Social Media Orientation and SME Export Performance: A Conceptual Framework

Document Type: Original Research

Authors

1 School of Business Management, Universiti Utara Malaysia, Sintok, Kedah, Malaysia

2 School of Business Administration, South China University of Technology, Guangzhou, China

Abstract

This study proposes a research framework of the relationship between social media orientation (SMO) and SME export performance. This framework developed based on extensive literature. There are very few studies have looked into the relationship between SMO and SME export performance, especially in the context of developing countries. Furthermore, literature failed to find the consistency in the relationship between SMO and SME performance, which motivated for future studies to corroborate the relationship between SMO and SME performance specially in context of foreign markets. This study delivers useful information and adds knowledge of the literature pointing to increase their business performance specially export business performance. Future studies should validate empirically the proposed research framework.  

Keywords


Ahmad, S. Z., Abu Bakar, A. R., & Ahmad, N. (2018). Social media adoption and its impact on firm performance: the case of the UAE. International Journal of Entrepreneurial Behavior & Research.
Ahmad, S. Z., Ahmad, N., & Bakar, A. R. A. (2017). Reflections of entrepreneurs of small and medium-sized enterprises concerning the adoption of social media and its impact on performance outcomes: Evidence from the UAE. Telematics and Informatics.
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Mohd Shuib, N. L. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), 570-588.
Alarcón, M. d. C., Rialp, A., & Rialp, J. (2015). The effect of social media adoption on exporting firms’ performance Entrepreneurship in international marketing (pp. 161-186): Emerald Group Publishing Limited.
Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: A literature review and implications. Psychology & Marketing, 33(12), 1029-1038.
Ananda, A. S., Lamberti, L., & Hernández-García, Á. (2015). Social Media Marketing Strategy–A Case Study of an Italian SME Fashion Brand. Paper presented at the 2nd Annual Edim Ph. D. Conference on Management Engineering.
Angel, R., & Sexsmith, J. (2011). Social networking: The corporate value proposition. Ivey Business Journal.
Bakri, A. A. A. (2017). The impact of social media adoption on competitive advantage in the small and medium enterprises. International Journal of Business Innovation and Research, 13(2), 255-269.
Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117.
Chen, Y., Fay, S., & Wang, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85-94.
Chua, A. Y., & Banerjee, S. (2013). Customer knowledge management via social media: the case of Starbucks. Journal of Knowledge Management, 17(2), 237-249.
Durkin, M., McGowan, P., & McKeown, N. (2013). Exploring social media adoption in small to medium-sized enterprises in Ireland. Journal of Small Business and Enterprise Development, 20(4), 716-734.
Dutot, V., & Bergeron, F. (2016). From strategic orientation to social media orientation: Improving SMEs’ performance on social media. Journal of Small Business and Enterprise Development, 23(4), 1165-1190.
Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J., & Seymour, T. (2011). The history of social media and its impact on business. Journal of Applied Management and entrepreneurship, 16(3), 79.
Eisenhardt, K. M., & Martin, J. A. (2000). Dynamic capabilities: what are they? Strategic management journal, 21(10-11), 1105-1121.
Fischer, E., & Rueber, R. (2009). An investigation of the implications for effectuation of social media adoption. Retrieved from
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.
Hakala, H., & Kohtamäki, M. (2010). The interplay between orientations: Entrepreneurial, technology and customer orientations in software companies. Journal of Enterprising Culture, 18(03), 265-290.
Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic use of social media for small business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, 262-269.
Hensel, K., & Deis, M. H. (2010). Using social media to increase advertising and improve marketing. The Entrepreneurial Executive, 15, 87.
Imran, M., Aziz, A., & Hamid, S. (2016). Moderating Role of Environmental Turbulence on the Relationship between Entrepreneurial Orientation, Business Networks Orientation, Export Market Orientation and SMEs Export Performance: A Research Framework. Journal of Business Management, Commerce & Research, Iv (Xv).
Imran, M., Aziz, A., & Hamid, S. (2017a). The Relationship between Entrepreneurial Orientation, Business Networks Orientation, Export Market Orientation and SME Export Performance: A Proposed Research Framework. International Journal of Academic Research in Business and Social Sciences, 7(10), 230-248. doi:10.6007/IJARBSS/v7-i10/3372
Imran, M., Aziz, A., & Hamid, S. (2017b). Total Quality Management, Export Market Orientation and Firm Export Performance: A Conceptual Framework. International Journal of Academic Research in Business and Social Sciences, 7(9), 591-601. doi:10.6007/IJARBSS/v7-i9/3382
Imran, M., Aziz, A., Hamid, S., Shabbir, M., Salman, R., & Jian, Z. (2018). The mediating role of total quality management between entrepreneurial orientation and SMEs export performance. Management Science Letters, 8(6), 519-532.
Imran, M., Hamid, S., & Aziz, A. (2018). The influence of TQM on export performance of SMEs: Empirical evidence from manufacturing sector in Pakistan using PLS-SEM. Management Science Letters, 8(5), 483-496.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Katerndahl, D., Burge, S., Ferrer, R., Becho, J., & Wood, R. (2013). Differences in social network structure and support among women in violent relationships. Journal of interpersonal violence, 28(9), 1948-1964.
McCann, M., & Barlow, A. (2015). Use and measurement of social media for SMEs. Journal of Small Business and Enterprise Development, 22(2), 273-287.
Parveen, F., Jaafar, N. I., & Ainin, S. (2015). Social media usage and organizational performance: Reflections of Malaysian social media managers. Telematics and Informatics, 32(1), 67-78.
Ren, F., Tan, Y., & Wan, F. (2017). Social Media Engagement and Performance of E-Tailers: An Empirical Study.
Sala-i-Martin, X., Bilbao-Osorio, B., Di Battista, A., Drzeniek Hanouz, M., Geiger, T., & Galvan, C. (2014). The Global Competitiveness Index 2014–2015: accelerating a robust recovery to create productive jobs and support inclusive growth. The global competitiveness report, 2015, 3-52.
Smith, K. T., Blazovich, J. L., & Smith, L. M. (2015). Social media adoption by corporations: An examination by platform, industry, size, and financial performance. Academy of Marketing Studies Journal, 19(2), 127.
Srinivasan, R., Bajaj, R., & Bhanot, S. (2016). Impact of Social Media Marketing Strategies used by Micro Small and Medium Enterprises (MSMEs) on Customer acquisition and retention. Journal of Business and Management 18 (1): 91, 101.
Tajvidi, R., & Karami, A. (2017). The effect of social media on firm performance. Computers in Human Behavior.
Teece, D. J. (2007). Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strategic management journal, 28(13), 1319-1350.
Towers, S., Afzal, S., Bernal, G., Bliss, N., Brown, S., Espinoza, B. Lin, M. (2015). Mass media and the contagion of fear: the case of Ebola in America. PloS one, 10(6), e0129179.
Tufekci, Z. (2014). Big Questions for Social Media Big Data: Representativeness, Validity and Other Methodological Pitfalls. ICWSM, 14, 505-514.
Zahoor, S. Z., & Qureshi, I. H. (2017). Social Media Marketing and Brand Equity: A Literature Review. IUP Journal of Marketing Management, 16(1), 47.