Investigating the effect of market orientation on the performance of micro and small enterprises in Yemen: the moderating role of social media marketing adoption

Sabri Shaker Ashoor Bin-Obaidellah, Noor Fadhiha Mokhtar, Nur Aishah Awi and Safiek Mokhlis

International Journal of Services and Operations Management, 2024, vol. 49, issue 2, 175-197

Abstract: This study aimed to investigate the effect of market orientation on the performance of micro and small enterprises (MSEs) in Yemen. It also aimed to examine the moderating role of social media marketing (SMM) adoption in relation to market orientation (MO). A sample of 362 MSEs in Yemen was found eligible for this study. The data was analysed using partial least squares structural equation modelling (PLS-SEM). Two analyses were undertaken, utilising descriptive statistical analysis and inferential analysis techniques, to fulfil the research objectives. The results of the data analysis demonstrated that MO and MSEs' performance had a positive and significant association. SMM also had a significant impact on the performance of MSEs. Additionally, SMM did not moderate the relationship between market orientation and the performance of MSEs. Only a few studies have been done on MSEs' performance and the impact of MO and SMM. Thus, this study has provided a new insight into this area of research.

Keywords: business performance; social media marketing; micro and small enterprises; MSEs; market orientation. (search for similar items in EconPapers)
Date: 2024
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