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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 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 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(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.
