Abstract:

Social media, a dynamic and participatory media system, has soon reached millions of users, and has started to be used by individuals and as well. Companies are profitately taking advantage of social media marketing to reach new consumers, gain competitive advantage and increase their profitability. However, new technologies and applications that enter the lives of individuals are not accepted in a short time. The Technology Admission Model (TKM) is a developed theory aimed at revealing the factors affecting the acceptance of new applications. TKM explains the acceptance behavior with the perceived usefulness and the perceived usability, which are the main variables. TKM has been expanded by adding different variables in order to explain different technologies over time. The aim of this study is to study the impact of social media marketing on consumer purchasing intention through the TKM and the confidence variable in expanded models. In this regard, the data obtained from users who have a social media account in the Adana province and follow at least one brand profile page on social media (n=510) was analyzed by the structural equality model. The study found that the sizes of social media marketing activities (being informative and fun) have a positive impact on the consumer's intention to buy. In the findings concerning the role of mediation; the mediation effect of utility and confidence perceived in the impact of social media marketing activities on the intention of purchase, the mediation effect of the perceived usability has not been identified.

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