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The impact of e-marketing and marketing orientation on firm performance with moderating role of social media usage

Author

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  • Hussain A.H. Awad
  • Khalid M. Aboalganam

Abstract

This study constitutes a first attempt to investigate nexus between e-marketing, marketing orientation, customer engagement and firm performance. Results indicate that altogether e-marketing, competitor orientation, customer orientation, e-marketing, Inter-functional coordination, social customer relationship management (CRM) capabilities explained R2 78% variance in customer engagement. Firm performance is predicted by customer engagement and social media usage and showed R2 20.6% variance in firm performance. These findings confirmed that newly developed CRM model is robust to predict customer engagement and firm performance. Effect size (f2) exhibited that e-marketing had substantial effect size on customer engagement. The predictive relevance of the model indicated that the model has substantial predictive relevance Q2 57.1% to predict customer engagement. Following the importance performance matrix analysis, it is suggested that managers and policymakers should focus on customer engagement, e-marketing and social media usage in order to augment the firm performance.

Suggested Citation

  • Hussain A.H. Awad & Khalid M. Aboalganam, 2023. "The impact of e-marketing and marketing orientation on firm performance with moderating role of social media usage," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 42(3/4), pages 542-566.
    • Handle: RePEc:ids:ijbisy:v:42:y:2023:i:3/4:p:542-566
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    Cited by:

    1. Alaa Manea Lafta & Durgham Ibrahim Kadhim & Sabeeh Nadhim Matrood, 2023. "The Impact of E-marketing on the Quality of Services Provided to the Customer in Light of the Competitive Advantage," Journal of Scientific Reports, IJSAB International, vol. 5(1), pages 78-87.

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