Research Article

The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension

Number: 13 June 29, 2026
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The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension

Abstract

In today’s competitive business environment, firms increasingly integrate ESG (Environmental, Social, and Governance) principles into their marketing strategies to build reputation and gain stakeholder legitimacy. This study examines the impact of marketing intensity on firms' ESG social performance scores, conceptualizing marketing expenditures as a strategic signaling mechanism. Using data from Borsa Istanbul indices, the research employs a robust methodological framework including Multiple Linear Regression (OLS), lagged models to account for time-dependent effects, and Two-Stage Least Squares (2SLS) regression to address potential endogeneity. The empirical results demonstrate that an increase in marketing intensity has a statistically positive and significant impact on firms' social scores. This relationship remains robust when controlling for financial indicators such as profitability (ROA) and leverage, and it persists across various model specifications. The findings conclude that marketing intensity serves as a strategic antecedent that substantiates a firm’s social commitments, thereby strengthening corporate legitimacy and operational resilience. Consequently, marketing budgets should be managed as strategic investments for long-term value creation rather than mere tactical tools for short-term sales.

Keywords

References

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Details

Primary Language

English

Subjects

Panel Data Analysis

Journal Section

Research Article

Publication Date

June 29, 2026

Submission Date

April 22, 2026

Acceptance Date

May 21, 2026

Published in Issue

Year 2026 Number: 13

APA
Erdem, A. (2026). The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension. Journal of Statistics and Applied Sciences, 13. https://doi.org/10.52693/jsas.1936345
AMA
1.Erdem A. The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension. JSAS. 2026;(13). doi:10.52693/jsas.1936345
Chicago
Erdem, Aytaç. 2026. “The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension”. Journal of Statistics and Applied Sciences, nos. 13. https://doi.org/10.52693/jsas.1936345.
EndNote
Erdem A (June 1, 2026) The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension. Journal of Statistics and Applied Sciences 13
IEEE
[1]A. Erdem, “The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension”, JSAS, no. 13, June 2026, doi: 10.52693/jsas.1936345.
ISNAD
Erdem, Aytaç. “The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension”. Journal of Statistics and Applied Sciences. 13 (June 1, 2026). https://doi.org/10.52693/jsas.1936345.
JAMA
1.Erdem A. The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension. JSAS. 2026. doi:10.52693/jsas.1936345.
MLA
Erdem, Aytaç. “The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension”. Journal of Statistics and Applied Sciences, no. 13, June 2026, doi:10.52693/jsas.1936345.
Vancouver
1.Aytaç Erdem. The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension. JSAS. 2026 Jun. 1;(13). doi:10.52693/jsas.1936345