Intention to Use Social Media Technology Among Customers

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dc.contributor.authorSak, Melike
dc.contributor.authorÇetin, Yavuz
dc.contributor.authorBayram, Ali Turan
dc.contributor.authorBayram, Gül Erkol
dc.date.accessioned2025-03-23T19:16:32Z
dc.date.available2025-03-23T19:16:32Z
dc.date.issued2022
dc.departmentSinop Üniversitesi
dc.description.abstractToday, the whole world has entered into a process of change with globalization. With globalization, it has become a very important situation to gain technological developments, sectoral competition and strategic superiority. It has become very important for businesses to be able to maintain their position in the sector and develop their businesses, as competition increases day by day. Businesses require active use of technology in order to gain an advantage over their competitors and to gain competitive advantage. With this new era, businesses will not only gain a strategic advantage over their competitors by using technological developments and knowledge capital, but will also be able to improve customer relations. Intention to use social media technology among customers is important for understanding customers’ perceptions of online commerce products and services. Social media technology includes entertainment, personalization, direction, interaction and word of mouth. Customer interaction on social media platforms aims to facilitate communication and provide emotional and informational support. If social media technologies are used actively, it positively affects customers’ perceptions of the managements. Managements use social media technologies to build customer presence and loyalty. The power of social media technologies in the field of online commerce cannot be underestimated in this era. Social media, which is frequently used by the consumer group we call the Z generation, directs the purchasing preferences of young people. In addition, consumers of different ages and cultures use social networks in their purchasing preferences. This chapter attempts to provide more theoretical contributions that expand the literature on such a topic. This chapter composes of some subtitles such as social media technologies, challenges and issues, customer relations for online commerce and customer intentions on social media. Hence, at the end of the chapter, the discussion and conclusion are described. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2022.
dc.identifier.doi10.1007/978-981-19-6509-8_13
dc.identifier.endpage243
dc.identifier.isbn978-981196509-8
dc.identifier.isbn978-981196508-1
dc.identifier.scopus2-s2.0-85173298160
dc.identifier.scopusqualityN/A
dc.identifier.startpage225
dc.identifier.urihttps://doi.org/10.1007/978-981-19-6509-8_13
dc.identifier.urihttps://hdl.handle.net/11486/4108
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherSpringer Nature
dc.relation.ispartofArtificial Neural Networks and Structural Equation Modeling: Marketing and Consumer Research Applications
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20250323
dc.subjectIntention to use social media
dc.subjectSocial commerce
dc.subjectSocial media
dc.subjectTechnology among customers
dc.titleIntention to Use Social Media Technology Among Customers
dc.typeBook Part

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