İşletme Bölümü Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1937
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Review Citation - WoS: 171Citation - Scopus: 210A Comprehensive Review of the Novel Weighting Methods for Multi-Criteria Decision-Making(MDPI, 2023-05-11) Abacıoğlu, Seda; Ayan, Büşra; Basilio, Marcio PereiraIn the realm of multi-criteria decision-making (MCDM) problems, the selection of a weighting method holds a critical role. Researchers from diverse fields have consistently employed MCDM techniques, utilizing both traditional and novel methods to enhance the discipline. Acknowledging the significance of staying abreast of such methodological developments, this study endeavors to contribute to the field through a comprehensive review of several novel weighting-based methods: CILOS, IDOCRIW, FUCOM, LBWA, SAPEVO-M, and MEREC. Each method is scrutinized in terms of its characteristics and steps while also drawing upon publications extracted from the Web of Science (WoS) and Scopus databases. Through bibliometric and content analyses, this study delves into the trend, research components (sources, authors, countries, and affiliations), application areas, fuzzy implementations, hybrid studies (use of other weighting and/or ranking methods), and application tools for these methods. The findings of this review offer an insightful portrayal of the applications of each novel weighting method, thereby contributing valuable knowledge for researchers and practitioners within the field of MCDM.Article Citation - WoS: 6Citation - Scopus: 5User-Generated and Brand-Generated Content as Indicators of University Brand Personality and Business Strategy(Routledge, 2022-04-04) Tosun, Petek; Ayan, Büşra; Karadağ, HandeThe rising competition and social media usage increased the importance of university brand personality and strategic marketing in higher education. This study explores the interrelationships between brand-generated content (BGC) and user-generated content (UGC) on social media and universities’ competitive strategy and brand personality. BGC that included four universities’ tweets and UGC that consisted of consumer comments were analyzed by content and correspondence analysis in R programming language. The findings indicated that BGC was in alignment with universities’ generic strategies. BGC-UGC dispersions across brand personality were in alignment for the differentiator university, while there was a mismatch between BGC and UGC for low-cost universities. The differentiator university was associated with being prestigious, cosmopolitan, and conscientious, while the low-cost universities were associated with sincerity. The findings supported the applicability of generic business strategies to the higher education context and showed the strategic link between brand personality and the pursued generic strategy.