Abstract
Sponsorship activities, which mean that an organization should be supported by another institution to promote itself or a product without waiting for monetary provisions, is an important tactical move for companies that want to gain competitive advantage today. The aim of this study is to investigate the effects of sponsorship activities and consumer-oriented activities on the firm's growth performance. The survey method was preferred as a method of measurement and a total of 310 participants were evaluated by using 5-point Likert technique. As a result of the study, it was determined that both sponsorship activities and consumer-oriented activities had a direct and positive effect on the growth performance of the enterprise. It has been observed that companies that allocate budget for sponsorship activities and which shape their activities with consumer feedbacks have a direct impact on their growth performance. The results were interpreted in detail for academicians and senior executives and various suggestions were made for future research.
Highlights
Under intense competition conditions, technology is at the focal point of companies to adopt fully customeroriented activities and take part in more active activities
Thanks to the rapidly developing technology, the concept of social media has emerged and this development has led companies to benefit from technology to reach further individuals or broader masses
As a result of rapid changes in technology, institutions that carry out sponsorship activities maintain their lives by leaving positive effects on consumers in order to be superior so as not to disappear in the competitive environment
Summary
Technology is at the focal point of companies to adopt fully customeroriented activities and take part in more active activities. Customers influence other users and are significantly influenced by other users and a completely mutual interaction emerges. Consumers share their own experiences and experiences of people around them on social media. Within the framework of these explanations, it is stated that social media has gained importance by large masses of people and it has become an important factor for purchasing behavior. The efforts of the organization to regularly produce consumer and competitor data and information by responding to the expectations of consumers are gaining importance. In this context, sponsorship and consumer-oriented activities are theoretically discussed. A statistical analysis was performed within the framework of the hypotheses developed and the findings were discussed in the conclusion part as a recommendation to the administrators and academicians
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