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Journals / İstanbul Ticaret Üniversitesi Girişimcilik Dergisi / 2026 / Cilt: 9 Sayı: 21

ASTROLOGICAL MARKETING: A SPAR-4-SLR BASED REVIEW AND FUTURE RESEARCH AGENDA*

ASTROLOJİK PAZARLAMA: SPAR-4-SLR TEMELLİ İNCELEME VE GELECEK ARAŞTIRMA KONULARI

Yusuf Ozan Yıldırım(DİCLE ÜNİVERSİTESİ)0000-0002-0346-2660
Pages
154–175
Publication Date
2026-09-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

This work provides a conceptual basis for academics and practical insights for marketers by introducing Astrological Marketing as a coherent field of research and offering a systematic review with a future research agenda.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The rising commercialization of astrology within online environments has created a relatively new and conceptually fragmented new spot of intersection with marketing.
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Key Findings & Data:Applying the SPAR-4-SLR protocol, 23 empirical studies were selected from an initial pool of 58 documents and analyzed using content analysis and Social Network Analysis (UCINET/NetDraw) to identify the connections between marketing and astrology.
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Conclusion & Impact:This work provides a conceptual basis for academics and practical insights for marketers by introducing Astrological Marketing as a coherent field of research and offering a systematic review with a future research agenda.
🔬Design:Lab & Field Experiment
📍Scope:Comprehensive Sample
⚙️Variables:Astroloji · Pazarlama · SPAR-4-SLR

Abstract

The rising commercialization of astrology within online environments has created a relatively new and conceptually fragmented new spot of intersection with marketing. This study aims to systematically examine this emerging area and conceptualize it as AstroLogical Marketing. Applying the SPAR-4-SLR protocol, 23 empirical studies were selected from an initial pool of 58 documents and analyzed using content analysis and Social Network Analysis (UCINET/NetDraw) to identify the connections between marketing and astrology. The results revealed that literature is primarily organized around consumer behavior and digital marketing disciplines, with the most dominant astrological themes being zodiac signs, superstitious beliefs, and horoscopes. The social network analysis also reveals conceptual gaps, highlighting branding, strategic marketing, service marketing, and methodological diversification as directions for future research. This work provides a conceptual basis for academics and practical insights for marketers by introducing Astrological Marketing as a coherent field of research and offering a systematic review with a future research agenda.

Özet

Astrolojinin çevrimiçi ortamlarda artan ticarileşmesi, pazarlama ile kesişen nispeten yeni ve kavramsal olarak parçalı bir araştırma alanı ortaya çıkarmıştır. Bu çalışma, söz konusu kesişimi sistematik olarak incelemeyi ve kesişimi Astrolojik Pazarlama olarak kavramsallaştırmayı amaçlamaktadır. SPAR-4-SLR protokolü uygulanarak, başlangıçta belirlenen 58 çalışmadan dahil edilme ölçütlerini karşılayan 23 ampirik çalışma seçilmiş; bu çalışmalar, pazarlama ve astroloji arasındaki bağlantıları belirlemek amacıyla içerik analizi ve Sosyal Ağ Analizi (UCINET/NetDraw) kullanılarak analiz edilmiştir. Bulgular, literatürün ağırlıklı olarak tüketici davranışı ve dijital pazarlama disiplinleri etrafında şekillendiğini; en baskın astrolojik temaların ise burçlar, batıl inançlar ve burç yorumları olduğunu göstermektedir. Sosyal ağ analizi ayrıca, markalama, stratejik pazarlama, hizmet pazarlaması ve metodolojik çeşitliliğin gelecekteki araştırmalar için önemli gelişim alanları olduğunu ortaya koymaktadır. Çalışmanın astrolojik pazarlamayı bütüncül bir araştırma alanı olarak kavramsallaştırması ve sistematik bir literatür incelemesi ile gelecek araştırma konuları sunması bakımından literatüre katkı sağlamakta; akademisyenlere kavramsal bir çerçeve, uygulayıcılara ise pazarlama açısından yol gösterici çıkarımlar sunmaktadır.

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Cite This Article

Yıldırım, Y. O. (2026). ASTROLOGICAL MARKETING: A SPAR-4-SLR BASED REVIEW AND FUTURE RESEARCH AGENDA*. İstanbul Ticaret Üniversitesi Girişimcilik Dergisi, Cilt: 9 Sayı: 21, 154–175. https://doi.org/10.55830/tje.1958614

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