Pazarlama Çalışmalarına Sosyal Bilişsel Kuram Perspektifi: Bir Literatür Taraması

Year 2019, Volume: 14 , 18 - 33, 30.11.2019

Enis Yakut

https://doi.org/10.19168/jyasar.631019

Cited By: 1

Abstract

Sosyal Bilişsel Kuram
(SBK), insan davranışını açıklamak için eleştirel bir bakış açısı öne süren ve
yaygın olarak kabul edilen bir kuramdır. Temel olarak, SBK bireyler,
davranışlar ve çevre arasındaki karşılıklı nedensellik ilişkisini tanımlayarak;
insan düşüncelerinin, duygularının ve davranışının belirleyicilerini araştırır.
Uygulamalı psikoloji, eğitim, sağlık, iletişim, teknoloji gibi çeşitli
disiplinler, kapsayıcı niteliği nedeniyle SBK’ın farklı yönlerine
odaklanmışlardır; ancak pazarlama alanındaki SBK çalışmalarının sayısı
sınırlıdır. Bu çalışmanın amacı, Sosyal Bilişsel Kuramın açık bir şekilde
anlaşılmasını sağlamak, pazarlama literatürünü SBK perspektifinden incelemek,
gelecekteki araştırmalar için teorik ve ampirik açıdan yön göstermek ve bu
alanda çalışma yapmak isteyen araştırmacılar için açık bir yol oluşturmaktır.
Bu literatür taramasını yürütmek için sekiz veri tabanı (Elsevier, Emerald,
JSTOR, Sage, Springer, Taylor & Francis, Wiley ve Google Akademik) herhangi
bir zaman kısıtlaması olmadan taranmıştır. Bu inceleme sonucunda, pazarlama araştırmacılarına
SBK kapsamındaki farklı pazarlama araştırma yönelimleri sağlanmıştır.

Keywords

Sosyal Bilişsel Kuram, Pazarlama, Literatür Taraması

A Social Cognitive Theory Perspective on Marketing Studies A Literature Review

Abstract

Social Cognitive Theory (SCT) is a generally accepted
theory that postulates a pivotal perspective for explaining the human behavior.
Basically, SCT investigates the formation of human thoughts, feelings, and
behavior by analyzing the reciprocal causation among individuals, behaviors and
environment. Various disciplines, such as applied psychology, education, health
care, communication, technology focus on different aspects of SCT due to its
inclusive nature; however number of SCT studies within the marketing field is
limited. Aim of this study is to form a clear understating of Social Cognitive
Theory, investigate the marketing literature from a SCT perspective, provide
theoretical and empirical directions for future research and create a clear
path for prospective researchers. Eight databases (Elsevier, Emerald, JSTOR,
Sage, Springer, Taylor & Francis, Wiley and Google Scholar) were searched
without any time limitation in order to conduct this literature review. As a
result of this review, different marketing research directions for marketing scholars
within the SCT context are provided.

Keywords

Social Cognitive Theory, Marketing, Literature Review

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