Title: Filling the market orientation-business performance: the mediating effects of social media, business ties and political ties

Authors: An Thi Hong Nguyen; Phuong Nguyen; Phuong Uyen Dinh

Addresses: The School of Business, International University, Vietnam National University, Ho Chi Minh City, Vietnam ' Centre for Public Administration, International University, Vietnam National University, Ho Chi Minh City, Vietnam ' Office of Adninistration, Ho Chi Minh City Open University, Vietnam

Abstract: Small-medium enterprises (SMEs) in emerging countries are experiencing intense competition arising from a constantly changing market and business environment. In this context, it is necessary for these firms to devise effective strategies to improve performance. This paper aims to investigate the effect of market orientation on the performance of SMEs and whether this relationship is mediated by the development of social media adaption and managerial ties. The research hypotheses were developed by integrating the resource-based view theory. The partial least squares-structural equation modelling (PLS-SEM) method was used for analysing data collection from 177 managers at SMEs in Vietnam. The findings revealed that market orientation has a positive relationship with the business performance. Social media and political ties positively mediate the relationship between market orientation and business performance. However, the study fails to provide evidence of the mediating effect of business ties. Finally, the results provided some managerial implications.

Keywords: market orientation; customer orientation; competitor orientation; social media; managerial ties; business ties; political ties.

DOI: 10.1504/JIBED.2022.125700

Journal for International Business and Entrepreneurship Development, 2022 Vol.14 No.2, pp.188 - 205

Received: 26 Sep 2021
Accepted: 26 Sep 2021
Published online: 26 Sep 2022 *

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