Political Consumerism: Discussion on the Motivation of Boycotting and Buycotts

Yıl 2020, Cilt: 3 Sayı: 1, 39 - 55, 31.05.2020

Dilan Cıftcı

https://doi.org/10.33464/dorduncukuvvet.728824

Öz

Today, in the markets brought by globalization and individualization, it goes beyond its traditional functions and becomes a place that individuals express about the use of individuals and related groups. It is in the application that there are also necessary things for this. Quickly designing may have come on the market to determine if the technologies are folding. It is for political consumption arising from all these developments, it has great interest in advanced marketing, communication and business disciplines. For marketing concepts where you can use documents together. It is for boycott and selective shopping for reveal deeply in the light of different colors. In ELM-Model mode, the relevance of boycott and selective shopping is discussed. Central route and periphery of boycott and detailed shopping debate on the behavior of the ELM-Model to obtain very important findings on persuasion and interaction issues.

Anahtar Kelimeler

Political consumerism, engagement marketing, poitical consumer, boycott, selective shopping, eleboration likelihood model

Political Consumerism: Discussion on the Motivation of Boycotting and Buycotts

Öz

Bugün, küreselleşme ve bireyselleşmenin getirdiği değişikliklerle pazar, geleneksel işlevlerinin ötesine geçerek bireylerin ve tüketici gruplarının tüketim yoluyla kendilerini ifade ettikleri bir yer haline gelmiştir. Böylece, tüketiciler sadece kendileri için değil, dünya dışında var olan her şey için de etik uygulamalara müdahale edebilir olmaya başlayarak önemli aktörler konumuna geçmiştir. Hızla gelişen teknolojinin katkısıyla tüketiciler pazarı daha önce mümkün olmayan bir düzeyde etkileyebilme potansiyeline sahip hale gelmiştir. Tüm bu gelişmeler sonucunda ortaya çıkan siyasal tüketim kavramı, gelişmiş pazarlama, iletişim ve iş disiplinlerince büyük ilgi duymaktadır. Bununla birlikte politik tüketim ve etkileşimli pazarlama kavramları için bu çalışmada politik tüketici ile seçici alışveriş kavramları bir arada ele alınarak boykot kavramı üzerinden açıklamalara yer verilmiştir. Bunun sonucunda boykot ve seçici alışveriş kavramı farklı örnekler ışığında derinlemesine ortaya konmuştur. Çalışmanın sonunda politik tüketici kavramının ELM-Modeli çerçevesinde boykot ve seçici alışveriş kavramları ile uygulanabilirliği tartışılmıştır. İkna ve etkileşim konularında çok önemli bulgular elde edilmesine olanak sağlayan ELM-Modelinin politik tüketici davranışları üzerinde boykot ve seçici alışveriş tartışmasında merkezi rota ve periferi rotanın eş zamanlı olarak ilerleyeceğini söylemek doğru olacaktır.

Anahtar Kelimeler

politik tüketim, etkileşim pazarlaması, politik tüketici, boykot, seçici alışveriş, elm modeli

Kaynakça

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