TY  - JOUR
T1  - Türkiye’deki Yeşil Limanların Dijital Platformlarındaki Çevresel Sürdürülebilirlik Paylaşımları: İçerik Pazarlaması Kapsamında Nitel Bir Analiz
TT  - Environmental Sustainability Sharing on Digital Platforms of Green Ports in Türkiye: A Qualitative Analysis Within the Scope of Content Marketing
AU  - Dedaş, Barış
AU  - Nacar, Ramazan
PY  - 2025
DA  - December
Y2  - 2025
DO  - 10.54439/gupayad.1753632
JF  - Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi
JO  - JCMAR
PB  - Yusuf ÖCEL
WT  - DergiPark
SN  - 2757-7279
SP  - 87
EP  - 109
VL  - 6
IS  - 2
LA  - tr
AB  - Amaç: Bu çalışmanın temel amacı, Türkiye’deki yeşil liman işletmelerinin dijital platformlarındaki çevresel sürdürülebilirlik paylaşımlarını hangi içerik türleriyle ve ne sıklıkla aktardığının incelenmesi ayrıca liman web sayfalarında belirtilen çevresel sürdürülebilirlik yaklaşımlarında öne çıkan uygulamaların, paydaşların ve pazarlama vurgularının belirlenmesidir. Çalışmanın teorik altyapısını Paydaş Teorisi oluşturmaktadır. Gereç ve Yöntem: Çalışmanın yürütüldüğü dönemde TÜRKLİM’in erişime açık kaynaklar esas alınmış ve Ulaştırma ve Altyapı Bakanlığı Denizcilik Genel Müdürlüğünce başlatılan proje kapsamında yeşil liman belgesine sahip olan 20 liman seçilmiştir. Araştırmanın amacı kapsamında içerik analizi yöntemiyle konuya ilişkin sınıflandırmalar yapılmıştır. Bulgular: Metin, görsel, video ve infografik içerik türlerinin daha fazla kullanıldığı görülmektedir. Webinar, e-dergi, rapor ve blog yazılarının ise daha az tercih edildiği tespit edilmiştir. LinkedIn ve Instagram hesaplarını daha etkin bir şekilde kullandığı görülmektedir. Çevresel sürdürülebilirlik yaklaşımlarında enerji verimliliğine ilişkin uygulamalar öne çıkmaktadır. Paydaşlarda doğal çevrenin öne çıktığı tespit edilmiştir. Pazarlama vurgularında ise şeffaflık ve hesap verebilirliğin öne çıktığı görülmüştür. Sonuç: İçerik çeşitliliğini arttırmak ve paydaşlarla etkileşimi güçlendirmek adına farklı içerik türlerinin kullanılması önerilmektedir. Bununla birlikte, doğal çevre paydaşının ve şeffaflık ve hesap verebilirliğin öne çıkması sadece ekonomik aktörlere odaklanılmadığını göstermektedir. Bu durum gerçekleştirilen faaliyetlerin samimiyeti, güvenilirliği ve inandırıcılığı açısından oldukça önemlidir.
KW  - Yeşil liman
KW  - çevresel sürdürülebilirlik
KW  - içerik pazarlaması
KW  - deniz taşımacılığı.
N2  - Purpose: The primary objective of this study is to examine the environmental sustainability sharing of green port operators in Turkey on digital platforms, including the types of content shared and the frequency of sharing, as well as to identify the prominent practices, stakeholders, and marketing emphases in the environmental sustainability approaches stated on port websites. The theoretical framework of the study is based on Stakeholder Theory. Materials and Methods: During the period in which the study was conducted, TÜRKLİM’s publicly available sources were green port certificates were selected within the scope of the project initiated by the General Directorate of Maritime Affairs under the Ministry of Transport and Infrastructure. Within the scope of the research objective, classifications related to the subject were made using content analysis methods. Findings: Text, visual, video, and infographic content types are seen to be used more frequently. Webinars, e-magazines, reports, and blog posts are found to be less preferred. LinkedIn and Instagram accounts are seen to be used more effectively. Energy efficiency applications stand out in environmental sustainability approaches. As a stakeholder, the natural environment has been identified as a priority. Transparency and accountability have been identified as priorities in marketing emphasis. Conclusion: It is recommended to use different types of content to increase content diversity and strengthen engagement with stakeholders. Furthermore, emphasizing the natural environment stakeholder and transparency and accountability demonstrates that the focus is not solely on economic actors. This is crucial in terms of the sincerity, reliability and credibility of the activities carried out.
CR  - Acciaro, M., Ghiara, H., & Cusano, M. I. (2014). Energy management in seaports: A new role for port authorities. Energy  Policy,  71,  4-12. https://doi.org/10.1016/j.enpol.2014.04.013
CR  - Al-Ababneh, H. A., Alkhudierat, N. A., Barhoush, F. M., Almajali, A. H., Ibragimkhalilova, T., & Mugableh, M. I. (2025). Using blockchain and digital marketing to build trust in green projects. In E3S Web of Conferences (Vol. 614, p. 01016).EDP Sciences.
CR  - Alamoush, A. S., Ballini, F., & Ölçer, A. I. (2020). Ports' technical and operational measures to reduce greenhouse gas emission and improve energy efficiency: A review. Marine Pollution Bulletin, 160, 111508. https://doi.org/10.1016/j.marpolbul.2020.111508
CR  - Alanka, D. (2024). Nitel bir araştırma yöntemi olarak içerik analizi: Teorik bir çerçeve. Kronotop İletişim Dergisi, 1(1), 64-84.
CR  - Alavi-Borazjani, S. A., Adeel, S., Chkoniya, V., & Tarelho, L. A. (2025). Sustainability-oriented port management: Biomass gasification as a strategic tool for green and circular maritime logistics. Sustainability, 17(6), 2634. https://doi.org/10.3390/su17062634
CR  - AlFraihat, S. F., Ali, A. M., Hodaifa, G., & Alghizzawi, M. (2025). The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachment. Administrative Sciences, 15(4), 124. https://doi.org/10.3390/admsci15040124
CR  - Alnasser, A. N., & Alsadoun, A. A. (2025). Digital content marketing influence on buying decision via mediation of technology innovation. International Journal of Innovative Research and Scientific Studies, 8(1), 2525-2532. https://doi.org/10.53894/ijirss.v8i1.5028
CR  - Awa, H. O., Etim, W., & Ogbonda, E. (2024). Stakeholders, stakeholder theory and corporate social responsibility (CSR). International Journal of Corporate Social Responsibility, 9(1), 11. https://doi.org/10.1186/s40991-024-00094-y
CR  - Baltacı, A. (2018). Nitel araştırmalarda örnekleme yöntemleri ve örnek hacmi sorunsalı üzerine kavramsal bir inceleme. Bitlis Eren Üniversitesi Sosyal Bilimler Dergisi, 7(1), 231-274.
CR  - Başaran, Y. K. (2024). Sosyal bilimlerde örnekleme kuramı. The Journal of Academic Social Science, 47(47), 480-495. http://dx.doi.org/10.16992/ASOS.12368
CR  - Bielenia, M., Marušić, E., & Dumanska, I. (2024). Rethinking the green strategies and environmental performance of ports for the global energy transition. Energies, 17(24), 6322. https://doi.org/10.3390/en17246322
CR  - Catellano, R., Ferretti, M., Musella, G., & Risitano, M. (2020). Evaluating the economic and environmental efficiency of ports: Evidence from Italy. Journal of Cleaner Production, 271, 122560. https://doi.org/10.1016/j.jclepro.2020.122560
CR  - Cecchi, G., Cutroneo, L., Di Piazza, S., Besio, G., Capello, M., & Zotti, M. (2021). Port sediments: problem or resource? A review concerning the treatment and decontamination of port sediments by fungi and bacteria. Microorganisms, 9(6), 1279. https://doi.org/10.3390/microorganisms9061279
CR  - Celep, E., & Topaloğlu, M. (2019). Dijital pazarlama kapsamında içerik pazarlaması ve Netflix'in glokal pazarlama stratejisinin değerlendirilmesi. International Journal of Social and Humanities Sciences Research (JSHSR), 6(32), 233-250. https://doi.org/10.26450/jshsr.1044
CR  - Chen, J. R., Choi, J. W., & Seo, Y. J. (2025). Environmental efficiency assessment of coastal ports in China: Implications for sustainable port management. Marine Pollution Bulletin, 211, 117436. https://doi.org/10.1016/j.marpolbul.2024.117436
CR  - Chlomoudis, C., Kostagiolas, P., Pallis, P., & Platias, C. (2024). Environmental management systems in Greek ports: A transformation tool? Environmental Challenges, 14, 100837. https://doi.org/10.1016/j.envc.2024.100837
CR  - Choi, J. Y., Lee, J. S., Kim, K. T., Park, G. H., Jung, J. M., Hong, G. H., ... & Won, E. J. (2024). Characteristics and sources of potentially toxic elements in road-deposited sediments at the Port of Busan, South Korea: A key contributor to port sediments pollution. Marine Pollution Bulletin, 209, 117267. https://doi.org/10.1016/j.marpolbul.2024.117267
CR  - Clement, R. W. (2005). The lessons from stakeholder theory for US business leaders. Business Horizons, 48(3), 255-264. https://doi.org/10.1016/j.bushor.2004.11.003
CR  - Cunha, D. R., Oliveira, C. B. M., de Santana Porte, M., Cutrim, S. S., & Pereira, N. N. (2025). Strategies for decarbonisation in the port and maritime sector: Key challenges and leading ports. Revista de Gestão Social e Ambiental, 19(4), 1-17. https://doi.org/10.24857/rgsa.v19n4-071
CR  - Çalışır, P., & Gülmez, S. (2021). Pazarlama karması ve sosyal medya iletişimi: Türk limanlarının twitter hesapları üzerinden bir inceleme. Marine and Life Sciences, 3(2), 50-64. https://doi.org/10.51756/marlife.979642
CR  - Çalışkan, A., & Esmer, S. (2020). An assessment of port and shipping line relationships: The value of relationship marketing. Maritime Policy & Management, 47(2), 240-257. https://doi.org/10.1080/03088839.2019.1690172
CR  - Çavuşoğlu, D., & Şakar, G. D. (2013). Intermodal limanlar ve pazarlama iletişimi: Liman web sitelerinin içerik analizi. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi, 5(2), 37-55.
CR  - Di Vaio, A., Varriale, L., & Alvino, F. (2018). Key performance indicators for developing environmentally sustainable and energy efficient ports: Evidence from Italy. Energy policy, 122, 229-240. https://doi.org/10.1016/j.enpol.2018.07.046
CR  - Driscoll, C., & Starik, M. (2004). The primordial stakeholder: Advancing the conceptual consideration of stakeholder status for the natural environment. Journal of business ethics, 49, 55-73. https://doi.org/10.1023/B:BUSI.0000013852.62017.0e
CR  - Enshassi, M., Nathan, R. J., & Ismail, H. (2025). Unveiling barriers and drivers of AI adoption for digital marketing in Malaysian SMEs. Journal of Open Innovation: Technology, Market, and Complexity, 11(2), 100519. https://doi.org/10.1016/j.joitmc.2025.100519
CR  - Fadiga, A., Ferreira, L. M. D., & Bigotte, J. F. (2024). Decarbonising maritime ports: A systematic review of the literature and insights for new research opportunities. Journal of Cleaner Production, 452, 142209. https://doi.org/10.1016/j.jclepro.2024.142209
CR  - Faruk, M., Rahman, M., & Hasan, S. (2021). How digital marketing evolved over time: A bibliometric analysis on scopus database. Heliyon, 7(12). https://doi.org/10.1016/j.heliyon.2021.e08603
CR  - Freeman, R. E. (1984). Strategic management: A stakeholder approach. Boston: Pitman.
CR  - Fontaine, C., Haarman, A., & Schmid, S. (2006). The stakeholder theory. Edlays education, 1(4), 1-33.
CR  - Göçer, A., Vural, C. A., & Deveci, D. A. (2019). Drivers of and barriers against market orientation: A study of Turkish container ports. Maritime Economics & Logistics, 21, 278-305. https://doi.org/10.1057/s41278-017-0092-6
CR  - Haigh, N., & Griffiths, A. (2009). The natural environment as a primary stakeholder: The case of climate change. Business Strategy and the Environment, 18(6), 347-359.  https://doi.org/10.1002/bse.602
CR  - Hatipler, M., & Köksalan, N. (2021). Döngüsel ekonomi ve yeşil pazarlama. In Hagia Sophia City International Conference on Culture, Civilization and Multidisciplinary Studies in Social Sciences January, (s. 85-100). İstanbul.
CR  - He, Z., Lam, J. S., & Liang, M. (2023). mpact of disruption on ship emissions in port: Case of pandemic in Long Beach. Sustainability, 15(9), 7215. https://doi.org/10.3390/su15097215
CR  - Hidayat, R., Rahayu, A., Adib, M., & Cahyani, L. (2024). Understanding digital content marketing on purchase ıntention ıncitement: Online store platform. WSEAS Transactions on Information Science and Applications, 21, 538-546. https://doi.org/10.37394/23209.2024.21.50
CR  - Huelgas, S. M., & Arellano, V. A. (2021). Green transformational leadership, green human resource management and green innovation: Key to environmental performance of selected port management offices of Philippine ports authority. IOER International Multidisciplinary Research Journal, 3(3), 48-58.
CR  - IMO. (2018). Initial IMO Strategy on Reduction of GHG Emissions from Ships. International Maritime Organization.
CR  - Kaya, S. K., Kundu, P., & Görçün, Ö. F. (2023). Evaluation of container port sustainability using WASPAS technique using on type-2 neutrosophic fuzzy numbers. Marine Pollution Bulletin, 190, 114849. https://doi.org/10.1016/j.marpolbul.2023.114849
CR  - Karkar, A. (2016). Değer ve güven ağlarının yükselişinde içerik pazarlaması. International Journal of Social Sciences and Education Research, 2(1), 334-348.
CR  - Koob, C. (2021). Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective. PloS one, 16(4),e0249457. https://doi.org/10.1371/journal.pone.0249457
CR  - Köse, G., & Çakır, S. Y. (2019). Markalarin dijital pazarlama çağinda tüketicileri etkileşime ikna etme yollari: Influencer pazarlama ve içerik pazarlamasina ilişkin kavramsal bir çalişma. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, 2(38), 205-222. https://doi.org/10.35343/kosbed.547046
CR  - Lam, J. S., & Li, K. X. (2019). Green port marketing for sustainable growth and development. Transport Policy, 84, 73-81. https://doi.org/10.1016/j.tranpol.2019.04.011
CR  - Lirn, T. C., Thanopoulou, H. A., Beynon, M. J., & Beresford, A. K. (2004). An application of AHP on transhipment port selection: a global perspective. Maritime Economics & Logistics, 6, 70-91. https://doi.org/10.1057/palgrave.mel.9100093
CR  - Loizidou, X. I., Loizides, M. I., Orthodoxou, D. L., & Petsa, D. (2024). Optimizing waste management for green shipping: Industry commitment through participatory processes in Cyprus. Journal of Shipping and Trade, 9(1), 10. https://doi.org/10.1186/s41072-024-00168-x
CR  - Lopes, A. R., & Casais, B. (2022). Digital content marketing: Conceptual review and recommendations for practitioners. Academy of Strategic Management Journal, 21(2), 1-17.
CR  - Majid, J., Amin, S., & Kansana, K. (2016). Green marketing: sustainable economy, environment & society-concept & challenges. Journal GSD-Green and Sustainable Development, 1, 1-8.
CR  - Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data & Network Science, 6(1)., 81-90. https://doi.org/10.5267/j.ijdns.2021.10.001
CR  - Öndoğan, A. G. (2021). Paydaş yönetimi yaklaşımı doğrultusunda kurumsal sosyal sorumluluk (kss) ve halkla ilişkilerin rolü. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 24(2), 528-539.
CR  - Özer, M. B., Tatar, Ö. G., & Esmer, S. (2018). Limanlar için dijital pazarlamanın önemi: Hopa Limanı sosyal medya yönetim analizi. IV. International Caucasus-Central Asia Foreign Trade And Logistics Congress, (s. 7-8). Didim/Aydın.
CR  - Paraskevas, A., Madas, M., Zeimpekis, V., & Fouskas , K. (2024). Smart ports in industry 4.0: A systematic literature review. Logistics, 8(1), 28. https://doi.org/10.3390/logistics8010028
CR  - Parola, F., Pallis, A. A., & Song, D. W. (2019). Shipping and port marketing: Policy and strategy. Transport Policy, 84, 24-26. https://doi.org/10.1016/j.tranpol.2019.03.006
CR  - Parola, F., Risitano, M., Feretti, M., & Panetti, E. (2017). The drivers of port competitiveness: A critical review. Transport Reviews, 37(1), 116-138. https://doi.org/10.1080/01441647.2016.1231232
CR  - Puig, M., Azarkamand, S., Wooldridge, C., Selén, V., & Darbra, R. M. (2022). Insights on the environmental management system of the European port sector. Science of the total Environment, 806, 150550. https://doi.org/10.1016/j.scitotenv.2021.150550
CR  - Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing research quarterly, 28(2), 116-123. https://doi.org/10.1007/s12109-012-9264-5
CR  - Repovienė, R., & Pažėraitė, A. (2019). Content marketing decisions for customers’ desired value in the tourism sector. Res Rural Dev, 2, 284-291. https://doi.org/10.22616/rrd.25.2019.081
CR  - Rowley, J. (2008). Understanding digital content marketing. Journal of marketing management, 24(5-6), 517-540. https://doi.org/10.1362/026725708X325977
CR  - Saçan, B., & Eren, T. (2021). Dijital pazarlama strateji seçimi: SWOT analizi ve çok ölçütlü karar verme yöntemleri. Politeknik Dergisi, 25(4), 1411-1421. https://doi.org/10.2339/politeknik.883023
CR  - Sanches, V. M. L., Gobbi, C. N., Calderari, M. R. D. C. M., & Pacheco, E. B. A. V. (2024). Assessment of the performance of cruise ship waste management: Case study of the Rio de Janeiro port, Brazil. Marine Pollution Bulletin, 201, 116216. https://doi.org/10.1016/j.marpolbul.2024.116216
CR  - Saritaş, A. (2018). İçerik pazarlamasına yönelik bir literatür taraması. Sosyal Araştırmalar ve Davranış Bilimleri, 4(6), 232-239.
CR  - Savran, E., & Tanrıverdi, İ. (2024). Konteyner limanlarında yeşil pazarlama uygulamaları. Mersin Üniversitesi Denizcilik ve Lojistik Araştırmaları Dergisi, 6(2), 145-163.
CR  - Shen, J., Ren, X., Feng, Z., & Nie, J. (2025). The impact of public environmental concerns on port sustainability: evidence from 44 port cities in China. Frontiers in Marine Science, 11, 1454242. https://doi.org/10.3389/fmars.2024.1454242
CR  - Starik, M. (1995). Should trees have managerial standing? Toward stakeholder status for non-human nature. Journal of business ethics, 14, 207-217. https://doi.org/10.1007/BF00881435
CR  - Tam, F. Y., & Lung, J. (2025). Digital marketing strategies for luxury fashion brands: A systematic literature review. International Journal of Information Management Data Insights, 5(1), 100309. https://doi.org/10.1016/j.jjimei.2024.100309
CR  - Tiwary, N. K., Kumar, R. K., Sarraf, S., Kumar, P., & Rana, N. P. (2021). Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward. Journal of Business Research, 131, 121-139. https://doi.org/10.1016/j.jbusres.2021.03.028
CR  - Türklim, (2021, Mart 11). TÜRKLİM üyesi 20 liman yeşil liman sertifikası'nın sahibi oldu. Erişim adresi: https://www.turklim.org/turklim-uyesi-20-liman-yesil-liman-sertifikasinin-sahibi-oldu/ Erişim tarihi: 05.06.2025
CR  - Türklim, (2025). Türkiye limancılık sektörü 2025 raporu. Erişim adresi: https://www.turklim.org/pdf/turkiye-limancilik-sektoru-2025-raporu.pdf Erişim tarihi: 22.08.2025
CR  - U.A.B. (2023). Dünya denizciliğindeki son gelişmeler. Ankara: T.C. Ulaştırma ve Altyapı Bakanlığı Denizcilik Genel Müdürlüğü.
CR  - Vaismoradi, M., Turunen, H., & Bondas, T. (2013). Content analysis and thematic analysis: Implications for conducting a qualitative descriptive study. Nursing & health sciences, 15(3), 398-405. https://doi.org/10.1111/nhs.12048
CR  - Van der Lught, L., Dooms, M., & Parola, F. (2013). Strategy making by hybrid organizations: The case of the port authority. Research in Transportation Business & Management, 8, 103-113. https://doi.org/10.1016/j.rtbm.2013.06.005
CR  - Zhou, K., Yuan, X., Guo, Z., Wu, J., & Li, R. (2024). Research on Sustainable port: Evaluation of green port policies on China’s Coasts. Sustainability, 16(10), 4017. https://doi.org/10.3390/su16104017.
UR  - https://doi.org/10.54439/gupayad.1753632
L1  - https://dergipark.org.tr/tr/download/article-file/5102493
ER  -