IMPACT OF SOCIAL MEDIA USAGE (SMU) ON FIRM PERFORMANCE (FP) WITH THE MEDIATING ROLE OF BRICOLAGE (B) AND ENTREPRENEURIAL ORIENTATION (EO) AS A MODERATOR

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.