EVALUATION OF THE ETHICAL DIMENSION OF SOCIAL MARKETING PRACTICES ON SPORT MANAGEMENT

Abstract

Marketing, which is one of the sub-disciplines of business science, is defined as the process of change between an organization or more than one person. The realization of this change process in an effective and efficient manner and revealing various determinations in this process include the aim of marketing science. In the description made by Bagozzi, the main element of marketing was that it was a "process of change". This feature of marketing thinkers has expressed marketing as a concept that should not be limited to the commercial field (Bagozzi, 1975; Kotler ve Sidney, 1969). In this context, we can say that the field of marketing is not only involved in commercial products, but also in all products that are in change. Even trying to impose an idea on individuals around us constitutes the perception of trying to realize marketing action. If we try to analyze expressions as marketing terminology, the concept of “seller biz refers to us, our “buyer” friend and the idea that we try to impose on the other side” product. Although marketing has gained a broad meaning in this respect, from a scientific point of view, it is a concept that is exposed to critical criticism and question marks (Luck, 1969). Although there are contradictions and question marks, it is undeniable that the expressions stated for the marketing field are more widespread and that the development of marketing discipline is positively improved. The aim of our study was to evaluate the ethical dimension of social marketing, which is a sub-dimension of marketing, in line with the attitudes of members and employees of a private sports enterprise towards social marketing practices. As a result of our study, when we examined the attitudes towards social marketing campaigns in terms of sub-dimensions, no significant difference was found between men and women. Although the opinion that Social Marketing was effective and beneficial among male participants was higher than female participants, there was no statistically significant difference between them. In our study, Social Marketing was found to be effective and beneficial with 74.1% of the participants.