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A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries

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  • Sikandar Ali Qalati
  • Dragana Ostic
  • Gu Shuibin
  • Fan Mingyue

Abstract

Social media adoption (SMA) can enable small and medium‐sized enterprises (SMEs) to build strong relationships with customers at low cost, addressing the global challenge of SME's growth and sustainability. In the under‐examined developing‐country context, this study aims to explore the mediating role of SMA and customer relationship management capabilities (CRMC) and the moderating role of innovation capabilities (IC) and SMA. Grounded on the resource‐based view, 431 randomly selected closed‐ended‐questionnaire responses were analyzed. Findings reveal the positive and significant effect of entrepreneurial orientation (EO), SMA, CRMC, and IC on SME performance (SMEP), as well as the partially mediating role of SMA and CRMC and the moderating role of IC on the SMA–SMEP relationship.

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  • Sikandar Ali Qalati & Dragana Ostic & Gu Shuibin & Fan Mingyue, 2022. "A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 846-861, April.
    • Handle: RePEc:wly:mgtdec:v:43:y:2022:i:3:p:846-861
    DOI: 10.1002/mde.3422
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    1. Lie Ao & Rohit Bansal & Nishita Pruthi & Muhammad Bilawal Khaskheli, 2023. "Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis," Sustainability, MDPI, vol. 15(3), pages 1-15, February.
    2. Sheema Matloob & Mónica Lorena Sánchez Limón & Halia Mayela Valladares Montemayor & Ali Raza & Julio Cesar Castanon Rodriguez, 2023. "Does Strategic Change Enhance the Relationship between Firms’ Resources and SMEs Performance in Pakistan?," Sustainability, MDPI, vol. 15(3), pages 1-20, January.

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