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

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  • Fabian Eggers
  • Isabella Hatak
  • Sascha Kraus
  • Thomas Niemand

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.

Suggested Citation

  • Fabian Eggers & Isabella Hatak & Sascha Kraus & Thomas Niemand, 2017. "Technologies That Support Marketing and Market Development in SMEs—Evidence from Social Networks," Journal of Small Business Management, Taylor & Francis Journals, vol. 55(2), pages 270-302, April.
    • Handle: RePEc:taf:ujbmxx:v:55:y:2017:i:2:p:270-302
    DOI: 10.1111/jsbm.12313
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    Cited by:

    1. Christian Rudeloff & Stefanie Pakura & Fabian Eggers & Thomas Niemand, 2022. "It takes two to tango: the interplay between decision logics, communication strategies and social media engagement in start-ups," Review of Managerial Science, Springer, vol. 16(3), pages 681-712, April.
    2. Lee, Jeoung Yul & Yang, Young Soo & Ghauri, Pervez N. & Park, Byung Il, 2022. "The Impact of Social Media and Digital Platforms Experience on SME International Orientation: The Moderating Role of COVID-19 Pandemic," Journal of International Management, Elsevier, vol. 28(4).
    3. Lulu Zhou & Haiyan Huang & Xiaolin Chen & Feng Tian, 2023. "Functional diversity of top management teams and firm performance in SMEs: a social network perspective," Review of Managerial Science, Springer, vol. 17(1), pages 259-286, January.

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