A mediation analysis of social media marketing between the relationship of entrepreneurial marketing strategies and the performance of small &amp; medium enterprises in Pakistan

Ghulam Akbar Khaskheli

doi:10.17485/ijst/v13i29.1035

Abstract

Objectives: The main focus of this study is to find the role of social media marketing between the relationship of entrepreneurial marketing strategies and Performance of Small and medium enterprises (SMEs) in Pakistan. This research will answer the question that how social media marketing can be crucial for the entrepreneurial marketing to increase the performance of small and medium enterprises in Pakistan. Methodology: The SMEs operating in Pakistan have been considered and the respondents are the Marketing Managers of SMEs. The total number of SME’s in Pakistan is 3.3 million having one marketing manager. The total population of study is 3.3 million. Roscoe 1975 technique has used for selecting sample size. The 384 SME’s managers were selected through Roscoe sampling method and survey instrument has randomly been distributed among the marketing managers of SMEs in Pakistan through the primary data collection mode. Discussion: Hypotheses have been tested through “Structural Equation Modeling”. Since SEM is latest second generation tool of multivariate analysis and it has been used in this study to test the hypothesis. Findings: It is found from the results and discussion that entrepreneurial marketing strategies; proactive orientation, value creation,innovativeness and customer focus plays important role in enhancing the SMEs performance in Pakistan and Social media marketing can highly be effective to implement entrepreneurial marketing strategies to improve the performance of small and medium enterprises in Pakistan. Keywords: Entrepreneurial marketing strategies; SMEs Performance; role of social media marketing

Highlights

This paper extends previous research, revisit and seeks to address the realm of innovative marketing and entrepreneurial marketing[1]
To explore that either Social media marketing mediates the relationship between the entrepreneurial marketing strategies and performance of Small and medium enterprises (SMEs) in the Pakistan or not?
The research has tried to find the role of social media marketing between the relationship of entrepreneurial marketing strategies and Performance of SMEs

Summary

Introduction

General Objectives: Generally, the study try to identify the new ways the entrepreneurs can use to enhance the performance of SME’s largely through adopting the six most effective Marketing strategies with the help of an understanding the organizational culture and the social media marketing which in modern world, is a most renounced technique to achieve marketing goals [8]. The first thing, this study makes a remarkable addition in the existing literature on the entrepreneurial marketing, social media marketing, organizational culture and performance, in means of financial and strategic performance of small, medium enterprises [9]. This study significantly will define the relationship among these selected study variables which in future will provide a great insight to the government and other organizations to make SME’s to perform better from the existing conditions [10]

Objectives

Methods

Results

Conclusion