Using cloud computing technology in the new media environment: Trust in use of cloud system

The aim of this thesis is to examine the changing forms of communication in the new media environment and to investigate the perceptions and attitudes of users towards domestic and foreign cloud storage service providers in Turkey. The products created by the rapid changes of technology affect almost every sector and encourage change and transformation. In parallel with this change, most of the sectors use the concept of digital transformation. The communication sector is one of the leading sectors that rapidly realize this transformation. With the rapid changes in the field of new media, the innovations brought by cloud systems are intensively used by artificial intelligence coding, which works in the background of applications in the social media section. These artificial intelligence encodings determine the content and formal aspects of communication in applications (instagram, youtube, tiktok, etc.). In addition to this traffic, there is also a large data flow in the field of new media. In these data streams, private files on devices such as computers, mobile phones and tablets used by individuals are shared. The area that will allow individuals to store this data in the process and reuse it when needed is available on the cloud platform. Here, the extent to which individuals trust this platform and how they benefit from its use, all of these constitute important topics in newly shaped communication forms. In this thesis, a digital questionnaire was applied to people aged 18 and over living in Turkey. The results were analyzed with the SPSS program. Looking at the results, it was determined that there is a significant effect between the perceptions and attitudes of the survey participants towards the brands that provide cloud storage services, according to the scales of quality, trust and loyalty.