PAZARLAMA YÖNETİMİ AÇISINDAN YAŞAM TARZI ARAŞTIRMALARININ SİSTEMATİK İNCELEMESİ ÜZERİNE BİR İÇERİK ANALİZİ

Amaç: Bu çalışma pazarlama alanında daha önce çalışılmış yaşam tarzı araştırmalarının içeriğine dair birçerçeve sunmayı amaçlamaktadır.Yöntem: Araştırmada kullanılan yöntem kalitatif araştırma olup, veriler içerik analizi ile çözümlenmeyeçalışılmıştır. Çalışmanın anakütlesini sosyal bilimler ve özellikle pazarlama alanına ilişkin birçok dergiyibünyesinde bulunduran EMERALDinsight, JSTOR, EBSCO, ScienceDirect, SAGEjournal, Wiley, Scopus, TRDizin veri tabanlarında yer alan, yaşam tarzı ile ilgili akademik makaleler oluşturmaktadır. Makalelereerişebilme ve aynı zamanda zaman kısıtından dolayı bu çalışmada amaçlı örneklem yöntemi tercih edilmiştir.Bu kapsamda toplam 99 akademik makale incelenmiştir ve kategoriler oluşturularak analiz edilmiştir. Sözkonusu kategoriler yaşam tarzı araştırmalarına dair makale türü, araştırma yöntemi, örneklem yöntemi,örneklem büyüklüğü, veri toplama aracı, veri analizi teknikleri, yaşam tarzı araştırmalarının kullanım amacı,yaşam tarzı boyutları, yaşam tarzı araştırmaları yapılan ülkeler olarak belirlenmiştir.Bulgular: Bu çalışma kapsamında ele alınan makalelerde, yaşam tarzı araştırmalarında en fazla faaliyetler,ilgiler ve fikirlerin (AIO) yaşam tarzı kavramı ile eşleştirilip ölçüldüğü görülmektedir. Ardından yaşam tarzı ileeşleştirilen kavram, tüketim olmaktadır. Bazı çalışmalarda değerler ya da değerler ile birlikte AIO ifadelerininaynı anda yaşam tarzını ölçümlemek için kullanıldığı görülmektedir. Araştırma bulgularının yaşam tarzıçalışmalarına dair detaylı bilgi ve çerçeve sunması beklenmektedir.Özgünlük: Çalışmanın incelenen kategoriler çerçevesinde yaşam tarzına dair ele alınan boyutları göstererekyaşam tarzı araştırmalarına dair bir fikir sunması; ayrıca pazarlama alanında daha önce yapılan yaşam tarzıaraştırmalarına yönelik bir içerik analizi ile çözümleme yapılmamış olması sebebi ile bu çalışmadan elde edilenbulguların literatüre katkıda bulunacağı söylenebilir

A CONTENT ANALYSIS ON SYSTEMATIC REVIEW OF LIFESTYLE RESEARCH IN TERMS OF MARKETING MANAGEMENT

Purpose: This paper aims to provide a framework for the content of previously studied lifestyle research in marketing. Method: The method used in the research is qualitative research. The data were analyzed by content analysis. The population of the study is the academic articles related to lifestyle, which are included in EMERALDinsight, JSTOR, EBSCO, ScienceDirect, SAGEjournal, Wiley, Scopus, TR Directory databases that contain many journals related to social sciences and especially marketing. The purposive sampling method was preferred in this study because of the accessibility to the articles and the time limitation. In this context, a total of 99 academic articles were examined and categories were analyzed. These categories were determined as the type of article about lifestyle research, research method, sampling method, sample size, data collection tool, data analysis techniques, the purpose of applying lifestyle research, lifestyle dimensions, countries where lifestyle researches are conducted. Findings: In the articles discussed within the scope of this study, it is seen that activities, interests and opinions (AIO expressions) are mostly matched with the concept of lifestyle in lifestyle studies. Then the concept that is matched with the lifestyle is consumption. In some studies, it is seen that AIO expressions together with values or only values are used to measure lifestyle. Research findings are expected to provide detailed information and a framework for lifestyle studies. Originality: It can be said that this study contributes to the literature in terms of providing an idea about lifestyle researches by showing dimensions related to lifestyle within the scope of the categories examined. In addition, it can be said that no analysis has been made with a content analysis for previous lifestyle researches in the field of marketing, therefore the findings obtained from this study will contribute to the literature.

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Istanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi-Cover
  • ISSN: 1303-5495
  • Yayın Aralığı: Yılda 3 Sayı
  • Yayıncı: İstanbul Ticaret Üniversitesi
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Emine Genç

WEBOMETRİK SIRALAMA SİSTEMİNDEKİ ÜNİVERSİTELERİN KURUMSAL BAŞARILARI İLE FACEBOOK POPÜLERİTELERİ ARASINDA BİR İLİŞKİ VAR MIDIR? TÜRK ÜNİVERSİTELERİNİN BÜTÜNSEL ÖRNEĞİ

Orkun Yildiz

EVLİ BİREYLERİN EVLİLİK DOYUMUNUN YORDAYICISI OLARAK PROBLEM ÇÖZME BECERİLERİ VE İLETİŞİM BECERİLERİNİN İNCELENMESİ

Nigar Elif Yılmaz, Hanifi Parlar

PAZARLAMA YÖNETİMİ AÇISINDAN YAŞAM TARZI ARAŞTIRMALARININ SİSTEMATİK İNCELEMESİ ÜZERİNE BİR İÇERİK ANALİZİ

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İJİTAL LİDERLİK UYGULAMASI İLE ÖĞRENEN ÖRGÜT İLİŞKİSİNİN BİREYSEL PERFORMANSA ETKİSİ

Osman Bayraktar, Samime Derya Artüz

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Rezzan Uçar

TÜRKİYE’DE TELEKOMÜNİKASYON SEKTÖRÜNDE DOĞRUDAN YABANCI YATIRIMLAR: ZAMANLAMA, KURUMSAL YAPI VE ŞEBEKE GELİŞİMİ AÇISINDAN BİR DEĞERLENDİRME

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