Browsing by Author "Dulek, Bulut"

Filter results by typing the first few letters
Now showing 1 - 2 of 2
  • Thumbnail Image
    Article
    The Effect of Website Appeal on Behavioral Intention in Online Shopping and The Mediating Role of Emotional Appeal
    (Kafkas University IIBF, 2022) Dulek, Bulut
    This article analyzes the effect of the visual and emotional appeal of the online web page on the behavioral intentions of the consumers. Furthermore, the role of emotional appeal in mediating the effect of visual appeal on behavioral intention was tested. The survey method was used to reach 208 participants who shopped in online retailing for the study. The validity of the research model and the testing of the hypotheses were made with process macro analysis. According to the findings, visual appeal has a positive and significant effect on emotional appeal and behavioral intention. The emotional appeal was shown to have a positive and significant impact on behavioral intention. In addition, it has been observed that emotional appeal has a mediating role in the indirect effect of visual appeal on behavioral intention.
  • Thumbnail Image
    Article
    The Impact of Social Media Advertisement Awareness on Brand Awareness, Brand Image, Brand Attitude and Brand Loyalty: a Research on University Students
    (int Journal Contemporary Economics & Administrative Sciences, 2019) Dulek, Bulut; Saydan, Reha
    Due to the more effective use of social media tools and the further advancement of the internet, marketing efforts of brands have nowadays become more personal, fun, attractive and social. This study analyzes the impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty. Participants of the study consisted of 390 students currently enrolled at Van Yuzuncu Yil University. The research model and hypothesis built for the purpose of the study were tested with structural equation modelling. Results of the analyses concluded that social media advertisement awareness has an impact on brand awareness, brand awareness has an impact on brand image, brand image has an impact on brand attitude and brand attitude has an impact on brand loyalty.