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.

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