Abstract

The study aims to analyze the success of the social media performance goals of the firms using the technology-organization-environment model. For this purpose, the social media goals of the firms are analyzed through determined sub-dimensions of the TOE framework, and the differences in achieving these goals within different target markets are listed. 117 firms are selected with convenience sampling. Correlation and difference analysis applied to the data obtained through the online survey. The results show that social media performance goals are positively influenced by technology adoption dimensions. Specifically, the social media performance is the most affected dimension. Also, success in attaining social media performance goals differ according to the target markets the firms operate in.