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Is Social Media Usage Enough to Achieve Superior Performance in Thai SMEs? The Mediation of Entrepreneurial Orientation |
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| รหัสดีโอไอ | |
| Creator | Laddawan Lekmat |
| Title | Is Social Media Usage Enough to Achieve Superior Performance in Thai SMEs? The Mediation of Entrepreneurial Orientation |
| Contributor | Budsara Eurjirapongpun |
| Publisher | Chulalongkorn Business school, Chulalongkorn University. |
| Publication Year | 2565 |
| Journal Title | Creative Business and Sustainability Journal |
| Journal Vol. | 44 |
| Journal No. | 2 |
| Page no. | 1-21 |
| Keyword | Social Media Usage, Entrepreneurial Orientation, Firm Performance, SMEs, Thailand |
| URL Website | https://cbsreview.cbs.chula.ac.th; https://so01.tci-thaijo.org/index.php/CBSReview/index |
| Website title | THAIJO; Creative Business and Sustainability Journal |
| ISSN | 2821-9236 |
| Abstract | This paper aims to study the relationships among social media (SM) usage, entrepreneurial orientation (EO), and firm performance. Specifically, this paper tests mediation influences of EO on the relationships between SM usage and firm performance. A total sample of 313 SMEs in Thailand responded to the survey. The results indicate that the utilization of SM functions affects all elements of EO and improves business outcomes. SM usage directly and indirectly impacts firm performance through EO. Two elements of EO, risk-taking and proactiveness, have significant direct effects on firm performance, whereas innovativeness has only an indirect impact on business outcomes through the mediation of risk-taking and proactiveness. The findings lead to suggestions for best practice for SMEs, such as that SM usage may not lead to superior performance, and firms may need assets and skills such as entrepreneurial capabilities to attain improved performance. This paper studies the multidimensional angle of SMEO and EOperformance relationships, and EO as the mediating construct. It provides an enhanced understanding of how small firms should use and benefit from SM to become innovative and attain superior firm performance through the various elements of EO and their interrelationships. |
