Journal Publications

  1. Bolat, E. and Kooli, K., 2016. Businesses’ ubiquitous fantasy through mobile social media capability”, Submitted paper to the special issue “Business Virtuosity in Theory and Practice. Journal of Business and Industrial Marketing [Accepted] view in BU repository
  2. Bolat, E., 2016. Business practitioners’ perspectives on the value of mobile technology. Journal of Customer Behaviour, 15 (1), 31-48.

Abstract: No existing research maps and discusses holistically the values deriving from mobile technology use, capturing both strategic and operational opportunities, which are most likely to emerge in the business-to-business (B2B) context. This empirical paper addresses this gap. An adapted grounded theory approach is applied to collect and analyse in-depth interviews with 28 B2B practitioners from advertising and marketing firms. Whether mobile technology is a simple means to advanced communication with no physical boundaries of time and location, or a business tool to boost creative thinking, this study concludes that mobile technology represents a novel and unique category of technology because of its core distinctive feature, ‘being mobile’. B2B practitioners argue that the true nature of mobile technology lies in seeing it as a source of value that derives from using mobile technology. B2B practitioners view mobile technology not only as a purely technical tool (functional value) enabling effective communication (social value) but as a strategic tool driving balanced and flexible ways in managing business (emotional value) and enabling creative thinking (creative value).

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3. Strong, J. and Bolat, E., 2016. A qualitative inquiry into customers’ perspectives on branding and the role of digital technologies in B2B: A case study of Panasonic. Journal of Customer Behaviour, 15 (1), 97-116.

Abstract: Branding is a well-researched notion in the business-to-customer (B2C) environment but a concept which is unexplored in the business-to-business (B2B) context. Conceptually, similar to B2C organisations, digital communication via digital tools and devices allows B2B organisations to experience the benefits of exposing their brands to a wider audience. In reality, questions of whether branding is purposeful in the B2B context and what role digital technologies play in B2B branding remain open. This study explores branding in the B2B context, using Panasonic as a case study, to consider the value of B2B branding from the B2B customer (buyer) perspective. Results indicate that B2B branding is of importance in the B2B context, in particular for an organisation such as Panasonic where reputation is a driving force in attracting new B2B customers and nurturing long-term relationships with existing B2B customers. Moreover, this study concludes that whilst use of digital technologies enables the portrayal of brand perceptions of Panasonic, digital technologies have yet to be fully embraced for the purpose of branding in the B2B context.

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