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Yayın Factors encouraging and hindering a wider acceptance and more frequent utilization of mobile payment systems an empirical study among mobile phone subscribers in Turkey(Işık Üniversitesi, 2021-06-21) Coşkun, Ertan; Ferman, Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıConsidering the technological development in mobile payment technology, and extensive literature of technology adoption models; the current state of the related field needs to be examined in more detail to better understand current situation. Such an investigation may be invaluable to enable further expansion, consumer acceptance, market adoption, and help to improve the existing platforms’ usability. This research deals with determining the factors that affect adoption of mobile payment technology among consumers, in Turkey. It seeks to find any patterns and connections that may be of aid in framing an implementation strategy for facilitating further adoption. It has gathered different definitions of “mobile payment” in literatüre and used a consumer side definition. This study offers a different perspective by grouping constructs from a broader literature and provides a mobile payment acceptance model based on the constructs used in other studies. Previous studies have been performed with small groups of respondents. This study aims to perform the research model in a cosmopolitan city (Istanbul) where all sorts of mobile payment options are available in the market and in the time of a pandemic when remote delivery and online purchases are widely preferred compared to offline alternatives. A survey is conducted among mobile phone subscribers in Istanbul, Turkey for primary data collection phase of this research. Istanbul is the city that holds the biggest population and has the highest amount of mobile phone subscribers in the country. Istanbul’s current population is more than 15.6million and mobile phone subscriptions are more than 22million as of 2019. Survey responses have been analysed with structural equation modeling and results are presented in the corresponding sections. Empirical findings of the research show that factors such as usefulness, security, social influence, ease of use, enjoyment and innovativeness have positive effects on use of mobile payments among consumers. Factors such as attractiveness of alternatives and new technology anxiety have negative effects on use of mobile payments. This study has also discovered that intention to use mobile payments differ among demographic parameters such as education level and gender of respondents.Yayın Factors affecting understanding and applications of branded housing project marketing around the İstanbul metropolitan area(Işık Üniversitesi, 2015-01-28) Polat, Selçuk; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıMarketing is a very important issue to corporate success in today’s competitive business environment. Company’s growth and success can be strongly influenced by marketing practices. Developing marketing strategies can provide significant advantages for companies over their competitors. The aim of this study is to investigate the critical factors affecting understanding and applications of ‘branded housing project marketing’ around the Istanbul metropolitan area. Branding and market positioning depend on fulfillment of certain conditions and key criterion.It is known that the following criterion- structure of companies, quality of the product, professional services, marketing and communications perspectives- both constitute important process and leverage to increase the perceived value of a product or a company in the market. It is crucial for companies to build a solid brand in today's highly-competitive markets to benefit from the brand-related advantages such as, creating overall differentiation providing costumer encouragement and maintaining overall image of high quality. Nowadays, construction companies which build branded housing projects have already established themselves as prime actors of one of the leading and most dynamic sectors of the Turkish economy.It is an observed fact that the brand- related activities are becoming of a more strategic parameter in construction industry. In relation to this fact, each and every housing project aim to be related with a unique identity and brand image. Especially in residential real estate sector, due to the high economic values involved, marketing and sales activities are classified as crucial elements of corporate conduct.Yayın An exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketing(Işık Üniversitesi, 2020-01-20) Kurtoğlu, Ali Levent; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıSince almost two decades conditions that influence consumer purchase behaviour keep on changing in a dynamic manner which result in faster, better, more accurate and more precise managerial decisions’ necessity that are based on deep marketing insights. Although Kotler’s 4Ps and related policies do bare still the same importance to contribute to these marketing insights; How academicians interpret these according to varying conditions of the market structure and human needs, how companies acquire this data , how they apply it to their final solution to make the edge and deliver the superior value, how fast and how much resource they allocate to it, are thoroughly altered by the birth of neuromarketing methods. Having stepped further from baby steps to a more mature but still evolving marketing platform, neuromarketing methods such as fMRI, EEG, Eye Tracking, Virtual reality, Facial Coding and Biometrics make it possible to fill in the gap between how to reach needed consumer intrinsic perceptions and a product’s or service’s quality and/or price evaluation by the consumers amongst other marketing mix elements. This dissertation aims to be an exploratory study and targets to evaluate the perception and attitude among high ranking executive leaders in Turkish Fashion Industry towards applied neuromarketing along with how neuromarketing companies in Turkey that apply these methods and deduct meaningful strategic marketing and management pathways while interpreting the intersection and expose findings about current status along with possible future business solutions for both sides by using in-depth interviews. This dissertation aims to be an exploratory study and targets to evaluate the perception and attitude among high ranking executive leaders in Turkish Fashion Industry towards applied neuromarketing along with how neuromarketing companies in Turkey that apply these methods and deduct meaningful strategic marketing and management pathways while interpreting the intersection and expose findings about current status along with possible future business solutions for both sides by using in-depth interviews. There are three different phases of how the research was conducted. The initial phase includes a comprehensive review of current knowledge on academical databases about theoretical and applied neuromarketing globally as well as locally which aims to shed light on the definition, borders and usability of neuromarketing. The second stage covers in-depth interviews with fashion business leaders and neuromarketing company executives in Turkey which investigates how well neuromarketing is known, applied and what kind of future potentials as well as possible threads it may create for both sides Primary and secondary data are used in those stages to set the correct data. Final stage of the dissertation is about cross-matching the first-hand data with the neuromarketing review with a qualitative analysis and intends to summarize the current status on the perception of neuromarketing on business and the perspective of applicability of it in short- and long-term future.Yayın Boutique pastry management as a rising services marketing practice and a comprehensive survey of boutique pastries in İstanbul(Işık Üniversitesi, 2008) Demir, Gülper; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıConsumption of food and beverages always holds a place at the top of the list when we analyze the daily habits of consumption of human beings. The different behaviors of consumers towards food and beverage products force the relevant producers to define their consumer profiles and most appropriate marketing strategies in accordance with their target group . In food industry, customization of products can also be observed in addition to the traditional massive production strategies. Therefore, the number of enterprices like boutique pastries which produce customized products that both possess an artistic value and aims complete contentment of their customers as well is increasing very rapidly day by day in Istanbul. Although boutique pastries exist in service sector, they are forced to develop marketing strategies that are specific to their need due to the several reaons such as market demands and infinite diversity of the product opportunities, which carry artistic value. With this research , certain phenomena are explored: boutique business making customization of production and adding artistic value to the products. While conducting interviews with managers of boutique pastries provided us with information about the current state of the business, the surveys enabled us to learn more about the current state of the business, the surveys enabled us to learn more about purchase behaviours. As a result of this research, the most appropriate marketing methodologies for boutique pastry businesses are defined in accordance with the analyses consumer behaviours.Yayın Dynamics of designing and implementing effective change : an empirical evaluation of perception of general managers of leading companies in Turkey(Işık Üniversitesi, 2013-02-08) Tatlı, Serhat Zafer; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıIn today's business environment, it is a matter of fact that change is almost inevitable. Once change is taken into consideration, the neccessity to manage it emerges as a crucial function of management teams. Ignoring the importance of change can create catastrophic consequences for organizations. Because of this, many organizations attempted to change but unfortunately, literature exhibits that they end up with 70% failure rates in reaching desired levels. This research intends to contribute to the change management literature in two main ways. One is to reveal all factors related to success or failure in literature of change management, and second is to create a model with the key factors of change management. It is found out that literature of change management reveals 24 factors to be taken into account. All of these factors are taken into research through a three-step data collection process and the new model for change is constructed by five key variables of interest, that are namely, Leadership Quality, Managerial Quality, Motivation, User Participation, and Effective Change. The final questionnaire, after a refinement process via two pilot tests, is sent to CEOs or General Managers of Capital 500 listed companies. 190 respondents fill in the questionnaire, reaching to a 38% response rate among the population. After applying correlational, regression and mediational analyses, results show that except motivation, all other key factors of interest proved to have significant effects on success in change management. Finally, a new model for change, that is subject to a comprehensive quantitative analysis, is contributed to the literature of change management.Yayın The advertiser's perspective on advertising agency-client relationships: A survey of leading advertisers in Turkey(Işık Üniversitesi, 2006) Gülsoy, Tanses Yasemin; Akgüngör, Emine Sedef; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıThis dissertation focuses on the relationship between advertisers and their advertising agencies, in an effort to understand what drives advertiser's satisfaction in this relationship which can have considerable impact on the business success of both parties. The research develops a model of relationship satisfaction positioned within the conceptual framework of Wackman, Salmon & Salmon (1986/87). This conceptual framework has been extended with additional variables to account for the complexities of the agency-client relationship in the Turkish advertising industry today. A survey of Turkey's largest advertisers was conducted, using the face-to-face interview method. Factor analysis and regression analysis (of factor-scores) were then used to test the proposed framework. All of the dimensions of the model were found to significantly influence the advertiser's satisfaction with the agency. The results suggest that advertisers principally value the agency's creativity and the relationship with the agency. Compatibility, agency's costconsciousness, service breadth, leadership capability, and perceived contribution to advertiser's sales, market share, and brand targets were also found to be important for satisfaction. Other significant predictors are people-related attributes, strategic input, trust, cooperativeness, and prestige and full-service capability. The empirical findings are consistent with the theory and confirm the importance of relationship attributes in advertiser's satisfaction. None of the control variables was found to be significantly associated with satisfaction. The findings contribute to research concerning relationship marketing and have managerial implications.Yayın Competitiveness of professional business services: Case of Turkish advertising agencies(Işık Üniversitesi, 2008) Şahin, Çiğdem; Ansal, Hacer; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıThis study seeks to examine the extent to which internal factors affect the competitiveness of professional service firms. A case of Turkish advertising agencies is selected because of advertising industry's highly knowledge and skill intensive characteristics and the increased competition among the firms in recent years. In addition to resources, organizational and managerial capalities and the knowledge of the firms will be investigated to understand the degree of their effects on the process of their competitiveness. By conducting a case study methodology , a comparison among three multinational and three national agencies that have superior , moderate and less satisfying performances is used to explain the relationship between the sources of competitiveness and firm performance.Yayın Influence of social media in formation of positive brand attitude among different user groups in sports video analysis-a case example “Sprongo”(Işık Üniversitesi, 2020-02-20) Günay Gazioğlu, Çim Buse; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıIn todays’ world, social media enjoys a phenomenal success in terms of adoption and current usage levels. We can say that they cause paradigm shifts on how people interact and communicate with each other as well as, on how they like to express and share ideas, and even on how they engage with different products, brands, and organizations. Further than that, we see how social media became significant networks of consumer knowledge. The phenomenon that is going to be discuss later on in this study is mainly social media and its effect on the formation of positive attitude on the consumers. We can see the examples in many are in our daily lives even such as video analysis and sports, the impacts of social media have already been described as unique, primarily due to the experiential nature of sports products, and especially of video analysis: purchases are considered to be risky and that is why decision making processes are information intensive. Many studies attempt to point out the role and impact of social media on aspects of brand attitude during the sport video analysis process that is before, during, and after the analysis. However, almost all of them tend to employ a micro approach, focusing either on a specific type of social medium (e.g. consumer review and rating websites), or on a specific application (e.g. SPRONGO), or on a specific stage of the decision making process (e.g. information search), or on a specific stage of the analysis process (e.g. Dartfish) In order to get clear results, I’ve selected a specific social media – Instagram and a personalbrand which is the common brand that is popular on social media sport platforms, which is called “Sprongo”. Due to relevance with the topic, It is correct to use seven independent factors that were selected for their influence which was also later tested onto two different groups. The first group were representing the fans of the Sprongo Brand that are also subscribed as such on Instagram, while the secondgroup was chosen due to their content of random people who were also both familiar and aware as well as in a position of recognizing the brand. Two questionnaires were prepared to hand out – the first one was for the Sprongo Fan Group and second one was for the SprongoNon-Fan Group.After the data was collected, SPSS program Version 19.0 was used in order do the certain correlation analyses in order to identify the relationship both between the different independent variables and the dependent variables and Brand Attitude was the key dependent variable in this study. Moreover, to test these selected seven hypotheses, the two- way of variance ANOVA was used for checking which one of the two groups is eliciting a better brand attitude under the social media influence. It was shown out that SprongoFans who are using social media for a long period of time, have experience with the brand on a certain base, have positive opinions and they think that It is necessary to use and be surrounded by social media is eliciting more positive brand attitude than NonSprongofans with the similar characteristics. In addition to this finding, NonSprongoFans who are longer using a certain brand and mostly are engaged in socialmedia activities, compareto other brands that show more positive attitude than Fans group. There is a possible scenario for both a limitation and another are to work on for future studies from the variable “Social Media Engagement” where no significant correlations were found.Yayın A practical multiple factor index model for shopping center investment decisions in İstanbul(Işık Üniversitesi, 2020-01-20) İlhan, Dursun Onur; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıIstanbul shopping center market is currently dealing with problems in the social and environmental spheres, in addition to its challenges at the commercial side. This thesis presents a genuine multi-factor evaluation model that can be used by all stakeholders of the market. While doing so, the model has its base on the paradigm of strong sustainability and the principles of sustainable development. First of all, an extensive literature review has been conducted in this respect. Accordingly, the model is built on Commercial, Social and Environmental Pillars and their industryrelated sub-factors (nine sub-factors that are corresponding to a total of twenty-six underlying headlines) are determined. Afterwards, an analytical hierarchy process (AHP) survey model has been developed based on these pillars, sub-factors and underlying headlines and it is performed face-to-face on the top decision-makers of twenty-one (out of twenty-five eligible entities that answered back) members of the Council of Shopping Centers Turkey (AYD) which have at least one self-developed Istanbul shopping center in their portfolio. Commercial Pillar has been selected by the decision-makers as the most important component with %58.1; while Social and Environmental pillars stayed behind with 22.8% and 19.1% respectively. Following this result, another primary research setup has been formulated in order to create a more objective ground. This time, a panel comprised of three experts working on the field of sustainability is assembled and individual structured face-to-face interviews which included two open-ended questions are conducted and recorded with each participant. As a result of the constructive insights that have been in line with the literature review, assigning ethical protection to the Social and Environmental Pillars of the model is deemed reasonable. This decision is also reflected in the visualization of the model. The model also offers an open source, practical Project Checklist. This thesis also acts as an overview of the foundations of sustainability, development of shopping centers, Istanbul’s urban development and its shopping center market.Yayın Examination of the relationship between attitude and perceived usability of software in a context-driven specific scenario(Işık Üniversitesi, 2008) Yörük, Alp; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıLiterature regarding human and computer interaction is enormous in size. Since computers have strated to play an important role in our everyday life, researchers have focused om improving the interaction between these two entities. The usability of computer & software systems has been the main area of interest . Various techniques have been developed to measure usability. Some researchers have focused on objective usability whereas some have focused on the psychological aspect by examining subjective usability. When the objective is to examine a potential set of users' perceived usability, the context dependent nature of this specific literature even added to the difficulties. This research supplies an in-depth view of usability and computer attitude literatures, and offers computer attitude as an important variable which impacts perceived usability. A field study has been conducted in a population of 26 universities' Students in Istanbul to test the model. The research finding indicate that computer attitude is an important variable that does have a significant effect on perceived usability.
