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

GÜZEL, DILSAD; KURNUÇ, MURAT

doi:10.17233/sosyoekonomi.2022.04.07

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

Murat KURNUÇ, (Atatürk Üniversitesi, Erzurum, Türkiye)

Dilşad GÜZEL (Atatürk Üniversitesi, Erzurum, Türkiye)

Sosyoekonomi

2 1

Yıl: 2022 Cilt: 30 Sayı: 54 Sayfa Aralığı: 145 - 163 Metin Dili: İngilizce DOI: 10.17233/sosyoekonomi.2022.04.07 İndeks Tarihi: 09-11-2022

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

Öz:

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.

Anahtar Kelime:

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

Öz:

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.

Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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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. , 145 - 163. 10.17233/sosyoekonomi.2022.04.07
Chicago	KURNUÇ MURAT,GÜZEL DILSAD An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model. (2022): 145 - 163. 10.17233/sosyoekonomi.2022.04.07
MLA	KURNUÇ MURAT,GÜZEL DILSAD An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model. , 2022, ss.145 - 163. 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. . 2022; 145 - 163. 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. . 2022; 145 - 163. 10.17233/sosyoekonomi.2022.04.07
IEEE	KURNUÇ M,GÜZEL D "An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model." , ss.145 - 163, 2022. 10.17233/sosyoekonomi.2022.04.07
ISNAD	KURNUÇ, MURAT - GÜZEL, DILSAD. "An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model". (2022), 145-163. https://doi.org/10.17233/sosyoekonomi.2022.04.07

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. 10.17233/sosyoekonomi.2022.04.07
Chicago	KURNUÇ MURAT,GÜZEL DILSAD An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model. Sosyoekonomi 30, no.54 (2022): 145 - 163. 10.17233/sosyoekonomi.2022.04.07
MLA	KURNUÇ MURAT,GÜZEL DILSAD 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, ss.145 - 163. 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. 2022; 30(54): 145 - 163. 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 - 163. 10.17233/sosyoekonomi.2022.04.07
IEEE	KURNUÇ M,GÜZEL D "An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model." Sosyoekonomi, 30, ss.145 - 163, 2022. 10.17233/sosyoekonomi.2022.04.07
ISNAD	KURNUÇ, MURAT - GÜZEL, DILSAD. "An Investigation of The Effect of Social Media Marketing and Innovation on Firm Performance with The Technology Acceptance Model". Sosyoekonomi 30/54 (2022), 145-163. https://doi.org/10.17233/sosyoekonomi.2022.04.07