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

Hussain A.H. Awad and Khalid M. Aboalganam

International Journal of Business Information Systems, 2023, vol. 42, issue 3/4, 542-566

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. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=129722 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbisy:v:42:y:2023:i:3/4:p:542-566

Access Statistics for this article

More articles in International Journal of Business Information Systems from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().