Sürdürülebilirlik Bağlamında Pazaryerlerinin Sosyal Pazarlama Örnekleri Üzerine Bir Araştırma

Yıl 2025, Cilt: 6 Sayı: 2, 530 - 548, 31.12.2025

Tuğba Öztürk Demir , Habibe Yelda Şener

https://doi.org/10.62001/gsijses.1656902

https://izlik.org/JA78LB72ZJ

Öz

Toplumsal sorunlar ve çevresel bozulmalar, bireyler ve kurumlar için sürdürülebilirlik odaklı eylemleri zorunlu kılmaktadır. Sosyal pazarlama, hem kâr amacı güden hem de gütmeyen kuruluşlar tarafından benimsenirken, sürdürülebilirlikle güçlü bir ilişkiye sahiptir. Bu çalışmada, Hepsiburada ve Trendyol’un 2022-2023 sürdürülebilirlik raporları incelenerek sosyal faktörlerin sosyal pazarlama ile ilişkisi analiz edilmiştir. Bulgular, firmaların yüksek farkındalık gösterdiğini ve sosyal pazarlamayı sürdürülebilirlik amacıyla kullandığını ortaya koymaktadır.

Anahtar Kelimeler

sürdürülebilirlik , trendyol sosyal pazarlama , hepsiburada

A Study on Social Marketing Examples of Marketplaces in the Context of Sustainability

https://izlik.org/JA78LB72ZJ

Öz

This study aims to analyze the sustainability-oriented social marketing strategies of Hepsiburada and Trendyol, two of Türkiye’s leading online retail platforms. Today, growing social inequalities, environmental crises, and the imperative of sustainable development prompt the evaluation of businesses not only through their economic performance but also in terms of their social responsibilities. In this context, social marketing emerges as a strategic approach that promotes behavior change toward social benefit, alongside commercial objectives. In this study, the sustainability reports of the aforementioned platforms for the years 2022 and 2023 were examined using qualitative content analysis. The findings reveal that both platforms have developed various social marketing practices to contribute to the Sustainable Development Goals (SDGs) and have integrated these practices into their corporate strategies.

Anahtar Kelimeler

sustainability , trendyol social marketing , Hepsiburada

Kaynakça

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