Akademik Veri Yönetim Sistemi
Journal of Accounting and Finance, cilt.23, sa.3, ss.102-114, 2023 (Hakemli Dergi)
This study addresses the question, “What is the extent of disclosures related to marketing social change as
changing behavior to promote social good and well-being, any evidence from the Turkish banking
industry?” To address this question, the study analyzes the social marketing activities of 12 banking
corporations listed on the Borsa Istanbul in Turkey. For this, annual reports, sustainability reports, or
integrated reports of those are examined from 2017 to 2021. It is aimed to compare the social marketing
activities of banks in Turkey and trends that have been observed for years and banks. It is also aimed at
determining the most frequent social marketing activities. The banks are involved mostly in the themes of
environmental behaviors and community involvement behaviors. To observe the relationships between
social marketing activities, “Association Rule Analysis with Apriori Algorithm” is applied. The
management of the banks can use the findings of Apriori Algorithm in the strategic decision-making process
if they are aware of the social marketing activities that rival banks are emphasizing and the relationships
between these activities.