The impact of e-marketing and marketing orientation on firm performance with moderating role of social media usage
by Hussain A.H. Awad; Khalid M. Aboalganam
International Journal of Business Information Systems (IJBIS), Vol. 42, No. 3/4, 2023

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.

Online publication date: Tue, 21-Mar-2023

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