ASBÜ SBF Seminerleri - April 17, 2021

Zeynep Baktır “Trust-Driven Entrepreneurship for Community Well-Being of Refugees and Their Local Hosts (A Macromarketing Perspective)”

Abstract: This seminar is on a paper, which was published in Journal of Macromarketing (2020). The paper explores community well-being (CWB) outcomes of institutional trust (and distrust) through entrepreneurship in the context of a refugee-hosting society in Turkey. Existing studies show the positive relationship between institutional trust and quality of life (QOL) as well as entrepreneurship and QOL in subsistence contexts. This research, however, explores the relationship between institutional (dis)trust and entrepreneurship on a path to community well-being (CWB) with a special emphasis on refugee and local interactions in the marketplace. Three different paths to the quality of life (QOL) of refugees and/or locals are presented, but only two lead to community well-being (CWB) outcomes encompassing both refugees and locals. Consideration of refugees and locals as both consumers and business owners provides perspective on the interplay between social trust and institutional trust in a socio-culturally heterogeneous subsistence context. The paper also discusses implications for theory and practice.

Short bio:

Zeynep Baktır is a Ph.D. Candidate in Marketing at Bilkent University. She received her MBA degree from the University of Texas, Dallas, and her BS degree in Business Administration from Bilkent University. Her research interests include social and cultural dimensions of consumption, consumer well-being, quality of life, trust, entrepreneurship, vulnerable groups, macromarketing, and transformative consumer research. Before her academic studies, Zeynep worked in various industries such as e-commerce, electronics retail, finance, telecommunications, events management, and consulting mostly in marketing, sales, and brand management roles.