Technologies That Support Marketing and Market Development in SMEs-Evidence from Social Networks

Abstract

This study builds on previous research on information technology implementation and usage in small and medium-sized enterprises (SMEs) and applies a special focus on social networks. Specifically, this research investigates antecedents of social network usage in SMEs and respective performance outcomes. The results show that entrepreneurial orientation is positively related to social network usage in SMEs, whereas responsive market orientation shows no effect. Social network usage is not directly related to SME growth; yet it mediates the relationship between entrepreneurial orientation and SME growth. Interestingly, large firms show the opposite effects regarding antecedents and performance-related consequences of social network usage.

Explanatory factors for efficiency in the use of social networking sites—The case of organic food products

“…This is because these tools have the potential to improve communication and information systems, speeding up commercial transactions and reducing operating costs (Kaplan, & Haenlein, 2010). SNSs also have a vital role to play in stimulating innovation and growth (Eggers et al, 2017;Leenders, & Dolfsma, 2016).…”

“…The solutions to the marketing problem include the use of information and communication technologies (ICTs), particularly social media websites (social networking sites [SNS]) (Mozas et al, 2016b). The literature highlights the important role that these media can play owing to the many benefits and strengths that organizations can derive from them (Eggers, Hatak, Kraus, & Niemand, 2017;Lupu, 2015;Oltenau, 2015;Ozcan, & Beraha, 2016). Some of these are a result of their information and commercial potential, which can modify attitudes of reluctance toward consuming organic products and can spur the development of competitive advantages within organizations (Karoui, Dudezert, & Leidner, 2015).…”

La conciencia de marca en redes sociales: impacto en la comunicación boca a boca

“…El artículo ofrece aportaciones prácticas, principalmente en la validación de ciertos constructos del modelo original y refuerza la literatura existente sobre redes sociales para la región latinoamericana, esto debido al predominio de investigaciones sobre redes sociales en países desarrollados, como son Alemania, Estados Unidos, España y Finlandia, entre otros (Barreda et al, 2015;Eggers, Hatak, Kraus y Niemand, 2017;Jaakkola y Aarikka, 2018;Paniagua y Sapena, 2014).…”

Semi-empirical Theory of Distributions of Users of Social Online Networks by the Number of Contacts

“…Thus, a significant part of the campaigns for the promotion of goods on the market are currently conducted in social online networks [1][2][3][4][5], and such networks are already being used not as an auxiliary tool for campaigning, but as the main one [6].…”