The influence of online social networks on performance of small and medium enterprises: an empirical investigation of the online business to business network XING
by Melanie E. Zaglia; Martin K.J. Waiguny; Dagmar Abfalter; Julia Müller
International Journal of Entrepreneurial Venturing (IJEV), Vol. 7, No. 1, 2015

Abstract: Social networks are considered a contributing factor in the growth and performance of companies, especially in the context of small and medium enterprises (SMEs). This paper examines how CEOs of SMEs perceive online social networks (OSNs) as beneficial for their companies. As CEOs strongly identify with their SME, the influence of the OSN on the SME is largely driven by the CEO's value perception of OSN utilisation. Results of a focus group discussion and survey among 181 owners and CEOs of Austrian SMEs, who are members of the OSN XING, revealed indeed that trust in the OSN and access to resources available only through OSN membership lead to satisfaction with the OSN. Although access to resources does not lead to growth itself, it is mediated by the perceived value of the OSN. Trust and perceived value of the OSN increase the intention of recommending the OSN to other business partners (i.e., word of mouth). These outcomes are largely mediated by company growth and the perceived value of OSN participation. Implications for the use of OSN are discussed from the customer's (i.e., SME's) perspective, as well as from the corporate OSN perspective.

Online publication date: Sun, 08-Mar-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Entrepreneurial Venturing (IJEV):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com