Anahtar Kelimeler
Nasıl Atıf Yapılır
Öz
Bu çalışmanın amacı, Türkiye’de reklam harcamaları ile hanehalkı borçluluğu arasındaki ilişkiyi incelemek ve bu ilişkiyi etik pazarlama ile ahlâkî ekonomi perspektifinden değerlendirmektir. Çalışmada literatür taraması ve nicel ikincil veri analizi yöntemleri kullanılmış; 2000–2025 dönemine ait Türkiye verileri üzerinden yerleşik hanehalkı nihai tüketim harcamaları, reklam harcamaları ve bireysel kredi veya kredi kartı borcunu ödememiş gerçek kişi sayısı karşılaştırmalı olarak analiz edilmiştir. Bulgular, hanehalkı nihai tüketim harcamalarının GSYH içindeki payında uzun dönemli bir gerileme eğilimi bulunmasına karşın, reklam harcamalarının özellikle son yıllarda belirgin biçimde arttığını göstermektedir. Aynı dönemde kartlı ödeme eğilimindeki yükseliş ve borcunu ödememiş kişi sayısındaki artış, tüketim davranışları ile finansal kırılganlık arasındaki ilişkinin güçlendiğine işaret etmektedir. Sonuç olarak, reklam faaliyetlerinin yalnızca talep artırıcı değil, aynı zamanda tüketim ve borçlanma davranışlarını etkileyebilen bir unsur olduğu; bu nedenle pazarlama uygulamalarının etik sorumluluk, tüketici refahı ve finansal istikrar boyutlarıyla ele alınmasının önemli olduğu değerlendirilmektedir.
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