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The Future of Digital Transformation in Omnichannel Marketing Approach: A Conceptual Study for Higher Education

Yıl 2023, Cilt: 12 Sayı: 3, 1596 - 1618, 30.09.2023
https://doi.org/10.15869/itobiad.1274151

Öz

The advent of mobile channels, tablets, and social media, integrated with online and offline retail, has enabled customers to experience a seamless and trouble-free shopping process utilizing multiple distribution and communication channels. This comprehensive approach, known as omnichannel marketing, has instigated a major shift in the retail sector. The holistic approach, successfully implemented in the marketing field, is also being employed effectively and efficiently in other areas. The growing importance of digital technologies in education is making the application of omnichannel strategies increasingly crucial in higher education. These strategies provide advantages such as increasing student satisfaction, reaching a wider audience, and making the learning environment more flexible and mobile. This study aims to address the gaps in the current roadmap for implementing omnichannel strategies and applications in higher education. To this end, the study first examines the fundamental principles of the omnichannel marketing approach, the importance of digital technologies in higher education, application challenges, and advantages of the omnichannel approach in higher education, based on information from successful applications. In light of this information, an application model has been developed on how higher education institutions can integrate the omnichannel approach and applications into their systems. Furthermore, the best practices and success factors for omnichannel applications in higher education have been determined, providing recommendations for universities aiming to provide students with a successful digital transformation and a consistent learning and service experience. The study contributes to the literature by serving as a guide for higher education institutions in meeting student expectations and communicating with omnichannel marketing strategies. It also offers application success factors and suggestions for future work for universities aiming to provide a successful digital transformation, a consistent learning and service experience, and student satisfaction.

Kaynakça

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  • Ambavle, N. (2023). Omnichannel Customer Experience – Vantage Point for Holistic Engagement. https://www.annexcloud.com/blog/omnichannel-customer-experience-vantage-point-holistic-engagement/ Erişim Tarihi: 15.03.2023.
  • Anthill (2022). Omnichannel in pharma: Meaning, strategy and best practice. https://www.anthillagency.com/omnichannel-pharma-guide Erişim Tarihi: 01.03.2023.
  • Aswani, R., Kar, A.K., Ilavarasan, P.V., Dwivedi, Y.K. (2018). Search engine marketing is not all gold: Insights from Twitter and SEOClerks. Int. J. Inf. Manag. 38, 107–116.
  • Barnes & Noble (2023). History. https://www.barnesandnobleinc.com/about-bn/history/ Erişim Tarihi: 01.03.2023.
  • Başaran, S. E. (2022): Çoklu kanallı, kanallar arası etkileşimli ve bütüncül pazarlama yöntemleri hakkında. https://www.pitstop.com.tr/omni-channel-multi-channel-pazarlama/ Erişim Tarihi: 01.03.2023.
  • Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170-178.
  • Belandria, J. (2022). Benefits of omnichannel in educational institutions. https://www.gb-advisors.com/omnichannel-in-educational-institutions/ Erişim Tarihi: 01.03.2023.
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  • Burroughs, A. (2021). Protecting Both Privacy and Security in Higher Ed. https://edtechmagazine.com/higher/article/2021/08/protecting-both-privacy-and-security-higher-ed Erişim Tarihi: 01.03.2023.
  • Caldwell, A. (2022). What is Omnichannel? Benefits and strategies. https://www.netsuite.com/portal/resource/articles/ecommerce/omnichannel.shtml Erişim Tarihi: 01.03.2023.
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  • CBInsights (2021). The technology driving the omnichannel retail revolution. https://www.cbinsights.com/research/report/omnichannel-retail-technology/ Erişim Tarihi: 01.03.2023.
  • Centric Digital (2016). Barnes & Noble needs to improve its customer experience. https://www.centricdigital.com/blog/barnes-noble-needs-to-improve-its-customer-experience Erişim Tarihi: 15.03.2023.
  • Chaudhary, S. (2020). Higher education student omnichannel experience: Leveraging data ıntegration to deliver omni-channel student experience in Higher Ed. https://plumlogix.com/higher-education-student-omnichannel-experience-leveraging-data-integration-to-deliver-omni-channel-student-experience-in-higher-ed/ Erişim Tarihi: 15.03.2023.
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Bütüncül Kanal Pazarlama Yaklaşımında Dijital Dönüşümün Geleceği: Yükseköğretime Yönelik Kavramsal Bir Araştırma

Yıl 2023, Cilt: 12 Sayı: 3, 1596 - 1618, 30.09.2023
https://doi.org/10.15869/itobiad.1274151

Öz

Mobil kanalların, tabletlerin ve sosyal medyanın ortaya çıkışı, bu yeni kanalların ve cihazların çevrimiçi ve çevrimdışı perakendecilikle entegrasyonu sayesinde, müşterilerin alışveriş süreçlerinde çoklu dağıtım ve iletişim kanallarını kullanarak kesintisiz ve sorunsuz bir deneyim yaşamalarına imkân tanımıştır. Bütüncül kanal (omnichannel) pazarlama olarak adlandırılan bu bütüncül yaklaşım, perakende sektöründe büyük bir dönüşüme yol açmıştır. Pazarlama alanında başarılı şekilde uygulanan bütüncül yaklaşım, başka alanlarda da etkin ve verimli olarak kullanılmaktadır. Eğitim dünyasındaki dijital teknolojilerin sürekli artan önemi, yükseköğretimde bütüncül kanal stratejilerinin uygulanmasını gittikçe daha önemli kılmaktadır. Bu stratejiler, öğrenci memnuniyetini artırmak, daha geniş kitlelere ulaşmak ve öğrenme ortamını daha esnek ve mobil hale getirmek gibi avantajlar sunmaktadır. Bu çalışmanın amacı, yükseköğretimde bütüncül kanal stratejilerinin ve uygulamalarının nasıl hayata geçirileceğine dair mevcut yol haritasının eksikliklerini gidermektir. Bu amaçla, çalışma öncelikle bütüncül kanal pazarlama yaklaşımının temel ilkeleri, yükseköğretimde dijital teknolojilerin önemi, uygulama zorlukları ve yükseköğretimde bütüncül kanal yaklaşımının avantajları, başarılı uygulamalardan elde edilen bilgiler incelenmiştir. Bu bilgiler ışığında, yükseköğretim kurumlarının bütüncül kanal yaklaşımını ve uygulamalarını sistemlerine nasıl entegre edebilecekleri konusunda bir uygulama modeli oluşturulmuştur. Ayrıca, yükseköğretimde bütüncül kanal uygulamaları için en iyi uygulamalar ve başarı faktörleri belirlenmiş, bu sayede öğrencilere başarılı bir dijital dönüşüm, tutarlı bir öğrenme ve hizmet deneyimi sağlama hedefinde olan üniversitelere öneriler sunulmuştur. Çalışmanın literatüre katkısı, yükseköğretim kurumlarına bütüncül kanal pazarlama stratejileri ile öğrenci beklentilerini karşılamada ve iletişim kurmada bir rehber olmasıdır. Ayrıca, başarılı bir dijital dönüşüm, tutarlı bir öğrenme ve hizmet deneyimi ve öğrenci memnuniyeti sağlamayı hedefleyen üniversitelere yönelik uygulama başarı faktörleri ve gelecek çalışmalar için öneriler sunmaktadır. Bu çalışma, bütüncül kanal pazarlama stratejilerinin yükseköğretimde nasıl etkili bir şekilde uygulanabileceğini anlamaya ve bu alanda başarıya ulaşmak için bir yol haritası çizmeye yardımcı olmayı hedeflemektedir.

Kaynakça

  • Aldhafeeri, F., & Male, T. (2020). Digital Technologies in Higher Education, Learning Challenges. In: Arthur Tatnall (eds.), Encyclopedia of Education and Information Technologies (pp. 1-5). Springer, Cham. https://doi.org/10.1007/978-3-319-60013-0_250-1
  • Ambavle, N. (2023). Omnichannel Customer Experience – Vantage Point for Holistic Engagement. https://www.annexcloud.com/blog/omnichannel-customer-experience-vantage-point-holistic-engagement/ Erişim Tarihi: 15.03.2023.
  • Anthill (2022). Omnichannel in pharma: Meaning, strategy and best practice. https://www.anthillagency.com/omnichannel-pharma-guide Erişim Tarihi: 01.03.2023.
  • Aswani, R., Kar, A.K., Ilavarasan, P.V., Dwivedi, Y.K. (2018). Search engine marketing is not all gold: Insights from Twitter and SEOClerks. Int. J. Inf. Manag. 38, 107–116.
  • Barnes & Noble (2023). History. https://www.barnesandnobleinc.com/about-bn/history/ Erişim Tarihi: 01.03.2023.
  • Başaran, S. E. (2022): Çoklu kanallı, kanallar arası etkileşimli ve bütüncül pazarlama yöntemleri hakkında. https://www.pitstop.com.tr/omni-channel-multi-channel-pazarlama/ Erişim Tarihi: 01.03.2023.
  • Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170-178.
  • Belandria, J. (2022). Benefits of omnichannel in educational institutions. https://www.gb-advisors.com/omnichannel-in-educational-institutions/ Erişim Tarihi: 01.03.2023.
  • Brown, J. S. & Adler, R. P. (2008). Minds on fire: Open education, the long tail, and learning 2.0. Educause Review, 43(1), 16.
  • Burroughs, A. (2021). Protecting Both Privacy and Security in Higher Ed. https://edtechmagazine.com/higher/article/2021/08/protecting-both-privacy-and-security-higher-ed Erişim Tarihi: 01.03.2023.
  • Caldwell, A. (2022). What is Omnichannel? Benefits and strategies. https://www.netsuite.com/portal/resource/articles/ecommerce/omnichannel.shtml Erişim Tarihi: 01.03.2023.
  • Cambridge Dictionary (2023). Multichannel. https://dictionary.cambridge.org/us/ dictionary/english/multichannel Erişim Tarihi: 01.03.2023.
  • Cassab, H., & MacLachlan, D. L. (2009). A consumer-based view of multi-channel service. Journal of Service Management, 20(1), 52-75.
  • CBInsights (2021). The technology driving the omnichannel retail revolution. https://www.cbinsights.com/research/report/omnichannel-retail-technology/ Erişim Tarihi: 01.03.2023.
  • Centric Digital (2016). Barnes & Noble needs to improve its customer experience. https://www.centricdigital.com/blog/barnes-noble-needs-to-improve-its-customer-experience Erişim Tarihi: 15.03.2023.
  • Chaudhary, S. (2020). Higher education student omnichannel experience: Leveraging data ıntegration to deliver omni-channel student experience in Higher Ed. https://plumlogix.com/higher-education-student-omnichannel-experience-leveraging-data-integration-to-deliver-omni-channel-student-experience-in-higher-ed/ Erişim Tarihi: 15.03.2023.
  • Chopra, S. (2015). How omnichannel can be the future retailing. Journal of the Indian Institute of Management Calcutta, Springer; Indian Institute of Management Calcutta, 43(2), 135-144. https://doi.org/10.1007/s40622-015-0118-9
  • Coleman, M., & Berge, Z. L. (2018). A Review of Accessibility in Online Higher Education. Online Journal of Distance Learning Administration, 21(1), 1-7. https://ojdla.com/archive/spring211/coleman_berge211.pdf Erişim Tarihi: 01.03.2023.
  • Connolly, M., Jones, N., & Turner, D. (2006). EGlearning: a fresh look. Journal of Higher Education Management and Policy, 18(3), 135.
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  • Georgia State Univesity (2023). Office of marketing and communications. Meet our team. https://robinson.gsu.edu/marcomm/ Erişim Tarihi: 01.03.2023.
  • Gomez, R. (2023). How the best omnichannel strategies combine sales, service and marketing. https://sproutsocial.com/insights/omnichannel-strategy/ Erişim Tarihi: 01.03.2023.
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  • Huré, E., Picot-Coupey, K., & Ackermann, C. L. (2017). Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, 39, 314-330.
  • Hübner, A., Kuhn, H., & Wollenburg, J. (2016). Last mile fulfilment and distribution in omni-channel grocery retailing: a strategic planning framework. International Journal of Retail & Distribution Management, 44(3), 228-247. http://dx.doi.org/10.1108/IJRDM-11-2014-0154
  • Hwang, Elina H., Nageswaran, L., & Cho, Soo-Haeng (2020). Impact of COVID-19 on omnichannel retail: Drivers of online sales during pandemic. Available at SSRN: https://ssrn.com/abstract=3657827 or http://dx.doi.org/10.2139/ssrn.3657827
  • Juaneda-Ayensa, E., Mosquera, A., & Sierra Murillo, Y. (2016). Omnichannel customer behavior: key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in psychology, 7, 1117.
  • Kamenetz, A. (2010). DIY U: Edupunks, edupreneurs, and the coming transformation of higher education, Chelsea Green Publishing.
  • Khurma, M. (2021). What an omnichannel approach to education can teach the business world. https://www.nasdaq.com/articles/what-an-omnichannel-approach-to-education-can-teach-the-business-world Erişim Tarihi: 01.03.2023.
  • Kirschner, Ann (2021). The future of higher education is... Omnichannel. https://www.forbes.com/sites/annkirschner/2021/09/02/the-future-of-higher-education-isomnichannel/?sh=1c912621325d Erişim Tarihi: 01.03.2023.
  • Knight, S. (2009). Effective practice in a digital age. Bristol, UK: JISC Innovation Group, University of Bristol.
  • Koyuncuoğlu, D. (2022). Tıbbi tanıtım ve pazarlamada omni-channel yaklaşımı ve uygulamaları. International Social Mentality and Researcher Thinkers Journal, 8(60), 1120-1126. http://dx.doi.org/10.29228/smryj.62973
  • Kozlenkova, I. V., Hult, G. T. M., Lund, D. J., Mena, J. A., & Kekec, P. (2015). The role of marketing channels in supply chain management. Journal of Retailing, 91(4), 586-609.
  • Kuali (2023). 4 Key Challenges of Digital Transformation for Higher Ed. https://www.kuali.co/post/challenges-digital-transformation-higher-education Erişim Tarihi: 01.03.2023.
  • Lazaris, C., Vrechopoulos, A. (2014). From multichannel to omnichannel retailing: Review of the literature and calls for research. Conference: 2nd International Conference on Contemporary Marketing Issues, (ICCMI). Athens, Greece. https://doi.org/10.13140/2.1.1802.4967
  • Lim, G. (2022). Trust and Satisfaction in Higher Education Improves, Listening Lags. https://www.qualtrics.com/news/trust-and-satisfaction-in-higher-education-improves-listening-lags/ Erişim Tarihi: 01.03.2023.
  • Lutkevich, B. (2023). Multichannel marketing. https://www.techtarget.com/ searchcustomerexperience/definition/multichannel-marketing Erişim Tarihi: 15.03.2023.
  • Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of Research in Interactive Marketing, 11(2), 185-197. https://doi.org/10.1108/JRIM-08-2016-0091
  • Marketing Evolution (2023). What is omnichannel marketing? Definitıon, tips, and examples. https://www.marketingevolution.com/knowledge-center/topic/marketing-essentials/omnichannel Erişim Tarihi: 15.03.2023.
  • Martin, F., Polly, D., Coles, S., & Wang, C. (2020). Examining higher education faculty use of current digital technologies: Importance, competence, and motivation. International Journal of Teaching and Learning in Higher Education, 32(1), 73-86.
  • McCue, lan (2019). Texas’ University Co-op meets omnichannel demands of students, fans. https://www.netsuite.com/portal/resource/articles/ecommerce/texas-university-co-op-meets-omnichannel-demands-of-students-fans.shtml Erişim Tarihi: 01.03.2023.
  • Melero, I., Javier Sese, F., & Verhoef, P. C. (2016). Recasting the customer experience in today’s omni-channel environment. Universia Business Review, 2016(50), 18-37.
  • Milliot, J. (2015). New Barnes & Noble Chief Touts “Omni-Channel” Approach. https://www.publishersweekly.com/pw/by-topic/industry-news/bookselling/article/68 041-new-b-n-chief-touts-omni-channel-approach.html Erişim Tarihi: 01.03.2023.
  • MIT Omnichannel Education Lab (2023). Why the MIT Omnichannel Education Lab? https://omniedulab.mit.edu/ Erişim Tarihi: 01.03.2023.
  • Moser, E., & Bezyak, J. L. (2020). Accessibility in College Online Learning Curriculum. https://rockymountainada.org/resources/research/accessibility-college-online-learning-curriculum Erişim Tarihi: 15.03.2023.
  • National Federation of the Blind (2023). Higher Education Accessibility Online Resource Center. https://nfb.org/programs-services/center-excellence-nonvisual-access/higher-education-accessibility-online-resource Erişim Tarihi: 01.03.2023.
  • Njenga, J. K., & Fourie, L. C. H. (2010). The myths about e‐learning in higher education. British journal of educational technology, 41(2), 199-212.
  • Office of Educational Technology (2023). Privacy. https://tech.ed.gov/privacy/ Erişim Tarihi: 01.03.2023.
  • O’Rourke, S. (2023). 8 education trends to watch in 2023. https://www.ringcentral.com/ us/en/blog/education-trends-2023/ Erişim Tarihi: 15.03.2023.
  • Peltola, S., Vainio, H., & Nieminen, M. (2015). Key factors in developing omnichannel customer experience with finnish retailers. Paper presented at the International Conference on HCI in Business 2015, Cham.
  • Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5- 16.
  • Ralhan, B. D. (2022). How Has the Omnichannel Learning Model Come to the Education Sector and Revolutionized the Entire Education Landscape? https://www.highereducationdigest.com/how-has-the-omnichannel-learning-model-come-to-the-education-sector-and-revolutionized-the-entire-education-landscape/ Erişim Tarihi: 01.03.2023.
  • Raol, J. (2021). How To Increase Student Enrollment: 5 Omnichannel Marketing Strategies That Boost Program Visibility. https://www.frescodata.com/blog/how-to-increase-student-enrollment-5-omnichannel-marketing-strategies-that-boost-program-visibility/ Erişim Tarihi: 01.03.2023.
  • Rodríguez-Torrico, P., Cabezudo, R. S. J., & San-Martín, S. (2017). Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior. Computers in Human Behavior, 68, 465-471.
  • Sadler, C. (2020). Privacy Considerations in Higher Education Online Learning. https://d1y8sb8igg2f8e.cloudfront.net/documents/Privacy_Considerations_in_Higher_Education_Online_Learning_2020-10-22_154612_JNk73qJ.pdf Erişim Tarihi: 01.03.2023.
  • Samantha, C. (2022). Implementing an omni-channels strategy to better engage with students. https://studyportals.com/blog/implementing-an-omni-channels-strategy-to-better-engage-with-students/ Erişim Tarihi: 15.03.2023.
  • Sengupta, M., & Sengupta, N. (2014). Omni-channel retailing: Enriching buyers experience. Asian Journal of Research in Marketing, 3(6), 214-222.
  • Shankar, A., Jain, S. (2021). Factors affecting luxury consumers’ webrooming intention: A moderated-mediation approach. J. Retail. Consum. Serv. 2021, 58, 102306.
  • Simon, H. (1959). Theories of Decision-Making in Economics and Behavioral Science. Am. Econ. Rev. 1959, 49, 253–283.
  • Simone, A., & Sabbadin, E. (2018). The new paradigm of the omnichannel retailing: Key drivers, new challenges and potential outcomes resulting from the adoption of an omnichannel approach. International Journal of Business and Management, 13(1), 85–109. https://doi.org/10.5539/ijbm.v13n1p85
  • Sousa, R., & Voss, C. A. (2006). Service quality in multichannel services employing virtual channels. Journal of Service Research, 8(4), 356−371. https://doi.org/10.1177/1094670506286324
  • Sun, Y., Yang, C., Shen, X.L., Wang, N. (2020). When digitalized customers meet digitalized services: A digitalized social cognitive perspective of omnichannel service usage. Int. J. Inf. Manag. 54, 102200.
  • Stein, A., & Ramaseshan, B. (2016). Towards the identification of customer experience touch point elements. Journal of Retailing and Consumer Services, 30, 8-19.
  • Sürer, G. A. (2020). Eğitimde dijitalleşme çağı. Kapadokya Eğitim Dergisi, 1(1), 28-34.
  • Team Mediaocean (2022). What is omnichannel marketing? https://www.mediaocean.com/ what-is-omnichannel-marketing Erişim Tarihi: 01.03.2023.
  • Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005.
  • Viano, A. (2023). How to create a flexible learning environment in Higher Ed. Students, instructors and their institutions can benefit from spaces designed with flexibility in mind. https://edtechmagazine.com/higher/article/2023/01/how-create-flexible-learning-environment-higher-ed-perfcon Erişim Tarihi: 01.03.2023.
  • Weinberg, B., Parise, S., & Guinan, P. (2007). Multichannel marketing: Mindset and program development. Business Horizons, 50(5), 385-394
  • Williams, J. (2022). Education must evolve from an omnichannel perspective. https://fashionunited.com/education/news/education-must-evolve-from-an-omnichannel -perspective/2022063048392 Erişim Tarihi: 01.03.2023.
  • Yükseköğretim Kalite Kurulu (2020). Yükseköğretim Değerlendirme ve Kalite Güvencesi – Durum Raporu. https://yokak.gov.tr/Common/Docs/Site_Activity_Reports/ DurumRaporu2020.pdf Erişim Tarihi: 01.03.2023.
  • Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018). The impact of channel integration on consumer responses in omnichannel retailing: The mediating effect of consumer empowerment. Electronic Commerce Research and Applications, 28, 181−193. https://doi.org/10.1016/j.elerap.2018.02.002.
  • Zhu, J., Goraya, M., Cai, Y. (2018). Retailer–Consumer Sustainable Business Environment: How Consumers’ Perceived Benefits Are Translated by the Addition of New Retail Channels. Sustainability 2018, 10, 2959.
Toplam 78 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Strateji, Yönetim ve Örgütsel Davranış (Diğer)
Bölüm Makaleler
Yazarlar

Deniz Koyuncuoglu 0000-0002-4068-8386

Mehmet Etlioğlu 0000-0001-5341-5777

Alaaddin Selçuk Köylüoğlu 0000-0003-0359-1443

Erken Görünüm Tarihi 21 Eylül 2023
Yayımlanma Tarihi 30 Eylül 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 12 Sayı: 3

Kaynak Göster

APA Koyuncuoglu, D., Etlioğlu, M., & Köylüoğlu, A. S. (2023). Bütüncül Kanal Pazarlama Yaklaşımında Dijital Dönüşümün Geleceği: Yükseköğretime Yönelik Kavramsal Bir Araştırma. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 12(3), 1596-1618. https://doi.org/10.15869/itobiad.1274151
İnsan ve Toplum Bilimleri Araştırmaları Dergisi  Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.