Title: The impact of e-marketing and marketing orientation on firm performance with moderating role of social media usage

Authors: Hussain A.H. Awad; Khalid M. Aboalganam

Addresses: Department of Management Information Systems, Faculty of Business, Amman Arab University, Amman, Jordan ' Department of Management Information Systems, Faculty of Business, Amman Arab University, Amman, Jordan

Abstract: This study constitutes a first attempt to investigate nexus between e-marketing, marketing orientation, customer engagement and firm performance. Results indicate that altogether e-marketing, competitor orientation, customer orientation, e-marketing, Inter-functional coordination, social customer relationship management (CRM) capabilities explained R² 78% variance in customer engagement. Firm performance is predicted by customer engagement and social media usage and showed R² 20.6% variance in firm performance. These findings confirmed that newly developed CRM model is robust to predict customer engagement and firm performance. Effect size (f²) exhibited that e-marketing had substantial effect size on customer engagement. The predictive relevance of the model indicated that the model has substantial predictive relevance Q² 57.1% to predict customer engagement. Following the importance performance matrix analysis, it is suggested that managers and policymakers should focus on customer engagement, e-marketing and social media usage in order to augment the firm performance.

Keywords: customer relationship management; CRM; e-marketing; social CRM capability; social media use; marketing orientation; structural equation modelling; SEM.

DOI: 10.1504/IJBIS.2023.129722

International Journal of Business Information Systems, 2023 Vol.42 No.3/4, pp.542 - 566

Received: 08 Feb 2020
Accepted: 09 May 2020
Published online: 21 Mar 2023 *

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