Given increasing knowledge about how consumers communicate with texts, our understanding of how brain processes information remains relatively limited. Besides that, in today's world, advancing neuroscience-related technology and developments have changed the understanding of consumer behavior. In this regard, in the 1990s, consumer neuroscience and neuromarketing concepts were revealed. This new concept has brought a multi-disciplinary approach and new perceptions of human cognition and behavior. For measuring consumer behaviors through a new alternative method, research has started combining traditional marketing researches with these new methods. This chapter explores how typeface knowledge from the brain functions using neuroscience technology and the importance neurosciences methodologies have for readability research. Moreover, this chapter will evaluate how typefaces affect the purchase decision of the consumers and offer an integrative literature review.

The sense of curiosity in people has developed over the years as they reach knowledge. Moreover, this has always led people to research and study individuals. Especially with the invention of the computer and the internet, a new era has begun; with technological infrastructure development, the distribution and access of information have become more comfortable. People have connected to research from more intensive or different perspectives according to their interests. With the technology that developed after Web 2.0, people not only read but started to "get involved." Since human beings are social creatures, they need to share, learn, develop, be liked, and be admired. Although sometimes this is a lifestyle, it has come at the point of a significantly developing new business area. Every year, dozens of people have become "influencing people or an individual with a follower," As they share their new experiences as they produce content, they have been followed and sometimes imitated. The purpose of this quantitative research is to measure university students' trust in social media influencer before purchasing and the impact of social media influencer on purchasing decisions. It has been observed that the vast majority of university students, who are their focal points, regularly follow social media influencers.

Today's people fall into the advertising network more and more every day with the developing technology. The modern world is exposed to many written and visual images in this area. All these images contain a whole of meanings. Advertising, which is one of the concepts that affects and transforms society, is also a collection of messages. While conveying his messages, the facts that create and transform society, cultures, and identities, and creation processes occur in this context. The created advertisements, the concepts of self, and the “other,” East and West, have existed since the formation of human history and have been influenced from time to time, and the Orientalist, re-orientalist perspective has shown itself in the advertisements. The underdevelopment of the East is a discourse aimed at religion, language, and races. The West spreads its Orientalist discourse to the world through mass media. This research investigates the orientalism effects in media and communication regarding how the media and communication field is affected by Orientalism.