AI, Virtualization, and the Future of Marketing

Edited by:   Recep Yılmaz, Betül Başer
Imprint:   Business Science Reference
Country of Publication:   United States
Dimensions:   Height: 254mm,  Width: 178mm, 
ISBN:   9798337381435
Pages:   288
Publication Date:   19 November 2025
Audience:   College/higher education ,  Professional and scholarly ,  Primary ,  Undergraduate
Format:   Paperback
Publisher's Status:   Active

Recep Yılmaz , Ph.D., is a professor and Head of the Department of Public Relations and Publicity at Ondokuz Mayıs University. Specializing in Narrative Theory, Advertising, and Theoretical Communication, he is a prolific scholar whose contributions significantly impact communication and narrative studies. Dr. Yılmaz has authored twelve influential books, including (indexed in WoS and Scopus) ""Narrative Advertising Models and Conceptualization in the Social Media Age,"" ""Handbook of Research on Narrative Interactions,"" and ""Handbook of Research on Effective Advertising Strategies in the Social Media Age."" His extensive publications span prestigious journals, conference proceedings, and book chapters. Additionally, he authored the philosophical horror novella “Çerçici,” highlighting his versatile storytelling skills. He teaches courses such as ""Narrative in Literature, Cinema and Advertisement"" and ""Advertising Scriptwriting,"" inspiring students with innovative methodologies and profound industry insights.. Betül Başer is a research assistant at Ondokuz Mayıs University, Department of Public Relations and Publicity. She graduated from Cumhuriyet University, Faculty of Communication, Department of Public Relations and Publicity in 2017. In the same year, she started her master's degree at Marmara University Institute of Social Sciences, Department of Public Relations and Publicity, with the title “The Role of Social Media Phenomena on Purchasing Decision of Z Generation Consumers: The Example of YouTubers in 2020. In the same year, she started her doctorate education at Istanbul University Institute of Social Sciences, Department of Public Relations and Publicity, and she is continuing her doctorate education. Fields of study: Public relations, new media, digital games, and consumer behavior.