Is Social Media Marketing Really Working?: Its Impact on the Relationships among Market Orientation, Entrepreneurial Orientation, and Business Performance

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Author(s): Felipe Uribe Saavedra (Universidad EAFIT, Colombia), Josep Rialp Criado (Barcelona Autonomous University, Spain)and Joan Llonch Andreu (Barcelona Autonomous University, Spain)
Copyright: 2014
Pages: 20
Source title: Digital Arts and Entertainment: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-6114-1.ch061

Keywords: Digital Communications / Digital Media / Information Science Reference / Media & Communications

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Abstract

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

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Is Social Media Marketing Really Working?: Its Impact on the Relationships among Market Orientation, Entrepreneurial Orientation, and Business Performance

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