Didem Gamze IŞIKSAL, Peren OZTURAN, Elif KARAOSMANOĞLU

Yükselen Pazarlar için Marka Aktivizmi Girişimlerinin Sosyal Etkisi ve İçgörüler

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

Social Impact of Brand Activism Initiatives and Insights for Emerging Markets

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,

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