FİNANSAL PERFORMANS İLE REKLAM FAALİYETLERİ ARASINDAKİ İLİŞKİ: TÜRKİYE’DEKİ MEVDUAT BANKALARI ÜZERİNE BİR ARAŞTIRMA

Year 2022, , 1544 - 1567, 29.11.2022

Gülfen Tuna , Mustafa Koç

https://doi.org/10.30798/makuiibf.911773

Abstract

Özet yada Abstract kısmını bu alana yapıştırabilirsiniz en fazla 1500 karakter kullanılabilir. EBu çalışmada Türkiye’de faaliyet gösteren 20 bankanın reklam faaliyetlerinin finansal performanslarına olan etkisi incelenmiştir. Çalışma kapsamında 2002 dördüncü çeyrekten 2018 dördüncü çeyreğe kadar 65 gözlemden oluşan panel veri seti kullanılmıştır. Reklamın bankalar üzerindeki etkisinin incelenmesi sürecinde Driscoll Kraay sabit etkiler dirençli tahmincisi sabit etkiler panel regresyon modeli tercih edilmiştir, açıklayıcılığın arttırılabilmesi adına reklam değişkeni hem reklam harcamaları hem de reklam yoğunluğu olarak iki ayrı rasyo değişken şeklinde analizlere dahil edilmiştir. Elde edilen bulgular ışığında reklamın mevcut döneme negatif etki ettiği ve on dönem boyunca (iki buçuk yıl) negatif etki etmeye devam ettiği tespit edilmiştir.ğer makale diliniz Türkçe ise ilk olarak Öz sonrasında sonrasında Abstract gelmelidir.

Keywords

FİNANSAL PERFORMANS, BANKA, KARLILIK, REKLAM, REKLAM HARCAMALARI

THE RELATIONSHIP BETWEEN ADVERTISING ACTIVITIES AND FINANCIAL PERFORMANCE: A STUDY ON DEPOSIT MONEY BANKS IN TURKEY

Abstract

n this study, the effect of the advertising activities on the financial performances of 20 banks operating in Turkey were examined. Within the scope of the study, a panel data set consisting of 65 observations was used from the fourth quarter of 2002 to the fourth quarter of 2018. In the process of examining the effect of advertising on banks, Driscoll Kraay fixed effects resilient estimator fixed effects panel regression model was preferred. To increase explanatory, the advertisement variable was included in the analysis as two separate ratio variables, both advertisement expenditure and advertisement intensity. According to the findings, the advertisement had a negative effect on the current period and continued to have a negative effect for ten periods (two and a half years).labilir. Eğer makale diliniz İngilizce ise ilk olarak Abstract sonrasında Özet gelmelidir.

Keywords

FINANCIAL PERFORMANCE, BANK, PROFITABILITY, ADVERTISING, ADVERTISING EXPENDITURE

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