Social media usage and competitive advantage of nascent agro-allied firms

Eze, Ikechukwu; Agbaeze, Emmanuel Kalu; Isichei, Ejikeme Emmanuel; Eke, Chinonso Karen

doi:10.21511/ppm.19(4).2021.32

Cited by 8 publications

(5 citation statements)

References 57 publications

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“…The results of this study are in line with the results of research conducted by Trianti and Anastuti (2022); Eze et al (2021); Jung and Jeong (2020); Jones at al. (2015); and Bulankulama (2014) which show that the use of social media has a positive and significant effect on competitive advantage.…”

Section: The Effect Of Social Media Usage On Competitive Advantage (H2)supporting

confidence: 92%

The effect of social media usage and innovation on makeup artist business performance by mediating competitive advantage

Choirun Nisak,

Moko

2024

IJRBS

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The creative economy industry has created millions of jobs in Indonesia. One of the creative economy fields in Indonesia is makeup artist. But the makeup artist field also has many challenges in the increasingly fierce business competition. This research aims to investigate the influence of social media usage, innovation and competitive advantage on makeup artist business performance by considering the role competitive advantage as mediators. This research was conducted in Malang Raya with a focus on the makeup artist services business. The research method used was a survey with a questionnaire as a data collection instrument. The research sample consisted of 112 respondents who were owners of makeup artist business in Indonesia. The quantitative approach is used to describe, strengthen, and explain the hypotheses proposed in the study of observed phenomena. The statistical method used for data processing is Partial Least Squares Structural Equation Modeling (PLS-SEM). This study demonstrates a significant and positive correlation between social media usage, innovation and competitive advantage on the makeup artist business performance. The results of the mediation analysis also show that competitive advantage mediate the relationship between social media usage and innovation on makeup artist business performance. Therefore, makeup artists should optimize the use of social media to improve their business performance goals. This includes the use of the latest wardrobe, makeup trend, photo and video taking techniques, keep up to date with viral makeup content. The better the use of social media, the better the innovation, and the ability to maintain a competitive advantage by fulfills client expectations will make clients buy and recommend makeup services so as to improve the performance of makeup artists both financially and nonfinancially.

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Section: The Effect Of Social Media Usage On Competitive Advantage (H2)supporting

confidence: 92%

The effect of social media usage and innovation on makeup artist business performance by mediating competitive advantage

Choirun Nisak,

Moko

2024

IJRBS

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“…Incorporating social media into marketing programs can be beneficial for businesses, as it can result in positive long-term customer relationships and the ability to charge higher prices than competitors (Laudon & Traver, 2002). Companies should aim to not only increase sales but also expand their market through social media, which can lead to more sales, new information, and increased competitive advantage (Eze et al, 2021). By creating captivating content, businesses can effectively reach consumers and gain a competitive advantage.…”

Section: Hypotheses Testingmentioning

confidence: 99%

The Impact of Social Media Usage on Business Performance Makeup Artists Mediated by Competitive Advantage (Study on The Makeup Artist Services Business in Indonesia)

2024

IJFMR

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The objective of this inquiry is to investigate how social media use affects the performance of service-based companies. The research involved surveying 112 makeup artist business owners in Indonesia, using quantitative techniques, and examining the collected information with SmartPLS (Partial Least Square). The results reveal that social media utilization has a noteworthy and positive impact on business performance, with competitive advantage serving as a mediator in this connection (partial mediation). Additionally, the study indicates that social media is an effective tool for enhancing marketing efforts, customer service, and accessibility to information, which can lead to improved performance. As a result, companies that can achieve and maintain a competitive advantage can automatically achieve good business performance.

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“…The development of entrepreneurship in the online environment has led to increased attention of scientists in this area. Thus, both domestic and foreign scientists such as Z. Wilger, J. Kramolish, N. Kapolupo [1], E. Ikechukwu, A. Emmanuel, I. Edjikeme [2], pay attention to the functioning of enterprises on the Internet. Sadigov [3], A. Hamvon [4], D. Tavorn, P. Trichob, V. Klongtong, C. Ngamkroekjoti [5], I. Otenko [6], S. Ilyashenko [7], O. Belovodskaya [8], T. Ilchenko [9], D. Doroshkevich [10] and others.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The authors present the results of an empirical study for 2019-2020 to assess the differences in approaches to social networks according to some factors. Also interesting is the study of E. Ikechukwa, A. Emmanuel and I. Edjikem [2], where the authors explore the relationship and impact of social networks on the competitive advantages of firms. Emphasize the positive impact and note that the capabilities of technological infrastructure significantly affect the competitive advantages of "young" firms.…”

Section: Literature Reviewmentioning

confidence: 99%

Social Networks as a Tool for Entrepreneurship in the Conditions of the Economy of Impressions

Iastremska

Nebylytsia

2023

ITSSI

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In recent years, Internet and social networks have become a full-fledged platform for business and have significant functions of effective and accurate communication to the target audience of information about potential customers, the availability of necessary communication tools to work with customers, companies, sales of goods, services and more. This is especially important in the context of the development of the economy of impressions. The subject of the article is the analysis of the use of social networks in business activities in the conditions of the impression economy. Analysis of the scientific literature has shown that foreign and domestic scientists are constantly looking for ways to develop business in the online environment. However, scientific works on entrepreneurship in social networks are insufficiently substantiated and adapted to the conditions of functioning Ukrainian enterprises, so they need further development. The purpose of this article is to substantiate theoretically the peculiarities of entrepreneurial activity of Ukrainian business entities in social networks. The main tasks of the article are: analysis of statistical data on the use of social networks in business activities and justification of recommendations for the effectiveness of business activities in social networks. The following research methods were used: analysis and synthesis, statistical analysis, monographic analysis, deductive and inductive method, graphic method. The following results were obtained. It is determined, it was concluded that among the existing platforms for business on the Internet, Facebook and Instagram – these are the two best platforms used by marketers. It was noted which social channels are used by experienced marketers to promote the company's products on social networks compared to those who are just starting out. Thus, "young" social network marketers for effective entrepreneurship focus mainly on Facebook and Instagram. At the same time, the most experienced marketers are very diversified in this process. The main criteria for using video content in business as the most effective tool for doing business on social networks are summarized. The main conclusions are as follows. An analysis of the use of video marketing in online business has shown that YouTube is the number one video channel. At the same time, TikTok is a new video platform, but has already actively regained its place in the market. Therefore, the main criteria for including videos in the TikTok recommendation have been summarized. The main opportunities of SMM in different business segments were also considered. The peculiarities of SMM use for large, medium, small businesses, Internet business and b2b-sphere were noted. The main advantages of entrepreneurship in social networks were summarized and highlighted. The results of the study can be the basis for further development of the practical use of social networks for the entrepreneurial activities of Ukrainian enterprises.

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Social media usage and competitive advantage of nascent agro-allied firms

Cited by 8 publications

References 57 publications

The effect of social media usage and innovation on makeup artist business performance by mediating competitive advantage

The effect of social media usage and innovation on makeup artist business performance by mediating competitive advantage

The Impact of Social Media Usage on Business Performance Makeup Artists Mediated by Competitive Advantage (Study on The Makeup Artist Services Business in Indonesia)

Social Networks as a Tool for Entrepreneurship in the Conditions of the Economy of Impressions

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