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

Murat Kurnuç , Dilşad Güzel

https://doi.org/10.17233/sosyoekonomi.2022.04.07

Cited By: 1

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.

Keywords

Teknoloji Kabul Modeli, Sosyal Medya Pazarlaması, İnovasyon, İşletme Performansı

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

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.

Keywords

Technology Acceptance Model, Social Media Marketing, Innovation, Firm Performance

References

• Ainin, S. et al. (2015), “Factors Influencing the Use of Social Media by SMEs and Its Performance Outcomes”, Industrial Management & Data Systems, 115(3), 570-588.
• 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.
• Altuntas, S. et al. (2018), “Relationships Among Advanced Manufacturing Technology, Innovation, Export, and Firm Performance: Empirical Evidence from Turkish Manufacturing Companies”, Kybernetes, 47(9), 1836-1856.
• 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.
• Aral, S. et al. (2013), “Introduction to The Special Issue -Social Media and Business Transformation: A Framework for Research”, Information Systems Research, 24(1), 3-13.
• 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.
• Atalay, M. et al. (2013), “The Relationship Between Innovation and Firm Performance: An Empirical Evidence from Turkish Automotive Supplier Industry”, Procedia-Social and Behavioral Sciences, 75, 226-235.
• 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.
• Kamboj, S. et al. (2017), “Social Media Usage and Firm Performance: The Mediating Role of Social Capital”, Social Network Analysis and Mining, 7(1), 1-14.
• Kaplan, A.M. & M. Haenlein (2010), “Users of The World, Unite! The Challenges and Opportunities of Social Media”, Business Horizons, 53(1), 59-68.
• Karabulut, M.Ş. & E. Bulut (2017), “Küçük Ve Orta Büyüklükteki İşletmelerin Sosyal Medya Pazarlamasına Bakışı: Sinop İlinde Bir Araştırma”, Karabük Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7(1), 70-88.
• Kaura, V. et al. (2015), “Service Quality, Service Convenience, Price and Fairness, Customer Loyalty, and the Mediating Role of Customer Satisfaction”, Int. J. Bank Mark., 33(4), 404-422.
• Kiveu, M.N. et al. (2019), “Effect of Innovation on Firm Competitiveness: The Case of Manufacturing SMEs in Nairobi County, Kenya”, International Journal of Business Innovation and Research, 18(3), 307-327.
• Kotler, P. & G. Armstrong (2018), Pazarlama İlkeleri, (Çev. A.E. Gegez) Ankara: Beta Basım Yayım Dağıtım A.Ş.
• Kotler, P. & K.L. Keller (2018), Pazarlama Yönetimi, (Çev. İ. Kırcova) Ankara: Beta Basım Yayım Dağıtım A.Ş.
• Kuo, Y.-F. & S.-N. Yen (2009), “Towards an Understanding of the Behavioral Intention to Use 3G Mobile Value-Added Services”, Computers in Human Behavior, 25(1), 103-110.
• Lee, J.W. et al. (2016), “Antecedents of Corporate Adoption of Social Media and The Role of The Technology Acceptance Model in The Path”, Journal of Asian Finance, Economics and Business, 3(2), 67-76.
• Lin, H. (2011), “An Empirical Investigation of Mobile Banking Adoption: The Effect of Innovation Attributes and Knowledge-Based Trust”, International Journal of Information Management, 31(3), 252-260.
• Lööf, H. & A. Heshmati (2006), “On the Relationship Between Innovation and Performance: A Sensitivity Analysis”, Economics of Innovation and New Technology, 15(4/5), 317-344.
• Magnier-Watanabe, R. & C. Benton (2017), “Management Innovation and Firm Performance: The Mediating Effects of Tacit and Explicit Knowledge”, Knowledge Management Research & Practice, 15(3), 325-335.
• Mangold, W.G. & D.J. Faulds (2009), “Social Media: The New Hybrid Element of The Promotion Mix”, Business Horizons, 52(4), 357-365.
• Mukherjee, D. (2011), “Banking 2.0: Social Media Security Policies: Guidelines for Organizations”, Infosys Socialedge, December 1-8.
• Musa, H. et al. (2016), “Social Media Marketing and Online Small and Medium Enterprises Performance: Perspective of Malaysian Small and Medium Enterprises”, International Review of Management and Marketing, 6 (7S), 1-5.
• Nasri, W. & L. Charfeddine (2012), “Factors Affecting the Adoption of Internet Banking in Tunisia: An Integration Theory of Acceptance Model and Theory of Planned Behavior”, The Journal of High Technology Management Research, 23(1), 1-14.
• Neti, N. (2011), “Social Media and Its Role in Marketing”, International Journal of Enterprise Computing and Business Systems, 1(2), 1-15.
• Nguyen, B. et al. (2015), “Brand Innovation and Social Media: Knowledge Acquisition from Social Media, Market Orientation, And the Moderating Role of Social Media Strategic Capability”, Industrial Marketing Management, 51, 11-25.
• Nyambu, E.M. (2013), “Influence of Social Media Marketing on Performance of Telecommunication Firms in Kenya”, International Journal of Innovative Research and Development, 2(9), 184-190.
• Odoom, R. et al. (2017), “Antecedents of Social Media Usage and Performance Benefits in Small-and Medium-Sized Enterprises (SMEs)”, Journal of Enterprise Information Management, 30(3), 383-399.
• Orel, F.D. & A. Arık (2020), “Sosyal Medya Pazarlamasının Tüketici Satın Alma Niyetine Etkisinin Teknoloji Kabul Modeli Aracılığıyla İncelenmesi”, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (57), 205-232.
• Özdemir, A. et al. (2020), “Holding Şirketlerinde Sosyal Medya Kullanımı”, Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 21(1), 38-47.
• Özlem, A. & A. Tunçer (2019), “Entelektüel Sermayenin Işletme Performansına Etkileri Üzerine Bir Araştırma”, Haliç Üniversitesi Sosyal Bilimleri Dergisi, 2(1), 71-100.
• Park, S. (2009), “An Analysis of The Technology Acceptance Model in Understanding University Students’ Behavioral Intention to Use E-Learning”, Educational Technology & Society, 12(3), 150-162.
• Pentina, I. et al. (2012), “Adoption of Social Networks Marketing by SMEs: Exploring the Role of Social Influences and Experience in Technology Acceptance”, International Journal of Internet Marketing and Advertising, 7(1), 65-82.
• Pohl, M. & K. Forstl (2011), “Achieving Purchasing Competence through Purchasing Performance Measurement System Design: A Multiple-Case Study Analysis”, Journal of Purchasing & Supply Management, 17, 231-245.
• Porter, M. (1990), The Competitive Advantage of Nations, London: MacMillan.
• Pramuki, N.M.W.A. & P.C. Ayu (2020), “Antecedents of the Use of MSME Social Media: In the Perspective of Technology Acceptance Model Theory”, International Journal of Contemporary Research and Review, 11(04), 21776-21786.
• Rauniar, R. et al. (2014), “Technology Acceptance Model (TAM) and Social Media Usage: An Empirical Study on Facebook”, Journal of Enterprise Information Management, 27(1), 6-30.
• Revels, J. et al. (2010), “Understanding Consumer Intention to Use Mobile Services”, Australasian Marketing Journal (AMJ), 18(2), 74-80.
• Rhee, J. et al. (2010), “Drivers of Innovativeness and Performance for Innovative SMEs in South Korea: Mediation of Learning Orientation”, Technovation, 30, 65-75.
• Rogers, E.M. (1983), Diffusion of innovations, New York, NY: Free Press.
• Rosenbusch, N. et al. (2011), “Is Innovation Always Beneficial? A Meta-Analysis of The Relationship Between Innovation and Performance in SMEs”, Journal of Business Venturing, 26(4), 441-457.
• Shankar, A. & B. Datta (2018), “Factors Affecting Mobile Payment Adoption Intention: An Indian Perspective”, Global Business Review, 19(3), 72-89.
• Shareef, M.A. et al. (2019), “Social Media Marketing: Comparative Effect of Advertisement Sources”, Journal of Retailing and Consumer Services, 46, 58-69.
• Simon, D. et al. (2010), “Confirmatory Factor Analysis and Recommendations for Improvement of the Autonomy-Preference-Index (API)”, Health Expectations, 13, 234-243.
• Standing, C. & S. Kiniti (2011), “How Can Organizations Use Wikis for Innovation?”, Technovation, 31, 287-295.
• Sugandini, D. et al. (2019), “Technology-Organization-Environment Model and Technology Acceptance Model in Adoption of Social Media Marketing on SMEs Tourism”, Journal of Environmental Management & Tourism, 10(4), 878-885.
• Syaifullah, J. et al. (2021), “Social Media Marketing and Business Performance of MSMEs During The COVID-19 Pandemic”, The Journal of Asian Finance, Economics, and Business, 8(2), 523-531.
• Syaıfullah, J. et al. (2021), “Social Media Marketing and Business Performance of MSMEs During the COVID-19 Pandemic”, The Journal of Asian Finance, Economics, and Business, 8(2), 523-531.
• Tajvidi, R. & A. Karami (2021), “The Effect of Social Media on Firm Performance”, Computers in Human Behavior, 115, 105174.
• Tarsakoo, P. & P. Charoensukmongkol (2019), “Dimensions of Social Media Marketing Capabilities and Their Contribution to Business Performance of Firms in Thailand”, Journal of Asia Business Studies, 14(4), 441-461.
• Taşdelen, B. & C. Aydın (2021), “Genç Tüketicilerin Sosyal Medya Reklamlarına Yönelik Satın Alma Davranışlarının Teknoloji Kabul Modeli İle İncelenmesi: Gümüşhane Üniversitesi Örneği”, Gaziantep University Journal of Social Sciences, 20(4), 1741-1756.
• Todua, N. & C. Jashi (2015), “Some Aspects of Social Media Marketing (Georgian Case)”, International Journal of Social, Behavioral, Educational, Economic and Management Engineering, 9(4), 1160-1163.
• Trott, P. (1998), Innovation Management & New Product Development, Financial Times Pitman Publishing.
• Tuleu, D. (2015), “Antecedents of Customer Relationship Management Capabilities”, The Annals of the University of Oradea, Economic Science Series, 24(1), 1285-1294.
• Urbach, N. & F. Ahlemann (2010), “Structural Equation Modeling in Information System Research Using Partial Least Squares”, Journal of Information Technology Theory and Application, 11(2), 5-40.
• Venkatesh, V. et al. (2003), “User Acceptance of Information Technology: Toward A Unified View”, MIS Quarterly, 27(3), 425-478.
• Wang, Y.M. et al. (2010), “Understanding The Determinants of RFID Adoption in The Manufacturing Industry”, Technological Forecasting and Social Change, 77(5), 803-815.
• Wang, Z. & H.G. Kim (2017), “Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective”, Journal of Interactive Marketing, 39, 15-26.
• Ware, J. (2018), “Wearable Technologies and Journalism Ethics: Students’ Perceptions of Google Glass”, Teaching Journalism & Mass Communication, 8(1), 17-24.
• West, M.A. & M. Wallace (1991), “Innovation in Health Care Teams”, European Journal of Social Psychology, 21, 303-315.
• Wu, W.Y. et al. (2008), “Promoting Innovation Through the Accumulation of Intellectual Capital, Social Capital, And Entrepreneurial Orientation”, R&D Management, 38(3), 265-277.