Contemporary organizations need to communicate with their customers in order to know
them better, so that they can learn how to better satisfy their needs, provide better customer …

The purpose of this research is to find a research gap solution between relational capital
and marketing performance. This research uses small and medium enterprises (SMEs) …

Purpose Firms are increasingly using social media platforms to engage with individuals, as it
is recognized that a firm's social media activity outcomes, such as number of user comments …

Social media gained rapid prominence within few years of its existence. It is generally the
medium to socialize and many are awed by the transformation of communications processes …

This study examines the role of social media marketing strategy and its relation to
organizational culture, strategic leadership, organizational learning, social network …

Purpose Social media is widely regarded as a strategic resource to improve firm
performance. However, there are mixed findings on how businesses can use social media …

This study adopted a customer-centric relationship perspective to investigate the influence
path from social media characteristics to brand equity. 177 observations were collected from …

The main focus of this study is developing synergized network asset as a mediator variable
for improving marketing performance. The research model was tested using AMOS SEM on …

The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro,
Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can …

This study examines the relationship between social networks and corporate financial
performance and the moderating effect of technical uncertainty using business network data …