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The aim of this study is to analyze the effect of perception of social media users on travel Influencer advertisements on attitude and destination. The questionnaire used for the research was administered to 836 participants. The data obtained from these questionnaires were interpreted by using the SPSS 25.0 and Lisrel 8.80 package software. Descriptive statistics, explanatory and confirmatory factor analysis and structural equation model were used to analyze the data. At the end of the research, the perception of social media users about travel Influencer advertisements was found to have an effect on attitudes and destination. According to the results of the hypothesis obtained using structural equation modeling, these factors are interrelated.

Purpose The purpose of this paper was to investigate housing satisfaction in a traditional neighborhood of Izmit, Turkey. According to this purpose, it was investigated whether the perceived living conditions (PLC) were mediating the effect on participants’ general housing satisfaction caused by satisfaction with the perceived quality of facilities (FQP), satisfaction with performance of local authorities (LA), satisfaction with social relations (SR) and satisfaction with physical surrounding (PS) in the Topçular neighborhood of Izmit District in Kocaeli, Turkey. Design/methodology/approach According to the hypotheses developed within the framework of the theoretical model, by using structural equation modeling (SEM), first, the direct relations between the variables were tested (PLC → overall housing satisfaction (OHS); PS, SR, LA → PLC; FQP → LA), then the indirect relationships between the variables were analyzed with the mediated role of OHS (PS, SR, LA → OHS → PLC). Findings The results show that all factors affected the OHS through the PLC. In conclusion, as the living conditions of the individual living in the neighborhood improve, the conditions take an active role in the relationship between the OHS and the satisfaction with the other relevant factors in the neighborhood, namely, PS, SR and performance of LA. In this relationship, it is seen that the satisfaction with PS has a negative effect, while the satisfaction with SR and satisfaction with the performance of LA have positive effects. Research limitations/implications The study was applied only to Turkey’s Izmit Province. Research may also be applied to other cities apart from those in Turkey. A small sample was also used in the study. Reaching a wider sampling for SEM can lead to different results. Practical implications Planners and designers should consider satisfaction – including various factors involved in planning, designing and refurbishing the neighborhoods – as the most important design data. Social implications The results of this study show that living conditions had an active role in the relationship between OHS and certain factors in the neighborhood: satisfaction with PS, SR and performance of LA. This study offers a framework to LA such as policymakers and urban planners to develop relevant and effective strategies and to improve dissatisfactory conditions in new and peripheral areas. Originality/value The originality of the paper is based on revealing the factors affecting the housing satisfaction of people living in the province of Izmit. This study offers a framework to LA such as policymakers and urban planners to develop relevant and effective strategies and to improve dissatisfactory conditions in new and peripheral areas.

The main purpose of this chapter is to examine the digital marketing tools used by businesses in the light of developments in corporate communication and interaction with consumers. For this purpose, a literature review has been made by considering the most used digital marketing tools. Firstly, the transition from traditional communication tools to digital tools is discussed with the stages from Web 1.0 to Web 5.0 in the development of the internet. The 7S concept that businesses have to use to realize digital marketing applications is mentioned. Then, the concepts of search engine marketing, search engine optimization, e-mail marketing, display advertising, online public relation, social media marketing, and chatbots are explained. It is mentioned how businesses use these marketing practices, positive and negative factors related to each application were examined, and examples from businesses were given.

Sosyal medyanın işletmeler tarafından reklam aracı olarak kullanılması, hem işletmelere hem de tüketicilere büyük kolaylıklar sağlamaktadır. Bu çalışmada da sosyal medya reklamlarına yönelik tüketici algıları ile e-sadakat arasındaki ilişki ölçülmüş, bu ilişkide markaya yönelik tutumun rolü incelenmiştir. Bu amaca göre sosyal medyayı kullanan ve Tekirdağ ilinde yaşayan tüketicilerden toplam 876 anket yüz yüze görüşülerek toplanmıştır. Yapılan analizler ile elde edilen sonuçlar şu şekildedir: Sosyal medya reklamlarına yönelik tüketici algılarının alt boyutlarından eğlence ve bilgi değişkenlerinin markaya yönelik tutum üzerinde doğrudan etkilerinin olduğu belirlenirken, güven değişkeninin markaya yönelik tutum üzerinde doğrudan bir etkisinin olmadığı gözlenmiştir. Ayrıca eğlence, bilgi ve güven değişkenlerinin esadakat üzerinde de doğrudan etkilerinin olduğu belirlenmiştir. Markaya yönelik tutumun da e-sadakat üzerinde doğrudan etkisinin olduğu tespit edilmiştir. Dolaylı etkiler incelendiğinde ise eğlence ve bilgi değişkenlerinin, markaya yönelik tutum üzerinden e-sadakat üzerinde dolaylı etkilerinin olduğu ortaya çıkmıştır. Fakat güven değişkeninin markaya yönelik tutum üzerinden e-sadakat üzerinde dolaylı bir etkisinin olmadığı belirlenmiştir. The use of social media as an advertising tool by businesses provides great convenience to both businesses and consumers. In this study, the relationship between consumer perceptions towards social media ads and e-loyalty was measured, the role of brand attitude has been examined this relationship. According to this aim, a total of 876 questionnaires were collected face-to-face by consumers who using social media and living in the province of Tekirdağ. As a result of the analyzes made, the following conclusions are reached. It has been determined that entertainment and information variables, which are the consumer perceptions towards social media ads, have a direct effect on brand attitude; entertainment, knowledge and trust variables have a direct effect on e-loyalty and brand attitude has a direct effect on e-loyalty. Moreover, it has been revealed that entertainment and information variables have indirect effects on eloyalty through the brand attitude. It has been determined that the trust variable has no direct effect on the brand attitude and there is no indirect effect on e-loyalty through on the brand attitude.

The main purpose of this study is to examine the relationship between logistics service quality, logistics performance, firm performance, and technology. Survey data, which was collected from 572 industrial consumers operating in Turkey by stratified sampling method, were analyzed and compared by factor analysis and SEM. According to the results of the analysis, the data indicate that the quality of logistic service affects logistic performance and firm performance positively and directly. Also, it is clear from the results that the mediation role of logistic performance and its indirect impact are important in the effect of logistic service quality on firm performance. In the effect of the quality of logistic performance on firm performance, the role of technology in moderation is understood. It is also stated that when the moderation role of technology in the logistic service quality affects firm performance, logistic performance has also the mediation role.

Bilinçli tüketicilerinve çevreye olan duyarlılıklarının artması, pazarlama literatüründe de yeniyaklaşımların ortaya çıkmasını sağlamıştır. Bu yaklaşımlardan biri de çevrehassasiyetini konu alan yeşil ürün kavramıdır. Yeşil ürün çevreye, doğalkaynaklara zarar vermeyen, sağlığı olumsuz yönde etkilemeyen ve geri dönüşümüdestekleyen ürünlerdir. Tüketicilerin farklı demografik özelliklere sahipolması, onların istek ve ihtiyaçlarının farklılaşmasına neden olmakta, bunedenle yeşil ürünlere yönelik düşünceleri de değişikliğe uğramaktadır. Bunedenle bu çalışmada, yeşil ürün satın alma davranışları üzerineodaklanılmaktadır. Demografik özelliklerin farklılaştığı X, Y ve Z kuşağı tüketicilerin yeşil ürünsatın almaya yönelik davranışları incelenmektedir. Bu amaç doğrultusunda X, Yve Z kuşağı tüketicilerden yüz yüze anket yöntemi ile toplam 435 ankettoplanmıştır. Elde edilen verilere SPSS 25.0 istatistik programı ile birliktefrekans analizi, t testi ve ANOVA testleri uygulanmıştır. Çıkan sonuçlara göre;kadınların erkeklere göre, evli olan katılımcıların bekar katılımcılara göreyeşil ürün satın almada daha duyarlı oldukları ortaya çıkmıştır. Ayrıca,kuşaklara göre bakıldığında ise, X kuşağı katılımcıları, Y ve Z kuşaklarınagöre yeşil ürün konusunda daha hassas davranmakta ve yeşil ürün satın almakonusunda daha istekli olmaktadırlar., Increasing conscious consumers and environmentalsensitivity has led to the emergence of new approaches in marketing literature.One of these approaches is the concept of green product which is aboutenvironmental sensitivity. With this concept, green product is that do not harmthe natural resources, affect the health in the negative direction and supportthe recycling gain importance. The fact that consumers have differentdemographic characteristics causes differentiation of their wishes and needs,for this reason, the thoughts on green products are also changing. For thisreason, this study focuses on green product purchasing behaviors. The behaviorof X, Y and Z generation consumers who have different demographics to buy greenproducts is examined. For this purpose, a total of 435 questionnaires werecollected by face-to-face survey method from X, Y and Z generation consumers.Frequency analysis, t test and ANOVA tests were applied to the obtained datawith SPSS 25.0 statistical program. According to the results; it is found thatwomen are more sensitive than men and that married participants are more likelyto buy green products than single participants. In addition, when viewed fromgeneration to generation, X generation participants are more sensitive to greenproducts than Y and Z generations and are more willing to buy green products.