\u0130zmir Ekonomi \u00dcniversitesi (\u0130E\u00dc) \u0130\u015fletme B\u00f6l\u00fcm\u00fc \u00d6\u011fretim \u00dcyesi Do\u00e7. Dr. Zeynep \u00d6zdamar Ertekin, moda sekt\u00f6r\u00fcnde yenilik arzusu ile s\u00fcrd\u00fcr\u00fclebilirlik aras\u0131ndaki ili\u015fkiyi konu alan makalesiyle uluslararas\u0131 \u00f6d\u00fcle lay\u0131k g\u00f6r\u00fcld\u00fc. \u0130ngiltere merkezli Emerald yay\u0131nc\u0131l\u0131\u011f\u0131n pazarlama alan\u0131ndaki prestijli dergilerinden Journal of Social Marketing taraf\u0131ndan say\u0131l\u0131 bilim insan\u0131na verilen \u2018\u00fcst\u00fcn makale\u2019 \u00f6d\u00fcl\u00fcn\u00fc (Literati Award 2024) alan Ertekin, \u00fclkemize b\u00fcy\u00fck gurur ya\u015fatt\u0131. Yakla\u015f\u0131k 15 y\u0131ld\u0131r s\u00fcrd\u00fcr\u00fclebilir moda konusunda ara\u015ft\u0131rmalar yapan Ertekin, makalesindeki \u00f6zg\u00fcn de\u011ferlendirmeleri, kapsaml\u0131 literat\u00fcr taramas\u0131 ve sosyal pazarlama alan\u0131nda sundu\u011fu \u00e7\u00f6z\u00fcm \u00f6nerileriyle fark olu\u015fturdu.
\n
\u2018Yenilik arzusu ve s\u00fcrd\u00fcr\u00fclebilirlik: Moda end\u00fcstrisinde sosyal pazarlaman\u0131n zorunlu gereksinimi\u2019 adl\u0131 makalesine ili\u015fkin bilgiler payla\u015fan Do\u00e7. Dr. Ertekin, “A\u015f\u0131r\u0131 moda t\u00fcketiminin sosyal ve ekolojik refah \u00fczerindeki olumsuz etkileri, gelecek nesilleri tehdit ediyor. Bu nedenle s\u00fcrd\u00fcr\u00fclebilir \u00e7\u00f6z\u00fcmlere y\u00f6nelik ihtiya\u00e7 artarken, bunlar\u0131n sosyal pazarlama \u00e7abalar\u0131yla desteklenmesi her zamankinden daha kritik bir hale geldi. Biz de Prof. Dr. Deniz Atik ile birlikte yapt\u0131\u011f\u0131m\u0131z bu \u00e7al\u0131\u015fmam\u0131zda, t\u00fcketicilerin yeniye duydu\u011fu arzuyu etkileyen fakt\u00f6rleri ve s\u00fcrd\u00fcr\u00fclebilir t\u00fcketim gereksinimindeki artan ihtiyac\u0131 inceledik” diye konu\u015ftu.<\/p>\n
“Sosyal pazarlama \u00e7\u00f6z\u00fcmleri sunduk”
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Do\u00e7. Dr. Ertekin, s\u00f6zlerini \u015f\u00f6yle s\u00fcrd\u00fcrd\u00fc: “T\u00fcketicilerin yeniye olan arzusunun neden bu kadar derin oldu\u011funa ve bunun moda end\u00fcstrisinin s\u00fcrd\u00fcr\u00fclebilirlik hedefleriyle nas\u0131l \u00e7eli\u015fti\u011fine odakland\u0131k. T\u00fcketicilerin yeniye duydu\u011fu arzunun arkas\u0131ndaki psikolojik ve sosyal ihtiya\u00e7lar\u0131, bu arzuyu k\u00f6r\u00fcklemede moda \u015firketlerinin rol\u00fcn\u00fc a\u00e7\u0131klamak istedik. Ayr\u0131ca, s\u00fcrd\u00fcr\u00fclebilirlik hedeflerine y\u00f6nelik sosyal pazarlama \u00e7\u00f6z\u00fcmleri sunduk.”<\/p>\n
“Yeniye olan arzu da dikkate al\u0131nmal\u0131”
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T\u00fcketicilerin moda alan\u0131nda yeniye duydu\u011fu arzunun devam etti\u011fini ifade eden Do\u00e7. Dr. Ertekin, s\u00fcrd\u00fcr\u00fclebilirlik konusundaki \u00e7al\u0131\u015fmalar\u0131n da bunu dikkate almas\u0131 gerekti\u011fini vurgulad\u0131. Ertekin, “Modada fazla t\u00fcketim ve \u00fcretim tehlikeli sonu\u00e7lar do\u011furmakta. Ancak \u00e7al\u0131\u015fmam\u0131zda a\u00e7\u0131klad\u0131\u011f\u0131m\u0131z gibi modada yeniye olan ilgi de az\u0131msanacak seviyede de\u011fil. Markalar da yeniye duyulan bu arzuyu dikkate alarak s\u00fcrd\u00fcr\u00fclebilirlik politikalar\u0131n\u0131 belirlemeli. \u00d6rne\u011fin; ileri d\u00f6n\u00fc\u015f\u00fcm, payla\u015f\u0131m, tamir, ikinci el, d\u00f6ng\u00fcsel moda ve ortak t\u00fcketim gibi uygulamalara daha \u00e7ok odaklan\u0131labilir. Makalemizde, bunlar\u0131n nas\u0131l yap\u0131labilece\u011fine ili\u015fkin \u00f6nerileri de aktard\u0131k. S\u00fcrd\u00fcr\u00fclebilirlik; halk aras\u0131nda bazen eskiyi de\u011ferlendirmek, modada eskiyi giymek olarak yorumlanabiliyor. Ancak tam olarak b\u00f6yle g\u00f6rmemeliyiz. Modada yenilik arzusu ile s\u00fcrd\u00fcr\u00fclebilirlik anlay\u0131\u015f\u0131 bir araya getirilerek, t\u00fcketicinin talepleri kar\u015f\u0131lanabilir. T\u00fcketicinin beklentilerine yan\u0131t veren bir \u2018yeni\u2019 kavram\u0131 olu\u015fturulabilir” ifadelerini kulland\u0131.
<\/p>\n","protected":false},"excerpt":{"rendered":"
\u0130zmir Ekonomi \u00dcniversitesi (\u0130E\u00dc) \u0130\u015fletme B\u00f6l\u00fcm\u00fc \u00d6\u011fretim \u00dcyesi Do\u00e7. Dr. Zeynep \u00d6zdamar Ertekin, moda sekt\u00f6r\u00fcnde yenilik arzusu ile s\u00fcrd\u00fcr\u00fclebilirlik aras\u0131ndaki ili\u015fkiyi konu alan makalesiyle uluslararas\u0131 \u00f6d\u00fcle lay\u0131k g\u00f6r\u00fcld\u00fc. \u0130ngiltere merkezli Emerald yay\u0131nc\u0131l\u0131\u011f\u0131n pazarlama alan\u0131ndaki prestijli dergilerinden Journal of Social Marketing taraf\u0131ndan say\u0131l\u0131 bilim insan\u0131na verilen \u2018\u00fcst\u00fcn makale\u2019 \u00f6d\u00fcl\u00fcn\u00fc (Literati Award 2024) alan Ertekin, \u00fclkemize b\u00fcy\u00fck…<\/p>\n","protected":false},"author":1,"featured_media":15204,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-15203","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guncel"],"_links":{"self":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts\/15203","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=15203"}],"version-history":[{"count":1,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts\/15203\/revisions"}],"predecessor-version":[{"id":15205,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts\/15203\/revisions\/15205"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/media\/15204"}],"wp:attachment":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=15203"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=15203"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=15203"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}