The Mediating Role of Social Media Usage in the Relationship of Market Orientation with SME Performance

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Laddawan Lekmat
Budsara Eurjirapongpun
Prawpun Intaragasam

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This research aimed to investigate the relationship between market orientation (MO) and firm performance through the mediating effect of social media (SM) usage. Data were collected from a sample of 313 Thai small and medium-sized enterprises (SMEs). The results revealed that MO had indirect effects on business process performance through the mediation of SM usage. In addition, SM usage could predict improved customer relations and services through cost reduction and enhanced information accessibility. This research also provided the suggestion that SMEs may require organizational network resources and dynamic capabilities to link MO to business process performance.

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