The purpose of this study is to examine the relationship between advertising expenditures and household consumption expenditures in Türkiye during the 2000–2024 period from an econometric perspective. Using data from the Central Bank of the Republic of Türkiye and the Advertising Association, the guiding effect of advertising on consumption was analysed using the Toda–Yamamoto causality test. This method allows the direction of causality to be determined independently of the degree of integration of the series. The findings show that there is a two-way causality between advertising expenditures and household consumption expenditures. An increase in advertising statistically significantly increases consumption; rising consumption, in turn, encourages businesses to expand their advertising investments. Consequently, this mutual interaction between advertising and consumption is of strategic importance for economic growth and demand management. Therefore, designing advertising policies aligned with macroeconomic planning will help achieve sustainable development goals.
KAPLAN et al. (Wed,) studied this question.