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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

Author(s): Fatih Gecti | Ikram Dastan

Journal: International Journal of Business and Management
ISSN 1833-3850

Volume: 8;
Issue: 7;
Date: 2013;
Original page

The purpose of this study is to investigate the effects of social media-focused information & communicationtechnologies on business performance via some mediating variables. These mediating variables aremarketing-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 researchmodel 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 positivelyaffect the business performance via the mediation of marketing-based outputs and costs.
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