PAZARLAMA HARCAMALARININ FİNANSAL PERFORMANS ÜZERİNDEKİ ETKİSİNDE SORUMLU PAZARLAMANIN ROLÜ: PAYDAŞ TEORİSİ PERSPEKTİFİNE DAYALI KÜRESEL BİR ANALİZ

Öz

Pazarlamacılar açısından gerçekleştirdikleri faaliyetlerin finansal çıktılarını ortaya koymak, pazarlamanın işletme değerine sağladığı faydanın somutlaştırılabilmesi için kritik bir gerekliliktir. Paydaş teorisi perspektifini temel alan bu çalışma, pazarlama harcamalarının finansal performans üzerindeki etkisinin sorumlu pazarlama stratejisini benimseyen işletmelerde nasıl farklılaştığını incelemektedir. 42 ülkeden 651 farklı işletmeye ait 2015-2024 yılları arasını kapsayan 3.054 firma-yıl gözlem üzerinden gerçekleştirilen analizler, pazarlama harcamalarının finansal performans üzerindeki pozitif etkisinin, pazarlama faaliyetlerini sorumlu pazarlama anlayışıyla yürüten işletmelerde anlamlı derecede yüksek olduğunu göstermektedir. Ayrıca, farklı ölçüm yöntemleri ve modellerle yapılan ek analizlerde de benzer bulgular gözlemlenmiştir. Bu sonuç, paydaş teorisi ile tutarlı bir şekilde, pazarlama faaliyetlerini sorumlu pazarlama ekseninde şekillendiren işletmelerin bu sayede finansal performanslarında daha iyi sonuçlar elde edebileceğini göstermektedir. Bu bağlamda elde edilen sonuçlar sorumlu pazarlama anlayışının her ne kadar kısa vadede artı bir maliyet unsuru gibi değerlendirilebilse de, uzun vadede işletmenin finansal performansını maksimize eden bir rol üstlendiğini ortaya koymaktadır. Elde edilen sonuçlar, sorumlu pazarlama anlayışının reel finansal çıktılarını kanıtlayarak, bu stratejik yönelimi benimseyecek yöneticilerin karar alma süreçleri için sağlam bir zemin oluşturmaktadır.

Anahtar Kelimeler

• Sorumlu Pazarlama
• Sürdürülebilir Pazarlama
• İşletme Performansı
• Pazarlama Giderleri
• Paydaş Teorisi

THE ROLE OF RESPONSIBLE MARKETING IN THE IMPACT OF MARKETING EXPENDITURES ON FINANCIAL PERFORMANCE: A GLOBAL ANALYSIS BASED ON STAKEHOLDER THEORY PERSPECTIVE

Öz

For marketers, demonstrating the financial outcomes of their activities is critical to quantifying the value that marketing brings to the business. Based on stakeholder theory, this study examines how the impact of marketing expenditure on financial performance differs among companies adopting responsible marketing strategies. Analyses conducted on 3,054 firm-years of observations covering 2015-2024 from 651 different businesses in 42 countries show that the positive effect of marketing expenditure on financial performance is significantly higher in businesses that conduct marketing activities with a responsible marketing approach. Similar findings were observed in additional analyses using different measurement methods and models. This result, which is consistent with stakeholder theory, shows that businesses that shape their marketing activities around responsible marketing can achieve better financial performance. The results reveal that although responsible marketing may be considered an additional cost factor in the short term, it plays a role in maximizing the company's financial performance in the long term. The results prove the real financial outcomes of responsible marketing, providing a solid foundation for the decision-making processes of managers who adopt this strategy.

Anahtar Kelimeler

• Responsible Marketing
• Sustainable Marketing
• Business Performance
• Marketing Expenditure
• Stakeholder Theory

Kaynakça

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