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    The deep technology wave and adaptation of businesses to the digitalization process: Europe as an example
    (Nova Science Publishers, Inc., 2023) Erarslan I.
    With the processes brought about by globalization, digital and technological developments have been going on for a very long time. It is stated that 20% of the public funds are allocated for digitalization under the Next Generation EU program. On 5 July 2022, the European Commission adopted the New European Innovation Agenda for Europe to be at the forefront of the new deep technology wave. Europe wants to take its place in the world with innovative solutions where the strongest talents in the field operate in cooperation with the strongest businesses and deep technology innovation grows and inspires the world globally. With the increasing importance of digitalization today, many businesses in Europe need to produce different solutions by taking advantage of technology and innovation. The technology sovereignty of Europe and International cooperation are among the topics discussed today. New business models are developed and presented as a holistic platform that entrepreneurs can use to prepare their businesses against changing and constantly evolving technologies. Because technology shows constant change, it is important for organizations to adapt to this alteration. The aim of this study is to examine deep technology initiatives that will transform the activities of businesses in Europe into digitalization and to emphasize the importance of businesses' adaptation to the digitalization process. In the study, temporary recovery instruments were used to support the economic recovery from the coronavirus pandemic and build a greener, more digital, and more resilient future Next Generation EU program 2021-2027. The data are collected from Eurostat, European Commission, DESI Digital Economy, and Society Index databases. The results of the study present that the EU's Digital Strategy has contributed to the EU countries of the Digital Transformission. © 2023 Nova Science Publishers, Inc. All rights reserved.
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    Research on the march 8th women's day-themed advertisement in Russia
    (IGI Global, 2022) Erarslan I.
    Social advertising is an important element that influences attitudes, beliefs, and behaviors. It also aims to make an impact by drawing attention to the fundamental social problems of different countries. In international digital marketing campaigns, International Women's Day is one of the contents used in advertisements with the corporate support of brands. The present research aims to examine what expressions were used to describe the admiration for the March 8th Women's Day-themed social advertisement in the Russian advertisement of Nike and whether the advertisement was perceived as feminist in the audience's verbal expressions. Considering the resource and time constraints, a YouTube sample was included. In the study, the content analysis technique was used and the main female characters as well as the expressions expressing admiration for the advertisement were analyzed. © 2022, IGI Global.