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İşletme Performansı Üzerinde Sosyal Medya Pazarlaması ve İnovasyonun Etkisinin Teknoloji Kabul Modeli ile Birlikte İncelenmesi

Year 2022, Volume: 30 Issue: 54, 145 - 163, 25.10.2022
https://doi.org/10.17233/sosyoekonomi.2022.04.07

Abstract

Bu çalışmanın amacı, yiyecek ve içecek işletmelerinin performansı üzerinde sosyal medya pazarlaması ve inovasyonun etkisinin teknoloji kabul modeli ile birlikte incelemektir. Çalışma kapsamında saha uygulaması olarak anket yapılmıştır. Toplamda 163 yiyecek-içecek işletmesinden veri toplanmıştır. Hipotezlerin test edilmesinde AMOS programında yapısal eşitlik analizinden faydalanılmıştır. Analiz sonucunda, sosyal medya pazarlaması üzerinde, kolaylaştırıcı koşullar, uygunluk, algılanan kullanışlılık ve algılanan kullanım kolaylığının etkisinin olduğu maliyetin ise etkisinin olmadığı görülmüştür. Ayrıca işletme performansını sosyal medya pazarlaması ve inovasyonun etkilediği sonuçlarına ulaşılmıştır.

References

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An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model

Year 2022, Volume: 30 Issue: 54, 145 - 163, 25.10.2022
https://doi.org/10.17233/sosyoekonomi.2022.04.07

Abstract

This study examines the effect of social media marketing and innovation on the performance of food and beverage firms with the technology acceptance model. Within the scope of the study, a survey was conducted as a field application. Data were collected from 163 food and beverage firms in Erzurum. Structural equation analysis was used in the AMOS program to test the hypotheses. As a result of the study, it was seen that facilitating conditions, compatibility, perceived usefulness, and perceived ease of use affected social media marketing, while cost had no effect. In addition, it has been concluded that social media marketing and innovation affect firm performance.

References

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  • Akın, Ö. & M. Reyhanoğlu (2014), “İşletme Büyüklükleri Bağlamında Türkiye’nin İnovasyon Portresi (2002-2008 Dönemi)”, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16(1), 23-51.
  • Alkaya, A. & F. Şahin (2018), “Bilgi Paylaşımının Teknoloji Kabul Modeli Üzerinden İncelenmesi; Bir Sosyal Ağ Uygulaması”, Uşak Üniversitesi Sosyal Bilimler Dergisi, 11(C-IASOS Özel Sayısı), 11-21.
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  • Amoako-Gyampah, K. & M. Acquaah (2008), “Manufacturing Strategy, Competitive Strategy and Firm Performance: An Empirical Study in a Developing Economy Environment”, Int. J. Production Economics, 111, 575-592.
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  • Ari, E. et al. (2016), “Üniversite Ögrencilerinin Sosyal Ağ Kullanimina İlişkin Davranışlarının Teknoloji Kabul Modeli İle Araştırılması”, International Journal of Management Economics & Business, 12(27), 67-81.
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  • Atalay, M. et al. (2017), “Impact of Multilevel Strategic Alliances on Innovation and Firm Performance: Evidence from The Yacht-Building Industry in Turkey”, International Journal of Innovation Science, 9(1), 53-80.
  • Barnes, N.G. (2008), “Society for New Communications Research Study: Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media”, Journal of New Communications Research, 3(1), 86-91.
  • Bigliardi, B. (2013), “The Effect of Innovation on Financial Performance: A Research Study Involving SMEs”, Innovation, 15(2), 245-255.
  • Biswas, A. (2016), “Impact of Social Media Usage Factors on Green Consumption Behavior Based on Technology Acceptance Model”, Journal of Advanced Management Science, 4(2), 92-97.
  • Brown, I. & J. Russell (2007), “Radio Frequency Identification Technology: An Exploratory Study on Adoption in The South African Retail Sectors”, International Journal of Information Management, 27(4), 250-265.
  • Chang, W. et al. (2010), “How Does CRM Technology Transform into Organizational Performance? A Mediating Role of Marketing Capability”, Journal of Business Research, 63(8), 849-855.
  • Chatterjee, S. & A.K. Kar (2020), “Why Do Small and Medium Enterprises Use Social Media Marketing and What Is the Impact: Empirical Insights from India”, International Journal of Information Management, 53, 1-13.
  • Chen, S.C. & C.-P. Lin (2019), “Understanding the Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value and Satisfaction”, Technological Forecasting & Social Change, (140), 22-32.
  • Cheng, C.J. & E.C.C. Shiu (2008), “Re-Innovation: The Construct, Measurement, And Validation”, Technovation, 28(10), 658-666.
  • Chung, A.Q.H. et al. (2017), “Managing an Organization’s Social Media Presence: An Empirical Stages of Growth Model”, International Journal of Information Management, 37(1), 1405-1417.
  • Çiçek, H. & O.K. Onat (2012), “İnovasyon Odaklı Faaliyetlerin Firma Performansına Etkisinin Veri Zarflama Analizi İle Belirlenmesi; İMKB Üzerine Bir Araştırma”, Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4(7), 46-53.
  • Çiçekli, İ. (2019), “Kobi’lerde Ar-Ge ve İnovasyon Faaliyetlerinin İşletme Performansi Üzerine Etkileri: Mersin İli Özelinde Bir İnceleme”, Yüksek Lisans Tezi, Mersin Üniversitesi, Sosyal Bilimler Enstitüsü, Mersin.
  • Damanpour, F. & J.D. Wischnevsky (2006), “Research on Innovation in Organizations: Distinguishing Innovation-Generating from Innovation-Adopting Organizations”, Journal of Engineering Technology Management, 23(4), 269-291.
  • Davis, F. et al. (1989), “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models”, Management Science, 35(8), 982-1003.
  • Deb, M. & E.L. David (2014), “An Empirical Examination of Customer’s Adoption of Banking in India”, Marketing Intelligence & Planning, 32(4), 475-494.
  • Derham, R. et al. (2011), “Creating Value: An SME and Social Media”, PACIS 2011 Proceedings.
  • Durmuş-Özdemir, E. & K. Abdukhoshimov (2018), “Exploring The Mediating Role of Innovation in The Effect of The Knowledge Management Process on Performance”, Technology Analysis & Strategic Management, 30(5), 596-608.
  • Dwivedi, Y.K. et al. (2015), “Social Media Marketing and Advertising”, The Marketing Review, 15(3), 289-309.
  • Eren, B.A. (2021), “Nakitsiz Ödeme: QR Kodla m-Ödeme Kullanım Niyeti Üzerine Bir Araştırma”, Pazarlama Kongresi.
  • Ernst and Young (2001), Advancing with e-commerce, Commissioned by the National Office for the Information Economy (NOIE) of Australia.
  • Esen, E. et al. (2020), “Borsa İstanbul 100 Endeksi̇nde Yer Alan Şi̇rketleri̇n Sosyal Medya Kullanımı ve Fi̇nansal Performans İli̇şki̇si̇”, Uluslararası Yönetim İktisat ve İşletme Dergisi, 16(1), 150-159.
  • Gedik, Y. (2020), “Pazarlamada Yeni Bir Çerçeve: Sosyal Medya ve Web 2.0”, Uluslararası Yönetim Akademisi Dergisi, 3(1), 252-269.
  • Gupta, A.K. (2021), “Innovation Dimensions and Firm Performance Synergy in The Emerging Market: A Perspective from Dynamic Capability Theory & Signaling Theory”, Technology in Society, 64, 101512.
  • Güzel, D. et al. (2018), “Sosyal Medyanın Firma Performansı Üzerindeki Etkisi”, Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(4), 2237-2247.
  • Hair, J. et al. (2010), Multivariate Data Analysis (7th ed.), Upper Saddle River, NJ: Prentice Hall.
  • Hassani, H. et al. (2018), “Banking with Blockchain-ed Big Data”, Journal of Management Analytics, 5(4), 256-275.
  • Hew, J. et al. (2015), “What Catalyses Mobile Apps Usage Intention: An Empirical Analysis”, Industrial Management & Data Systems, 115(7), 1269-1291.
  • Hsu, C. et al. (2007), “Adoption Of the Mobile Internet: An Empirical Study of Multimedia Message Services (MMS)”, The International Journal of Management Science, 35(6), 715-726.
  • Hung, S.Y. et al. (2014), “An Integrative Approach to Understanding Customer Satisfaction with E-Service of Online Stores”, Journal of Electronic Commerce Research, 15(1), 40-57.
  • Ismanu, S. & A. Kusmintarti (2019), “Innovation and Firm Performance of Small and Medium Enterprises”, Review of Integrative Business and Economics Research, 8(2), 312-323.
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There are 91 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Murat Kurnuç 0000-0002-8489-8756

Dilşad Güzel 0000-0003-1421-7692

Publication Date October 25, 2022
Submission Date January 2, 2022
Published in Issue Year 2022 Volume: 30 Issue: 54

Cite

APA Kurnuç, M., & Güzel, D. (2022). An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model. Sosyoekonomi, 30(54), 145-163. https://doi.org/10.17233/sosyoekonomi.2022.04.07
AMA Kurnuç M, Güzel D. An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model. Sosyoekonomi. October 2022;30(54):145-163. doi:10.17233/sosyoekonomi.2022.04.07
Chicago Kurnuç, Murat, and Dilşad Güzel. “An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance With The Technology Acceptance Model”. Sosyoekonomi 30, no. 54 (October 2022): 145-63. https://doi.org/10.17233/sosyoekonomi.2022.04.07.
EndNote Kurnuç M, Güzel D (October 1, 2022) An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model. Sosyoekonomi 30 54 145–163.
IEEE M. Kurnuç and D. Güzel, “An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model”, Sosyoekonomi, vol. 30, no. 54, pp. 145–163, 2022, doi: 10.17233/sosyoekonomi.2022.04.07.
ISNAD Kurnuç, Murat - Güzel, Dilşad. “An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance With The Technology Acceptance Model”. Sosyoekonomi 30/54 (October 2022), 145-163. https://doi.org/10.17233/sosyoekonomi.2022.04.07.
JAMA Kurnuç M, Güzel D. An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model. Sosyoekonomi. 2022;30:145–163.
MLA Kurnuç, Murat and Dilşad Güzel. “An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance With The Technology Acceptance Model”. Sosyoekonomi, vol. 30, no. 54, 2022, pp. 145-63, doi:10.17233/sosyoekonomi.2022.04.07.
Vancouver Kurnuç M, Güzel D. An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model. Sosyoekonomi. 2022;30(54):145-63.