This chapter was written to demonstrate the effect of consumer emotion on online purchasing behavior. According to the results obtained from 418 data, it was observed that both positive and negative emotions impacted online buying behavior. In this context, as the positive emotions of the online consumer increases, the frequency of purchases increases, but as the negative emotions of the online consumer increases, the frequency of purchases decreases. In addition, user interface quality, product information quality, service information quality, site awareness, security perception, information satisfaction, and relational benefit factors are factors that negatively affect consumers emotionally in purchasing online. On the other hand, only product information quality, user interface quality, and security perception factors positively affect emotions of online consumers.

The primary purpose of this study is to examine whether the perceived scarcity occurring in consumer during the COVID-19 period influences panic buying and in-store hoarding.  Also, another aim of the study is to reveal whether the variables of competitiveness, hedonic shopping motivation and need for uniqueness have an interaction effect on the mentioned relationship. Finally, in the study, it has been tried to reveal whether the factors mentioned above differ significantly according to demographic variables. For this purpose, an online survey was conducted in the study, and 687 participants participated in the survey. As a result of the study, it has been observed that the perceived scarcity emerged in the consumer has a significant effect on the consumer’s panic buying and in-store hoarding behaviour. Besides, it has been demonstrated that in case of scarcity, people with high hedonic shopping motivation, competitiveness and need for uniqueness tend to panic buying and in-store hoarding more. Finally, it was observed that each demographic variable included in the study differentiated on most of the dependent variables.

The main purpose of this study is to examine the tendency of consumers towards voluntary simple lifestyle in the period of Within the scope of this purpose, in the study, firstly the literature on the subject has searched and then, through the online survey method, it has been tried to reveal the tendency of the consumers towards the voluntary simplicity lifestyle in the Covid-19 period. As a result of the study, it can be stated that consumers have been in a positive tendency in planned shopping, simple life and longevity since the Covid-19 period. In addition, according to the results from the study, it can be claimed that planned shopping, simple life, longevity, self-sufficiency and material wealth factors differ statistically significantly according to some demographic variables.

The subject of this chapter is the universities listed on the website of the Council of Higher Education in Turkey. This study aims to reveal the importance of digital advertising in these universities. In this study, firstly, the websites of these universities were examined. Secondly, the social networking and mobile applications listed in these websites were examined. The results of the current study states those Turkish universities' efforts are inadequate. This is clearly seen in mobile application and video sharing tendencies. Although most of them use social networking websites, the contents of their profiles are not attractive enough to draw the attention of young people. Therefore, special interest has to be given to content management on social networking profiles.

Bu çalışmanın temel amacı, firma tarafından sunulan hizmetin kalitesine yönelik oluşan algılamaların tüketicilerin markayı tekrar tercih etme eğilimi üzerinde nasıl bir etkiye sahip olduğunu irdelemektir. Bu amaç doğrultusunda yapılan çalışma sonucunda, markayı tekrar tercih etme eğilimi düzeyi ile güven ve heveslilik boyutu arasında yüksek düzeyde, empati ve güvenilirlik boyutu arasında orta düzeyde ve fiziksel özellikler boyutu arasında düşük düzeyde anlamlı bir ilişki olduğu bulunulmuştur. Sonuç olarak, çalışmada, hizmet kalite algısını oluşturan her bir faktörün düzeyi arttıkça tüketicilerin de markayı tekrar tercih etme eğiliminin arttığı gözlemlenmiştir.