İŞLETMELERİN SOSYAL MEDYA PERFORMANS HEDEFLERİNİN TEKNOLOJİ-ORGANİZASYON-ÇEVRE MODELİ İLE İLİŞKİSİ ÜZERİNE BİR ARAŞTIRMA

Öz

Çalışma işletmelerin sosyal medya performans hedeflerine ulaşmalarının teknoloji-organizasyon-çevre modeli boyutları ile ilişkisinin incelenmesini amaçlamaktadır. Bu amaçla firmaların sosyal medya hedefleri, TOÇ modelinin belirlenen alt boyutlar ile olan ilişkisi incelenmiş ve farklı hedef pazarlara göre hedeflere ulaşmadaki ayrım ortaya çıkarılmaya çalışılmıştır. Kolayda örneklem yöntemi ile 117 işletme üzerinde analiz yapılmıştır. Çevrimiçi anket ile elde edilen verilere korelasyon ve farklılık testleri uygulanmıştır. Analiz sonuçlarına göre teknoloji benimseme boyutlarının organizasyonel sosyal medya performansı hedefleri ile pozitif yönde ilişkili olduğu görülmüştür. Özellikle sosyal medya performansi en fazla pozitif ilişkili olan boyut olmuştur. Ayrıca işletmelerin faaliyet gösterdikleri hedef pazara göre de organizasyonel sosyal medya performans hedeflerine ulaşmalarında farklılık görülmüştür. 

Anahtar Kelimeler

• Teknoloji-organizasyon-çevre modeli
• Sosyal medya hedefleri
• Hedef pazar

A RESEARCH ON THE RELATION OF FIRMS’ SOCIAL MEDIA PERFORMANCE GOALS WITH TECHNOLOGY-ORGANIZATION-ENVIRONMENT FRAMEWORK

Abstract

The study aims to analyze the success of the social media performance goals of the firms using the technology-organization-environment model. For this purpose, the social media goals of the firms are analyzed through determined sub-dimensions of the TOE framework, and the differences in achieving these goals within different target markets are listed. 117 firms are selected with convenience sampling. Correlation and difference analysis applied to the data obtained through the online survey. The results show that social media performance goals are positively influenced by technology adoption dimensions. Specifically, the social media performance is the most affected dimension. Also, success in attaining social media performance goals differ according to the target markets the firms operate in.

Keywords

• Technology-organization-environment framework
• social media goals
• target market

Kaynakça

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