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PAZARLAMA YÖNETİMİNDE KULLANIMI AÇISINDAN TOÇ MODELİNİN İÇERİK ANALİZİYLE İNCELENMESİ

Year 2020, Volume: 8 Issue: 2, 396 - 413, 31.12.2020
https://doi.org/10.14514/byk.m.26515393.2020.8/2.396-413

Abstract

Çalışmanın amacı, sosyal bilimlerde Teknoloji-Organizasyon-Çevre (TOÇ) modelinin nasıl kullanıldığını incelemek ve özellikle pazarlama yönetimi alanında nasıl kullanılabileceğini tartışmaktır. Araştırma kapsamında literatür taraması yapılmış ve amaca yönelik olarak bazı çalışmalar tespit edilmiştir. Ulaşılan çalışmalar içerik analizi ile incelenmiştir. Araştırma kapsamında yıl sınırlaması olmadan veri tabanları üzerinden literatür taraması yapılmış, kısıt olarak sadece sosyal bilimler alanında yer alan makaleler seçilmiştir. Ulaşılabilen kaynaklar incelendiğinde içerik analizi kapsamında uygun bulunan 33 çalışmaya yer verilmiştir. Elde edilen çalışmalar; konular, TOÇ modeli ana bağlamlarının alt değişkenleri, örneklem, örneklem toplama yöntemleri, analiz yöntemi ve araştırma yöntemi açısından değerlendirilip gruplandırılmıştır. Analiz sonuçları, TOÇ modelinin en çok sosyal medyanın ve e-ticaretin benimsenmesinde kullanıldığını göstermiştir. Model alt bağlamları açısından incelendiğinde, araştırmacılar tarafından en çok kullanılan değişkenler; teknolojik bağlamda göreceli üstünlük ve uyumluluk; organizasyonel bağlamda firma büyüklüğü ve üst yönetim desteği, çevresel bağlamda rekabet baskısı olmuştur.

References

  • Ahmad, S. Z., Abu Bakar, A. R., Faziharudean, T. M., & Mohamad Zaki, K. A. (2014). An empirical study of factors affecting e-commerce adoption among small-and medium-sized enterprises in a developing country: Evidence from Malaysia, Information Technology for Development, 21(4), 555-572. DOI: 10.1080/02681102.2014.899961.
  • Ahmad, S. Z., Bakar, A. R. A., & Ahmad, N. (2019). Social media adoption and ıts impact on firm performance: The case of the UAE: International Journal of Entrepreneurial Behavior & Research, DOI 10.1108/IJEBR-08-2017-0299.
  • AlSharji, A., Ahmad, S. Z., & Bakar, A. R. A. (2018). Understanding social media adoption in SMEs: Journal of Entrepreneurship in Emerging Economies. 10(2), 302-328, DOI. 10.1108/JEEE-08-2017-0058.
  • Araújo, J. B. D., & Zilber, S. N. (2016). What factors lead companies to adopt social media in their processes: Proposal and test of a measurement model. BBR. Brazilian Business Review, 13(6), 260-290.
  • Arpaci, I., Yardimci, Y. C., Ozkan, S., & Turetken, O. (2012). Organizational adoption of information technologies: A literature review: International Journal of E-business and E-government Studies, 4(2), 37-50, ISSN: 2146-0744 (Online).
  • Cao, Y., Ajjan, H., Hong, P., & Le, T. (2018). Using social media for competitive business outcomes: Journal of Advances in Management Research, 15(2), 211-235, DOI 10.1108/JAMR-05-2017-0060.
  • Chatzoglou, P., & Chatzoudes, D. (2016). Factors affecting e-business adoption in SMEs: An empirical research: Journal of Enterprise Information Management, 29(3), 1-52. doi.org/10.1108/JEIM-03-2014-0033.
  • Dalipi, F., Idrizi, F., & Kamberi, L. (2011). Determinants of e-business and ICT adoption among SMEs in Macedonia: An application of TOE framework: In 1st International Symposium on Computing in Informatics and Mathematics (ISCIM 2011), 111-124.
  • Duan, X., Deng, H., & Corbitt, B., (2012). Evaluating the critical determinants for adopting e‐market in Australian small‐and‐medium sized enterprises: Management Research Review, 35(3/4), 289-308, DOI 10.1108/01409171211210172.
  • Ifinedo, P. (2011). Internet/e‐business technologies acceptance in Canada's SMEs: An exploratory investigation, Internet Research. 21(3), 255-281, DOI 10.1108/10662241111139309.
  • Krippendorff, K. (1980). Content Analysis: An Introduction to is Methodology, Beverly Hills: Sage
  • Kuan, K.K.Y., & Chau, P.Y.K. (2001). A perception-based model for EDI adoption in small business using a technology-organization-environment framework: Information & Management, 38(8), 507-21, doi.org/10.1016/S0378-7206(01)00073-8.
  • Maduku, D. K., Mpinganjira, M., & Duh, H. (2016). Understanding mobile marketing adoption intention by south african SMEs: A multi-perspective framewor:, International Journal of Information Management, 36(5), 711-723, doi.org/10.1016/j.ijinfomgt.2016.04.018.
  • Marangoz, M., Yeşildağ, B., & Saltık, I. A. (2012). E-ticaret işletmelerinin web ve sosyal ağ sitelerinin içerik analizi yöntemiyle incelenmesi: Journal of Internet Applications & Management/İnternet Uygulamaları ve Yönetimi Dergisi, 3(2), 53-78
  • Matikiti, R., Mpinganjira, M., & Roberts-Lombard, M. (2018). Application of the technology acceptance model and the technology– organisation–environment model to examine social media marketing use in the South African tourism industry: South African Journal of Information Management, 20(1), a790. https://doi.org/10.4102/ sajim.v20i1.790.
  • Nair, J., Chellasamy, A., & Singh, B. B. (2019). Readiness factors for ınformation technology adoption in SMEs: Testing an exploratory model in an Indian context: Journal of Asia Business Studies, 13(4), 694-718, DOI 10.1108/JABS-09-2018-0254.
  • Oliveira, T., & Martins, M. F. (2010). Understanding e-business adoption across industries in European Countries: Industrial Management & Data Systems, 110(9), 1337-1354, DOI 10.1108/02635571011087428.
  • Parveen, F. (2012). Impact of social media usage on organizations: PACIS 2012 Proceedings, 192, http://aisel.aisnet.org/pacis2012/192.
  • Rahayu, R. & Day, J. (2015). Determinant factors ef e-commerce adoption by SMEs in developing country: Evidence from Indonesia, Procedia-Social and Behavioral Sciences, 195, 142-150.
  • Rahman, M., & Aydın, E. (2019). Organisational challenges and benefits of e-hrm implementations in governmental organisations: Theoretical shift from TOE model, Uluslararası İktisadi ve İdari İncelemeler Dergisi, 127-142, DOI: 10.18092/ulikidince.516443.
  • Ramdani, B., Chevers, D., & Williams, D. A. (2013). SMEs' adoption of enterprise applications: A technology-organisation-environment model: Journal of Small Business and Enterprise Development, 20(4), 735-753, DOI 10.1108/JSBED-12-2011-0035.
  • Robertson, R. A. (2005). A framework of critical drivers in successful business-to-business e-commerce, Proceedings of the IEEE Southeast Conference, April 8-10, 378-383.
  • Salwani, M. I., Marthandan, G., Norzaidi, M. D., & Chong, S. C. (2009). E‐commerce usage and business performance in the Malaysian tourism sector: Empirical analysis, Information Management and Computer Security, 17(2), 166-185.
  • Scupola, A. (2003). The adoption of internet commerce by SMEs in the South of Italy: An environmental, technological and organizational perspective: Journal of Global Information Technology Management, 6(1), 52-71, DOI: 10.1080/1097198X.2003.10856343.
  • Scupola, A. (2009). SMEs' e-commerce adoption: perspectives from Denmark and Australia: Journal of Enterprise Information Management, 22(1/2), 152 – 166, DOI 10.1108/09685220910964027
  • Sharif, M. H. M., Troshani, I., & Davidson, R. (2016). Determinants of social media ımpact in local government: In Media Influence, Breakthroughs in Research and Practice, 28(3), 141-164. DOI: 10.4018/JOEUC.2016070106. IGI Global.
  • Sila, I., & Dobni, D. (2012). Patterns of B2B E-commerce Usage in SMEs, Industrial Management and Data Systems, 112(8), 1255-1271, DOI 10.1108/02635571211264654 Sila, I. (2013). Factors affecting the adoption of B2B e-commerce technologies, Electronic Commerce Research, 13(2), 199-236, DOI 10.1007/s10660-013-9110-7.
  • Stone, P. J., Dunphy, D. C., Marshall, S. S., & Ogilvie, D. M. (1966), The general inquirer: A Computer Approach to Content Analysis, Massachusetts, The M.I.T. Press
  • Tajudeen, F. P., Jaafar, N. I., & Ainin, S. (2018). Understanding the impact of social media usage among organizations, Information & Management, 55(3), 308-321, doi.org/10.1016/j.im.2017.08.004.
  • Teo, T. S., Lin, S., & Lai, K. H. (2009). Adopters and non-adopters of e-procurement in Singapore: An empirical study, Omega, 37(5), 972-987, doi:10.1016/j.omega.2008.11.001.
  • Tornatzky, L.G., & Fleischer, M. (1990), The processing of technological innovation, Lexington: Lexington Books
  • Ullah, S., & Qureshi, Q. A. (2019). ICTs adoption decision in Pakistani SMEs: Mediatıng role of owner/managers with the lens of organizational and technological context of TOE framework, International Transaction Journal of Engineering, Management, and Applied Sciences and Technologies, 10(6), 861-870. DOI: 10.14456/ITJEMAST.2019.80.
  • Wang, Y. S., Li, H. T., Li, C. R., & Zhang, D. Z. (2016). Factors affecting hotels' adoption of mobile reservation systems: A technology-organization-environment framework, Tourism Management, 53, 163-172, doi.org/10.1016/j.tourman.2015.09.021.
  • Yadegaridehkordi, E., Nilashi, M., Shuib, L., Nasir, M. H. N. B. M., Asadi, S., Samad, S., & Awang, N. F. (2019). The impact of big data on firm performance in hotel ındustry, Electronic Commerce Research and Applications, 40, doi.org/10.1016/j.elerap.2019.100921.
  • Zhang, H., & Xiao, J. (2017). Assimilation of social media in local government: An examination of key drivers, The Electronic Library, 35(3), doi: 10.1108/EL-09-2016-0182.
  • Zhu, K., Xu, S., & Dedrick, J. (2003). Assessing drivers of e-business value: Results of a cross-country study, ICIS 2003 Proceedings, 181-193
  • Zhu, K., & Kraemer, K. L. (2005). Post-adoption variations in usage and value of e-business by organizations: Cross-country evidence from the retail industry, Information Systems Research, 16(1), 61-84, dx.doi.org/10.1287/isre.1050.0045.
  • Zhu, K., Kraemer, K.L. & Xu, S. (2006). The process of innovation assimilation by firms in different countries: A technology diffusion perspective, Management Science, 52(10), 1557-1576. DOI 10.1287/mnsc.1050.0487.

STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT

Year 2020, Volume: 8 Issue: 2, 396 - 413, 31.12.2020
https://doi.org/10.14514/byk.m.26515393.2020.8/2.396-413

Abstract

The purpose of the study is to investigate how the Technology-Organization-Environment (TOE) framework is used in social sciences and to discuss how it can be used especially in the field of marketing management. Within the scope of the research, literature review is conducted and relevant studies are selected. Content analysis is applied to selected studies. The literature review is conducted without any time limitation and only articles in social sciences are selected as restrictions. According to limited available resources, 33 studies deemed appropriate within the scope. The studies are evaluated and grouped according to; subjects, the sub-variables of the main context of the TOE model, sample, data collection, analysis method and research method. Results showed that, TOE framework is mostly used in social media and e-business adoption. When sub-contexts of the model are analyzed, the most used variables are; relative advantage and compatibility in the technological context, firm size and top management support in organizational context, competitive pressure in environmental context.

References

  • Ahmad, S. Z., Abu Bakar, A. R., Faziharudean, T. M., & Mohamad Zaki, K. A. (2014). An empirical study of factors affecting e-commerce adoption among small-and medium-sized enterprises in a developing country: Evidence from Malaysia, Information Technology for Development, 21(4), 555-572. DOI: 10.1080/02681102.2014.899961.
  • Ahmad, S. Z., Bakar, A. R. A., & Ahmad, N. (2019). Social media adoption and ıts impact on firm performance: The case of the UAE: International Journal of Entrepreneurial Behavior & Research, DOI 10.1108/IJEBR-08-2017-0299.
  • AlSharji, A., Ahmad, S. Z., & Bakar, A. R. A. (2018). Understanding social media adoption in SMEs: Journal of Entrepreneurship in Emerging Economies. 10(2), 302-328, DOI. 10.1108/JEEE-08-2017-0058.
  • Araújo, J. B. D., & Zilber, S. N. (2016). What factors lead companies to adopt social media in their processes: Proposal and test of a measurement model. BBR. Brazilian Business Review, 13(6), 260-290.
  • Arpaci, I., Yardimci, Y. C., Ozkan, S., & Turetken, O. (2012). Organizational adoption of information technologies: A literature review: International Journal of E-business and E-government Studies, 4(2), 37-50, ISSN: 2146-0744 (Online).
  • Cao, Y., Ajjan, H., Hong, P., & Le, T. (2018). Using social media for competitive business outcomes: Journal of Advances in Management Research, 15(2), 211-235, DOI 10.1108/JAMR-05-2017-0060.
  • Chatzoglou, P., & Chatzoudes, D. (2016). Factors affecting e-business adoption in SMEs: An empirical research: Journal of Enterprise Information Management, 29(3), 1-52. doi.org/10.1108/JEIM-03-2014-0033.
  • Dalipi, F., Idrizi, F., & Kamberi, L. (2011). Determinants of e-business and ICT adoption among SMEs in Macedonia: An application of TOE framework: In 1st International Symposium on Computing in Informatics and Mathematics (ISCIM 2011), 111-124.
  • Duan, X., Deng, H., & Corbitt, B., (2012). Evaluating the critical determinants for adopting e‐market in Australian small‐and‐medium sized enterprises: Management Research Review, 35(3/4), 289-308, DOI 10.1108/01409171211210172.
  • Ifinedo, P. (2011). Internet/e‐business technologies acceptance in Canada's SMEs: An exploratory investigation, Internet Research. 21(3), 255-281, DOI 10.1108/10662241111139309.
  • Krippendorff, K. (1980). Content Analysis: An Introduction to is Methodology, Beverly Hills: Sage
  • Kuan, K.K.Y., & Chau, P.Y.K. (2001). A perception-based model for EDI adoption in small business using a technology-organization-environment framework: Information & Management, 38(8), 507-21, doi.org/10.1016/S0378-7206(01)00073-8.
  • Maduku, D. K., Mpinganjira, M., & Duh, H. (2016). Understanding mobile marketing adoption intention by south african SMEs: A multi-perspective framewor:, International Journal of Information Management, 36(5), 711-723, doi.org/10.1016/j.ijinfomgt.2016.04.018.
  • Marangoz, M., Yeşildağ, B., & Saltık, I. A. (2012). E-ticaret işletmelerinin web ve sosyal ağ sitelerinin içerik analizi yöntemiyle incelenmesi: Journal of Internet Applications & Management/İnternet Uygulamaları ve Yönetimi Dergisi, 3(2), 53-78
  • Matikiti, R., Mpinganjira, M., & Roberts-Lombard, M. (2018). Application of the technology acceptance model and the technology– organisation–environment model to examine social media marketing use in the South African tourism industry: South African Journal of Information Management, 20(1), a790. https://doi.org/10.4102/ sajim.v20i1.790.
  • Nair, J., Chellasamy, A., & Singh, B. B. (2019). Readiness factors for ınformation technology adoption in SMEs: Testing an exploratory model in an Indian context: Journal of Asia Business Studies, 13(4), 694-718, DOI 10.1108/JABS-09-2018-0254.
  • Oliveira, T., & Martins, M. F. (2010). Understanding e-business adoption across industries in European Countries: Industrial Management & Data Systems, 110(9), 1337-1354, DOI 10.1108/02635571011087428.
  • Parveen, F. (2012). Impact of social media usage on organizations: PACIS 2012 Proceedings, 192, http://aisel.aisnet.org/pacis2012/192.
  • Rahayu, R. & Day, J. (2015). Determinant factors ef e-commerce adoption by SMEs in developing country: Evidence from Indonesia, Procedia-Social and Behavioral Sciences, 195, 142-150.
  • Rahman, M., & Aydın, E. (2019). Organisational challenges and benefits of e-hrm implementations in governmental organisations: Theoretical shift from TOE model, Uluslararası İktisadi ve İdari İncelemeler Dergisi, 127-142, DOI: 10.18092/ulikidince.516443.
  • Ramdani, B., Chevers, D., & Williams, D. A. (2013). SMEs' adoption of enterprise applications: A technology-organisation-environment model: Journal of Small Business and Enterprise Development, 20(4), 735-753, DOI 10.1108/JSBED-12-2011-0035.
  • Robertson, R. A. (2005). A framework of critical drivers in successful business-to-business e-commerce, Proceedings of the IEEE Southeast Conference, April 8-10, 378-383.
  • Salwani, M. I., Marthandan, G., Norzaidi, M. D., & Chong, S. C. (2009). E‐commerce usage and business performance in the Malaysian tourism sector: Empirical analysis, Information Management and Computer Security, 17(2), 166-185.
  • Scupola, A. (2003). The adoption of internet commerce by SMEs in the South of Italy: An environmental, technological and organizational perspective: Journal of Global Information Technology Management, 6(1), 52-71, DOI: 10.1080/1097198X.2003.10856343.
  • Scupola, A. (2009). SMEs' e-commerce adoption: perspectives from Denmark and Australia: Journal of Enterprise Information Management, 22(1/2), 152 – 166, DOI 10.1108/09685220910964027
  • Sharif, M. H. M., Troshani, I., & Davidson, R. (2016). Determinants of social media ımpact in local government: In Media Influence, Breakthroughs in Research and Practice, 28(3), 141-164. DOI: 10.4018/JOEUC.2016070106. IGI Global.
  • Sila, I., & Dobni, D. (2012). Patterns of B2B E-commerce Usage in SMEs, Industrial Management and Data Systems, 112(8), 1255-1271, DOI 10.1108/02635571211264654 Sila, I. (2013). Factors affecting the adoption of B2B e-commerce technologies, Electronic Commerce Research, 13(2), 199-236, DOI 10.1007/s10660-013-9110-7.
  • Stone, P. J., Dunphy, D. C., Marshall, S. S., & Ogilvie, D. M. (1966), The general inquirer: A Computer Approach to Content Analysis, Massachusetts, The M.I.T. Press
  • Tajudeen, F. P., Jaafar, N. I., & Ainin, S. (2018). Understanding the impact of social media usage among organizations, Information & Management, 55(3), 308-321, doi.org/10.1016/j.im.2017.08.004.
  • Teo, T. S., Lin, S., & Lai, K. H. (2009). Adopters and non-adopters of e-procurement in Singapore: An empirical study, Omega, 37(5), 972-987, doi:10.1016/j.omega.2008.11.001.
  • Tornatzky, L.G., & Fleischer, M. (1990), The processing of technological innovation, Lexington: Lexington Books
  • Ullah, S., & Qureshi, Q. A. (2019). ICTs adoption decision in Pakistani SMEs: Mediatıng role of owner/managers with the lens of organizational and technological context of TOE framework, International Transaction Journal of Engineering, Management, and Applied Sciences and Technologies, 10(6), 861-870. DOI: 10.14456/ITJEMAST.2019.80.
  • Wang, Y. S., Li, H. T., Li, C. R., & Zhang, D. Z. (2016). Factors affecting hotels' adoption of mobile reservation systems: A technology-organization-environment framework, Tourism Management, 53, 163-172, doi.org/10.1016/j.tourman.2015.09.021.
  • Yadegaridehkordi, E., Nilashi, M., Shuib, L., Nasir, M. H. N. B. M., Asadi, S., Samad, S., & Awang, N. F. (2019). The impact of big data on firm performance in hotel ındustry, Electronic Commerce Research and Applications, 40, doi.org/10.1016/j.elerap.2019.100921.
  • Zhang, H., & Xiao, J. (2017). Assimilation of social media in local government: An examination of key drivers, The Electronic Library, 35(3), doi: 10.1108/EL-09-2016-0182.
  • Zhu, K., Xu, S., & Dedrick, J. (2003). Assessing drivers of e-business value: Results of a cross-country study, ICIS 2003 Proceedings, 181-193
  • Zhu, K., & Kraemer, K. L. (2005). Post-adoption variations in usage and value of e-business by organizations: Cross-country evidence from the retail industry, Information Systems Research, 16(1), 61-84, dx.doi.org/10.1287/isre.1050.0045.
  • Zhu, K., Kraemer, K.L. & Xu, S. (2006). The process of innovation assimilation by firms in different countries: A technology diffusion perspective, Management Science, 52(10), 1557-1576. DOI 10.1287/mnsc.1050.0487.
There are 38 citations in total.

Details

Primary Language English
Journal Section Research Article
Authors

Özge Habiboğlu 0000-0001-5312-5024

Mehmet Yaman Öztek This is me 0000-0002-1129-5145

Serdar Pirtini This is me 0000-0002-7838-4863

Publication Date December 31, 2020
Submission Date July 27, 2020
Acceptance Date December 28, 2020
Published in Issue Year 2020 Volume: 8 Issue: 2

Cite

APA Habiboğlu, Ö., Öztek, M. Y., & Pirtini, S. (2020). STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT. Beykoz Akademi Dergisi, 8(2), 396-413. https://doi.org/10.14514/byk.m.26515393.2020.8/2.396-413
AMA Habiboğlu Ö, Öztek MY, Pirtini S. STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT. Beykoz Akademi Dergisi. December 2020;8(2):396-413. doi:10.14514/byk.m.26515393.2020.8/2.396-413
Chicago Habiboğlu, Özge, Mehmet Yaman Öztek, and Serdar Pirtini. “STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT”. Beykoz Akademi Dergisi 8, no. 2 (December 2020): 396-413. https://doi.org/10.14514/byk.m.26515393.2020.8/2.396-413.
EndNote Habiboğlu Ö, Öztek MY, Pirtini S (December 1, 2020) STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT. Beykoz Akademi Dergisi 8 2 396–413.
IEEE Ö. Habiboğlu, M. Y. Öztek, and S. Pirtini, “STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT”, Beykoz Akademi Dergisi, vol. 8, no. 2, pp. 396–413, 2020, doi: 10.14514/byk.m.26515393.2020.8/2.396-413.
ISNAD Habiboğlu, Özge et al. “STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT”. Beykoz Akademi Dergisi 8/2 (December 2020), 396-413. https://doi.org/10.14514/byk.m.26515393.2020.8/2.396-413.
JAMA Habiboğlu Ö, Öztek MY, Pirtini S. STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT. Beykoz Akademi Dergisi. 2020;8:396–413.
MLA Habiboğlu, Özge et al. “STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT”. Beykoz Akademi Dergisi, vol. 8, no. 2, 2020, pp. 396-13, doi:10.14514/byk.m.26515393.2020.8/2.396-413.
Vancouver Habiboğlu Ö, Öztek MY, Pirtini S. STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT. Beykoz Akademi Dergisi. 2020;8(2):396-413.