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

Fabian Eggers, Isabella Hatak, Sascha Kraus, Thomas Niemand

Research output: Contribution to journalArticleAcademicpeer-review

48 Citations (Scopus)
252 Downloads (Pure)

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.
Original languageEnglish
Pages (from-to)270–302
JournalJournal of small business management
Volume55
Issue number2
DOIs
Publication statusPublished - 2017

Keywords

  • IR-103540
  • METIS-321565

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