Bulut Dülek

Due to the more effective use of social media tools and the further advancement of the internet, marketing efforts of brands have nowadays become more personal, fun, attractive and social. This study analyzes the impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty. Participants of the study consisted of 390 students currently enrolled at Van Yuzuncu Yil University. The research model and hypothesis built for the purpose of the study were tested with structural equation modelling. Results of the analyses concluded that social media advertisement awareness has an impact on brand awareness, brand awareness has an impact on brand image, brand image has an impact on brand attitude and brand attitude has an impact on brand loyalty.

The implementation of total quality management is an important factor in most organizations, especially educational institutions. Because it plays an important role in gaining employee satisfaction. The purpose of this study was to clarify the role of applying total quality management in increasing customer and employee satisfaction. In addition to defining the concept of total quality management that can be used to gain employee satisfaction and loyalty, and the relevant dimensions, and explaining methods of improvement for these dimensions. This study focuses on the extent of application of total quality management in educational institutions, so that educational institutions implement total quality management and then measure employee satisfaction. Where job satisfaction is one of the factors, and the mission is to influence the quality of service in the organization. The study stresses the importance of continuous research and review in all aspects and problems faced by educatio...

Gunumuz postmodern dusuncesinin ortaya cikardigi sonuclara bagli olarak gelisen tuketim karsitligi davranisi, tuketim eylemine genel veya secici olarak karsi durus anlamini ifade etmektedir.  Ozellikle tuketim eyleminin toplumsal sorunlara, kulturel bozulmalara, cevresel kaygilara ve etik degerlerin ihlaline neden oldugunu dusunen bireylerin artmasi ile birlikte tuketim karsitli eylemler daha fazla farkindalik olusturmaya baslamistir. Tuketim karsitliginda bireylerin yaklasimlari hem kisisel hem de toplumsal nedenlerden kaynakli olabilmektedir. Tuketim karsiti eylemlere yonelen gruplar kuresel etki odaklilar, pazar aktivistleri, basitlestiriciler ve baglilik karsiti tuketiciler olmak uzere kategorize edilmislerdir. Bu calisma da tuketim karsiti eylemlerde bulunan tuketici gruplarinin davranislari analiz edilmekte ve bu davranislara yonelik gelistirilebilecek pazarlama cabalarindan bahsedilmektedir.

Tuketim karsitliginin spesifik bir turu olarak karsimiza cikan marka kacinmasi, tuketicilerin belli bir markayi kasitli olarak terk etmesine veya ondan uzaklasmak istemesine yonelik davranis olarak ifade edilmektedir.  Bu arastirmanin konusu tuketicilerin GSM operatoru markalarina yonelik kacinma davranislarinin analizi olarak belirlenmistir. Bu calisma ile tuketicilerin bir markadan neden kacindiklari, kacinma davranisinda etkili olan faktorlerin ne oldugu ve kacinma davranislarinin hangi boyutlarda oldugu sorularina cevap bulunmaya calisilmistir. Arastirma amaci dogrultusunda olusturulan arastirma modeli ve kurulan hipotezler yapisal esitlik modellemesi ile test edilmistir. Arastirmanin orneklem buyuklugu 655 olarak belirlenmistir. Arastirma sonuclarina gore marka kacinmasi boyutlarinin tuketicilerin satin almayi birakma, olumsuz agizdan agiza iletisim ve online sikayet davranislari uzerinde genel olarak etkili oldugu sonucuna ulasilmistir.

Social media can be used at any time of the day and the easy accessibility of social media thanks to mobile devices offers marketers great opportunities to reach consumers using social media. The impact of social media on brand loyalty, E-WOM and intention to purchase is undoubtedly important. This study aims to investigate the effect of social media marketing on brand loyalty, electronic word of mouth communication and purchase intention, as well as the effect of brand loyalty and E-WOM on purchase intention. The sample of the study consists of 375 students from Yüzüncü Yıl University, following product or service brands on social media. Structural equation modeling was used to analyze the obtained data. In the study, it was concluded that social media marketing had a positive effect on brand loyalty and E-WOM, there was no positive effect on purchase intention and brand loyalty had a positive effect on purchase intention but E-WOM had no positive effect. According to the findings,...