Abstract:
The development of SM networks has completely changes the way businesses communicate
and interact with its customers, especially for SMEs, that rely more on cost efficient marketing
strategies. Here in this research we study the impact of SM usage on the performance of SMEs in
the furniture sector of Pakistan, specifically the twin cities, Rawalpindi and Islamabad. We are
focusing on the mechanism through which SMEs acquire SM platforms to enhance their overall
business performance. Using the survey approach, we collected data from 234 SMEs in the
furniture sector. The findings of this study confirms a significant relationship between SM usage
and FP, leading to cost savings, satisfactory customers, and easy access to information.
Furthermore, the findings of this study also confirm the mediating role of Bricolage in the relation
between SM usage and FP. However, the findings of this study are in contrast to the moderating
impact of EO on the relationship between SM usage and FP. The findings suggest that SMEs in
the furniture sector of Pakistan can use SM marketing to improve its overall performance. The
study also suggest to conduct further research on examining the moderating role of EO in the
relationship between SM use and FP.
