IDEAS home Printed from https://ideas.repec.org/a/ids/ijbisy/v42y2023i3-4p542-566.html
   My bibliography  Save this article

The impact of e-marketing and marketing orientation on firm performance with moderating role of social media usage

Author

Listed:
  • Hussain A.H. Awad
  • Khalid M. Aboalganam

Abstract

This study constitutes a first attempt to investigate nexus between e-marketing, marketing orientation, customer engagement and firm performance. Results indicate that altogether e-marketing, competitor orientation, customer orientation, e-marketing, Inter-functional coordination, social customer relationship management (CRM) capabilities explained R2 78% variance in customer engagement. Firm performance is predicted by customer engagement and social media usage and showed R2 20.6% variance in firm performance. These findings confirmed that newly developed CRM model is robust to predict customer engagement and firm performance. Effect size (f2) exhibited that e-marketing had substantial effect size on customer engagement. The predictive relevance of the model indicated that the model has substantial predictive relevance Q2 57.1% to predict customer engagement. Following the importance performance matrix analysis, it is suggested that managers and policymakers should focus on customer engagement, e-marketing and social media usage in order to augment the firm performance.

Suggested Citation

  • Hussain A.H. Awad & Khalid M. Aboalganam, 2023. "The impact of e-marketing and marketing orientation on firm performance with moderating role of social media usage," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 42(3/4), pages 542-566.
    • Handle: RePEc:ids:ijbisy:v:42:y:2023:i:3/4:p:542-566
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=129722
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbisy:v:42:y:2023:i:3/4:p:542-566. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=172 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.