Duygu Akdevelioglu Headshot

Duygu Akdevelioglu

Assistant Professor

Department of MIS, Marketing, and Analytics
Saunders College of Business
duygu@saunders.rit.edu
585-475-4215
Office Location
LOW-2333

Duygu Akdevelioglu

Assistant Professor

Department of MIS, Marketing, and Analytics
Saunders College of Business

Education

Ph.D. in Marketing from University of California, Irvine, 2018; M.S. in Marketing from Bilkent University, Turkey, 2013

duygu@saunders.rit.edu
585-475-4215

Select Scholarship

Invited Article/Publication
Thyroff, A., Hawkins, M., & Akdevelioglu, D. (2023). Thinking Big about Going Small: Conceptualizing Technology Miniaturization Consumption and Societal Well-Being. Journal of Macromarketing. . .
Akdevelioglu, D., Kara, S., & Perotti, V. (2023). Online Brand Communities as Social Networks: Affective Processes Behind Online Brand Community Engagement and Word-of-Mouth. Journal of Brand Management. . .
Akdevelioglu, D., Kara, S., & Perotti, V. (2022). Online Brand Communities as Social Networks: Affective Processes Behind Online Brand Community Engagement and Word-of-Mouth. Journal of Brand Management. . .
Akdevelioglu, D., Hair, N., & Clark, M. (2022). The Philosophical and Methodological Choices of Ethnographic Researchers in Online Communities. International Journal of Market Research. . .
Akdevelioglu, D., Ruvalcaba, C., & Schroeder, J. (2022). Stakeholders as Value Creators: The Role of Multi-level Networks in Employee Wellness Programs. Journal of Macromarketing. . .
Akdevelioglu, D., Hansen, S., & Venkatesh, A. (2021). Wearable technologies, brand community, and the growth of a transhumanist vision. Journal of Marketing Management. . .
Akdevelioglu, D., & Kara, S. (2020). An International Investigation of Opinion Leadership and Social Media. Journal of Research in Interactive Marketing. 14. 71-88.
Invited Keynote/Presentation
Akdevelioglu, D., & Perotti, V. (2023). Social Media Connectivity and Culture: A Study of Network Structure and Content Creation. INSNA Sunbelt Social Networks Conference 2023.
Akdevelioglu, D., Braxton, D., & Kara, S. (2023). Do robots dream in color? The effect of anthropomorphism of robots as social actors on consumer behavior. Association for Consumer Research (ACR).
Perotti, V., Lagiewski, R., & Akdevelioglu, D. (2022). Learning from Social Media Reviews through Machine Learning: Identifying Vulnerable Consumer Experiences in Disasters. American Marketing Association Winter Conference.
Lavoie, R., & Akdevelioglu, D. (2022). How to "win" with competitive consumption experiences. Society for Consumer Psychology (SCP).
Akdevelioglu, D., Guzel, G., & Landers, M. (2022). This is not what I've ordered: Aesthetic Failure in Food Delivery Services. American Marketing Association Winter Conference.
Akdevelioglu, D., & Taltekin Guzel, G. (2022). Plating Experience: Covid-19 Pandemic and Disruptions of Food Consumption. Consumer Culture Theory Conference.
Akdevelioglu, D., & Taltekin Guzel, G. (2022). Food Delivery Failures and Consumer Responses: Covid-19 Pandemic and Disruptions of Food Consumption. Association for Consumer Research (ACR).
Thyroff, A., Hawkins, M., & Akdevelioglu, D. (2021). Thinking Big about Going Small: Conceptualizing Technology Miniaturization Consumption. 2021 Global Macromarketing Conference.
Akdevelioglu, D., & Kara, S. (2020). Competition versus Collaboration in Online Communities of Wearable Technologies. American Marketing Association Winter Conference.
Yang, S., Akdevelioglu, D., & Schroeder, J. (2020). Aesthetics of Food: The Role of Visual Framing Strategies for Influence Building on Instagram. Association for Consumer Research Annual Conference.
Akdevelioglu, D., (2019). Tactics of Circumvention: How to Evade CCT's Doppelgänger Brand Images as an Emerging Scholar. Consumer Culture Theory Conference.
Akdevelioglu, D., & Yucel, G. (2019). Poor But Grateful: An Investigation of Low-Income Consumers Coping with Poverty. Association for Consumer Research Annual Conference.
Akdevelioglu, D., & Ruvalcaba, C. (2019). Legitimation of Incentivized Wellness. Academy of Marketing Conference.
Akdevelioglu, D., (2018). New Horizons in Analyzing the Evolving Social Media Data: Social Network Analysis. The Association of Internet Researchers (AOIR) Conference- Exploring the Shifting Sands: Accounting for Evolution in Analyzing Data from Social Media Platforms Workshop.
Akdevelioglu, D., & Ruvalcaba, C. (2018). Does Network Structure Matter? The Effect of Network Ties and Value Creation Activity on Legitimation. Consumer Culture Theory Conference.
Akdevelioglu, D., & Kara, S. (2017). Opinion Leadership and New Product Adoption in Social Media. 39th Annual ISMS Marketing Science Conference.
Akdevelioglu, D., & Venkatesh, A. (2017). Strength of Ties in Social Media Networks. Consumer Culture Theory Conference.
Akdevelioglu, D., & Braxton, D. (2017). The Role of Social Media Publics in Customer Experience. American Marketing Association Winter Conference.
Akdevelioglu, D., & Venkatesh, A. (2017). Consumer Ties and Social Media Networks. American Marketing Association Winter Conference.
Akdevelioglu, D., & Venkatesh, A. (2016). Consumer Ties in Social Media Networks. INSNA XXXVI Sunbelt Conference of the International Network for Social Network Analysis.
Akdevelioglu, D., (2016). Social Media, Social Networks and Marketing: A Cultural Approach to Strength of Ties. American Marketing Association Winter Conference.
Akdevelioglu, D., (2015). Cultural Approach to Tie Strength: Understanding Social Media Communities. Consumer Culture Theory Conference.
Full Length Book
(2022). Transhumanisms and Biotechnologies in Consumer Society. Akdevelioglu, D., Hansen, S., & Venkatesh, A.
(2022). SAGE Handbook of Digital and Social Media Marketing. Akdevelioglu, D., & Venkatesh, A.
(2017). Routledge Handbook on Consumption. Akdevelioglu, D., & Venkatesh, A.
Book Chapter
(2022). Wearable technologies, brand community and the growth of a transhumanist vision. Transhumanisms and Biotechnologies in Consumer Society. Akdevelioglu, D., Hansen, S., & Venkatesh, A.
(2022). Consumer Ties and Social Media Consumer Culture in Social Media Networks. SAGE Handbook of Digital and Social Media Marketing. Akdevelioglu, D., & Venkatesh, A.
(2017). Social Media Consumer as Digital Avatar. Routledge Handbook on Consumption. Akdevelioglu, D., & Venkatesh, A.
Published Conference Proceedings
Akdevelioglu, D., & Ruvalcaba, C. (2019). Legitimation of Incentivized Wellness. Academy of Marketing Conference.
Akdevelioglu, D., & Yucel, G. (2019). Poor But Grateful: An Investigation of Low-Income Consumers Coping with Poverty. Association for Consumer Research Annual Conference.
Akdevelioglu, D., & Ruvalcaba, C. (2018). Does Network Structure Matter? The Effect of Network Ties and Value Creation Activity on Legitimation. Consumer Culture Theory Conference.
Akdevelioglu, D., & Kara, S. (2017). Opinion Leadership and New Product Adoption in Social Media. 39th Annual ISMS Marketing Science Conference.
Akdevelioglu, D., & Venkatesh, A. (2017). Strength of Ties in Social Media Networks. Consumer Culture Theory Conference.
Akdevelioglu, D., & Braxton, D. (2017). The Role of Social Media Publics in Customer Experience. American Marketing Association Winter Conference.
Akdevelioglu, D., & Venkatesh, A. (2017). Consumer Ties and Social Media Networks. American Marketing Association Winter Conference.
Akdevelioglu, D., & Venkatesh, A. (2016). Consumer Ties in Social Media Networks. INSNA XXXVI Sunbelt Conference of the International Network for Social Network Analysis.
Akdevelioglu, D., & Venkatesh, A. (2016). Social Media, Social Networks and Marketing: A Cultural Approach to Strength of Ties. American Marketing Association Winter Conference.
Akdevelioglu, D., & Venkatesh, A. (2015). Cultural Approach to Tie Strength: Understanding Social Media Communities. Consumer Culture Theory Conference.

Currently Teaching

MKTG-230
Principles of Marketing
3 Credits
An introduction to the field of marketing, stressing its role in the organization and society. Emphasis is on determining customer needs and wants and how the marketer can satisfy those needs through the controllable marketing variables of product, price, promotion and distribution.
MKTG-768
Marketing Analytics
3 Credits
This course provides an overview of marketing analytics in the context of marketing research, product portfolios, social media monitoring, sentiment analysis, customer retention, clustering techniques, and customer lifetime value calculation. Students will be introduced to, mathematical and statistical models used in these applications and their implementation using statistical tools and programming languages such as SAS, SPSS, Python and R. Multiple data sources will be used ranging from structured data from company databases, scanner data, social media data, text data in the form of customer reviews, and research databases. Students will complete guided projects using real time data and make effective use of visualization to add impact to their reports. There are no listed pre or co-requisites; however, instructor permission is required – student aptitude for quantitative work will be assessed; waived for students enrolled in quantitative programs such as the MS-Computational Finance which have pre-requisites in the areas of calculus, linear algebra, and programming.
MKTG-778
Commercialization and Marketing of New Products
3 Credits
This course emphasizes the marketing and product strategy-related activities required to create, develop, and launch successful new products. Topics covered include identifying the market opportunity for new products, defining the product strategy, understanding customer requirements, developing and updating the product business plan, marketing's role in the firm's product development process, developing the marketing plan for launching new products, and managing the product life cycle. The course emphasizes best practices in marketing-related activities required for successful new product commercialization.

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