Özet:

Constructivist theory is also known as social constructivism. The socially constructed phenomenon is the self in psychology, the relations between states and individuals in international relations, and images in public relations. According to the constructivist theory in public relations, the social construction of images ultimately creates a reality. This reality describes an environment that will provide advantage and profit to the organization. Sponsorship, on the other hand, is frequently used by organizations to construct an image and create a reality. Sponsorship is an activity that is planned and carried out to achieve many goals, especially for advertising objectives, marketing objectives and public relations objectives. Creating or placing an image, which is among the public relations objectives of sponsorship, makes sponsorship an extremely important practice in the context of constructivist theory in public relations. How sponsorship is perceived and evaluated by the target audience is a factor that needs to be emphasized in order to successfully construct an image. At this point, theoretical approaches aim to explain this perception and evaluation process in detail. The aim of the study is to present a theoretical examination of how the image can be constructed through sponsorship activities. In this direction, in this study, the constructivist theory in public relations and the concept of sponsorship are tried to be explained. Then, theoretical approaches that examine the perception of sponsorship practices are introduced and an evaluation of them is made. The most basic conclusion reached in the study is that sponsorship activities are at an extremely critical point in terms of constructivist theory in public relations, as they make significant contributions to the image-constructing process.

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