PAZARLAMA YÖNETİMİ AÇISINDAN YAŞAM TARZI ARAŞTIRMALARININ SİSTEMATİK İNCELEMESİ ÜZERİNE BİR İÇERİK ANALİZİ

Öz

Amaç: Bu çalışma pazarlama alanında daha önce çalışılmış yaşam tarzı araştırmalarının içeriğine dair bir çerçeve sunmayı amaçlamaktadır. Yöntem: Araştırmada kullanılan yöntem kalitatif araştırma olup, veriler içerik analizi ile çözümlenmeye çalışılmıştır. Çalışmanın anakütlesini sosyal bilimler ve özellikle pazarlama alanına ilişkin birçok dergiyi bünyesinde bulunduran EMERALDinsight, JSTOR, EBSCO, ScienceDirect, SAGEjournal, Wiley, Scopus, TR Dizin veri tabanlarında yer alan, yaşam tarzı ile ilgili akademik makaleler oluşturmaktadır. Makalelere erişebilme ve aynı zamanda zaman kısıtından dolayı bu çalışmada amaçlı örneklem yöntemi tercih edilmiştir. Bu kapsamda toplam 99 akademik makale incelenmiştir ve kategoriler oluşturularak analiz edilmiştir. Söz konusu kategoriler yaşam tarzı araştırmalarına dair makale türü, araştırma yöntemi, örneklem yöntemi, örneklem büyüklüğü, veri toplama aracı, veri analizi teknikleri, yaşam tarzı araştırmalarının kullanım amacı, yaşam tarzı boyutları, yaşam tarzı araştırmaları yapılan ülkeler olarak belirlenmiştir. Bulgular: Bu çalışma kapsamında ele alınan makalelerde, yaşam tarzı araştırmalarında en fazla faaliyetler, ilgiler ve fikirlerin (AIO) yaşam tarzı kavramı ile eşleştirilip ölçüldüğü görülmektedir. Ardından yaşam tarzı ile eşleştirilen kavram, tüketim olmaktadır. Bazı çalışmalarda değerler ya da değerler ile birlikte AIO ifadelerinin aynı anda yaşam tarzını ölçümlemek için kullanıldığı görülmektedir. Araştırma bulgularının yaşam tarzı çalışmalarına dair detaylı bilgi ve çerçeve sunması beklenmektedir. Özgünlük: Çalışmanın incelenen kategoriler çerçevesinde yaşam tarzına dair ele alınan boyutları göstererek yaşam tarzı araştırmalarına dair bir fikir sunması; ayrıca pazarlama alanında daha önce yapılan yaşam tarzı araştırmalarına yönelik bir içerik analizi ile çözümleme yapılmamış olması sebebi ile bu çalışmadan elde edilen bulguların literatüre katkıda bulunacağı söylenebilir.

Anahtar Kelimeler

• Yaşam Tarzı
• İçerik Analizi
• Pazarlama

A CONTENT ANALYSIS ON SYSTEMATIC REVIEW OF LIFESTYLE RESEARCH IN TERMS OF MARKETING MANAGEMENT

Öz

Purpose:This paper aims to provide a framework for the content of previously studied lifestyle research in marketing. Method: The method used in the research is qualitative research. The data were analyzed by content analysis. The population of the study is the academic articles related to lifestyle, which are included in EMERALDinsight, JSTOR, EBSCO, ScienceDirect, SAGEjournal, Wiley, Scopus, TR Directory databases that contain many journals related to social sciences and especially marketing. The purposive sampling method was preferred in this study because of the accessibility to the articles and the time limitation. In this context, a total of 99 academic articles were examined and categories were analyzed. These categories were determined as the type of article about lifestyle research, research method, sampling method, sample size, data collection tool, data analysis techniques, the purpose of applying lifestyle research, lifestyle dimensions, countries where lifestyle researches are conducted. Findings: In the articles discussed within the scope of this study, it is seen that activities, interests and opinions (AIO expressions) are mostly matched with the concept of lifestyle in lifestyle studies. Then the concept that is matched with the lifestyle is consumption. In some studies, it is seen that AIO expressions together with values or only values are used to measure lifestyle. Research findings are expected to provide detailed information and a framework for lifestyle studies. Originality: It can be said that this study contributes to the literature in terms of providing an idea about lifestyle researches by showing dimensions related to lifestyle within the scope of the categories examined. In addition, it can be said that no analysis has been made with a content analysis for previous lifestyle researches in the field of marketing, therefore the findings obtained from this study will contribute to the literature.

Anahtar Kelimeler

• Lifestyle
• Content Analysis
• Marketing Management.

Kaynakça

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