Pazarlama Çalışmalarına Sosyal Bilişsel Kuram Perspektifi: Bir Literatür Taraması

Öz

Sosyal Bilişsel Kuram (SBK), insan davranışını açıklamak için eleştirel bir bakış açısı öne süren ve yaygın olarak kabul edilen bir kuramdır. Temel olarak, SBK bireyler, davranışlar ve çevre arasındaki karşılıklı nedensellik ilişkisini tanımlayarak; insan düşüncelerinin, duygularının ve davranışının belirleyicilerini araştırır. Uygulamalı psikoloji, eğitim, sağlık, iletişim, teknoloji gibi çeşitli disiplinler, kapsayıcı niteliği nedeniyle SBK’ın farklı yönlerine odaklanmışlardır; ancak pazarlama alanındaki SBK çalışmalarının sayısı sınırlıdır. Bu çalışmanın amacı, Sosyal Bilişsel Kuramın açık bir şekilde anlaşılmasını sağlamak, pazarlama literatürünü SBK perspektifinden incelemek, gelecekteki araştırmalar için teorik ve ampirik açıdan yön göstermek ve bu alanda çalışma yapmak isteyen araştırmacılar için açık bir yol oluşturmaktır. Bu literatür taramasını yürütmek için sekiz veri tabanı (Elsevier, Emerald, JSTOR, Sage, Springer, Taylor & Francis, Wiley ve Google Akademik) herhangi bir zaman kısıtlaması olmadan taranmıştır. Bu inceleme sonucunda, pazarlama araştırmacılarına SBK kapsamındaki farklı pazarlama araştırma yönelimleri sağlanmıştır.

Anahtar Kelimeler

• Sosyal Bilişsel Kuram,Pazarlama,Literatür Taraması

A Social Cognitive Theory Perspective on Marketing Studies A Literature Review

Öz

Social Cognitive Theory (SCT) is a generally accepted theory that postulates a pivotal perspective for explaining the human behavior. Basically, SCT investigates the formation of human thoughts, feelings, and behavior by analyzing the reciprocal causation among individuals, behaviors and environment. Various disciplines, such as applied psychology, education, health care, communication, technology focus on different aspects of SCT due to its inclusive nature; however number of SCT studies within the marketing field is limited. Aim of this study is to form a clear understating of Social Cognitive Theory, investigate the marketing literature from a SCT perspective, provide theoretical and empirical directions for future research and create a clear path for prospective researchers. Eight databases (Elsevier, Emerald, JSTOR, Sage, Springer, Taylor & Francis, Wiley and Google Scholar) were searched without any time limitation in order to conduct this literature review. As a result of this review, different marketing research directions for marketing scholars within the SCT context are provided.

Anahtar Kelimeler

• Social Cognitive Theory,Marketing,Literature Review

Kaynakça

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