption of mobile handsets, the mobile medium has been transformed into an effective channel for brand communication. Short message service (SMS) advertising is the most primitive and widely used version of mobile marketing, yet the relevant literature still lacks consensus on how SMS ads influence consumer attitudes, and how this influence is generated. The present research aims to investigate how message relevance, the most important success factor of SMS advertising, is transformed into attitudinal reactions toward the advertised brand by introducing perceived intrusiveness and attitude toward the message as mediating variables into the relationship. Implications and future research avenues are discussed.     

Understanding customer journey from the lenses of complexity theory

The present article develops an argument that conceptualizing the customer journey as a complex system provides both a systematic portrayal of the complex and holistic nature of customer experience and an opportunity to serve as an integrative framework for differing definitions in the service literature. A comprehensive literature review reflecting the contemporary understanding of the concept of customer journey is presented. Theoretical and practical implications of adopting a complexity theory-based stance in customer experience research are discussed under five fundamental tenets of complexity theory.