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

Abstract

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. [PUBLICATION ABSTRACT]