Filling the market orientation-business performance: the mediating effects of social media, business ties and political ties
by An Thi Hong Nguyen; Phuong Nguyen; Phuong Uyen Dinh
J. for International Business and Entrepreneurship Development (JIBED), Vol. 14, No. 2, 2022

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.

Online publication date: Mon, 26-Sep-2022

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