Antecedents and consequence of social media marketing for strategic competitive advantage of small and medium enterprises: mediating role of utilitarian and hedonic value

Sheshadri Chatterjee, Ranjan Chaudhuri, Demetris Vrontis

Research output: Contribution to journalArticlepeer-review

Abstract

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%.

Original languageEnglish
JournalJournal of Strategic Marketing
DOIs
Publication statusAccepted/In press - 2021

Keywords

  • hedonic value
  • resource based view
  • small and medium enterprise
  • Social media marketing
  • strategic competitive advantage
  • utilitarian value

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