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Investigating the effect of market orientation on the performance of micro and small enterprises in Yemen: the moderating role of social media marketing adoption

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  • Sabri Shaker Ashoor Bin-Obaidellah
  • Noor Fadhiha Mokhtar
  • Nur Aishah Awi
  • Safiek Mokhlis

Abstract

This study aimed to investigate the effect of market orientation on the performance of micro and small enterprises (MSEs) in Yemen. It also aimed to examine the moderating role of social media marketing (SMM) adoption in relation to market orientation (MO). A sample of 362 MSEs in Yemen was found eligible for this study. The data was analysed using partial least squares structural equation modelling (PLS-SEM). Two analyses were undertaken, utilising descriptive statistical analysis and inferential analysis techniques, to fulfil the research objectives. The results of the data analysis demonstrated that MO and MSEs' performance had a positive and significant association. SMM also had a significant impact on the performance of MSEs. Additionally, SMM did not moderate the relationship between market orientation and the performance of MSEs. Only a few studies have been done on MSEs' performance and the impact of MO and SMM. Thus, this study has provided a new insight into this area of research.

Suggested Citation

  • Sabri Shaker Ashoor Bin-Obaidellah & Noor Fadhiha Mokhtar & Nur Aishah Awi & Safiek Mokhlis, 2024. "Investigating the effect of market orientation on the performance of micro and small enterprises in Yemen: the moderating role of social media marketing adoption," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 49(2), pages 175-197.
    • Handle: RePEc:ids:ijsoma:v:49:y:2024:i:2:p:175-197
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