Reklam Harcamalarının Ticari Bankaların Rekabet Gücüne Etkisi: Bootstrap Tahminli Veri Zarflama Analizi

Abstract

In the highly competitive banking sector, businesses are engaged in an intensive advertising activity so that the services and corporate brands they produce can gain a place in the minds of consumers. With an effective advertising strategy, banks aim to increase the demand for their products, improve their financial indicators and strengthen their market shares. In this study, the effect of advertising expenditures on the financial performance of commercial banks was examined with two separate models (2010:Q1 -2020:Q3 period). Output-oriented bootstrap predictive data envelopment analysis was used to measure the effect of advertising expenditures on financial performance indicators.According to the results of the analysis, it was concluded that advertising increased the financial performance of the banks by 3% on average for the first model (profitability model) compared to not advertising. In the first model, Ziraat Bank (6%), Halk Bank (4.9%) and Deniz Bank (3.5%) were the banks that used ads the most effectively. In the second model, how advertising affects the capital adequacy ratio of banks was examined. According to the results of the second model (capital adequacy model), advertising expenditures increased the performance of banks by an average of 2.7%. In the second model, the three banks that improved their performance the most with the impact of advertising expenditures were the Turkish Economy Bank (TEB) (4.9%), Vakıflar Bank (3.7%) and Halk Bank (3.7%), respectively. Akbank (1.4%), Garanti Bank (1.4%) and İşbank (2%) were the banks that benefited least from the effect of advertising expenditures in the same period.