Browsing by Author "Türkyılmaz, Ceyda Aysuna"

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Analyzing consumer behavior: the impact of retro music in advertisements on a chocolate brand and consumer engagement

Filiz, Gözde; Çakar, Tuna; Soyaltın, Tuğçe Ezgi; Girişken, Yener; Türkyılmaz, Ceyda Aysuna (IEEE, 2023)

This study presents research utilizing binary classification models to analyze consumer behaviors such as chocolate consumption and retro music ad viewing. Retro music, with its potential to evoke nostalgic feelings in ...