Pazarlama ve ESG Arasındaki İlişki: Pazarlama Yoğunluğunun Sosyal Boyut Üzerindeki Etkisine Dair Kanıtlar

Öz

Günümüzün rekabetçi iş ortamında, şirketler itibarlarını güçlendirmek ve paydaşların gözünde meşruiyet kazanmak amacıyla ESG (Çevresel, Sosyal ve Yönetişim) ilkelerini pazarlama stratejilerine giderek daha fazla entegre etmektedir. Bu çalışma, pazarlama harcamalarını stratejik bir sinyal mekanizması olarak ele alarak, pazarlama yoğunluğunun şirketlerin ESG sosyal performans puanları üzerindeki etkisini incelemektedir. Borsa İstanbul endekslerinden elde edilen verileri kullanan araştırma, Çoklu Doğrusal Regresyon (OLS), zamana bağlı etkileri hesaba katmak için gecikmeli modeller ve potansiyel içselliği ele almak için İki Aşamalı En Küçük Kareler (2SLS) regresyonunu içeren sağlam bir metodolojik çerçeve kullanmaktadır. Ampirik sonuçlar, pazarlama yoğunluğundaki artışın firmaların sosyal puanları üzerinde istatistiksel olarak pozitif ve anlamlı bir etkiye sahip olduğunu göstermektedir. Bu ilişki, kârlılık (ROA) ve kaldıraç gibi finansal göstergeler kontrol edildiğinde de sağlamlığını korumakta ve çeşitli model spesifikasyonlarında da devam etmektedir. Bulgular, pazarlama yoğunluğunun bir şirketin sosyal taahhütlerini somutlaştıran stratejik bir ön koşul işlevi gördüğü ve dolayısıyla kurumsal meşruiyeti ve operasyonel dayanıklılığı güçlendirdiği sonucuna varmaktadır. Sonuç olarak, pazarlama bütçeleri, kısa vadeli satışlar için salt taktiksel araçlar olarak değil, uzun vadeli değer yaratmaya yönelik stratejik yatırımlar olarak yönetilmelidir.

Anahtar Kelimeler

• Pazarlama yoğunluğu
• ESG
• Kurumsal sürdürülebilirlik
• KSS

The Relationship Between Marketing and ESG: Evidence on the Impact of Marketing Intensity on the Social Dimension

Öz

In today’s competitive business environment, firms increasingly integrate ESG (Environmental, Social, and Governance) principles into their marketing strategies to build reputation and gain stakeholder legitimacy. This study examines the impact of marketing intensity on firms' ESG social performance scores, conceptualizing marketing expenditures as a strategic signaling mechanism. Using data from Borsa Istanbul indices, the research employs a robust methodological framework including Multiple Linear Regression (OLS), lagged models to account for time-dependent effects, and Two-Stage Least Squares (2SLS) regression to address potential endogeneity. The empirical results demonstrate that an increase in marketing intensity has a statistically positive and significant impact on firms' social scores. This relationship remains robust when controlling for financial indicators such as profitability (ROA) and leverage, and it persists across various model specifications. The findings conclude that marketing intensity serves as a strategic antecedent that substantiates a firm’s social commitments, thereby strengthening corporate legitimacy and operational resilience. Consequently, marketing budgets should be managed as strategic investments for long-term value creation rather than mere tactical tools for short-term sales.

Anahtar Kelimeler

• Marketing intensity
• ESG
• Corporate Sustainability
• CSR

Kaynakça

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