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Yayın A study on customer perceptions and attitudes towards digital coupons(İzmir Katip Çelebi Üniversitesi, 2021-12-15) Akman, Yasemin; Türkmen, Hediye GamzeDigital coupons, generally considered as a marketing strategy to increase sales and customer loyalty, are important elements in the observation of customer attitudes and perceptions. The main question in the literature is whether these coupons should be redeemed or not, and their effectiveness is discussed depending on their use. However, even if digital coupons are not redeemed after they are acquired in online environments, the way they are obtained or perceived can provide marketers with information about customer attitudes and behaviors. This study aims to determine the effectiveness of digital coupons in digital business models based on consumers' perceptions and attitudes. Attitudes towards digital discount coupons were examined using 10 different dimensions and how these dimensions were influenced by various variables was questioned. The study surveyed 300 participants. As a result of the analysis, it was revealed that the impact of digital coupons on online purchase behavior should be considered from a holistic perspective. Accordingly, other benefits that coupons create for sellers should not be overlooked in addition to coupon redemption.Yayın Covid 19 effect on the transformation of marketing(PressAcademia, 2021-07-30) Şerifsoy, AnılPurpose- This paper aims to be an exploratory study that finds out the impacts of COVID-19 on marketing and enlightens further researchers on the topic. Methodology-- Internet-based research will be conducted to collect the fundamental information on the impacts of COVID-19 on marketing as secondary data. Findings- As a result of the research, As COVID-19 changed everything in our lives, consumer behavior has also changed which led to significant changes in marketing. Conclusion- This article is one of the first steps to make further researcher on the change in the marketing especially after the COVID-19 eras.Yayın The impact of social media and digital marketing on brand awareness and purchasing behavior of millennials in Istanbul(Suat Teker, 2025-07-30) Obeido, Nour Alhuda; Teker, SuatPurpose- This study aims to investigate the impact of social media and digital marketing on brand awareness and purchasing behavior of millennials residing in Istanbul. The research focuses on how digital platforms, particularly social media, influence consumer perceptions, shape buying decisions, and foster brand loyalty among this key demographic. Methodology- A quantitative research approach was utilized, employing a structured online questionnaire distributed among 403 millennials in Istanbul. Data collection was based on validated scales measuring perceived product quality, product perception, brand recall, brand recognition, and purchasing behavior. The data were analyzed using descriptive statistics, correlation, and multiple regression analysis through SPSS version 21 to determine the relationship between brand awareness measures and purchasing behavior. Findings- The results reveal that perceived product quality, product perception, brand recall, and brand recognition all have a significant positive impact on the purchasing behavior of millennials. The analysis showed no significant differences in purchasing behavior according to gender, age, or education. The findings highlight that millennials are highly influenced by digital marketing strategies and social media campaigns, which enhance brand awareness and drive purchase decisions. Conclusion- The research concludes that social media and digital marketing play a critical role in shaping brand awareness and influencing the purchasing decisions of millennials. Brands that focus on effective digital marketing strategies and active social media engagement are more likely to increase customer loyalty and boost sales among this demographic. The study suggests that digital marketers should develop creative and targeted content, collaborate with influencers, and leverage data analytics to further enhance engagement with millennials.Yayın The impact of social media and digital marketing on brand awareness and purchasing behavior of millennials in Istanbul(Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, 2025-06-17) Obeido, Nour Alhuda; Teker, Suat; Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler İçin MBA Yüksek Lisans Programı; Işık University, School of Graduate Studies, Master’s Program in Executive MBAThe current research aimed to define the level of brand awareness and the impact on the buying behavior of people due to the usage of social media platforms and digital marketing measures used by the brands. The research was planned to assess the impact on the millennials in Istanbul, Türkiye. The data was collected from the individuals residing in Istanbul with the help of an online questionnaire survey which was filled in by 403 participants. The collected data was analyzed by using SPPS version 21. Descriptive statistics, reliability analysis, mean difference test, correlation test, and regression were performed to get the outcomes of the research. Mavi, a renowned brand, was used to assess the impact on the buying decisions of customers. The findings revealed that the measures of brand awareness namely, “Perceived product quality, Product recognition, Brand recall, and Brand perception” influence the purchasing behavior of millennials. However, the purchasing decisions were not affected based on the demographics of the participants. Thus, the millennials who stay in Istanbul and use social media are influenced by the strategies used by marketers to purchase their brands. The research also revealed how digital marketing strategies are perceived by millennials in Istanbul and how social media interactions shape the purchasing process. This confirms that social media and digital channels play an important role in consumer behavior.
