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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.Yayın The development of health systems and policies in Türkiye and Saudi Arabia : a comparative study between 1960 and 2020(Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, 2024-09-06) Alekhwan, Tasnim; Soykut Sarıca, Yeşim Pınar; Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler İçin MBA Yüksek Lisans Programı; Işık University, School of Graduate Studies, Master’s Program in Executive MBAThis study sought to compare Saudi Arabia's and Türkiye's health systems from 1960 to 2020. A comparative approach was used, using historical data, such as demographic information, life expectancy, infant mortality rate, urban and rural population, as well as the number of health professionals and the number of individuals per health professional. The budget of the Ministry of Health was also reviewed. From the state budget, gross domestic product, the number of hospitals and beds, and their distribution between the private and public sectors in each country. The study reached a number of conclusions, including that Türkiye and Saudi Arabia have made major changes in healthcare to make it better and more accessible over the past 60 years. The way healthcare is paid for differs, as Türkiye has a universal system and Saudi Arabia uses public and private insurance. Access to healthcare services has become easier now in both countries, but there are still problems in obtaining affordable and available treatment. Improving the quality of healthcare and maintaining patient safety are important focuses in both countries. They are investing in new infrastructure and technology. And healthcare systems in Türkiye and Saudi Arabia have their own unique characteristics. They face challenges in providing high-quality, affordable health care.
