TOJNED - Volume 16 - Issue 3 - July 2026
AI-AUGMENTED CORPORATE COMMUNICATION AND ORGANIZATIONAL DECISION INTELLIGENCE: THE MEDIATING ROLE OF DIGITAL TRUST AND THE MODERATING EFFECT OF ANALYTICAL CULTURE Seyfi Atakan, Berk Sezenler, Turgut Cenkciler, Azmiye Yinal
Abstract:
Artificial intelligence (AI) has become a strategic organizational capability that reshapes corporate communication and managerial decision-making processes. Particularly in the banking sector, AI-supported communication technologies facilitate information sharing, improve communication efficiency, and support evidence-based strategic decisions. However, the effectiveness of these technologies depends not only on technological capabilities but also on employees' digital trust and the organization's analytical culture. Therefore, this study examines the effect of AI-Augmented Corporate Communication on Organizational Decision Intelligence, while investigating the mediating role of Digital Trust and the moderating effect of Analytical Culture. The study employed a quantitative research design using a relational survey model. Data were collected from 371 employees working in public and private banks located in Nicosia and Kyrenia in the Turkish Republic of Northern Cyprus (TRNC) through a structured questionnaire. The measurement instrument consisted of four constructs: AI-Augmented Corporate Communication, Digital Trust, Analytical Culture, and Organizational Decision Intelligence. The collected data were analyzed using IBM SPSS Statistics 28.0 and AMOS 24.0. Frequency analysis, reliability analysis, confirmatory factor analysis, independent samples t-test, one-way ANOVA, Pearson correlation, multiple regression, structural equation modeling, bootstrapping mediation analysis, and moderation analysis were performed. The findings indicate that AI-Augmented Corporate Communication has a significant positive effect on Organizational Decision Intelligence. Digital Trust was found to partially mediate this relationship, while Analytical Culture significantly strengthened the positive effect of AI-Augmented Corporate Communication on Organizational Decision Intelligence. Furthermore, all proposed hypotheses were supported, and the structural model demonstrated satisfactory goodness-of-fit indices.
This study contributes to the literature by integrating corporate communication, artificial intelligence, organizational decision intelligence, digital trust, and analytical culture into a comprehensive conceptual framework. The findings also provide practical implications for banking managers seeking to improve strategic decision-making through AI-supported communication systems and strengthen organizational competitiveness during digital transformation.
ARTIFICIAL INTELLIGENCE-DRIVEN CORPORATE COMMUNICATION AND ORGANIZATIONAL RESILIENCE: THE MEDIATING ROLE OF EMPLOYEE AI READINESS AND THE MODERATING EFFECT OF DIGITAL LEADERSHIP Turgut Cenkciler, Seyfi Atakan, Berk Sezenler, Azmiye Yinal
Abstract:
Artificial intelligence (AI) has fundamentally transformed organizational communication processes and has become a strategic resource for enhancing organizational resilience in the digital era. Although AI-driven corporate communication offers considerable opportunities for improving communication efficiency, organizational adaptability, and strategic coordination, empirical evidence regarding the mechanisms through which these technologies strengthen organizational resilience remains limited. This study examines the effect of Artificial Intelligence-Driven Corporate Communication on Organizational Resilience by investigating the mediating role of Employee AI Readiness and the moderating effect of Digital Leadership.
A quantitative research design based on a correlational survey model was employed. The study was conducted among employees working in public and private commercial banks located in Nicosia, Kyrenia, and Famagusta in the Turkish Republic of Northern Cyprus (TRNC). Data were collected from 371 bank employees using a structured questionnaire consisting of four constructs: Artificial Intelligence-Driven Corporate Communication, Employee AI Readiness, Digital Leadership, and Organizational Resilience. The collected data were analyzed using IBM SPSS Statistics 28.0 and AMOS 24.0. Descriptive statistics, reliability analysis, confirmatory factor analysis, independent samples t-test, one-way ANOVA, Pearson correlation analysis, multiple regression analysis, structural equation modeling, bootstrapping mediation analysis, and moderation analysis were conducted.
The findings revealed that Artificial Intelligence-Driven Corporate Communication had a significant positive effect on Organizational Resilience. Employee AI Readiness partially mediated this relationship, indicating that employees' preparedness to adopt and utilize AI technologies enhanced the organizational benefits of AI-supported communication. Furthermore, Digital Leadership significantly moderated the relationship between AI-Driven Corporate Communication and Organizational Resilience, demonstrating that the positive impact of AI-supported communication was stronger in organizations characterized by higher levels of digital leadership. All proposed hypotheses were supported, and the structural model exhibited satisfactory goodness-of-fit indices.
The study contributes to the literature by integrating artificial intelligence, corporate communication, employee AI readiness, digital leadership, and organizational resilience into a unified conceptual framework. It also provides practical implications for bank managers and policymakers seeking to strengthen organizational resilience and improve digital transformation strategies through AI-supported corporate communication.
COMPETENCE-BASED APPROACH AND QUALITY ASSURANCE IN THE MATHEMATICAL TRAINING OF FUTURE PRIMARY SCHOOL TEACHERS Shabnam Safarova
Abstract:
In the contemporary era of globalization, the integration of higher education systems into the European Higher Education Area (EHEA) and the alignment with the Bologna Process have prioritized quality assurance in pedagogical training. This research addresses the limitations of the traditional "academic knowledge transmission" model, which no longer satisfies student-centered paradigms or modern labor market requirements. Evidence suggests that while graduates may possess deep theoretical knowledge of elementary mathematics, they frequently encounter methodological challenges in implementing interactive pedagogy and managing learning environments. This study analyzes the role of the competence-based approach in harmonizing mathematical content knowledge with pedagogical-methodological proficiency. Through a comparative examination of international quality standards (ESG) and national curricula, the research evaluates the integration of mathematical methodology with core specialty subjects. Findings indicate that establishing a sustainable quality culture necessitates a transformation in instructional strategies, where "soft skills," digital literacy, and pedagogical innovation become fundamental pillars of primary teacher education.
CONSTRUCTIVE TRAINING AND ITS ROLE IN THE STUDENT-CENTERED EDUCATION MODEL Şahbazova Qahirə Lələ qızı
Abstract:
The article analyzes the essence of constructive learning, its functional role in the pedagogical process and its contributions to the student-centered education model in a scientific-theoretical context. The study examines the main principles of constructive learning, its impact on the formation of the student as an active subject in the learning process, and the possibilities of applying this approach in a modern educational environment.
Constructive learning, as one of the main pedagogical approaches at the heart of the modern student-centered education model, creates conditions for students to actively assimilate knowledge, apply it in new situations by connecting it with personal experience, and develop high-level thinking skills.
As a result of the application of constructive learning, the educational process becomes more democratic, flexible, individualized and effective. This approach also makes a significant contribution to the preparation of specialists with competitive and professional competencies in accordance with the requirements of modern society.
The article comprehensively examines the theoretical foundations of constructive learning, its functional role in the modern student-centered education model, and its possibilities of application in the pedagogical process. The essence of constructive learning is that knowledge is not presented to the student in a ready-made form; on the contrary, the student independently constructs and interprets that knowledge based on his/her previous experiences, cognitive activity and social interactions. This approach ensures the transition of learning from passive perception to active knowledge construction and strengthens the student's position as an active subject in the learning process.
The student-centered education model is characterized as an approach that takes into account the student's interests, learning style, current level of knowledge and individual development needs. Constructive learning, which is one of the main components of this model, increases the cognitive activity of students, strengthens their self-development, research skills and independent decision-making ability. Lessons based on a constructive approach create favorable conditions for students to learn in an environment of social cooperation, connect knowledge with real situations, and develop critical, analytical and creative thinking skills.
The article also pays special attention to the changing role of the teacher in the implementation of constructive learning. In this context, the teacher, moving away from the traditional function of knowledge transmitter, acts as a person who organizes, directs and facilitates the development of the student. This approach also affects the assessment process: the widespread use of alternative methods such as formative assessment, portfolio method, self-assessment, and peer assessment improves the quality of the teaching process and ensures the transparency of learning.
DIGITAL AGE AND THE DEVELOPMENT OF SPEECH AND THINKING IN PRIMARY SCHOOL STUDENTS: NEW METHODS AND APPROACHES Konul Zaur Shkhaliyeva
Abstract:
In the modern era of rapidly advancing digital transformation, the development of speech and thinking in primary school students has become one of the key pedagogical priorities in the education system. Digital tools introduce new content to children’s cognitive and communication activities, creating a need for teachers to implement innovative methods that enhance language skills, logical thinking, and creative cognition. This article explores contemporary approaches, interactive environments, and the integration of technologies into instruction aimed at developing students’ speech and thinking in the digital age.
The study shows that multimedia resources, gamified learning platforms, and collaborative digital tasks significantly improve students’ oral expression, vocabulary, logical reasoning, and ability to articulate thoughts coherently. The use of digital storytelling, interactive reading programs, and audio-visual materials strengthens students’ speech structure, text creation habits, and reflective thinking skills. In addition, inquiry-based learning, problem-solving activities, and virtual modeling enhance students’ analytical thinking and cognitive flexibility. The role of the teacher is particularly emphasized. Teachers must guide students to use digital tools purposefully, safely, and in a balanced manner. The results indicate that applying innovative digital methods not only improves the quality of learning but also prepares students for future digital society. Overall, the research confirms the necessity of applying new methods and approaches to the development of speech and thinking in the digital era.
EVALUATING THE CONTRADICTIONS BETWEEN DISCIPLINARY AND JUDICIAL SANCTIONS IMPOSED ON MIDDLE AND HIGH SCHOOL STUDENTS USING PROHIBITED SUBSTANCES Münevver Mertoğlu
Abstract:
Research indicates that early initiation into substance use significantly contributes to the development of substance use disorders. This highlights the importance of legal regulations and preventive measures concerning minors who use substances or suffer from substance use disorders. This study aims to evaluate the deterrent effect of disciplinary sanctions imposed on middle and high school students engaged in substance use, while also examining their potential inconsistency with judicial sanctions applied to the same behavior.First, the study discusses why substance use disorder, which is recognized as a brain disease, cannot be effectively prevented through punitive disciplinary or judicial measures. It then emphasizes the inconsistency in Article 31 of the Turkish Criminal Code, which exempts minors from criminal liability due to age and instead mandates security measures, while simultaneously allowing the most severe disciplinary sanction within the education system—school transfer.The study stresses the need to prioritize rehabilitative and supportive approaches over punitive ones, as research shows that disciplinary sanctions are ineffective in addressing substance use disorders among children. Findings also indicate that punishment increases behavioral problems in students. In Turkish law, rather than penalizing substance dependence, judicial measures emphasize supervised freedom and rehabilitation.Accordingly, it is essential that legal principles such as reduced criminal responsibility and the best interests of the child be reflected in disciplinary practices. Teachers and parents should receive in-service training to recognize substance-related behaviors and to guide children toward rehabilitation. Finally, instead of implementing school transfer sanctions under current Ministry of National Education regulations, prioritizing rehabilitation-oriented policies would provide a more effective and child-centered approach.
EVALUATION OF CLASSROOM TEACHERS' VIEWS ON CHANGES TO TEXTBOOKS Ali Yiğit, Münüre Ayar, Fahri Tümkan, Şengül Tümkan
Abstract:
Textbooks are one of the indispensable tools of education today. Change and renewal are also essential in our era. In the information society, to keep up with the times and not fall behind, textbooks must constantly change and develop. Textbooks must also be changed and renewed in this period.
This research sought the opinions of teachers regarding the change in textbooks. 24 volunteer teachers working in Northern Cyprus in 2024-2025 participated in the research. The research was conducted using a semi-structured interview method, one of the qualitative research methods. In addition to their personal information, teachers were asked 3 open-ended questions.
This research found that textbooks need to be renewed due to curriculum changes, that textbooks should be changed every five years and that teachers want to change textbooks due to exercises and activities.
EVÄ°DENCE-BASED INSTRUCTIONAL APPROACHES FOR ENHANCÄ°NG STUDENT LEARNING AND TEACHER EFFECTÄ°VENESS Goncha Ahmadova
Abstract:
Evidence-based instructional approaches have become increasingly central in contemporary educational research as systems seek reliable strategies proven to enhance student learning and optimize teacher performance. Rather than relying on intuition or traditional practice, evidence-based pedagogy prioritizes methods supported by empirical research across cognitive science, educational psychology, and large-scale experimental studies. This article examines the conceptual foundations, empirical support, and practical applications of evidence-based instructional models. Emphasis is placed on explicit instruction, formative assessment, metacognitive development, collaborative learning, cognitive load theory, and sustained professional development. A methodological overview of how evidence is produced within this research domain is also presented. The findings highlight the importance of data-informed, structured, and cognitively aligned instruction for improving academic outcomes and promoting educational equity. The article concludes by discussing implications for classroom implementation, policy development, and future research directions.
MOTIVATION-BASED LEARNING AS A PSYCHOLOGICAL CONDITION FOR ENSURING QUALITY IN TRAINING Nurali Chelebiyev
Abstract:
In modern times, education in all countries of the world is based on a number of new paradigms as a socio-cultural phenomenon, aiming to improve quality indicators. As well as the content of education, its forms and means are being updated, and a result-oriented educational paradigm is being formed with the application of innovative educational technologies.
The new requirements for education require the optimization of its important structural components, namely, teaching and learning processes. It is impossible to achieve the desired results without motivating the learning activities of learners. Therefore, the formation of a motivation-based learning environment in training attracts attention as an urgent problem.
Motivation-based learning in the educational process is an important psychological condition for improving the quality of students' learning, academic success, and an important component of eliminating chronic failures in learning. A student motivated for success actively participates in learning, feels the joy of learning. As in other types of activities, external and internal motives have a stimulating function in educational activities. External motives are conditioned by the demands and instigations of other people, and internal motives are conditioned by the interests and desires, enthusiasm, and orientation of the student. The article is devoted to learning motivation, which is one of the current topics of pedagogical psychology.
The introduction explains the scientific essence of key concepts such as "learning", "motivation", etc., and the author argues his own ideas and opinions explored in the article, referring to scientific sources where appropriate.
The article discusses the role and importance of external and internal motivation for improving the quality indicators of students' learning activities. It was determined that the motives perceived in learning stimulate the assimilation of knowledge and ensure the quality of social learning activities. The determinants of students' chronic learning failures in the learning process and the factors that condition them were investigated, and the lack of motivation was noted as one of the determinants of learning failures as the main factor.
PSYCHOLOGICAL BASIS OF YOUNG PEOPLE'S PROFESSIONAL CHOICE Solmaz Hasanlı
Abstract:
Education is a strategic area of state-building and the future development of the state. Future development largely depends on the level of preparation of today's people. Therefore, the issues of preparing young people for the future pose more important tasks for the modern education system.
Today, school psychologists have great responsibilities and tasks in shaping the younger generation as psychologically healthy, capable of properly planning their future, closely aware of their talents and abilities, in short, young people who know themselves well. Therefore, one of the most important duties of school psychologists today is to assist young people on the verge of high school graduation in choosing a career, which is one of the basic, important and responsible stages in determining their future lives, and to provide psychological guidance activities. At the same time, school psychologists are personally responsible for raising individuals who are beneficial to society by evaluating their talents and skills, individual psychological characteristics and potential opportunities at a high level. Naturally, in this responsible work, school psychologists should carry out the necessary work not only with young people, but also with their families. Because the family is an important institution that has a great impact on young people's career choices. From this point of view, the organization of systematic and professional activities in guiding young people to choose a profession has a direct impact on the correct direction of the country's human capital. In this work, school psychologists have a great responsibility.
SEXUAL ABUSE OF MENTALLY DISABLED PERSONS Afet Ä°srafilova
Abstract:
Child abuse encompasses all behaviors directed at a child by someone in their immediate environment, such as parents or other family members, caregivers, or any adult, which experts and society deem inappropriate and harmful. Generally, children suffer abuse in different ways. These include physical abuse, emotional-social abuse, and sexual abuse. Abuse is generally directed at all children. However, children with disabilities, especially those with intellectual disabilities, are more frequently abused. Therefore, families with intellectually disabled children need to be vigilant about sexual abuse directed at children, be aware of the signs that indicate abuse, and be aware of the devastating effects that such an incident will have on the child in order to protect their children in this regard. This study examines the risk of sexual abuse of individuals with intellectual disabilities from a multifaceted perspective. Individuals with intellectual disabilities are a group that is more vulnerable to sexual abuse due to cognitive limitations, communication difficulties, problems with self-expression, and social isolation. The aim of this article is to analyze in detail the causes of abuse, risk factors, protective and preventive mechanisms, the role of families and institutions, as well as scientific findings in national and international literature. A qualitative research method was used, and more than 30 scientific sources were examined. The findings show that the risk of sexual abuse for individuals with intellectual disabilities is high due to lack of education, inadequate family supervision, lack of social support, and weak institutional control mechanisms. However, protective education programs, increasing family awareness, and strengthening early reporting systems significantly reduce the risk of abuse.
TECHNOLOGY ACCESS INEQUALITY IN ONLINE EDUCATION AND ITS EFFECTS ON LEARNING OUTCOMES: A REVIEW OF CONTEMPORARY EVIDENCE Ali Akçin, Kemal Kurukafa, Adil Tarhan, Semih Dursun
Abstract:
This article examines recent evidence on technology access inequality in online education and considers how uneven access to devices, internet connectivity, digital skills, and learning support can affect students’ learning outcomes. The study is designed as a qualitative document analysis, drawing on peer-reviewed studies, academic books, and institutional reports that have shaped the discussion on the digital divide in education. It brings together earlier conceptual work on digital inequality with evidence produced during and after the rapid expansion of emergency remote teaching. The review shows that technology access inequality cannot be reduced to a simple question of whether a student owns a device or has an internet connection. It also involves the quality, stability, and independence of that access, students’ confidence and digital skills, the design of online courses, and the support available from families, schools, and institutions. Across the literature, weaker access is linked with lower participation, less consistent engagement, slower feedback, fewer opportunities for interaction, and wider achievement gaps, especially for learners from low-income households, rural areas, and historically marginalized communities. However, the evidence also suggests that outcomes improve when access policies are supported by good teaching, teacher preparation, and inclusive platform design. The article concludes that online education may either widen or reduce educational inequality, depending on whether access is treated as a basic educational right rather than a technical extra. Recommendations are offered for schools, policymakers, and researchers who aim to build fairer online learning environments.
THE EFFECT OF AI-SUPPORTED CORPORATE COMMUNICATION ON STRATEGIC DECISION-MAKING QUALITY IN BUSINESSES: THE MEDIATING ROLE OF DIGITAL TRUST AND THE MODERATING EFFECT OF DATA LITERACY Berk Sezenler, Seyfi Atakan, Turgut Cenkciler, Azmiye Yinal
Abstract:
The rapid advancement of artificial intelligence (AI) technologies has significantly transformed organizational communication and strategic management practices. AI-supported corporate communication enables organizations to improve information quality, accelerate communication processes, and support evidence-based managerial decision-making. Despite the increasing adoption of AI technologies, limited empirical research has examined how AI-supported corporate communication influences strategic decision-making quality, particularly within the context of the Turkish Republic of Northern Cyprus (TRNC). Therefore, this study investigates the effect of AI-supported corporate communication on strategic decision-making quality while examining the mediating role of digital trust and the moderating effect of data literacy. A quantitative research design based on the relational survey model was employed. Data were collected from 412 managers and white-collar employees working in private-sector organizations located in Nicosia and Famagusta, the two largest commercial centers of the TRNC. The research model was tested using IBM SPSS Statistics 28.0 and AMOS 24.0. Descriptive statistics, independent samples t-test, one-way ANOVA, Pearson correlation analysis, multiple regression analysis, confirmatory factor analysis (CFA), structural equation modeling (SEM), bootstrapping mediation analysis, and moderation analysis were performed. The findings revealed that AI-supported corporate communication has a significant positive effect on strategic decision-making quality. Furthermore, AI-supported corporate communication significantly enhances digital trust, while digital trust positively influences strategic decision-making quality and partially mediates this relationship. The results also demonstrated that data literacy significantly moderates the relationship between AI-supported corporate communication and strategic decision-making quality. Employees with higher levels of data literacy benefit more from AI-supported communication systems than those with lower levels of data literacy.
The study contributes to the literature by integrating communication management, artificial intelligence, strategic management, and information systems into a comprehensive conceptual model. From a practical perspective, the findings suggest that organizations should strengthen AI-supported communication practices, improve digital trust, and invest in employees' data literacy to enhance strategic decision-making quality and achieve sustainable competitive advantage.
THE EFFECT OF BURNOUT SYNDROME ON JOB SATISFACTION AMONG EMPLOYEES IN THE TOURISM SECTOR IN THE TRNC Berkay Kandemir, Azmiye Yinal, Figen Yaman Lesinger
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The aim of this research is to examine the effect of burnout syndrome on job satisfaction among employees working in the tourism sector in the TRNC. The research is conducted using the relational survey model, one of the quantitative research methods. The population of the research consists of individuals working in the tourism sector in the TRNC. The sample comprises 373 tourism sector employees reached through the convenience sampling method. The data are collected through the Personal Information Form developed by the researcher, the Maslach Burnout Inventory, and the Job Satisfaction Scale. The data obtained are analyzed using the SPSS package program. In the analysis process, descriptive statistics, normality analysis, reliability analysis, independent samples t-test, one-way analysis of variance, Pearson correlation analysis, and regression analysis are applied. The research findings indicate that burnout syndrome has a negative and significant effect on job satisfaction amongst employees in the TRNC tourism sector. As employees’ levels of burnout increase, their levels of job satisfaction decrease. Among the subdimensions of burnout, emotional exhaustion has the strongest effect on job satisfaction; the dimensions of depersonalisation and reduced sense of personal accomplishment also have a detrimental effect on job satisfaction. The findings highlight the importance, in terms of job satisfaction, of balancing workloads, ensuring adequate rest periods, increasing managerial support and making employees’ achievements visible within tourism organisations.
THE EFFECT OF JOB SATISFACTION ON EMPLOYEE PERFORMANCE IN HOTEL EMPLOYEES IN TRNC Süreyya Üzgüner, Azmiye Yınal, Figen Yaman Lesinger
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The aim of this research is to examine the effect of job satisfaction on employee performance in hotel employees in the TRNC. The research was carried out in line with the quantitative research approach and a relational survey model was used. The universe of the research consists of personnel working in hotel businesses operating in the TRNC. The sample consists of 362 hotel employees reached by convenience sampling method. The research data were collected through a personal information form, the Minnesota Job Satisfaction Scale, and the Employee Performance Scale. The data obtained were analyzed using the SPSS package program. As a result of the research, it was determined that the job satisfaction levels of hotel employees were above the medium level and the employee performance levels were high. It is seen that the level of internal satisfaction is higher than external satisfaction. In the analyzes made according to demographic variables, job satisfaction was determined according to marital status, age and working time in the institution; and employee performance differed significantly according to marital status, age and education level. As a result of the correlation analysis, there is a positive and moderately significant relationship between job satisfaction and employee performance. As a result of the regression analysis, it is determined that job satisfaction has a positive and significant effect on employee performance. Job satisfaction accounts for 30% of the change in employee performance.
THE EFFECT OF ORGANISATIONAL SUPPORT ON EMPLOYEES’ WORK-LIFE BALANCE IN NORTHERN CYPRUS: THE MEDIATING ROLE OF SUSTAINABLE DIGITAL TRANSFORMATION AND THE MODERATING EFFECT OF STRESS Azmiye Yinal, Melek Elmasoğlulari Arifoğlu
Abstract:
The purpose of this study is to examine the effect of digital transformation perception on employees’ job stress in the Turkish Republic of Northern Cyprus (TRNC) and to identify the mediating role of work–life balance and the moderating role of perceived organizational support in this relationship. The study was conducted using a quantitative research approach and a correlational research design. The sample consists of 318 employees working in the public and private sectors in the TRNC who voluntarily participated in the study. Data were collected through a structured questionnaire measuring perceptions of digital transformation, work–life balance, job stress, and organizational support. The data were analyzed using SPSS 29, AMOS 24, and PROCESS Macro (Model 14). The findings indicate that perceived organizational support has a positive effect on employees’ work–life balance. Employees who perceive higher levels of support from their organizations tend to evaluate their work–life balance more positively. The results also show that perceived organizational support positively influences sustainable digital transformation, and sustainable digital transformation, in turn, contributes to employees’ work–life balance. In this respect, sustainable digital transformation serves as a mediating mechanism in the relationship between perceived organizational support and work– life balance. However, stress does not significantly moderate the relationship between sustainable digital transformation and work–life balance, nor does it create a significant moderated mediation effect.
THE EFFECT OF ORGANIZATIONAL INCITEMENT ON EMPLOYEES' ORGANIZATIONAL STRESS LEVELS Deniz Günhan, Azmiye Yınal, Fige Yaman Lesinger
Abstract:
The rapid advancement of artificial intelligence (AI) technologies has significantly transformed corporate communication practices by enabling organizations to deliver faster, more personalized, and data-driven interactions with consumers. In this context, understanding how AI-supported corporate communication influences consumer behavior has become increasingly important. The primary aim of this study is to examine the effect of AI-supported corporate communication on consumer brand loyalty while investigating the mediating role of digital trust and the moderating effect of technology anxiety.
A quantitative research approach was adopted, and a relational survey model was employed. The study was conducted among consumers residing in the six districts of the Turkish Republic of Northern Cyprus (TRNC): Nicosia, Famagusta, Kyrenia, Güzelyurt, Ä°skele, and Lefke. Data were collected from 381 participants through a structured questionnaire using a simple random sampling method. The questionnaire included measures of AI-supported corporate communication, digital trust, technology anxiety, and brand loyalty. Data analyses were performed using SPSS 28 and AMOS 24. Reliability analysis, confirmatory factor analysis, descriptive statistics, correlation analysis, regression analysis, mediation analysis, and moderation analysis were conducted.
The findings revealed that AI-supported corporate communication has a significant positive effect on both digital trust and consumer brand loyalty. Digital trust was also found to positively influence brand loyalty. Furthermore, mediation analysis demonstrated that digital trust partially mediates the relationship between AI-supported corporate communication and brand loyalty. Moderation analysis indicated that technology anxiety weakens the positive effect of AI-supported corporate communication on brand loyalty. Consumers with lower levels of technology anxiety exhibited stronger loyalty responses to AI-supported communication practices, whereas those with higher levels of technology anxiety demonstrated weaker loyalty outcomes.
Overall, the study highlights the strategic importance of AI-supported corporate communication in fostering consumer trust and long-term brand loyalty. The findings suggest that organizations should focus on enhancing transparency, credibility, and ethical standards in AI-driven communication practices while simultaneously addressing consumers’ technology-related concerns. The study contributes to the literature by integrating communication and business perspectives and providing empirical evidence from the TRNC context.
THE IMPACT OF AI-POWERED CORPORATE COMMUNICATIONS ON CONSUMER BRAND LOYALTY: THE MEDIATING ROLE OF DIGITAL TRUST AND THE MODERATING EFFECT OF TECHNOLOGICAL ANXIETY Efe Ä°ÅŸsever, Azmiye Yinal
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The primary aim of this study is to examine the effect of artificial intelligence (AI)-supported sustainability communication on consumers’ green purchase intention and to investigate the mediating role of brand trust and the moderating effect of digital literacy in this relationship. The study was conducted among consumers aged 18 and above residing in the six districts of the Turkish Republic of Northern Cyprus (TRNC), namely Nicosia, Famagusta, Kyrenia, Güzelyurt, Ä°skele, and Lefke. A quantitative research approach was adopted, and the relational survey model was employed. Data were collected through an online questionnaire from 381 participants selected using a simple random sampling method. The study utilized the AI-Supported Sustainability Communication Scale, Brand Trust Scale, Digital Literacy Scale, and Green Purchase Intention Scale. The collected data were analyzed using SPSS 28.00 and AMOS 24 software. Reliability analysis, confirmatory factor analysis, correlation analysis, regression analysis, and structural equation modeling were conducted. The findings revealed that AI-supported sustainability communication positively and significantly affects both consumers’ green purchase intention and brand trust. Furthermore, brand trust was found to have a significant positive effect on green purchase intention. Structural equation modeling results demonstrated that brand trust mediates the relationship between AI-supported sustainability communication and green purchase intention. In addition, digital literacy was found to significantly moderate the relationship between AI-supported sustainability communication and green purchase intention. The results suggest that investments in AI-supported sustainability communication strategies can encourage environmentally responsible purchasing behavior and strengthen consumer trust in brands. The study contributes to the literature on sustainable marketing, digital communication, and consumer behavior by providing empirical evidence from the TRNC context.
THE IMPACT OF AI-POWERED SUSTAINABILITY COMMUNICATION ON CONSUMERS' GREEN PURCHASE INTENTIONS: THE MEDIATING ROLE OF BRAND TRUST AND THE MODERATING EFFECT OF DIGITAL LITERACY Salih Demirci, Azmiye Yinal
Abstract:
The purpose of this study is to examine the impact of artificial intelligence (AI)-supported passenger communication systems on passenger experience in the aviation sector and to determine the mediating role of corporate trust and the moderating effect of digital literacy in this relationship. The study was designed using a quantitative research approach, and the data were collected through an online survey from 401 passengers residing in the Turkish Republic of Northern Cyprus (TRNC) who had experience with airline services. The research employed the Artificial Intelligence-Supported Passenger Communication Systems Scale, Corporate Trust Scale, Digital Literacy Scale, and Passenger Experience Scale. Descriptive statistics, independent samples t-test, one-way analysis of variance (ANOVA), correlation analysis, and regression analysis were utilized to analyze the data.
The findings revealed that AI-supported passenger communication systems have a significant and positive effect on passenger experience. Furthermore, AI-supported systems were found to enhance corporate trust, while corporate trust positively influenced passenger experience. The results also indicated that corporate trust plays a mediating role in the relationship between AI-supported passenger communication systems and passenger experience. In addition, passengers with higher levels of digital literacy benefited more from AI applications and reported more positive passenger experiences. Demographic analyses demonstrated that age, educational level, and frequency of airline usage created significant differences among the research variables.
In conclusion, AI-supported passenger communication systems were identified as an important factor in improving passenger experience within the aviation industry. However, the effectiveness of these systems is strengthened by corporate trust and digital literacy. The findings are expected to contribute to the digital transformation strategies of airline companies and to the effective management of passenger experience.
THE IMPACT OF ARTIFICIAL INTELLIGENCE-SUPPORTED PASSENGER COMMUNICATION SYSTEMS ON PASSENGER EXPERIENCE IN THE AVIATION INDUSTRY: THE MEDIATING ROLE OF CORPORATE TRUST AND THE MODERATING EFFECT OF DIGITAL LITERACY Feride Daldik, Azmiye Yinal
Abstract:
The purpose of this study is to examine the impact of artificial intelligence (AI)-supported passenger communication systems on passenger experience in the aviation sector and to determine the mediating role of corporate trust and the moderating effect of digital literacy in this relationship. The study was designed using a quantitative research approach, and the data were collected through an online survey from 401 passengers residing in the Turkish Republic of Northern Cyprus (TRNC) who had experience with airline services. The research employed the Artificial Intelligence-Supported Passenger Communication Systems Scale, Corporate Trust Scale, Digital Literacy Scale, and Passenger Experience Scale. Descriptive statistics, independent samples t-test, one-way analysis of variance (ANOVA), correlation analysis, and regression analysis were utilized to analyze the data.
The findings revealed that AI-supported passenger communication systems have a significant and positive effect on passenger experience. Furthermore, AI-supported systems were found to enhance corporate trust, while corporate trust positively influenced passenger experience. The results also indicated that corporate trust plays a mediating role in the relationship between AI-supported passenger communication systems and passenger experience. In addition, passengers with higher levels of digital literacy benefited more from AI applications and reported more positive passenger experiences. Demographic analyses demonstrated that age, educational level, and frequency of airline usage created significant differences among the research variables.
In conclusion, AI-supported passenger communication systems were identified as an important factor in improving passenger experience within the aviation industry. However, the effectiveness of these systems is strengthened by corporate trust and digital literacy. The findings are expected to contribute to the digital transformation strategies of airline companies and to the effective management of passenger experience.
THE IMPACT OF GREEN TRANSFORMATIVE LEADERSHIP ON GREEN BUSINESS ETHICS Akay Keleş, Azmiye Yınal, Fige Yaman Lesinger
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The aim of this research is to determine the impact of green transformative leadership perceptions of individuals working in the service sector in the TRNC on green business ethics. The universe of the research consists of individuals working in the service sector in the TRNC, and data were obtained from 381 participants within the scope of the study. In the research, a quantitative research approach was adopted and a relational survey model was used. The data were collected through a personal information form, the Green Transformative Leadership Scale and the Green Business Ethics Scale. The data obtained were analyzed with the SPSS program; frequency, percentage, arithmetic mean, standard deviation, reliability analysis, normality analysis, independent sample t-test, one-way analysis of variance, Pearson correlation analysis and regression analysis were applied. As a result of the research, it was determined that the participants' perceptions of green transformative leadership and green business ethics were at a high level. As a result of the correlation analysis, a positive and significant relationship was found between green transformative leadership and green business ethics. As a result of the regression analysis, it was determined that green transformative leadership had a positive and significant effect on green business ethics. Accordingly, it has been concluded that green transformative leadership behaviors are an important element that strengthens employees' perceptions of green business ethics.
THE IMPACT OF INDUSTRY 4.0 MATURITY LEVEL ON COMPETITIVE STRATEGIES AND INTERNAL ENTREPRENEURSHIP TRENDS: A STUDY ON BUSINESSES Berk Kurtuluş, Ayşem İyikal Çelebi
Abstract:
The aim of this research is to examine the impact of Industry 4.0 maturity level on competitive strategies and internal entrepreneurship tendencies. The research was designed using a correlational survey model within the framework of a quantitative research approach. The research population consists of managers, specialists, and white-collar employees working in businesses operating in the Turkish Republic of Northern Cyprus (TRNC). A convenience sampling method was used, and the sample size was determined to be 200 participants. Data were collected through a demographic information form, the Industry 4.0 Technologies Usage Level Scale, the Competitive Strategies Scale, and the Internal Entrepreneurship Scale. The collected data were analyzed using the IBM SPSS software package; reliability analysis, descriptive statistics, normality analysis, correlation analysis, and simple linear regression analysis were applied.
The research findings show a positive and significant relationship between the Industry 4.0 maturity level and competitive strategies and internal entrepreneurship tendencies. Regression analysis revealed that the Industry 4.0 maturity level has a positive and significant effect on competitive strategies. Similarly, it was found that the Industry 4.0 maturity level also positively influences internal entrepreneurship tendencies. The findings demonstrate that digital maturity strengthens the strategic orientations of businesses and supports employees' internal entrepreneurial behaviors. This research contributes to the literature by considering the Industry 4.0 maturity level in conjunction with competitive strategies and internal entrepreneurship tendencies.
THE ROLE OF VALUES IN THE DEVELOPMENT OF QUALITY CULTURE Tofig Ahmadov, Rugiyya Mammadova
Abstract:
This article aims to identify the role of values in the establishment and sustainable development of a quality culture within higher education institutions. Utilizing a literature review methodology, the study provides a comparative analysis of the theoretical frameworks proposed by scholars such as Ehlers, Woods, Yorke, GümüÅŸ, and KoyuncuoÄŸlu, while assessing the current state of quality culture within the national context through an examination of accreditation reports from Azerbaijani universities. The analysis indicates that a quality culture is reinforced not merely through compliance with procedural and normative requirements, but also through internalized shared values, interpersonal relationships, collaboration, and process-oriented management within the organization. The study emphasizes that values such as collaboration, transparency, integrity, inclusiveness, trust, and commitment are fundamental components ensuring the sustainability of quality-oriented organizational activities; in the absence of the systematic application of these values, efforts toward developing a quality culture lack stability. The research concludes that a value-oriented management model serves as a fundamental framework for the strategic advancement of quality culture in higher education institutions; without such a model, qualitative improvements remain ephemeral and unsustainable.
