POSTMODERNİZM VE KLAN PAZARLAMASI: DİNSEL TOPLULUKLARA YÖNELİK BİR UYGULAMA

Abstract

Post modern dönemde modern klan olarak tanımlanan toplulukların ortaya çıkması, klan pazarlaması olarak tanımlanan alternatif bir pazarlama yaklaşımının doğmasına yol açmıştır. Bu çalışmanın amacı Türkiye’de faaliyet gösteren dinsel toplulukları, modern klan davranışları açısından tanımlamak ve klan pazarlamasının söz konusu topluluklara ne ölçüde uygulanabileceğini belirlemektir. Bu amaçla Çanakkale, Biga’da kolayda örnekleme yöntemiyle seçilen topluluk üyeleriyle anket yapılmıştır. Analiz sonuçları, topluluğun bir ölçüye kadar modern klan niteliklerine sahip olduğunu, ancak üyelerinin çoğunun sembolik değerlerden haberdar olmadığını göstermiştir. Diğer taraftan üyelik türlerine göre davranış farklılıkları, üyelerin topluluğa bağlılığı ve toplulukla uyumlu davranış gösterip göstermediklerine yönelik kurulan hipotezler büyük ölçüde doğrulanmıştır. Bununla birlikte sonuçlar, üyelerin topluluğa karşı gösterdikleri uyum davranışının satın almaya yönelik tutumlarına yansımadığını göstermiştir.

Keywords

• Klan Pazarlaması, Modern Klanlar, Tüketici Davranışları, Klan Davranışları, Tüketici Klanları

POSTMODERNISM AND TRIBAL MARKETING: AN APPLICATION FOR RELIGIOUS COMMUNITIES

Abstract

The emergence of communities described as modern tribe in postmodern period has led to the occurrence of an alternative marketing approach – tribal marketing. The purpose of this study is to define the religious communities in Turkey in terms of modern tribe behaviors and to determine to what extent tribal marketing is applicable to the concerning communities. For this purpose, a questionnaire was administered to the community members selected by convenience sampling in Biga, Çanakkale. The results of analysis indicate that the community has characteristics of modern tribe to some extent although most of the members are not aware of symbolic values. On the other hand, the hypotheses intended to test behavioral differences regarding the level of membership types, affiliation of members to the community and whether they have adaptive behavior to the community were confirmed to a great extent. Yet the results also indicate that the adaptive behavior of members to the community does not reflect on their buying attitudes

Keywords

• Tribal Marketing, Modern Tribes, Consumer Behaviors, Tribal Behaviors, Consumer Tribes

References

1. ADDIS, M., PODESTA, S. (2005). Long life marketing research: a postmodern view. European Journal of Marketing, 39 (3/4),386-412. ss.
2. ASCH, S.E. (1951). Effects of group pressure upon the modification and distortion of judgement. Pittsburg, The Carnegie Press.
3. ASCH, S.E. (1952). Social psychology. Englewood Cliffs, N.J.: Prentice Hall.
4. BANISTER, E.N., HONG, M.K.(2004). Negative smbolic consumption and consumer’s drive for self-esteem. European Journal of Marketing, 38 (7), 297-316. ss.
5. BABACAN, M., ONAT, F. (2002). Postmodern pazarlama perspektifi. Ege Academic Review, 12 (1), 11-18. ss.
6. BROWN, S. (1993). Postmodern marketing. European Journal of Marketing, 27 (4), 19-34. ss.
7. CANIFORD, R. (2011). How to manage customer tribes. Journal of Strategic Marketing, 19 (7), 591-606. ss.
8. CLEO, M., IMRIE, B.C. (2011). Consumer tribes: Membership consumption and building loyality. Asia Pasific Journal of Marketing and Logistics, 23 (1), 39-56. ss.

9. COVA, B. (1997). “Community and consumption: Towards a definition of ‘linking value’ of product or service. European Journal of Marketing, 31 (3/4), 297-316.ss.
10. COVA, B., COVA V. (2001). Tribal aspects of postmodern consumption research: The case of French in-line roller skaters. Journal of Consumer Behaviors,1 (1), 67-76. ss.
11. COVA, B., COVA V. (2002). Tribal marketing, the tribalisation of society and its impact on the conduct of marketing. European Journal of Marketing, 3 (5/6), 595-620. ss.
12. COVA, B., PACE, S. (2006). “ Brand community of convenience products: New forms of customer empowerment-the case “my Nutella the community. European Journal of Marketing, 40 (9) 1087-1105. ss.
13. COOPER, S., MCLOUGHIN, D., KEATING, A. (2005). Individual and neo-tribal consumption: Tales from the Simpsons of Springfield. Journal of Consumer Behavior, 4 (5), 330-344. ss.
14. DAVIS, K. (1977), İşletmelerde İnsan Davranışları (Çev. Tosun, K., Somay, T., Aykar, F:, Baysal, C., Sadullah, Ö., Yalçın, S), İstanbul, İstanbul Üniversitesi yayınları
15. DONNELLY, P., YOUNG, K. (1988). The construction and confirmation of identity in sport subculture. Sociology of Sport Journal, 5 ( 3), 223-240. ss.
16. DIONISIO, P., LEAL, C., MOUTHİNHO, L. (2008). Fandom affiliation and tribal marketing behavior: A sports marketing application. Qualitative Market Research: An International Journal, 11 (1), 17-39. ss.
17. FIRAT, F. A., SHULZ C. J. (1997). From segmentation to fragmentation: Markets and marketing strategy in the postmodern era. European Journal of Marketing, 31 (3/4), 183- 207. ss.
18. FIRAT, F. A., DHOLAKIA, N., VENKATESH, A. (1995). Marketing in a postmodern World. European Journal of Marketing, 29 (1), 40-56. ss.
19. GOULDING, C. 2003). Issue of representing the postmodern consumer. Qualitive Market Research: An International Journal, 3 (6), 152-159. ss.
20. HIRSHCMAN, E.C., RUVİO, A. A., TOUZANI, M. (2011). Breaking bread with Abraham’s children: Christians, Jews and Muslims’ holiday consumption in dominant, minority and diasporic communitie. Jornal of Academic Science, 39 (3), 429-448. ss.
21. ISLAMOĞLU, H., ALTUNIŞIK, R. (2003). Tüketici davranışları. 2. bs., İstanbul: Beta yayın A.Ş.
22. KAĞITÇIBAŞI, Ç. (1988). İnsan ve insanlar., 7. bs., İstanbul: Evrim Basım Yayım Dağıtım Psikoloji ve Psikiyatri dizi 1, İstanbul Matbaası.
23. KAYA, İ. (2006). Pazarlama bi’tanedir : Bir pazarlama Ansiklopedisi, İstanbul: Babaili Kültür yayıncılığı
24. KOTLER, P. (1991). Marketing management, analysis, planning, implementation and control. USA: Prentice Hall.
25. KUMAR, N., SCHEER, L., KOTLER, P. (2000). From market driven to market driving. Europen Management Journal, 18 ( 2), 129-142. ss.
26. KOZINETS, R.V. (1999). E-tribalized marketing: The strategic implications of virtual communities of consumption. European Management Journal, 17 ( 3), 252-264. ss.
27. LOK, L.M., SUN, L. W.(2011). Consumption religious community: A new interpretation and representation of religious moralism in consumption. ACR paper Beijing [Erişim adresi]: http:// polyacademia/wingsunliu/papers. [Erişim tarihi:16.06.2011].
28. MADRIGAL, R.(2002). Social identity effects in a belief-attitude-intention hierarcy: Implications for corportate sponsorship. Psychology&Marketing, 18 (1), 145-165. ss.
29. MERRIEM WEBSTER, [Erişim adresi]: www.meriemwebster.com/dictionary. [Erişim tarihi:14.06.2012].
30. McALEXANDER, J.H., SCHOUTEN, J.W., KOENIG, H.F. (2002). Building brand community. Journal of Marketing, 66 (1), 38-54. ss.
31. MILGRAM, S. (1965). Some conditon of obedience and disobedience to authority. Human Relation, 18 (1), 57-75. ss.
32. MILLER, N.J., BESSER, T.L., WEBER, S.S. (2010). Networking of marketing strategy: A case study of small community, business, Qualitive Market Reserach:An International Journal, 13 (3), 253-270. ss.
33. MOUTINHO, L., DIONISIO, P., LEAL, C. (2007). Surf tribal behavior: A sports marketing application. Marketing Intelligence & Planning, 25 (7), 668-690. ss.
34. MUNIZ, A.M., O’QUINN, T.C. (2001). Brand community. Journal of Consumer Research, 27 (4), 412-432. ss.
35. MUNIZ, A.M., SCHAU, H.J. (2005). Religiosity in the abondoned Apple Newton brand community. Journal of Consumer Research, 4 (31), 737-747. ss.
36. PATTERSON, M. (1998). Direct marketing in postmodernity: Neotribes and direct communication. Marketing Intelligence &Planning, 16 (1), 68–74. ss.
37. PENZ E. (2006). Researcing the socio-cultural representations theory into action. International Marketing Review, 23 (24), 418-437. ss.
38. PROCTOR, T., KITCHEN, P. (2002). Communication in postmodern integrated marketing. Corporate Communications: An International Journal, 7 (3), 144-154. ss.
39. RENTSCH, J.R., HEFFNER, T.S. (1992). Measuring self esteem: validation of new scoring technique for who I am?. Educational and Psychological Measurement, 52 (1), 641-651. ss.
40. SANDIKCI, O., OMERAKI, S. (2007). Globalization and rituals: does Ramadan turn into Christmas? Advances in Consumer, Research,[Erişim adresi] :http://www.acrwebsite.org/ search/view-conference-proceedings.aspx?Id=12698 [Erişim tarihi: 19.12.2011].
41. SCHAU, H. J., MUNIZ A. M., ARNOULD, E.C. (2009). How brand community practice create value?. Journal of Marketing, 73 (5), 30-51. ss.
42. SHERIF, M. (1935a). A study of some social factors in perception. Archive of Psychology,27 (187) 1-60 ss
43. SHERIF, M. (1935b). An experimental study of stereotypes. Journal of Abnormal and Social Psychology, 29 (4) ,371-375. ss.
44. SIMMONS, G. (2008). Marketing to postmodern consumers: Introducing the internet chameleon. European Journal of Marketing, 42 (3/4), 299-310. ss.
45. SOUTWELL, B.G. (2011). Religious congregations and health information diffision: Implications for viral marketing and peer refferal. Journal of Applied Communication Research, 39 (4), 444-447. ss.
46. TAJFEL, H., TURNER, J.S.(1986). The social identity theory of intergroup behavior. Worchel, S. And Austin, W.G. (ed.), Psychology of Intergroup Relations İçinde, 2nd. Ed. Chicago: Nelson Hall.
47. UZUN, R. (2010). Etkili iletişim. 1. bs., İstanbul: Lisans yayıncılık.
48. VALCK, K., BRUGGEN, G.H., WIERENGA, B. (2009). Virtual communities’ decision support system, 47 (3), 185-203. ss.
49. VARİNLİ, İ. (2006). Pazarlamada yeni yaklaşımlar. 1. bs., Ankara: Detay Yayıncılık.
50. VENKATESH, A. (1999). Postmodernism perspective for makromarketing: An inquiry into the global information and sign economy. Journal of Macromarketing, 19 (2), 1-28. ss.
51. WEIDENFELD, A., RON AMOS S. (2008). Religion needs in the tourism industry: Dynamic methods in tourism economics. A preliminary version of this research note was presented at the 4th World Conference for Graduate Research in Tourism, Hospitality and Leisure, Antalya, 19 (2), 22-27. ss.
52. YEYGEL, S. (2006), Postmodern Toplumsal Yapının Pazarlamaya Getirdiği Yeni Boyut: Topluluk Pazarlaması (Tribal Marketing) [Erişim adresi]:“http://yayinlar.yesevi.edu.tr /files,/ article/ 41.pdf, [erişim tarihi: 19.05.2011]