The Impact Of Social Media Marketing Channel Usage On Business Performance In SME's

This study aims to investigate the relationship between social media marketing channel usage and business performance of SME s along with the mediators of cost reduction, innovation, and marketing capabilities in the context of Pakistan. The research applies quantitative analysis via PLS-SEM for fin...

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Bibliographic Details
Published inWebology Vol. 19; no. 3; pp. 895 - 923
Main Author Mirza, Muhammad Haris
Format Journal Article
LanguageEnglish
Published Tehran Dr. Alireza Noruzi, University of Tehran, Department of Library and Information Science 01.01.2022
Subjects
Innovations
Marketing
Small & medium sized enterprises-SME
Social networks
Pakistan
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Summary:This study aims to investigate the relationship between social media marketing channel usage and business performance of SME s along with the mediators of cost reduction, innovation, and marketing capabilities in the context of Pakistan. The research applies quantitative analysis via PLS-SEM for finding out the structural relationships among study constructs. The sample size consisted of 322 respondents who are either owners or workers at a decision-making level belonging to SMEs in Pakistan. The purposive sampling technique is used to reach the respondents. The findings of the structural model indicate a statistically significant effect of social media marketing channel usage on the business performance of small business enterprises. The two mediating effects of cost reduction and innovation in between social media marketing channel usage and business performance proved statistically significant. Also, the moderating role of age in the relationship between innovation and business performance is supported by data. Further research may incorporate the role of moderators like culture to investigate the interaction effect of culture and social media marketing channel usage on the business performance of SME s. This study will help construction managers and policymakers to adopt social media marketing to enhance their business performance.
ISSN:1735-188X