文章基本信息
- 标题：The Impact of Social Media-Focused Information & Communication Technologies on Business Performance via Mediating Mechanisms: An Exploratory Study on Communication and Advertising Agencies in Turkey
- 本地全文：下载
- 作者：Fatih Gecti ; Ikram Dastan
- 期刊名称：International Journal of Business and Management
- 印刷版ISSN：1833-3850
- 电子版ISSN：1833-8119
- 出版年度：2013
- 卷号：8
- 期号：7
- 页码：106
- DOI：10.5539/ijbm.v8n7p106
- 出版社：Canadian Center of Science and Education
- 摘要：
The purpose of this study is to investigate the effects of social media-focused information & communication
technologies on business performance via some mediating variables. These mediating variables are
marketing-based outputs and costs. In this context, a survey was conducted on 152 communication &
advertising agencies operating in Turkey that were selected through convenience sampling method. A research
model was developed and the proposed relationships were tested using structural equation modeling via AMOS.
The empirical findings indicate that social media-focused information & communication technologies positively
affect the business performance via the mediation of marketing-based outputs and costs.
