Postmodernizm ve Klan Pazarlaması: Dinsel Topluluklara Yönelik Bir Uygulama = Postmodernism and Tribal Marketing: an Application For Religious Communities

The emergence of communities described as modern tribe in postmodern period has led to the occurrence of an alternative marketing approach – tribal marketing. The purpose of this study is to define the religious communities in Turkey in terms of modern tribe behaviors and to determine to what extent tribal marketing is applicable to the concerning communities. For this purpose, a questionnaire was administered to the community members selected by convenience sampling in Biga, Çanakkale. The results of analysis indicate that the community has characteristics of modern tribe to some extent although most of the members are not aware of symbolic values. On the other hand, the hypotheses intended to test behavioral differences regarding the level of membership types, affiliation of members to the community and whether they have adaptive behavior to the community were confirmed to a great extent. Yet the results also indicate that the adaptive behavior of members to the community does not reflect on their buying attitudes.