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Yayın A statistical approach to web usability analysis(Işık Üniversitesi, 2007) Giritli, Efe Batur; Perdahçı, Nazım Ziya; Işık Üniversitesi, Fen Bilimleri Enstitüsü, Enformasyon Teknolojileri Yüksek Lisans ProgramıA survey is conducted on 35 experienced Internet users to asset the usability of Turkish e-Commerce Web sites. The data is collected using a 28 questions survey consisting of three categories. ANOVA method is used for the analysis of the survey data. The analysis indicate that the first category that includes questions about the usability of Web sites include three subcategories for both of the web sites as far as the usability is concerned. According to the survey, in general, even advanced Internet users find Turkish e-Commerce sites slightly useable.Yayın Factors influencing the customer purchase decision in B2B markets: a survey(Işık Üniversitesi, 2021-05-03) Oral, Çağdaş; Tuncay Çelikel, Aslı; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Executive MBA (İngilizce) Yüksek Lisans ProgramıThis thesis aims to understand the factors influencing customer purchase decision in B2B markets. Particularly, the mechanisms ensuring the continuity of business relationship between two types of companies namely: the producers of the corrugated box companies and the business buyers will be researched. In this analysis, factors were both investigated in the literature and verified by the authors own expertise in the industrial packaging industry. Three main factors were put into consideration for influencing the customer purchase decision in B2B, namely price, corporation image, and salesperson’s commitment and expertise. This exploratory research attempts to find evidence based on a survey analysis conducted on 129 respondents of corrugated box suppliers. The survey has been taking a place within the firms where their headquarters located in the Marmara Region of Turkey. These firms generally, produce and operate on Paper/Wood products, Metal, Electric and Electronic, Energy, Food, Automotive, Chemistry, Petroleum, Rubber and Plastic Industries. Propositions were developed and it was found that price, corporate image, and salesperson commitment are the most important factors that influence customer purchase decisions in B2B markets; besides COVID-19 pandemic is found as an moderating factor in this relationship. The findings demonstrate that salesperson commitment is especially an important factor to ensure the continuity of a business relationship between two companies.Yayın Digital marketing during the Covid-19 pandemic: a field study in the education sector(Işık Üniversitesi, 2022-06-14) Mirzayeva, Leyla; Yılmaz, Kemal Özkan; Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler için İşletme Yönetimi Yüksek Lisans ProgramıUsing the interactivity theory of marketing, the major goal of this research was to look into the effects of digital marketing elements (trendiness, interactivity, and attractiveness) on the performance of higher education institutions via the moderating function of online trust. The characteristics of digital marketing that were considered in this research were trendiness of services, digital marketing interaction, and attitude toward advertising. Using email and a self-administered questionnaire, data were gathered for this exploratory investigation. A total of 360 students from Azerbaijan's universities took part in the survey. SPSS 25 and Smart PLS 3 were used for data analysis. Students' performance at higher education institutions improves when they use fashionable and participatory digital marketing, according to the research. Academic achievement at universities has been shown to be significantly improved when students are exposed to engaging digital marketing campaigns. In the meanwhile, the link between university performance and internet trust is greatly moderated. With authorization, customers have the ability to regulate the flow of information and customize the communications they receive. Managers, on the other hand, profit greatly from co-creative projects. However, if the consumer considers the communications obtrusive, the efforts are for nothing.Yayın Impact of social media marketing tools on consumer buying behavior(Işık Üniversitesi, 2022-06-21) Younas, Sikandar; Özekan, Damla; Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler için İşletme Yönetimi Yüksek Lisans ProgramıThe use of social media is essential for the business organizations. Technology has made it easier for the customers to target the right and potential customer in an efficient manner. Business organization use social media to market their products and services by using different social media platforms. Generally, customer grabs information from different sources before making a purchase decision. The information extracted by customer from different sources allows a customer to take the right decision. A sample of 201 customers were taken through random sampling technique. The result of the study concludes that marketing through different social media platforms shapes the behavior of the customer.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.
