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    EXAMINATION OF THE IMPACT OF TRUST IN INFLUENCERS AND PERCEIVED CONTENT QUALITY ON BRAND AWARENESS, CONSUMER INTERACTION, AND PURCHASE INTENT: THE CASE OF TÜRKIYE
    (Croatian Interdisciplinary Soc, 2024) Gumus, Niyazi; Duyar, Senay
    Nowadays, many brands are increasing their collaboration with Influencers. For this reason, many social media celebrities appear before social media users with new content every day. The ability of influencers to gain response is undoubtedly closely related to gaining the trust of users and the quality of the content they share. Otherwise, it will not be possible for Influencers to be effective through their followers. The aim of this study is to examine the impact of social media users' trust in Influencers and their quality perception of the content shared by these celebrities on brand awareness, consumer interaction and purchase intentions for the promoted products. Research data was obtained through an online survey form in January 2024. As part of the research, data was collected from a total of 350 participants across T & uuml;rkiye. As a result of the research, it was determined that most participants purchased between 1-6 products because of influencer promotions. Although the participants largely follow Influencers in the fields of education, entertainment, food and beverage, technology and travel, one of the important research findings is that nearly half of the participants do not purchase any products. Again, because of the research, it was determined that most of the participants watched the promotional content of Influencers for a period of 1-3 hours. As a result of the research, it was determined that trust in Influencers and perception of content quality have a significant and strong effect on brand awareness, consumer interaction and purchase intention. It is evaluated that the research results will be useful for brands that consider collaborating with researchers and influencers working in this field.
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    Saglik Hizmetlerinden Beklentiler: Nitel Bir Arastirma
    (Van Yüzüncü Yil Üniversitesi, 2022) Duyar, Senay; Çavdar, Ertugrul
    Kalite kavrami genel olarak müsteri istek ve ihtiyaçlari üzerinden tanimlanmaktadir. Literatürde bir mal veya hizmetin kalitesine karar verirken müsterilerin hangi unsurlara dikkat ettiklerine yönelik farkli çalismalara rastlanmaktadir. Müsteri istek ve ihtiyaçlari üzerinden yapilan kalite tanimlari da dikkate alindiginda, kalitenin belirlenmesinde hangi unsurlarin dikkate alindigini belirlemede müsteri görüslerinin önemi ön plana çikmaktadir. Bu çalismada saglik hizmeti alan kisilerin kendi söylevlerinden hareketle, saglik hizmetlerinde kaliteyi olusturan unsurlari belirlemeye ve bunlari, literatürdeki kalite boyutlarini dikkate alarak, siniflandirmaya çalisilmistir. Bu kapsamda Samsun ve Sinop illerinde farkli saglik kuruluslarindan hizmet alan kisilerden yari yapilandirilmis mülakat teknigi ile veri toplanmis, dile getirilen unsurlar mevcut hizmet kalitesi literatürü kapsaminda siniflandirilmaya çalisilmistir. Çalismada farkli bakis açilarinin ele alinabilmesi ve hangi kalite unsurlarinin daha önemli oldugunun belirlenebilmesi amaciyla katilimci sayisi yüksek tutulmaya çalisilmistir. 93 kisi ile mülakat yapilmis, katilimcilarin ifadeleri uygun boyutlar ile kodlanmaya çalisilmistir. Yapilan degerlendirmeler sonucunda saglik hizmetlerine iliskin kalite unsurlari teknik hizmet kalitesi, somut unsurlar, güvenilirlik, duyarlilik, güvenlik, yeterlilik, erisim, itibar ve bilgilendirme olmak üzere dokuz boyut altinda siniflandirilmistir.