Vol. 10 No. 4 (2025): Turkish Journal of Marketing
Articles

The relationship between advertising expenditures and household indebtedness in Türkiye: An evaluation from the perspective of ethical marketing and moral economy

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  • Abdullah Yıldız,
  • Durmuş Baysal
Abdullah Yıldız
Asst. Prof., İskenderun Technical University, İskenderun, Türkiye
Durmuş Baysal
PhD Student., İskenderun Technical University, İskenderun, Türkiye

Published 06/03/2026

Keywords

  • Advertising Expenditures, Household Indebtedness, Ethical Marketing, Financial Fragility

Copyright (c) 2026 Abdullah Yıldız- Durmuş Baysal

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

The relationship between advertising expenditures and household indebtedness in Türkiye: An evaluation from the perspective of ethical marketing and moral economy. (2026). Turkish Journal of Marketing, 10(4), 155-169. https://doi.org/10.30685/tujom.v10i4.227

Abstract

This study examines the relationship between advertising expenditures and household indebtedness in Türkiye and evaluates this relationship from the perspectives of ethical marketing and moral economy. The study is based on a literature review and quantitative secondary data analysis. In this context, data for the 2000–2025 period on resident household final consumption expenditures, advertising expenditures, and the number of individuals with unpaid personal loans or credit card debt were analysed comparatively. The findings show that while the share of household final consumption expenditures in GDP has followed a long-term declining trend, advertising expenditures have increased significantly, especially in recent years. At the same time, the rise in card payment tendencies and in the number of individuals with unpaid debt indicates a stronger link between consumption behaviour and financial fragility. The study concludes that advertising should be considered not only as a demand-enhancing tool but also as a factor affecting consumption and borrowing behaviour. Therefore, marketing practices should be evaluated together with ethical responsibility, consumer welfare, and financial stability.

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