Murat ARSLANDERE, İlhami TUNCER, Serkan ADA

THE IMPACT OF ICT USE IN PROMOTIONAL ACTIVITIES ON EXPORT PERFORMANCE: AN EMPIRICAL INVESTIGATION

The integration of ICT into promotion activities in international markets where competition is intense may offer great advantages to the enterprises on the basis of brand and cost. From this point of view the objective of the current study is to empirically examine (i) the impact of the use of ICT in promotional activities on brand advantage and cost advantage and (i i) the impact of brand advantage and cost advantage on export performance. The data that were collected from 188 exporter companies from Turkey with the help of a structured questionnaire were statistically analyzed by using the SmartPLS 3.0 software. The results reveal that promotional activities using ICT have a strong and positive effect on brand advantage and low cost advantage, while there is no significant direct effect on export performance. The results also reveal that brand advantage and low cost advantage significantly affect export performance.

TUTUNDURMA FAALİYETLERİNDE BİT KULLANIMININ İHRACAT PERFORMANSINA ETKİSİ: AMPİRİK BİR ARAŞTIRMA

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.

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