Vol. 14 No. 1 (2026): Business & Management Studies: An International Journal
Articles

The role of media advertising in shaping consumer behaviour: The case of Türkiye

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  • Hasan Furkan Kaplan,
  • Metin Karaburun
Hasan Furkan Kaplan
PhD Assistant Professor, Muş Alparslan University, Muş, Türkiye,
Metin Karaburun
PhD Assistant Professor, Muş Alparslan University, Muş, Türkiye

Published 2026-03-25

Keywords

  • Advertising Expenditures, Household Consumption Expenditures, Media Economics, Toda–Yamamoto Causality Analysis
  • Reklam Harcamaları, Hanehalkı Tüketim Harcamaları, Medya Ekonomisi, Toda–Yamamoto Nedensellik Analizi

How to Cite

The role of media advertising in shaping consumer behaviour: The case of Türkiye. (2026). Business & Management Studies: An International Journal, 14(1), 100-112. https://doi.org/10.15295/bmij.v14i1.2686

Copyright (c) 2026 Hasan Furkan Kaplan- Metin Karaburun

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

The role of media advertising in shaping consumer behaviour: The case of Türkiye. (2026). Business & Management Studies: An International Journal, 14(1), 100-112. https://doi.org/10.15295/bmij.v14i1.2686

Abstract

The purpose of this study is to examine the relationship between advertising expenditures and household consumption expenditures in Türkiye during the 2000–2024 period from an econometric perspective. Using data from the Central Bank of the Republic of Türkiye and the Advertising Association, the guiding effect of advertising on consumption was analysed using the Toda–Yamamoto causality test. This method allows the direction of causality to be determined independently of the degree of integration of the series. The findings show that there is a two-way causality between advertising expenditures and household consumption expenditures. An increase in advertising statistically significantly increases consumption; rising consumption, in turn, encourages businesses to expand their advertising investments. Consequently, this mutual interaction between advertising and consumption is of strategic importance for economic growth and demand management. Therefore, designing advertising policies aligned with macroeconomic planning will help achieve sustainable development goals.

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