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Dr Sevil Yesiloglu

Sevil

Senior Lecturer in Marketing

Email: s.yesiloglu@qmul.ac.uk

Profile

Dr Sevil Yesiloglu researches in the area of digital marketing communications including online harms, brand-related content, influencer marketing and social media engagement. Dr Sevil Yesiloglu is co-editor of Influencer Marketing: Building Brand Communities and Engagement book (2020). She is co-author of Advertising in the Digital Age: Theories and Practice book (Sage). She has contributed to policy work in influencer culture, defining influencers and the digital economy, and is cited in various UK and European government documents (DCMS, European Parliament). Sevil provided strategic advice on how to profit from digital promotional content including influencer branded content to well-known media companies and agencies, including Hearst, PhD Media, and Wearisma. Dr Sevil Yesiloglu was the Course Leader for BA (Hons) Advertising at the London College of Communication (LCC). She gained her PhD in 2018 at Bournemouth University (Business School) thesis titled: ‘To post or not to post: Examining motivations of brand/product-related posts on Social Networking Sites’.

Teaching

Subject: Brand management

Published Teaching Materials

Textbooks

  • Yesiloglu, S. and Costello, J (pre-order now, forthcoming April). Advertising in the Digital Age: Theories and Practices. Sage. Website: https://us.sagepub.com/hi/nam/author/sevil-yesiloglu
  • Influencer Marketing: Concepts and Cases for Building Brand Communities and Engagement (led-editor) (Routledge, March 2020).

Chapters (textbook)

  • Yesiloglu, S. 2022. The future of Influencers: Virtual vs. in-house Influencers (in Turkish and English).
  • Yesiloglu, S. and Waskiw, V., 2020. Can you make the world more sustainable with Influencers? Exploring consumers’ motivations to engage with and Influencers’ sustainable content on Instagram. Influencer Marketing: Building Brand Communities and Engagement. Routledge.
  • Yesiloglu, S. and Gill, S., 2020. Post Millennials and Their Motivation to Engage with Influencers Brand-related Content on Instagram. Influencer Marketing: Building Brand Communities and Engagement. Routledge.
  • Yesiloglu, S., (2020). Rise of Influencers. Influencer Marketing: Building Brand Communities and Engagement. Routledge.

Research

Research Interests:

Articles

  • Yesiloglu, S, Memery, J and Chapleo, C., 2021. To post or not to post? Examining motivations of brand-related engagement on social networking sites (Facebook and Twitter). Internet Research.
  • Bosher, H. and Yeşiloğlu, S., 2019. An analysis of the fundamental tensions between copyright and social media: the legal implications of sharing images on Instagram. International Review of Law, Computers and Technology, 33 (2), 164-186.
  • Lapacz, A., Miladinova, Y. and Yesiloglu, S. 2019. Human values and news’ impact on climate change beliefs: A comparative study on millennials in Sweden and Russia, Journal of Promotional Communications.
  • Yesiloglu, S., Wedja, E., Aboh, M., and Eghweree, N. 2019. The role of human values on teachers’ well-being in the UK, Journal of Promotional Communications.

Public Engagement

Public Engagement

Consultancy projects and whitepapers:

  •  R. , Jenkins, Denegri-Knott, J. Yesiloglu, S. Angele, B., Kozla, O., Lapacz, A. and Miladinova, Y. 2019. ATTENTION TO BUS ADVERTISING: OPTIMISING ADVERTISING EFFECTIVESNESS THROUGH MOVEMENT.

Policy works/whitepapers:

  1. Influencers: lights, camera, inaction: written evidence for DCMS (2022): a House of Commons Committee report, with recommendations to government. Link: https://publications.parliament.uk/pa/cm5802/cmselect/cmcumeds/258/report.html.
  2. Michaelsen, F., Collini, L., Jacob, C., Goanta, C., Kettner, S.E., Bishop, S., Hausemer, P., Thorun, C. and Yesiloglu, S., 2022. The impact of influencers on advertising and consumer protection in the Single Market. Link: https://www.europarl.europa.eu/thinktank/en/document/IPOL_STU(2022)703350.
  3. Unlocking digital competition, Report of the Digital Competition Expert Panel (HM Treasury) Access at: https://www.gov.uk/government/collections/digital-competition-expert-panel

Professional Practice Projects

  • (2021-Current) Branded content project (CI) This funding will support the development and implementation of a survey and analysis of the ‘state of the profession’ for those working in branded content marketing in the UK. This project has been approved by the two lead UK trade bodies who are industry partners for the Branded Content Research Hub (BCRH), launched in December 2020: the Branded Content Marketing Association and the Content Marketing Association. The key objectives are to devise and complete the first such survey of those working in branded content that will be published and promoted to industry, academic, policy and media audiences. The project will provide a survey of members that is of value to the KE partners, but go beyond this by including non-members and freelancers and by using survey results and wider data to discuss the composition of those working in professional contexts (racial, gender, socio-economic, age, disability), employment status and conditions, practitioner attitudes to sectoral activities and institutional arrangements, training and development, governance, diversity and inclusion. Report link: https://www.arts.ac.uk/__data/assets/pdf_file/0040/398893/The-UK-Branded-Content-Industry_Report-and-Survey.pdf.

Media appearance:

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