Sürdürülebilir Kalkınma Amaçları

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Araştırmacılar(3)

• Cevher, Muhammed Fatih
• Demirbağ, Özkan
• Özdemir, Rukiye

• MakaleAçık Erişim2026/r/munzur/6105
  THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY

  Cevher, Muhammed Fatih; Gülter, Erkan

  This study aims to reveal the impact of ESG on the concepts of brand image, brand trust, and brand loyalty. In addition, the study aims to reveal the mediating roles of brand image, and brand trust in the impact of ESG on brand loyalty. To achieve this goal, a survey was conducted with 322 consumers in Türkiye. Statistical analysis programs SmartPLS3 and SPSS24 were used to analyze the data obtained from the surveys. The results of the analysis revealed that ESG has a statistically significant and positive effect on brand image, brand trust and brand loyalty. Additionally, it was found that brand image and brand trust do not act as independent mediators in ESG’s effect on brand loyalty but rather act together and sequentially as mediators in ESG’s effect on brand loyalty. In addition, this study highlights the growing awareness of ESG issues in both theoretical and practical applications. In addition to increasing consumer awareness, it has been observed that brands also attach importance to ESG practices in order to gain a sustainable competitive advantage.

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• MakaleAçık Erişim2025/r/munzur/6204
  Investigating Consumers’ Boycott Behavior in the Context of Israeli-Palestinian Conflict: Social Media, Consumer Animosity and Perceived Efficacy Perspectives

  Cevher, Muhammed Fatih

  This study aims to reveal the effects of consumer animosity, perceived effectiveness, and social media on consumers' boycott intention. In addition, the study aims to investigate the mediating role of social media in the relationship between consumer animosity and boycott intention and the relationship between perceived efficacy and boycott intention. The study also analyzes whether there are significant differences in the boycott intentions of consumers in seven different regions of Turkey. A total of 749 consumer data from an equal number of consumers in seven different regions of Turkey were analyzed using structural equation modeling and ANOVA tests. The findings of the study show that consumer animosity, perceived efficacy, and social media have a positive effect on consumers' boycott intentions. While the mediating role of social media in the relationship between perceived effectiveness and boycott intentions was observed, the mediating role of social media in the relationship between consumer animosity and boycott intentions was not detected. It also revealed that there is a significant difference between regions in consumers' boycott intentions. The study differs from other studies in that it both investigates the mediating roles of social media variables and analyzes regional differences in the analysis of boycott intentions.

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• MakaleAçık Erişim2025/r/munzur/6052
  Evolution of digital marketing campaigns with artificial intelligence and machine learning: Analysing success prediction capabilities

  Cevher, Muhammed Fatih; Gülter, Erkan

  This study aims to investigate the predictive capabilities of machine learning algorithms in forecasting the success of digital marketing campaigns. In addition, the study aims to evaluate the performance of machine learning algorithm classification models and to determine which classification model is more effective in making this prediction. In this direction, a classification analysis was performed with machine learning algorithms using a dataset of 10,001 digital marketing campaigns obtained from the Kaggle platform. The study's theoretical background is based on Attribution Modelling, the Technology Acceptance Model, Incremental Response Modelling, and the Diffusion of Innovations Theory. As a result of the analysis, it was revealed that the success prediction capabilities of machine learning algorithms for marketing campaigns are pretty high. In the study comparing the success prediction abilities of machine learning models, the Gradient Boosting model demonstrated the highest success prediction ability (93.31%). In comparison, the Logistic Regression model has the lowest predictive success rate (53.36%). The findings revealed that machine learning algorithms should be more widely incorporated into the marketing literature and that businesses can run more successful and efficient campaigns by utilising machine learning models in their marketing efforts.

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• MakaleYalnız künye2025Scopus SJRQ4/r/munzur/807
  Examination of Consumer Perceptions Regarding Productive Artificial Intelligence Applications: A Qualitative Study on the Case of ChatGPT

  Cevher, Muhammed Fatih

  This research intends to examine the perceptions of consumers who use artificial intelligence applications towards these applications and to examine the perceptions, preferences, and usage experiences of users towards artificial intelligence applications from the perspective of marketing and consumer behavior. In line with this purpose, the qualitative analysis method was picked as the analytical approach in the investigation. The sample consists of a total of 25 participants with different demographic characteristics who are experienced in artificial intelligence applications. The information gathered from the participants through interviews was analyzed through the MAXQDA statistical analysis program, and descriptive content analysis was performed. In the study’s findings, 8 different codes were identified, and the relationships between the codes were analyzed. “Speed,” ‘Benefit’ (perceived performance), and ‘Convenience’ (perceived ease of use) are the themes that stand out positively in consumers’ perceptions of productive artificial intelligence applications. On the other hand, “Distrust” (perceived risk) is a negative theme. The study’s findings reveal consumer perceptions and expectations by examining the rapidly developing artificial intelligence technology from the consumers’ perspective. This information obtained for consumers using artificial intelligence offers important solution suggestions for artificial intelligence developers and businesses. Furthermore, the findings obtained in this study provide a different perspective for future studies on this subject.

  İncele
• MakaleAçık Erişim2024/r/munzur/6348
  Tüketicilerin Online Alışveriş Platformlarından Satın Alma Niyetlerine Yönelik Nitel Bir Araştırma

  Cevher, Muhammed Fatih

  Çalışma online alışveriş platformlarından tüketicilerin satın alma niyetlerinin hangi faktörlerden etkilendiği ve bu faktörlerin altında yatan nedenleri derinlemesine analiz etmeyi amaçlamaktadır. Tüketicilerin satın alma niyetlerini yönlendiren temel motivasyon ve algıların yanı sıra etkilendikleri duyguların da kapsamlı şekilde araştırılması çalışmanın amaçlarındandır. Çalışma yöntemi nitel analiz olarak belirlenmiş, çalışma örneklemi için online alışveriş platformlarından alışveriş yapma konusunda deneyimli 25 katılımcıyla gerçekleştirilmiştir. Katılımcılardan elde edilen veriler MAXQDA analiz programı aracılığıyla incelenerek betimsel içerik analizi gerçekleştirilmiştir. Çalışma bulguları incelendiğinde 9 farklı koda ulaşılmıştır. Elde edilen veriler; analizleri ve şekilleriyle ayrı ayrı sunulmuştur. Analizler sonucunda tüketicilerin online alışveriş platformlarından satın alma niyetlerini etkileyen faktörler ve bu faktörlerin altında yatan nedenleri gösterebilmek adına bir model oluşturulmuştur. Model üzerinden; tüketicilerin etkilendiği fenomen faktörlerin kolaylık ve fiyat faktörleri olduğu; bu faktörlerin altında yatan faktörün ise zaman faktörü olduğu sonucuna ulaşılmıştır. Tüketicilerin kıyas yapabilmesi zaman faktörüne bağlı olarak incelenmekte ve diğer tüketicilerin geri bildirimi ile güven faktörüne bağlı olarak kolaylık ve fiyat konusunda desteklendiği de çalışmanın sonuçlarındandır. Literatür genellikle nicel araştırmalara odaklanırken, bu çalışma tüketicilerin online alışveriş motivasyonlarını, algılarını ve duygularını derinlemesine incelemektedir. Bu açıdan çalışmanın özgünlüğü ortaya koyulmaktadır. İşletmelere; tüketicilerin zaman maliyetini düşürmesi, kıyaslama ve geri bildirim yapabilme fırsatlarının sunulması ile tüketicide oluşturabilecekleri güven üzerine odaklanmaları tavsiye edilmektedir.

  AtıfOpenAlex3·TR Dizin3

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• Kitap BölümüYalnız künye2024/r/munzur/1926
  Digital marketing and customer experience strategy: Leveraging digital channels for marketing and customer engagement

  Cevher, Muhammed Fatih

  This study examines the importance of using digital channels in increasing marketing and customer loyalty by addressing digital marketing and customer experience strategies. The rapid development of the digital age obliges businesses to focus on digital marketing methods and develop strategies to improve customer experience. In the introduction part of the study, digital marketing and customer experience issues are briefly mentioned, and the current situation analysis is made. After the introduction, the previous studies on the subject are examined under the title of a literature review. Then, it explains the concept of digital marketing and explains some digital marketing strategies. In the next stage, the customer journey and customer experience were examined and then focused on the digital customer experience. In the last part of the study, the digital marketing and customer experience strategy has been summarized, and the importance of digital channels in customer loyalty has been pointed out.

  AtıfScopus7

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• MakaleAçık Erişim2023/r/munzur/5753
  Bibliometric analysis of the internet of things from a marketing perspective

  Cevher, Muhammed Fatih

  The main purpose of this study is to examine the structure and dynamics of scientific publications on the "Internet of things" in terms of marketing. The study aims to reveal contemporary research trends and patterns in the field of the Internet of Things (IoT) so that social scientists new to the discipline can be guided in the right direction while studying this phenomenon. Accordingly, the study analyzes the publications on the relationship between Internet of Things and marketing presented in the highly reliable Web of Science database until 2022. The research object is a pool of scientific publications indexed by the keywords "Internet of Things" and "Marketing" in the Web of Science database. The literature review has been done in article titles, abstracts, and keywords. This study includes data from 2008 to 2022 published in the mentioned subject areas. In the study, it has been tried to show the dynamics of publication efficiency and emphasize effective articles and reliable journals with the bibliometric analysis method. In addition, in the study, keyword associations in the articles, the number of publications of the countries, and the language they use were tried to be visualized. This study, which focuses on addressing the latest situation of IoT in social sciences in its relationship with marketing and systematically synthesizing future research directions, reveals its originality in order to guide and raise awareness for many marketers, considering that the trend in the field of marketing has not yet reached the expected level. In this context, bibliometric analysis was carried out through VOSviewer in order to convey the areas where the Internet of Things and the studies conducted together in the field of marketing are related and the authors-country-institution-journals that contribute the most to this field. The obtained data were interpreted through tables and maps and discussed in the conclusion part.

  AtıfOpenAlex3·TR Dizin1

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• MakaleYalnız künye2022/r/munzur/6491
  Neuromarketing Bibliomethric Analysis in Web of Science Database

  Cevher, Muhammed Fatih; Ilze, Sinan

  Analyzing consumers' behavior and understanding their decision-making processes is one of the\rpriorities for marketing. Traditional research methods such as surveys and observation, may be insufficient to\raccurately explain and predict consumer behavior because they that consumers generally display purchasing\rbehavior based on rational and logical decisions. However, neuromarketing seem to be a much more\reffective method for the researchers in understanding consumer beahvior. Using neuromarketing techniques\rin marketing research has begun to be seen as one of the most accurate and consistent ways to reveal the real\rfeelings and thoughts of consumers at the subconscious and conscious level. Thus, in the current study, the\rexisting research in the field of neuromarketing were subjected to bibliometric analysis by focusing on the\rnumber of publications by years, the publishing countries and organizations, the most published authors, the\rmost cited authors, and the variables related to the relevant field by using the keywords map. The qualitative\rand quantitative contribution made to the field was also considered in the analysis. The findings indicate that\rneuromarketing studies started in the early 2000s, and are still being carried out today. The subject of\r"neuromarketing" was scanned in the Web of Science database; 514 studies were accessed and their annual\rdistribution was shown. It was determined that 1231 authors contributed to the field of neuromarketing,\rpublished in 363 journals. The study isexpected to provide new perspectives and insgihts by enlightening\rfuture studies in the field of neuromarketing.

  AtıfTR Dizin1

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• MakaleAçık Erişim2021/r/munzur/6602
  Social Marketing in Times of Crisis: A Covid-19 Review

  Cevher, Muhammed Fatih

  One of the biggest crises in human history; The new coronavirus (COVID-19) which has transformed into a global crisis by affecting people in economic, social and health terms, was reported in Wuhan, China in December 2019. It quickly started to appear in other countries between December 2019 and February 2020. Many negative situations were observed, such as isolation and quarantine, breaks in the supply chain, interruption of education and online education, food and health. Since the period when the crisis was felt intensely, countries formed both national and international cooperation strategies. It is seen that one of the strategies created to reduce the spread of COVID-19 and soften the crisis environment is social marketing. Drawing attention to the importance of social marketing reveals the purpose of the study. The study examines the definition of social marketing, literature review, COVID-19 pandemic; It has been prepared as a compilation article in order to compare, evaluate and interpret the studies on social marketing. It is thought that the Ministry of Health has successfully carried out the pandemic process with social marketing practices. It is thought that the studies to be carried out in the field of social marketing can be supported by qualitative and quantitative analyzes and contribute to new studies in the field of consumer behavior.

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