Murat Fatih TUNA

Bu calismada; hedonik alisveris motivasyonlari, teknoloji yenilikciligi ve mobil uygulamalar uzerinden satin alma niyeti arasindaki iliskilerin tespit edilmesi amaclanmaktadir. Arastirma kapsaminda, mobil alisveris uygulamasi kullanan 398 kisiden, yuz yuze anket uygulamasi yardimiyla veriler toplanmistir. Elde edilen verilere, faktor analizi ve korelasyon analizi yapilmistir. Calisma bulgularina gore; hedonik alisveris motivasyonlarindan bazilarinin teknoloji yenilikciligi ile bazilarinin ise mobil uygulamalar uzerinden satin alma niyeti ile iliskisi belirlenmistir. Teknoloji yenilikciligi ile mobil uygulamalar uzerinden satin alma niyeti arasinda herhangi bir iliski belirlenememistir. Calisma kapsaminda ele alinan hedonik alisveris motivasyonlari, teknoloji yenilikciligi ve mobil uygulamalar uzerinden satin alma niyeti duygularinin birbirleriyle iliskisinin belirlenmeye calisilmasi ozgun deger tasimaktadir. Arastirma surecinde karsilasilan kaynak ve zaman yetersizligi, bu calismani...

Müşterilerden gelen geri bildirimlerin hızlı ve etkili biçimde değerlendirilmesi, müşterilerle uzun vadeli ilişkilerin kurulabilmesinin gerekliliklerinden biridir. Bu süreçte verimliliğin sağlanması, bilişim teknolojisinin etkin biçimde kullanılmasını zorunlu kılmaktadır. Karmaşık hizmet demetine sahip olan otel işletmeleri gerek konaklama rezervasyonu gerekse hizmet deneyimlerine ilişkin yorum ve değerlendirmeler elde edebilmek amacıyla çevrimiçi rezervasyon sitelerinden faydalanmaktadırlar. Bu çalışmada, yorum dışı müşteri verilerinden hareketle Antalya ilindeki otellere ilişkin hizmet algısının değerlendirilmesi amaçlanmıştır. Burada kullanılan yorum dışı veriler, müşteriler tarafından yorumlara eklenilen otel hizmet kalite kriterlerine yönelik memnuniyet ve tercihlerini belirten derecelendirmelerden ve müşteri bilgilerinden oluşmaktadır. Araştırma kapsamında toplamda 164 otele ait veri analiz edilmiştir. Araştırmadaki tüm hizmet kriterlerinde yurtdışından gelen müşterilerin, yur...

This study examines the relationship between the online labour force and real economic factors. Since the Online labour index is one of the main determinants of the GIG economy, this study also reveals which macroeconomic variables the GIG economy is based on. The aim of the study is to determine the effect of real economic factors (unemployment, economic growth, inflation) on the count of online platform users. As a result of the econometric analysis conducted with Turkey's data set for the period of June 2017 -January 2021, it has been determined that real economic factors have a statistically significant effect on the count of online platform users. According to the results of the analysis, the increase in unemployment rate and economic growth will cause an increase in the count of online platform users, while increase in inflation will cause an opposite effect.

Bu çalışma, yeşil süreç inovasyonu ile rekabet avantajı arasındaki ilişkide yeşil marka imajı ve marka değerinin paralel çoklu aracı etkilerini ortaya çıkarmayı amaçlamaktadır. Bu amaç doğrultusunda temizlik ürünleri kategorisinde yer alan bir markanın yapmış olduğu yeşil süreç inovasyonu projesi değerlendirilmeye alınmıştır. Araştırma için veriler, kolayda örnekleme yöntemi ve çevrimiçi anket aracılığıyla gönüllü katılımcılardan elde edilmiştir. Toplanan veriler açıklayıcı ve doğrulayıcı faktör analizi ile ön teste tabi tutulmuş ve sonrasında araştırma varsayımlarını 534 katılımcıyla sınamak için yapısal eşitlik modellemesi kurularak paralel çoklu aracılık analizi yapılmıştır. Bulgulara göre yeşil süreç inovasyonu yeşil marka imajı üzerinde doğrudan pozitif etkiye sahip olmasına rağmen yeşil marka değeri üzerinde aynı yönde etkiye sahip değildir. Ayrıca yeşil süreç inovasyonu ile rekabet avantajı arasında doğrudan ilişki gözlenmemiştir. Böylece yeşil marka imajı ve yeşil marka değeri değişkenleri bu ilişkide tam aracı rol oynamıştır. Paralel çoklu aracılık rolleri incelendiğinde yeşil süreç inovasyonu öncülüyle yeşil marka değerinin (R2=0,731) rekabet avantajı üzerinde yeşil marka imajından (R2=0,637) daha güçlü bir pozitif etkiye sahip olduğu tespit edilmiştir. Markaların yeşillenmesi ve bunun davranışsal niyetlere yansıması ile ilgili çalışmalar artsa da işletmelerin rekabet avantajı kazanmalarında, üretim süreçlerinde yeşil inovasyon yapmalarının ne düzeyde etkiye sahip olduğu sınırlı sayıda teorisyen tarafından araştırılmıştır. Bu nedenle mevcut çalışma literatüre katkı sağlayarak uygulayıcılara birtakım çıkarımlarda bulunmaktadır.

Klasik duygu analizi yöntemlerinden farklı olarak hedef tabanlı duygu analizi (HTDA), birden fazla kategorinin olduğu karmaşık yapıdaki çevrimiçi tüketici geribildirimlerini değerlendirmede daha başarılı bir performans ortaya koyabilmektedir. Nitekim bir platformda yer alan tüketici geri bildirimleri bir ürüne ilişkin birden farklı hedefe atfedilebilmektedir ve standart duygu analizleri bu geribildirimleri analiz etmede yetersiz kalmaktadır. Literatürdeki gelişmeler gözden geçirildiğinde, HDTA çalışmalarının, duygu analizine odaklanan diğer çalışmalar içinde oldukça popüler olduğu anlaşılmaktadır. SemEval ABSA-2016 yarışmasında, HTDA için 8 farklı dilde veri setleri yayınlanmış ve ekipler duygu analizi için yarışmışlardır. Yarışmada hedef terim, kategori ve duygu sınıfı tespit etmek gibi farklı alt görevler bulunmaktadır. Bu alt görevlerin içindekilerden biri, hedef terimin tespit edilmesidir. Türkçe dili için HTDA çalışmaları oldukça sınırlıdır. Farklı diller ve farklı kelime temsi...

Increasing consumer interaction thanks to the development of communication facilities has great importance on company decisions. Digital transformation, one of these decisions, necessitated the transfer of actual business processes to digital. The central dynamic that reveals this necessity is the digitalization of the consumer. With the digitalization of the consumer, the attitudes of the companies towards the consumers and the expectations of the consumers from the companies have changed. In this context, it has been aimed to compile and examine the studies
with the keywords "customer" and "consumer" in the publications on digital transformation in the WOS (Web of Science) database. Therefore, this study examines academically qualified studies on both digital transformation and consumers through a conceptual framework. On digital transformation, a current concept, some remarkable consumer-oriented studies have been carried out in Germany, Russia, Italy, the USA, Spain, and England. It has been observed that the keywords of digitalization, big data, e-commerce, artificial intelligence, machine learning, and digital
entrepreneurship are the subject matters studied in this context. These are the most frequently used keywords in digital transformation and digital consumer. It also reveals possible literature gaps on which future studies in this context can
focus. The research results extracted from 432 studies provide an overview of the studies on the digital transformation between 2010-2021. It also contributes to the literature by visualizing the role of the consumer in digital transformation.

Consumers' awareness of protecting nature has enabled studies to prevent unnecessary use of existing resources and to increase the use of renewable energy resources with the increase in environmental awareness. It is a manifestation of this understanding of using products made from recycled materials. In this context, this study aims to reveal the factors that affect the consumers' intention to buy clothes made from recycled materials. For this purpose, data were collected online from a total of 462 people over the age of 18 on 25 January-3 February 2021.In the study, the validity and reliability of the scale, which was first translated into Turkish, were revealed. Then, the research model was subjected to Path Analysis with PLS-SEM. As a result of the analysis, it was seen that environmental concern, willingness to pay and perceived value had a positive effect on consumers' intention to buy recycled clothes, but personal norms did not. However, in general, these four factors have been found to have an effect of approximately 63% on the consumers' intention to buy recycled clothes.
Key Words: Recycled Clothing, Environmental Concern, PLS-SEM

In the feedbacks requested from the consumers within their own consciousness, it is seen that they can exhibit a different and more positive attitude towards a product or service. However, online feedback, which is optionally added by the consumer, is evaluated as a potential tool for understanding customers correctly. It is thought that examining the consumer feedbacks to the applications in the stores that provide applications to smartphones is important for determining the strategies of both these initiatives and the competitors that will take these initiatives as an example. In this context, the aim of the study is to examine the customer comments made to the Netlix application via the Google Play Store with machine learning-based sentiment analysis. In the classiication of sentiments, support vector machines (SVM), Naïve Bayes (NB) and decision trees (DT) from machine learning algorithms were used as methods. As a result of the study, sentiments were classiied with an accuracy value of 84.4% and the highest success performance was achieved with the DT method. It is possible that the results obtained in the study and the comments made on
the Google Play Store can be used as a decision argument in determining the strategies of mobile enterprises and platforms. In addition, the path followed in this study will help digital platforms make quick decisions based on customer feedback.

ÖZET Kurumsal Sosyal Sorumluluk (KSS) üzerine yapılan çalışmalar tarandığında genellikle konunun firmalar açısından ele alındığı görülmektedir. Satış personellerinin müşteri tutumunun şekillenmesinde ve şirket itibarının müşteri üzerinde birincil elden oluşturulmasında büyük önemi vardır. KSS faaliyetlerinin sağlıklı bir iletişim sürecinde aktarılması ve verimliliği açısından bakıldığında da satış personellerinin Kurumsal Sosyal Sorumluluk algısı daha da önem kazanmaktadır. Bu çalışma nispeten farklı bir bakış açısıyla Sivas ilindeki beyaz ve elektronik eşya sektörlerinde çalışan satış personelinin kurumsal sosyal sorumluluk algısını araştırmayı amaçlamaktadır. Beyaz eşya ve elektronik eşya sektörlerinin birbirlerini tamamlayan teknoloji yoğun ve inovatif (yenileşimci) sektörler olmasından ve bu iki sektör arasındaki endüstriyel benzerliğinden dolayı, bu sektörlerin satış personeli örneklem grubu olarak belirlenmiştir. Bu amaçla katılımcılara 22 sorudan oluşan bir anket hazırlanmış ve 111 satış personeline uygulanmıştır. Anketten elde edilen veriler kümeleme analizine tabi tutulmuş ve kümeler öklidyen uzaklıkların kullanıldığı K-Ortalamalar yöntemi ile oluşturulmuştur. Böylelikle satış personelinin kurumsal sosyal sorumluluk profilleri ile nitelikleri belirlenmiş ve böylelikle kurumsal sosyal sorumluluk algısının bir satış personelinin profilini belirlemede ayırıcı bir etkisinin olduğu saptanmıştır. Doğru ayrımın yapılabilecek küme sayısı üç olarak belirlenmiştir ve ayrıca kurumsal sosyal sorumluluk algısına sahip olan çalışanların 21 yaş ve altında oldukları ortaya çıkmıştır. Çalışmanın, satış personelinin kurumsal sosyal sorumluluk algısına odaklanan diğer çalışmalara katkısağlayabileceği düşünülmektedir.

Owning a residence is also considered as an investment tool, determining the price of a residence with the desired properties has become one of the most important questions to be answered in social life. In this study, price estimations of residences located in nine of the central districts of Ankara city (Turkey) were carried out via multi linear regression model and geographical distributions of these residences were revealed on GIS environment to perform various query, spatial analysis and documentation operations. In addition, thematic maps regarding residence prices in the study region were produced.

Marketing is art of drawing attention of both current and potential customers to a commercial good, service, knowledge or idea and creating an effective demand to the same type of the product. One of the most fundamental humanistic needs in the long history of humanity,  sheltering, has taken the shape of housing throughout the process of urbanization. Structure of residence which is thought as an investment instrument, makes the topic of residence marketing important as well. Residence marketing has to be evaluated in the context of two important factors, price and location, which influence residence sales because of its own nature of being a preferential good. In other saying, price and location are two basic factors that determine efficiency of residence marketing.
This study aims to investigate residence prices and its spatial distribution using Geographical Information Systems (GIS). In this regard, a comprehensive multiple regression analysis was conducted to predict prices of residences in the provinces which are in the borders of Metropolitan Municipality of Ankara (Akyurt, Altındağ, Çankaya, Etimesgut, Gölbaşı, Keçiören, Mamak, Sincan, Yenimahalle) using data of these residences and thematic (topical) maps generated from these data were submitted for users’ information. Spatial and non-spatial (verbal) data were integrated in the environment of Geographical Information Systems (GIS) in the meanwhile of generation of thematic maps. This study has the characteristics of both being a resource which is useful in real estate assessment for real estate firms and a helpful tool which can be used by current and potential homeholders in either residence buying or selling.

Social media can be used to gather both primary and secondary data during the formative research process to ensure that programs, products, and services are consumer oriented (Neiger et al., 2012). On the other hand, consumers have come to consider the informative effect of social media posts due to public closures during Covid-19 pandemics. Moreover, they became more sensitive and agitated to their health throughout the same period. The closures experienced during the pandemic process have led individuals to seek alternative methods that will improve their mental and physical health. This desire which is always present at a certain level causes more and more individuals to change into this seeking with the effect of digital transformation. Because it was possible to travel to some countries due to health-related issues during closure period, health tourism became more popular. Numbers from Turkey also support this view. In 2002, the share of health expenditures in tourism revenues of Turkey was 1%; however, this rate increased to 4.5% in 2020. According to TURKSTAT data, 388,150 patients expending USD preferred Turkey to receive health services, when as 662,087 patients expending 1.065.105.000 USD received health services in 2019, These numbers was 110,716 people and 196.734.000 USD only for the first quarter of 2021 (USHAŞ, 2022).
The fact that health tourism is discretionary and costly, it has created a resistance by consumers about this tourism (Smith & Puczko, 2014, p. 89). At this point, companies and private clinics providing health tourism services have discovered that individuals' awareness of this type of tourism can be increased by taking advantage of the viral effect of social media. It is thought that the increase in the intensity of use of social media, the pandemic and the approaches of health tourism providers cause an increase in the tendency of individuals to health tourism. At the same time, it can be deduced that the social media-based interaction of individuals who have experienced health tourism with others who have not experienced also reduces resistance to health tourism (Jagyasi, 2019).
According to Thornhill et al. (2017), an increase in the density of advertisements encountered on different platforms in social media, it can be expected that the number of consumers who experience any product or service will increase. Concordantly, it has been thought that it would be possible to have an idea about the service promise directed by the companies and private clinic doctors to consumers in social media posts for health tourism. Moreover, it should be accepted that e-WOM works effectively for health tourism, as the experiences of individuals who are not physically socialized and their socialization needs are satisfied in the virtual environment. Sharing of their experiences on social platforms is the main factor in the emergence of this interaction. This claim can also be verified by Abubakar & Ilkan (2016), because of their finding that e-WOM positively influences medical destination trust and intention to travel. Indeed, individuals share all of their experiences via e-WOM using social media. Additionally, social media have reshaped health information management in a variety of ways, ranging from providing cost-effective ways to improve clinician-patient communication and exchange health-related information and experience, to enabling the discovery of new medical knowledge and information (Zhou et al., 2018). Besides, Westerman et al. (2014) predicted a positive relationship between credibility and cognitive elaboration which makes social media a reliable knowledge source. This is why posts of social media users related to health tourism examined in this study.
By going back from the current date, over 2000 tweets posted by different users were examined, and 1000 of them containing textual expressions were included in the analysis. Tweets were crawled via WebHarvy software.  Stop words were excluded and the corpus was obtained from tweets. And finally, corpus was analyzed via Weka v.3.8 open source software. By using content analysis, frequently repeated words in the corpus were extracted after excluding stop words. Most mentioned nouns, adjectives and countries were determined in the analysis process. Top 5 of mentioned nouns among tweets were determined as wellness (24.70%), reshaping (20.45%), -therapy (16.30%), suffering (15.90%) and dentistry (13.80%); adjectives among tweets were determined as cosmetic (25.10%), dental (16.30%), bariatric (9.45%), orthopedic (8.30%), rejuvenated (6.15%), respectively. Another finding calculated in the study is that most repeated 5 country names in the corpus are India (11.70%), Costa Rica (8.10%), Taiwan (3.65%), Mexico (%2.45) and Indonesia (1.70%).
Based on the results of the analysis, it is understood that health tourism providers use the words in the focus of regeneration, recovery, wellness and treatment. Due to the economic uncertainties that started in 2017, it is noteworthy that material elements are not mentioned in advertisements or promotional texts not only in our country but also in foreign countries. It is understood from tweets that individuals are trying to create the perception that they will be in a better situation than their current state. Words of massage, hydrotherapy, mesotherapy, phytotherapy, aromatherapy were often used in the posts. Another interesting detail is that the words related to the physical features of the facility are less frequently in the posts. From this point of view, it is thought that consumers’ expectations were not about facilities’ physical capacity as well as health service providers desire. It is thought that the study is a guide for companies operating in the field of health tourism. It will be possible to make more specific inferences by adapting the study in specialized health tourism types such as spa, sanatorium, hair transplant, bariatric surgery, aesthetic surgery, eye surgery, dental treatment.
In the study, it was aimed to determine the most frequently words used by health tourism providers in advertisement due to the fact that these words are used by individuals sharing their experiences with each other. With such a result, it will be understood which theme individuals encounter in advertisements. At the same time, the opportunity to control themselves from the past to the present will be given to companies. In this way, both consumers and health tourism providers can develop their own strategies at the point of changing the content of advertisements and the number of customers. Additionally, consumers can increase their awareness of what companies offer, and company owners can review their right and wrong approaches in their promotion activities.

Keywords: Social Media, Health Tourism, Advertisement, Text Analytic, Document Frequency