“…Although social media can change the business setting, improve SMEP, and improve relationships, marketers have not yet fully understood social media's potential to generate new opportunities and threats (Foltean et al, 2019). Furthermore, as well as EO and SMA, some scholars evidenced that IC can also increase SMEP (Fan et al, 2021; Maldonado‐Guzmán et al, 2020), arguing that the EO–SMA–SMEP relationship can be influenced by several factors, such as CRMC, selling capabilities, IC, marketing capabilities, types of social media platforms, resource acquisition, and active social networking capability, leading to calls for further studies to develop mediated–moderated conceptual models (Alegre & Chiva, 2013; Ali Qalati et al, 2021; Fan et al, 2021; Fatima & Bilal, 2020; Ferreira et al, 2020; Khattak & Ullah, 2021; McGee & Peterson, 2019; Olanrewaju et al, 2020).…”