ETHICAL PERCEPTIONS OF SOCIAL MARKETING CAMPAIGNS: AN EMPIRICAL STUDY ON TURKISH CONSUMERS

Abstract

The aim of this study is to determine how consumers perceive social marketing campaigns ethically and their perceptual differences by demographic features. In this study conducted in the province of Konya on 391 bank customers, the following findings were reached: Consumers mostly emphasize that social marketing campaigns are the intensive advertisement areas for the companies which focus on increasing the sales and far from marketing social thoughts. In addition, the consumers’ ethical perceptions show significant differences in terms of education, income and gender. In the study, in order to increase the effectiveness and strengthen the ethical constructions of the future campaigns, it is suggested that target group’s/society’s demographic features and social expectations should be determined and campaigns should be designed and implemented accordingly.