CONTENTS Chapter 1 A Research on the Relatıonship Between Celebrity Endorsement and the Social Media Marketing Perception of Consumers Zehra TÜRK Chapter 2 Comprehensive Literature Review for Closed Loop Supply Chain Studies Emel YONTAR Onur DERSE 13 Chapter 3 A Novel Machine Learning Method for Pattern Recognition and Classification 33 Ali Mert CEYLAN Mete EMİNAĞAOĞLU Chapter 4 Automobile Brand Preference in Turkey Depending on Countries of Origin and Segments 51 Onur ÇELIK Chapter 5 Opinion Leaders of Digital Era and Their Effects on Consumer Behavior 67 Sibel AYDOĞAN Chapter 6 The Status of Turkish Air Companies in Global Competition and Other Airlines in Air Trade World: Analyses of the Rivalry 93 Galip Afşın RAVANOĞLU Aslı YERLI Chapter 7 Evaluation of Health Service Quality With Servqual Scale: An Application in Turkey 105 Muhammet ÇANKAYA