Examining the Impact of Entrepreneurial Culture on SME Performance: The Role of Marketing Capabilities and Social Media

Authors : Mohsen Mazaherıasad, Maryam Jamali

Pages : 41-54

View : 21 | Download : 27

Publication Date : 2024-07-31

Article Type : Research

Abstract :The present study examines the impact of entrepreneurial culture on the performance of small and medium-sized enterprises (SMEs) in Tehran Province, Iran, focusing on the mediating effect of marketing capacities and social media usage. A questionnaire of 25 questions, separated into four sections—\"Entrepreneurial culture,\" \"SMEs\' performance,\" \"Marketing skills,\" and \"Social media usage\"—was used to collect data. The replies of 80 SME owners or managers were collected by non-probability sampling, and the validity and dependability of the data were confirmed. For data analysis, the study applied structural equation modeling (SEM) with the partial least squares (PLS) technique and SmartPLS 4 software. The findings indicated that entrepreneurial culture has a favorable and substantial effect on the performance, marketing capacities, and social media usage of SMEs. In addition, marketing capabilities and social media usage have a positive and substantial effect on the performance of SMEs. Additionally, social media utilization has a good impact on marketing capabilities. The study demonstrated the indirect impact of entrepreneurial culture on the performance of SMEs through the mediating roles of marketing capabilities and social media usage. The article concludes with evidence-based, actionable recommendations based on the research findings.
Keywords : Girişimcilik Kültürü, KOBİ’lerin Performansı, Pazarlama Yetenekleri, Sosyal Medya Kullanımı