Social Impact of Brand Activism Initiatives and Insights for Emerging Markets

Didem Gamze Işıksal; Peren Ozturan; Elif Karaosmanoğlu

doi:10.26466/opusjsr.1343046

EN TR

Social Impact of Brand Activism Initiatives and Insights for Emerging Markets

Abstract

This paper explores the under-researched area of how emerging market dynamics affect brands that take a sociopolitical stance. Our purpose is to gain a deeper understanding of brand activism in emerging markets and its impact on society and brands in the light of the Scandinavian Institutionalism Theory that deals with the changing meanings of ideas during their transition from one place to another. We have conducted in-depth interviews and alternated between literature reviews. Qualitative thematic analysis is used to comprehend the position of brand activism in emerging markets and present insights for future research. From a macro perspective, our insights propose a taxonomy of social impact for brand activism in emerging markets. This study suggests a dynamic and interactive process in which brand activism ideas and practices are circulated across national boundaries and institutional orders, shifting from generalized notions to embedded practices with local meanings.

Keywords

Brand Activism , Emerging Markets , Scandinavian Institutionalism , Social Impact , Qualitative Research

Yükselen Pazarlar için Marka Aktivizmi Girişimlerinin Sosyal Etkisi ve İçgörüler

Öz

Sosyo-politik bir duruş sergileyen markaları ve onlara yönelik algıları incelediğimiz bu çalışmada aktivizm literatüründe henüz yeterince araştırılmamış olan gelişmekte olan pazar dinamiklerinin bu markaların aktivizm girişimlerini nasıl etkilediği üzerine odaklanılmıştır. Bu çalışmada gelişmekte olan pazarlardaki marka aktivizmi girişimlerinin ve onun toplum ve markalar üzerindeki etkisinin, fikirlerin sınırlar, kültürler arasında değişen anlamlarını ele alan İskandinav Kurumsalcılığı Teorisi çerçevesinde daha derinlemesine anlaşılması amaçlanmıştır. Gelişmekte olan pazarlardaki marka aktivizminin konumunu anlamak ve geleceğe yönelik araştırma içgörülerini detaylı bir şekilde ortaya koyabilmek adına derinlemesine görüşmelere dayanan nitel tematik analiz kullanılmıştır. Analizlerimiz sonucunda makro perspektiften elde ettiğimiz içgörülere dayanarak çalışmanın sonunda gelişmekte olan pazarlardaki marka aktivizmi için sosyal etki sınıflandırması önerilmiştir. Bu çalışma marka aktivizmi fikirlerinin ve uygulamalarının ulusal sınırlar ve kurumsal düzenler ötesinde dolaştığı, genel kavramlardan yerel anlam taşıyan gömülü uygulamalara geçişin dinamik ve etkileşimli bir süreç olduğunu önermektedir.

Anahtar Kelimeler

Marka Aktivizmi , Gelişmekte Olan Pazarlar , İskandinav Kuramsalcılığı , Sosyal Etki , Kalitatif Araştırma

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Sosyal Politika (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Didem Gamze Işıksal ^*
Türkiye

Peren Ozturan
0000-0002-3633-6361
Denmark

Elif Karaosmanoğlu
0000-0002-2056-3885
Türkiye

Erken Görünüm Tarihi

30 Eylül 2023

Yayımlanma Tarihi

29 Eylül 2023

Gönderilme Tarihi

15 Ağustos 2023

Kabul Tarihi

18 Eylül 2023

Yayımlandığı Sayı

Yıl 2023 Cilt: 20 Sayı: 55

DOI

https://doi.org/10.26466/opusjsr.1343046

IZ

https://izlik.org/JA95FE32JA

APA

Işıksal, D. G., Ozturan, P., & Karaosmanoğlu, E. (2023). Social Impact of Brand Activism Initiatives and Insights for Emerging Markets. OPUS Journal of Society Research, 20(55), 671-686. https://doi.org/10.26466/opusjsr.1343046

Cited By

The Influence of Brand Activism on Consumer Loyalty and Social Change

Society

https://doi.org/10.33019/society.v13i2.841

MARKA AKTİVİZMİ KAPSAMINDA ÜRÜN İSİM DEĞİŞİKLİĞİNİN REKLAM ARACILIĞIYLA SUNUMUNUN İZLEYİCİYE YANSIMASI

İNİF E - Dergi

https://doi.org/10.47107/inifedergi.1606089

Social Impact of Brand Activism Initiatives and Insights for Emerging Markets

Abstract

Keywords

Yükselen Pazarlar için Marka Aktivizmi Girişimlerinin Sosyal Etkisi ve İçgörüler

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Erken Görünüm Tarihi

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster

Cited By

The Influence of Brand Activism on Consumer Loyalty and Social Change

MARKA AKTİVİZMİ KAPSAMINDA ÜRÜN İSİM DEĞİŞİKLİĞİNİN REKLAM ARACILIĞIYLA SUNUMUNUN İZLEYİCİYE YANSIMASI