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Impact of Social Media Marketing, Innovation, and Effective Management on SMEs Performance: A Conceptual Study

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Global Economic Revolutions: Big Data Governance and Business Analytics for Sustainability (ICGER 2023)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1999))

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Abstract

Recently, the social media phenomenon has spread widely across the globe, resulting in the creation of new opportunities to influence individuals in a variety of fields. In addition, social media have become forcefully imposing themselves on our reality, as they are an integral part of a lifestyle, especially regarding SMEs. Small and Medium Enterprises (SMEs) performance is an essential and powerful factor determining the business venture position in the competitive environment. Effective management is associated with the SMEs active and competitive performance. This paper aims to develop a framework that shows the social media impact on SMEs performance with a mediating variable that has effective business management. Also, this paper is interested to understand the link between innovation and social media to the performance of SMEs. This study develops a conceptual framework relying on reviewed recent literature. The study revealed that innovation, social media marketing, and effective management predicts SMEs performance. Besides of that, the recommendations and suggestions are provided in this paper to help decision-makers in regulating and taking corrective actions.

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Authors and Affiliations

  1. College of Economic, Management, and Information System, University of Nizwa, Nizwa, Oman

    Zahra Al-Hooti, Zunaith Ahmed & Talal Al-Busaidi

  2. Entrepreneurship Center, University of Nizwa, Nizwa, Oman

    Abrar AL Alawi

Authors
  1. Zahra Al-Hooti
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  2. Abrar AL Alawi
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  3. Zunaith Ahmed
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  4. Talal Al-Busaidi
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Correspondence to Abrar AL Alawi .

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Editors and Affiliations

  1. Ahlia University, Manama, Bahrain

    Abdalmuttaleb M. A. Musleh Al-Sartawi

  2. Universiti Tun Hussein Onn Malaysia, Parit Raja, Malaysia

    Mohd Helmy Abd Wahab

  3. University of Portsmouth, Portsmouth, UK

    Khaled Hussainey

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Al-Hooti, Z., Alawi, A.A., Ahmed, Z., Al-Busaidi, T. (2024). Impact of Social Media Marketing, Innovation, and Effective Management on SMEs Performance: A Conceptual Study. In: M. A. Musleh Al-Sartawi, A., Helmy Abd Wahab, M., Hussainey, K. (eds) Global Economic Revolutions: Big Data Governance and Business Analytics for Sustainability. ICGER 2023. Communications in Computer and Information Science, vol 1999. Springer, Cham. https://doi.org/10.1007/978-3-031-50518-8_17

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  • DOI: https://doi.org/10.1007/978-3-031-50518-8_17

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