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Studies on Balkan and Near Eastern Social Sciences

Edited By Rasim Yilmaz and Günther Löschnigg

This volume is a collection of empirical and theoretical research papers in the social sciences regarding the Balkans and the Near East written by researchers from several different universities and institutions. The studies include a wide range of topics from economic, financial, political, agricultural, sociological, international relations to historical, cultural, and feminist issues in the region of the Balkan and Near East. The book is aimed at educators, researchers, and students interested in the Balkan and Near Eastern countries.


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Influence of Facebook Applications on Consumer Purchase Intention: A Case Study of Generation Y (Salih Yildiz / Emel Yildiz / Ali Tehci)


Salih Yildiz1, Emel Yildiz2 and Ali Tehci3 Influence of Facebook Applications on Consumer Purchase Intention: A Case Study of Generation Y4 Introduction Advances on the internet have led to new systems such as social media which are communication channels that facilitate the sharing of information and ideas (Allsop et al. 2007). Social media can be defined in various ways. Blackshaw and Nazzaro (2004) defined them as media that consumers use to educate each other about products, brands, services, personalities and issues. According to Toivonen (2007), social media are an interaction between consumers to create, share, ex- change and commenting contents in networks. Social networks allow people to communicate with others and share information by creating online profiles (Chen et al., 2011; Bronstein 2013). Social networks exist in different types such as Facebook, Myspace, Youtube, Flickr, Twitter and Wikipedia (Chu and Kim, 2011). According to Boyd and Ellison (2007), social networks are web-based services that allow for creating a profile, displaying users’ lists of links in the system and sharing other users’ lists. Also Carminati et al. (2006) defined social networks as online communities that allow one to share for purposes such as entertainment and business and building friendships with users. Consumers use technology and especially social media in the online shopping process effectively. This process related to meeting the needs of consumers is defined as an electronic process and it is stated that social media play an impor- tant role in this regard (Isra et al., 2015). Social media marketing...

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