Özet:

The purpose of this study is to determine how the Turkish Foreign Turkish and Related Communities Presidency (YTB), Turkish Cooperation and Coordination Agency (TIKA), Yunus Emre Institute (YEE), Maarif Foundation, Reday, the work of these public institutions and human diplomacy activities as well as how the influences in the field of national brand are perceived by Turkish Scholarship students in their country and regions. Method - From the Turkish Scholarship students who studied in Ankara, which forms the universe of research, a total of 24 international students from 17 countries have been achieved using sample and cartridge sample technique for the purpose of unlikely sampling techniques. In the research, the qualitative data collection techniques of the interview technique and structured - semi-structured interview questions were used. The findings - The data obtained from the interviews have determined that students have found a more secular, free and open country after arriving in Turkey, waiting for a more conservative country before arriving in Turkey. Discussions - The research has shown that in the marketing communication that will be established towards the target markets; from oral to web marketing, viral marketing, Turkish series, social media, internet and institutions have shown the importance of taking into account the visits that have been made, it has been given advice for future studies.

Anahtar Kelimeler: