TY - JOUR
T1 - Antecedents and consequence of social media marketing for strategic competitive advantage of small and medium enterprises
T2 - mediating role of utilitarian and hedonic value
AU - Chatterjee, Sheshadri
AU - Chaudhuri, Ranjan
AU - Vrontis, Demetris
N1 - Funding Information:
The study has hypothesized that FCO positively impacts SMM (H1a). It signifies that employee of SMEs in India will feel comfortable if they find that there is availability of adequate technological infrastructure. This has received support from another study (Venkatesh et al., ). The study has also highlighted that COM positively impacts SMM (H1b). This has also received support from another study (Derham et al., ). This study has also shown that PU and PEU positively impact SMM (H1c and H1d). These two relationships have been supported by the concept of TAM (Davis, ). We have also hypothesized that SMM impacts UTV and HDV (H2 and H3) and UTV and HDV impact SCA (H4 and H5). This signifies that if the employees of SMEs are satisfied that by using SMM in SMEs, they will feel that such use has practical value and utility and if they feel that by using SMM, they will have pleasure and enjoyment, they would use SMM. These extrinsic (practical value and utility) and intrinsic (pleasure and enjoyment) motivational value-concept is supported by motivational theory (Ryan & Deci, ). This study has ascertained that LS has a moderating effect on the linkages H4 and H5. This has been supported by other study (Chatterjee & Kar, ). Now, we shall discuss the moderating effects of LS on the linkages H4 and H5 through graphical presentations. In () the continuous line and the dotted line represent the effects of Strong LS and Weak LS on the linkage H4.
Publisher Copyright:
© 2021 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2021
Y1 - 2021
N2 - The purpose of this study is to determine the antecedents and consequence of social media marketing (SMM) for small and medium enterprises (SMEs) and to empirically find out if SMM provides strategic competitive advantages to the SMEs. The study also examines the mediating role of utilitarian value and hedonic value for impacting strategic competitive advantages. Finally, the study investigates the role of leadership support of the SMEs. With the support of extant literature review, motivational theory, technology acceptance model, and other related theories, a conceptual model has been developed. The theoretical model has been validated using partial least square–structural equation modeling (PLS-SEM) with a survey from Indian small and medium enterprises. The research study shows that SMM impacts positively to both utilitarian value and hedonic value. The explanative power of the proposed empirically validated model is 69%.
AB - The purpose of this study is to determine the antecedents and consequence of social media marketing (SMM) for small and medium enterprises (SMEs) and to empirically find out if SMM provides strategic competitive advantages to the SMEs. The study also examines the mediating role of utilitarian value and hedonic value for impacting strategic competitive advantages. Finally, the study investigates the role of leadership support of the SMEs. With the support of extant literature review, motivational theory, technology acceptance model, and other related theories, a conceptual model has been developed. The theoretical model has been validated using partial least square–structural equation modeling (PLS-SEM) with a survey from Indian small and medium enterprises. The research study shows that SMM impacts positively to both utilitarian value and hedonic value. The explanative power of the proposed empirically validated model is 69%.
KW - hedonic value
KW - resource based view
KW - small and medium enterprise
KW - Social media marketing
KW - strategic competitive advantage
KW - utilitarian value
UR - http://www.scopus.com/inward/record.url?scp=85113225108&partnerID=8YFLogxK
U2 - 10.1080/0965254X.2021.1954070
DO - 10.1080/0965254X.2021.1954070
M3 - Article
AN - SCOPUS:85113225108
SN - 0965-254X
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
ER -