TY  - JOUR
T1  - MARKA AKTİVİZMİ ARAŞTIRMALARINDA EĞİLİMLER: AKADEMİK ÇALIŞMALARDA KULLANILAN YÖNTEMLER VE TEMALAR
AU  - Küçükyılmaz, Sinem
AU  - Özgüven Tayfun, Nihan
PY  - 2026
DA  - March
Y2  - 2025
DO  - 10.19168/jyasar.1761835
JF  - Yaşar Üniversitesi E-Dergisi
PB  - Yaşar Üniversitesi
WT  - DergiPark
SN  - 1305-970X
SP  - 265
EP  - 285
VL  - 21
IS  - Special Issue on 24th International Business Congress
LA  - tr
AB  - Bu çalışma, 2015–2023 yılları arasında yayımlanmış 126 akademik makaleyi inceleyen betimsel bir içerik analizi çalışmasıdır. Araştırmanın amacı, marka aktivizmi literatüründe ele alınan başlıca temaları, yıllara göre yayın eğilimlerini ve geleceğe yönelik araştırma boşluklarını ortaya koymaktır. Makaleler, Web of Science, Scopus ve Google Akademik veri tabanlarında “marka aktivizmi (brand activism)” anahtar kelimesiyle taranmış; başlık, özet ve anahtar kelimelerinde bu ifadeyi içeren, hakemli dergilerde yayımlanmış çalışmalar örnekleme dâhil edilmiştir. Veri seti, içerik analizine uygun olarak MAXQDA yazılımına aktarılmış; anahtar kavramların kodlanması ve tematik filtreleme işlemleriyle çalışmaların öne çıkan yönleri sistematik biçimde incelenmiştir. Bulgular, literatürdeki çalışmaların büyük oranda kavramsallaştırma ve kuramsal temeller, tüketici tepkileri ve davranışsal etkiler ile stratejik sonuçlar ve şirket performansı olmak üzere üç ana tema altında toplandığını göstermektedir. Ayrıca yayınların 2020 sonrası dönemde belirgin bir artış gösterdiği ve marka aktivizmi konusunun özellikle son yıllarda pazarlama literatüründe yerleşik bir araştırma alanı haline geldiği saptanmıştır. Bu analiz, marka aktivizmi araştırmalarının mevcut durumunu anlamak ve alanyazındaki boşluklara ışık tutmak açısından katkı sunmaktadır.
KW  - Marka aktivizmi
KW  - Literatür taraması
KW  - İçerik analizi
KW  - Marka yönetimi
CR  - Antonetti, P., Maklan, S., and Smith, A. 2025. “Brand Activism in the Era of Permacrisis: A Systematic Literature Review.” Journal of Marketing Management 41 (3–4): 300–332.
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UR  - https://doi.org/10.19168/jyasar.1761835
L1  - https://dergipark.org.tr/tr/download/article-file/5139726
ER  -