Social Impact of Brand Activism Initiatives and Insights for Emerging Markets

Didem Gamze Işıksal; Peren Ozturan; Elif Karaosmanoğlu

Article Details

Social Impact of Brand Activism Initiatives and Insights for Emerging Markets

Authors:

Didem Gamze Işıksal | Peren Ozturan | Elif Karaosmanoğlu

Publisher:

İdeal Kent Yayınları

Main Topics:

Sosyal Politika (Diğer)

Journal:

OPUS Toplum Araştırmaları Dergisi Vol.20 Issue 55, pp.671-686

Document Type:

Article

Publication Date:

9/2023

Document Language:

English

Document ID (Org No.):

2001299022

pISSN:

2791-9862

Keywords:

Abstract:

 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.

 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.

 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.

 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.

Article Details

Social Impact of Brand Activism Initiatives and Insights for Emerging Markets

Authors:

Didem Gamze Işıksal | Peren Ozturan | Elif Karaosmanoğlu

Publisher:

İdeal Kent Yayınları

Main Topics:

Sosyal Politika (Diğer)

Journal:

OPUS Toplum Araştırmaları Dergisi Vol.20 Issue 55, pp.671-686

Document Type:

Article

Publication Date:

9/2023

Document Language:

English

Document ID (Org No.):

2001299022

pISSN:

2791-9862

Brand Activism

Emerging Markets

Scandinavian Institutionalism

Social Impact

Qualitative ResearchMarka Aktivizmi

Gelişmekte Olan Pazarlar

İskandinav Kuramsalcılığı

Sosyal Etki

Kalitatif Araştırma

Issues

Article Details

Authors: Didem Gamze Işıksal | Peren Ozturan | Elif Karaosmanoğlu

Publisher: İdeal Kent Yayınları

Main Topics: Sosyal Politika (Diğer)

Journal: OPUS Toplum Araştırmaları Dergisi Vol.20 Issue 55, pp.671-686

Document Type: Article

Publication Date: 9/2023

Document Language: English

Document ID (Org No.): 2001299022

pISSN: 2791-9862

Issues

Authors:

Didem Gamze Işıksal | Peren Ozturan | Elif Karaosmanoğlu

Publisher:

İdeal Kent Yayınları

Main Topics:

Sosyal Politika (Diğer)

Journal:

OPUS Toplum Araştırmaları Dergisi Vol.20 Issue 55, pp.671-686

Document Type:

Article

Publication Date:

9/2023

Document Language:

English

Document ID (Org No.):

2001299022

pISSN:

2791-9862