MARKA AKTİVİZMİ ARAŞTIRMALARINDA EĞİLİMLER: AKADEMİK ÇALIŞMALARDA KULLANILAN YÖNTEMLER VE TEMALAR

Yıl 2026, Cilt: 21 Sayı: Special Issue on 24th International Business Congress, 265 - 285, 27.03.2026

Sinem Küçükyılmaz , Nihan Özgüven Tayfun

https://doi.org/10.19168/jyasar.1761835

https://izlik.org/JA45XJ99LC

Öz

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.

Anahtar Kelimeler

Marka aktivizmi , Literatür taraması , İçerik analizi , Marka yönetimi

Kaynakça

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