Akademik Veri Yönetim Sistemi
Filistin Arastirmalari Dergisi, cilt.2025, sa.17, ss.95-127, 2025 (Scopus)
As a response to the ongoing Palestine-Israel conflict from past to present, various solution processes and methods have emerged, ranging from national uprisings to international activism. Activism, by its nature, is a form of action taken by individuals to support or oppose social transformation. Palestine fights against Israel through the activist movement Boycott, Divestment, Sanctions (BDS). The relationship between activism and advertising began when Toscani went to Palestine in 1994 for a Benetton campaign. This marked the emergence of an activist advertising approach that goes beyond traditional advertising, draws attention to social issues, and creates awareness. In this context, the research examines activist advertising that, within the framework of the Palestine-Israel conflict, supports Palestinian activism through the BDS movement by boycotting Israeli-origin products or service brands, and it aims to explain the effects of activist advertising on individuals. This study is significant due to the rising prominence of boycott and activism practices in the context of the recent Palestine-Israel conflict and its analysis of the advertising relationship through activist advertising theory. The methodology of the study is designed with a critical approach, activist advertising theory, the UOT model, quantitative research methods, and the survey technique, within the framework of universe and sample techniques. The main research question is: “What is the effect of activist advertising that boycotts Israeli-origin products or service brands in the context of Palestinian activism on individuals?” The study measured consumer reactions to the activist video advertisement Boycott: Pepsi, which promotes the boycott of an Israeli-origin brand, and analyzed the data using the SPSS 25 statistical software package. The research results indicate that activist advertising represents a critical discourse in contrast to positivist discourse in advertising; and that there is a strong, positive, and statistically significant relationship between activist advertising and the boycott of Israeli-origin brands, as well as the act of boycotting the purchase of those brands. The results are discussed in relation to the existing literature, and academic and sectoral recommendations are presented.