PONZİ Sistemlerinde Tüketicilerin Mağdur Olma Riskinin Azaltılmasına Yönelik Bir Yaklaşım Olarak Sosyal Normlar Pazarlama
Author :
Abstract
Günümüzde Ponzi şemaları ya da Piramit yapıları olarak ifade edilen sistemler tarafından birçok insanın mağdur edildiği görülmektedir. Charles Ponzi tarafından kurulan Ponzi şemaları önceki yatırımcılara sonraki yatırımcılar tarafından verilen fonlarla ödemenin yapıldığı bir sistemdir. Geçmişten günümüze kadar çok sayıda insanın mağdur edildiği Ponzi şemalarının birçok ortak karakteristik özelliğe sahip oldukları gözlenmektedir. Bu ortak özelliklerin tanımlanması ve çeşitli faktörlerle analiz edilmesi ile ilgili yabancı literatürde çok sayıda çalışmanın mevcut olduğu tespit edilmiştir. Yapılan araştırmalar sonucunda yatırımcıların, dolandırıcıların asimetrik bilgisinden kaynaklı olarak Ponzi şemalarına sürü psikolojisiyle dahil oldukları, sürü davranışı sergileme sebeplerinin de dolandırıcılar tarafından sistemin pazarlanmasında yatırımcıların yakın çevreleri ile birlikte tanınmış ünlü kişileri kullanmalarının diğer bir ifadeyle referans grupların etkisi olduğu görülmektedir. Bu çalışmada, Ponzi sistemlerinde tüketicilerin mağdur olma risklerinin azaltılmasına yönelik bir strateji olarak sosyal normlar pazarlama yaklaşımı teorik çerçevede ele alınarak incelenmiştir.
Keywords
Abstract
It is seen that many people are victimized by systems expressed as Ponzi schemes or Pyramid structures at the present day. Ponzi schemes are a system in which previous investors are paid with funds given by subsequent investors, which was established by Charles Ponzi. It is observed that Ponzi schemes have many common characteristics, in which many people have been victimized from the past to the present. It has been determined that there are many studies in the foreign literature on the definition of these common features and their analysis with various factors. As a result of the researches, it is seen that the investors are taken part the Ponzi schemes with herd psychology due to the asymmetric knowledge of the fraudsters, and the reasons for exhibiting herd behavior are the use of well-known famous people together with the immediate surroundings of the investors in the marketing of the system by the fraudsters, in other words, the effect of reference groups. Social norms marketing approach as a strategy to reduce the risk of consumers being victimized in Ponzi systems has been researched in a theoretical framework in this study.
Keywords
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