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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 The use of Facebook by Turkish mothers: its reasons and outcomes(Springer, 2020-03-01) Ögel Balaban, Hale; Altan, ŞebnemObjectives: Parents use social network sites for reasons related to bridging and bonding social capital, and entertainment. The aim of the present study was to examine whether the use of Facebook by Turkish mothers and its reasons are related to mothers’ demographic characteristics, anxiety level and perceived social support. It also examined whether mothers’ Facebook use contributes to their perception of their parental role. Methods: Three hundred thirty-two middle-class Turkish mothers who reported to use Facebook completed the demographic information questionnaire, the use of social media questionnaire, the anxiety inventory, the perceived social support scale and the self-perception of parental role questionnaire. Results: Results indicated that Turkish mothers use Facebook more for reasons related to bridging social capital than reasons related to bonding social capital and entertainment. The frequency of using Facebook and the length of time having an account predicted the use of Facebook for reasons related to bridging and bonding social capital. Anxiety level predicted the use of Facebook for reasons related to entertainment. Mothers’ Facebook use was found not to be related to their self-perceived parental competence. Conclusions: The discussion of these findings in terms of Turkish culture implied the need for cross-cultural studies for a better understanding of parents’ use of social network sites.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 The future of sales: social selling(PressAcademia, 2021-07-30) Şerifsoy, AnılPurpose- This paper aims to be an exploratory study, to shed light on subsequent researches regarding the changing sales craft in a changing world. Methodology-- Internet-based research is conducted to amass the essential information on the changing sales techniques in the new world. Findings- As a result of the research, significant differences are observed in the art of sales, along with the inclusion of the Generation-Z in business, with social media which has become a part of our life and with the changing world under the darkness of COVID 19. Conclusion- This article is aimed to be an initial step for a guide intended for salespeople and business owners to take appropriate action and adapt their sales strategies to the new world.Yayın ComStreamClust: a communicative multi-agent approach to text clustering in streaming data(Springer Science and Business Media Deutschland GmbH, 2023-12) Najafi, Ali; Gholipour-Shilabin, Araz; Dehkharghani, Rahim; Mohammadpur-Fard, Ali; Asgari-Chenaghlu, MeysamTopic detection is the task of determining and tracking hot topics in social media. Twitter is arguably the most popular platform for people to share their ideas with others about different issues. One such prevalent issue is the COVID-19 pandemic. Detecting and tracking topics on these kinds of issues would help governments and healthcare companies deal with this phenomenon. In this paper, we propose a novel, multi-agent, communicative clustering approach, so-called ComStreamClust for clustering sub-topics inside a broader topic, e.g., the COVID-19 and the FA CUP. The proposed approach is parallelizable, and can simultaneously handle several data-point. The LaBSE sentence embedding is used to measure the semantic similarity between two tweets. ComStreamClust has been evaluated by several metrics such as keyword precision, keyword recall, and topic recall. Based on topic recall on different number of keywords, ComStreamClust obtains superior results when compared to the existing methods.Yayın Disinformation, social media, and populism : emotional politics and polarization dynamics in Turkey’s 2023 presidential elections(Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, 2024-07-01) Avcı Çeken, İnci Secem; Kayhan Pusane, Özlem; Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Uluslararası İlişkiler Yüksek Lisans Programı; Işık University, School of Graduate Studies, Master’s Program in International RelationsThis thesis explores the relationship between populist discourse and social media algorithms, examining their role in exacerbating political polarization. Its primary aim is to identify the correlation between the use of populist rhetoric and the algorithms driving social media engagement, highlighting how this relationship fosters societal divisions and benefits both platforms and political entities. Using critical discourse analysis (CDA), the thesis analyzes X (formerly Twitter) posts shared by 2023 Turkish presidential election candidates Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu. In the first round of the campaign, shared posts were analyzed between 06.05.2024 and 14.05.2024. A total of 173 posts, 108 by Erdoğan and 65 by Kılıçdaroğlu, were analyzed. The full texts of these posts were obtained from X's official website. The findings reveal that posts featuring emotionally charged and popülist discourse have garnered higher views and engagement in the run-up to the 2023 presidential elections. This analysis will help to understand the political polarization in Turkey. Social media algorithms shape social interaction by strengthening populist discourses. This suggests that social media algorithms, prioritizing emotionally charged content, unintentionally promote populism. The study concludes that the design of social media platforms increases divisive content, leading to a rise in populist rhetoric among political candidates and voters.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 Sarcasm detection on news headlines using transformers(Springer, 2025-09-07) Gümüşçekiçci, Gizem; Dehkharghani, RahimSarcasm poses a linguistic challenge due to its figurative nature, where intended meaning contradicts literal interpretation. Sarcasm is prevalent in human communication, affecting interactions in literature, social media, news, e-commerce, etc. Identifying the true intent behind sarcasm is challenging but essential for applications in sentiment analysis. Detecting sarcasm in written text, as a challenging task, has attracted many researchers in recent years. This paper attempts to detect sarcasm in news headlines. Journalists prefer using sarcastic news headlines as they seem much more interesting to the readers. In the proposed methodology, we experimented with Transformers, namely the BERT model, and several Machine and Deep Learning models with different word and sentence embedding methods. The proposed approach inherently requires high-performance resources due to the use of large-scale pre-trained language models such as BERT. We also extended an existing news headlines dataset for sarcasm detection using augmentation techniques and annotating it with hand-crafted features. The proposed methodology could outperform almost all existing sarcasm detection approaches with a 98.86% F1-score when applied to the extended news headlines dataset, which we made publicly available on GitHub.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 On memorability of place and installation(Slovak University of Technology in Bratislava, 2025-12-05) Özer, İpek; Kaymaz, SenemMemorability of place and artwork is an important issue for exhibitions in museums and galleries. Understanding the memorability of an exhibition and its effects on visitors might guide curators and designers in exhibition design. The main questions of this study are ‘Can a temporary installation remain memorable for visitors?’ and ‘Which features of installations and place affect visitors?’. The study focuses on the visitor experience to understand the memorability of both an installation named Brain Forest Quipu and the exhibition place which is the Turbine Hall in the Tate Modern Museum. Therefore, visitor comments on social media (Instagram and YouTube) and the Internet were examined with the content analysis method. In order to make the analysis clearer and obtain more precise data, words that are taken from comments were grouped under “Definition” and “Interpretation” titles. Also, five parameters that can affect memorability were identified based on the literature review and included in the analysis. As a result, visitors' comments revealed the feelings and expressions which both installation and exhibition place created, and it can be said that installation had an impact on most of the visitors because of its topic and the representation. However, it was hard to define the degree of memorability because of the lack of information about visitor’s background and interests. On the other hand, using this perspective about social media comments to discover the thoughts and feelings of visitors can be useful for future studies. The method can be developed with the involvement of some other scientific measurement techniques used in studies on memory.
