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.