Cilt 8 Sayı 2 (2020): Business & Management Studies: An International Journal
Makaleler

TUTUNDURMA FAALİYETLERİNDE BİT KULLANIMININ İHRACAT PERFORMANSINA ETKİSİ: AMPİRİK BİR ARAŞTIRMA

PDF (English)
  • Murat ARSLANDERE,
  • İlhami TUNCER,
  • Serkan ADA
Murat ARSLANDERE
Dr. Öğr. Üyesi, Karamanoğlu Mehmetbey Üniversitesi
İlhami TUNCER
Dr. Öğr. Üyesi, Karamanoğlu Mehmetbey Üniversitesi
Serkan ADA
Prof.Dr., Karamanoğlu Mehmetbey Üniversitesi
DOI: https://doi.org/10.15295/bmij.v8i2.1515

Yayınlanmış 2020-06-25

Anahtar Kelimeler

  • Information and Communication Technologies Promotional Activities Branding Advantage Export Performance
  • Bilgi İletişim Teknolojileri Marka Avantajı İhracat Performansı Tutundurma

Nasıl Atıf Yapılır

ARSLANDERE, M., TUNCER, İlhami, & ADA, S. (2020). TUTUNDURMA FAALİYETLERİNDE BİT KULLANIMININ İHRACAT PERFORMANSINA ETKİSİ: AMPİRİK BİR ARAŞTIRMA. Business & Management Studies: An International Journal, 8(2), 2384–2413. https://doi.org/10.15295/bmij.v8i2.1515

Özet

Bilgi ve iletişim teknolojilerinin rekabetin yoğun olduğu uluslararası pazarlarda tutundurma faaliyetlerine entegrasyonu, işletmelere marka ve maliyet bazında büyük avantajlar sağlayabilir. Bu bakış açısından hareketle bu çalışmanın amacı; (i) BİT'in tutundurma faaliyetlerinde kullanılmasının marka avantajı ve maliyet avantajı üzerindeki etkisini ve (ii) marka avantajı ve maliyet avantajının ihracat performansı üzerindeki etkisini ampirik olarak incelemektir. Türkiye'den 188 ihracatçı firmadan yapılandırılmış anket yardımıyla toplanan veriler SmartPLS 3.0 yazılımı kullanılarak istatistiksel olarak analiz edilmiştir. Sonuçlar, bilgi ve iletişim teknolojilerini kullanan tutundurma faaliyetlerinin marka avantajı ve düşük maliyet avantajı üzerinde güçlü ve olumlu bir etkiye sahip olduğunu, ancak ihracat performansı üzerinde doğrudan önemli bir etkisinin olmadığını ortaya koymaktadır. Sonuçlar ayrıca marka avantajının ve düşük maliyet avantajının ihracat performansını önemli ölçüde etkilediğini ortaya koymuştur.                              

PDF (English)

İndirmeler

İndirme verileri henüz mevcut değil.

Referanslar

  1. Aaby, N. E., & Slater, S. F. (1989). Management Influences on Export Performance: A Review of the Empirical Literature 1978-88. International Marketing Review, 6(4). https://doi.org/10.1108/EUM0000000001516
  2. Alarcón-del-Amo, M.-C., Criado, A., & Josep, R. (2017). Examining the impact of managerial involvement with social media on exporting firm performance. International Business Review (Vol. 27). https://doi.org/10.1016/j.ibusrev.2017.09.003
  3. Alarcón-del-Amo, M. del C., Rialp-Criado, A., & Rialp-Criado, J. (2018). Examining the impact of managerial involvement with social media on exporting firm performance. International Business Review. https://doi.org/10.1016/j.ibusrev.2017.09.003
  4. Argan, M. (2002). Spor Sponsorluğu Yönetim Sürecine Kavramsal Yaklaşım, 7. Uluslararası Spor Bilimleri Kongresi, 40, 27–29.
  5. Aslam, B., & Karjaluoto, H. (2017). Digital advertising around paid spaces, E-advertising industry’s revenue engine: A review and research agenda. Telematics and Informatics, 34(8), 1650–1662. https://doi.org/10.1016/j.tele.2017.07.011
  6. Azar, G., & Ciabuschi, F. (2017). Organizational innovation, technological innovation, and export performance: The effects of innovation radicalness and extensiveness. International Business Review, 26(2), 324–336.
  7. Balabanis, G. I., & Katsikea, E. S. (2003). Being an entrepreneurial exporter: Does it pay? International Business Review, 12(2), 233–252. https://doi.org/10.1016/S0969-5931(02)00098-7
  8. Bell, J., & Loane, S. (2010). ‘New-wave’global firms: web 2.0 and SME internationalisation. Journal of Marketing Management, 26(3–4), 213–229.
  9. Bhatt, G., & Grover, V. (2005). Types of Information Technology Capabilities and Their Role in Competitive Advantage: An Empirical Study. J. of Management Information Systems (Vol. 22).
  10. Bianchi, C., & Mathews, S. (2016). Internet marketing and export market growth in Chile. Journal of Business Research, 69(2), 426–434.
  11. Billon, M., Marco, R., & Lera-Lopez, F. (2017). Innovation and ICT use in the EU: An analysis of regional drivers. Empirical Economics, 53(3), 1083–1108.
  12. Byoungho, J., & Jeong, C. H. (2018). Examining the role of international entrepreneurial orientation, domestic market competition, and technological and marketing capabilities on SME’s export performance. Journal of Business & Industrial Marketing, 33(5), 585–598. https://doi.org/10.1108/JBIM-02-2017-0043
  13. Cavusgil, S. T., & Zou, S. (1994). Marketing strategy-performance relationship: an investigation of the empirical link in export market ventures. Journal of Marketing, 58(1), 1–21.
  14. Chen, J., Sousa, C. M. P., & He, X. (2016). The determinants of export performance: a review of the literature 2006-2014. International Marketing Review, 33(5), 626–670.
  15. Chung, K. C., Fleming, P., & Fleming, E. (2013). The impact of information and communication technology on international trade in fruit and vegetables in APEC. Asian-Pacific Economic Literature, 27(2), 117–130. https://doi.org/10.1111/apel.12028
  16. Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597–600. https://doi.org/10.1016/j.chb.2015.03.051
  17. Eid, R., & Trueman, M. (2002). The Internet: New international marketing issues. Management Research News, 25(12), 54–67. https://doi.org/10.1108/01409170210783278
  18. Ellis-Chadwick, F., & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2011.01.005
  19. Erdoğan, T., & Bilir, H. (2002). Bilgi İletişim Teknolojileri: Gelişmeler, Yansımalar ve Piyasaların Yeniden Düzenlenmesi. Rekabet Dergisi, 11, 47–75.
  20. Faizan, A., Mostafa, R. S., Marko, S., M., R. C., & Kisang, R. (2018). An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), 514–538. https://doi.org/10.1108/IJCHM-10-2016-0568
  21. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18, 382–388.
  22. Gilmore, J. H., & Pine, J. (2000). Markets of One: Creating Customer-unique Value through Mass Customization (Индивидуализированные рынки: Создание уникальной потребительской ценности посредством массового ориентирования на потребителя).
  23. Gregory, G. D., Ngo, L. V., & Karavdic, M. (2019). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Industrial Marketing Management, 78, 146–157. https://doi.org/https://doi.org/10.1016/j.indmarman.2017.03.002
  24. Grimes, S. (2000). Rural areas in the information society: Diminishing distance or increasing learning capacity? Journal of Rural Studies, 16(1), 13–21. https://doi.org/10.1016/S0743-0167(99)00027-3
  25. Hair, J. F., Anderson, R. E., Tatham, R. L., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis Seventh Edition. In Pearson Prentice Hall. https://doi.org/10.1016/j.ijpharm.2011.02.019
  26. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares StructuralEquation Modeling (PLS-SEM). Sage, Thousand Oaks. Washington, DC. https://doi.org/10.1108/EBR-10-2013-0128
  27. Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107–123.
  28. Hamill, J., & Gregory, K. (1997). Internet marketing in the internationalisation of UK SMEs. Journal of Marketing Management. https://doi.org/10.1080/0267257X.1997.9964456
  29. Hao, S., & Song, M. (2016). Technology-driven strategy and firm performance: Are strategic capabilities missing links? Journal of Business Research, 69(2), 751–759. https://doi.org/https://doi.org/10.1016/j.jbusres.2015.07.043
  30. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
  31. Hoffman, D. L., & Novak, T. P. (1997). A new marketing paradigm for electronic commerce. Information Society, 13(1), 43–54. https://doi.org/10.1080/019722497129278
  32. Karavdic, M., & Gregory, G. (2005). Integrating e-commerce into existing export marketing theories: A contingency model. Marketing Theory, 5(1), 75–104. https://doi.org/10.1177/1470593105049602
  33. Kneller, R., & Timmis, J. (2016). ICT and Exporting: The Effects of Broadband on the Extensive Margin of Business Service Exports. In Review of International Economics. https://doi.org/10.1111/roie.12237
  34. Kotler, P., & Armstrong, G. (2013). Principles of Marketing (16th Global Edition). Harlow: Pearson.
  35. Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition. Pearson Education Limited. https://doi.org/10.1080/08911760903022556
  36. Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1–12. https://doi.org/10.1016/j.emj.2013.12.001
  37. Ling-Yee, L., & Ogunmokun, G. O. (2001). Effect of export financing resources and supply-chain skills on export competitive advantages: Implications for superior export performance. Journal of World Business, 36(3), 260–279. https://doi.org/10.1016/S1090-9516(01)00055-4
  38. Ling, C. X., & Li, C. (1998). Data mining for direct marketing: Problems and solutions. In Kdd (Vol. 98, pp. 73–79).
  39. Lu, V. N., & Julian, C. C. (2007). The internet and export marketing performance: The empirical link in export market ventures. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/13555850710738480
  40. Manzoor, E. D. A. (2016). Using Social Media Marketing for Competitive Advantage (pp. 201–218). https://doi.org/10.4018/978-1-4666-9776-8.ch010
  41. Mastilo, Z. (2017). Impact of Digital Growth in Modern Business. Business and Management Studies, 3(4), 59–63.
  42. Mehta, R., & Sivadas, E. (1995). Direct marketing on the internet: An empirical assessment of consumer attitudes. Journal of Direct Marketing. https://doi.org/10.1002/dir.4000090305
  43. Moen, Ø., Madsen, T. K., & Aspelund, A. (2008). The importance of the internet in international business-to-business markets. International Marketing Review, 25(5), 487–503. https://doi.org/10.1108/02651330810904053
  44. Monteiro, A. P., Soares, A. M., & Rua, O. L. (2017). Linking intangible resources and export performance: The role of entrepreneurial orientation and dynamic capabilities. Baltic Journal of Management, 12(3), 329–347. https://doi.org/10.1108/BJM-05-2016-0097
  45. Morgan-Thomas, A., & Bridgewater, S. (2004). Internet and exporting: Determinants of success in virtual export channels. International Marketing Review. https://doi.org/10.1108/02651330410547108
  46. Morgan, N. A., Vorhies, D. W., & Schlegelmilch, B. B. (2006). Resource-performance relationships in industrial export ventures: The role of resource inimitability and substitutability. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2005.05.018
  47. Mucuk, İ. (2012). Pazarlama ilkeleri. Türkmen kitabevi.
  48. Navarro-García, A., Arenas-Gaitán, J., Rondán-Cataluña, F. J., & Rey-Moreno, M. (2016). Global model of export performance: Moderator role of export department. Journal of Business Research, 69(5), 1880–1886.
  49. Nolan, R. L. (1994). Note on Estimating the Value of the" IT Asset" Part II. Harvard Business School Note, 195–197.
  50. Nunnally, J. C. (1978). Psychometric Theory: 2d Ed. McGraw-Hill.
  51. Oliveira, J. S., Cadogan, J. W., & Souchon, A. (2012). Level of analysis in export performance research. International Marketing Review, 29(1), 114–127.
  52. Pełech-Pilichowski, T., Mach-Król, M., & Olszak Editors, C. M. (n.d.). Studies in Computational Intelligence 658 Advances in Business ICT: New Ideas from Ongoing Research.
  53. Piercy, Nigel, F., Kaleka, A., & Katsikeas, C. S. (1998). Source of Competitive Advantage in High Performance Companies. Journal of World Business, 33(4), 378–393.
  54. Prasad, V. K., Ramamurthy, K., & Naidu, G. M. (2001). The influence of internet – marketing integration on marketing competencies. Journal of International Marketing, 9(4), 82–110.
  55. Quelch, J. A., & Klein, L. R. (1996). The Internet and international marketing. MIT Sloan Management Review, 37(3), 60.
  56. Radivojević, V., & Stanišić, T. (2015). The Use of the Internet in Direct Marketing: Advantages, Results and Limitations, (January 2015), 603–605. https://doi.org/10.15308/synthesis-2015-603-605
  57. Shoham, A. (1998). Export performance: a conceptualization and empirical assessment. Journal of International Marketing, 6(3), 59–81.
  58. Sinkovics, N., Sinkovics, R. R., & Jean, R. J. B. (2013). The internet as an alternative path to internationalization? International Marketing Review. https://doi.org/10.1108/02651331311314556
  59. Smith, W. R., & Vardiabasis, D. (2010). Using social media as a competitive advantage: the case of small businesses. Problems and Perspectives in Management, 8(4), 193–197.
  60. Spyropoulou, S., Skarmeas, D., & Katsikeas, C. S. (2011). An examination of branding advantage in export ventures. European Journal of Marketing. https://doi.org/10.1108/03090561111119967
  61. Strauss, J., El-Ansary, A., & Frost, R. (2006). E-marketing 4th edition. Thurow, S.(2009). Don’t Forget SEO For Navigational Searches. Third Door Media.
  62. Strizhakova, Y., Coulter, R. A., & Price, L. L. (2008). Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries. Journal of International Marketing, 16(4), 57–85. https://doi.org/10.1509/jimk.16.4.57
  63. Sugiharto, T. (2009). IMPACTS OF INFORMATION TECHNOLOGY ON BUSINESS PERFORMANCE OF SMALL-SIZED AGRIBUSINESS FIRMS.
  64. Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002
  65. Tran, T. P. (2017). Personalized ads on Facebook: An effective marketing tool for online marketers. Journal of Retailing and Consumer Services, 39(March), 230–242. https://doi.org/10.1016/j.jretconser.2017.06.010
  66. UNESCO. (2006). Using ICT to develop literacy. Bangkok: UNESCO. Retrieved from http://www.unesco.org/new/en/member-states/single-view/news/new_publication_on_using_ict_to_develop_literacy/
  67. Von Faber, E., & Behnsen, W. (2012). Secure ICT Service Provisioning for Cloud, Mobile and Beyond. Secure ICT Service Provisioning for Cloud, Mobile and Beyond. https://doi.org/10.1007/978-3-658-00069-1
  68. Vural, B. A., & Sabuncuoğlu, A. (2008). Bilgi iletişim teknolojileri ve ütopyan bakış açısı. Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 5(3), 5–19.
  69. Wang, Z., & Kim, H. G. (2017). Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing, 39, 15–26. https://doi.org/10.1016/j.intmar.2017.02.004
  70. Weill, P., Subramani, M., & Broadbent, M. (2002). Building IT Infrastructure for Strategic Agility. MIT Sloan Management Review (Vol. 44).
  71. Weill, P., & Vitale, M. (2001). Place to space: Migrating to eBusiness Models. Harvard Business Press.
  72. Wells, W., Burnett, J., & Moriarty, S. (1998). Advertising Principles and Practices. Upper Saddle River: Prentice-Hall.
  73. Werbach, K. (2000). Syndication--the emerging model for business in the Internet era. Harvard Business Review.
  74. Yang, D.-J., & Lee, C. W. (2016). In-Store Promotional Mix and the Effects on Female Consumer Buying Decisions in Relation to Cosmetic Products. International Journal of Management, Economics and Social Sciences, 5(2), 35–56.
  75. Zhou, Q., Gao, P., & Chimhowu, A. (2019). ICTs in the transformation of rural enterprises in China: A multi-layer perspective. Technological Forecasting and Social Change, 145(June 2018), 12–23. https://doi.org/10.1016/j.techfore.2019.04.026
  76. Zou, S., Fang, E., & Zhao, S. (2003). The Effect of Export Marketing Capabilities on Export Performance: An Investigation of Chinese Exporters. Journal of International Marketing. https://doi.org/10.1509/jimk.11.4.32.20145