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Yayın Effects of humor, mood and brand perception on consumer buying intention(Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, 2024-06-25) Khan, Muhammad Bilal; Özekan, Damla; Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler İçin MBA; Işık University, School of Graduate Studies, Executive MBAThis research examines the impact of mood, brand perception, and humor on purchase intention. The sole purpose of this study is to investigate the relationship amongst these variables and understand how they collectively impact how a consumer’s intention reaches and results in a purchase. It is recognized how important emotions are that play a crucial role in affecting consumer behavior and the growing importance of humor as a marketing tool in enhancing brand perception. By analyzing the interplay between mood, humor, brand perception, and purchase intention, this study will add and build upon the existing body of data in marketing and consumer psychology. The study employs a quantitative research methodology, utilizing survey questionnaires as the primary data collection tool. Through convenient sampling, 230 participants from Istanbul were asked to rate their mood, perceive the humor in marketing communications, evaluate brand perception, and indicate their intention which eventually leads them to buy a specific product or avail a certain service. Statistical analyses, such as correlation and regression, were used to investigate the relationships amongst the variables and analyze the predictive potential of mood, humor, and brand perception on purchase intention. The findings of this research offered a deeper dive with the insights, into the influence of mood, humor and brand perception on consumer’s purchase intention. It was found that positive mood and perceived humor in marketing communications positively affected brand perception, leading to increased purchase intention. The different connotations this research holds expand to marketing practitioners and brand managers, as it offers insights into the effective utilization of mood and humor in advertising campaigns to enhance brand perception and drive consumer purchase intention. By understanding the underlying mechanisms that link these variables, marketers can develop more targeted and persuasive marketing strategies.Yayın The impact of entrepreneurship education on Generation Z(Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, 2024-02-05) Haider, Areesha; Teker, Dilek; Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler İçin MBA; Işık University, School of Graduate Studies, Executive MBAThis thesis is based on measuring the effectiveness of entrepreneurship education on Generation Z. Measurements are made underlining the extent to which entrepreneurship education supports young individuals to form a positive attitude and behavior to start their own ventures, and the contribution of this education to young people's development of creativity and innovative skills in their career life is discussed. For this purpose, qualitative and quantitative analyses were applied using primary and secondary data collection methods. A sample of 201 people was surveyed. The purpose of this analysis is to determine how much Generation Z's thinking is influenced by entrepreneurship education. It examines how learning, personal development, materialistic goals and entrepreneurial aspirations interact. The research questionnaire was carefully and sensitively constructed to capture people's diverse perspectives. In order to measure the reliability and validity of the questions different statistical tests were performed including Descriptive Statistical analysis, Multiple Regression Analysis and Correlations analysis. The research survey is carefully and precisely constructed to capture the various viewpoints of people. The survey's findings showed that respondents' average scores on a wide range of questionnaire items were constantly high. This suggests that entrepreneurship education has a big impact on Generation Z's thinking. The dependability of the study questionnaire also confirmed reliable assessments of the underlying construct. The analysis's findings showed that entrepreneurship and a number of other parameters have positive relationships. These results contribute to a better comprehension of the relationship between entrepreneurship and education.
