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首页> 外文期刊>Indian Journal of Science and Technology >A mediation analysis of social media marketing between the relationship of entrepreneurial marketing strategies and the performance of small & medium enterprises in Pakistan
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A mediation analysis of social media marketing between the relationship of entrepreneurial marketing strategies and the performance of small & medium enterprises in Pakistan

机译：企业营销策略关系与巴基斯坦中小企业绩效之间的社会媒体营销调解分析

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Objectives: The main focus of this study is to find the role of social media marketing between the relationship of entrepreneurial marketing strategies and Performance of Small and medium enterprises (SMEs) in Pakistan. This research will answer the question that how social media marketing can be crucial for the entrepreneurial marketing to increase the performance of small and medium enterprises in Pakistan. Methodology: The SMEs operating in Pakistan have been considered and the respondents are the Marketing Managers of SMEs. The total number of SME’s in Pakistan is 3.3 million having one marketing manager. The total population of study is 3.3 million. Roscoe 1975 technique has used for selecting sample size. The 384 SME’s managers were selected through Roscoe sampling method and survey instrument has randomly been distributed among the marketing managers of SMEs in Pakistan through the primary data collection mode. Discussion: Hypotheses have been tested through “Structural Equation Modeling”. Since SEM is latest second generation tool of multivariate analysis and it has been used in this study to test the hypothesis. Findings: It is found from the results and discussion that entrepreneurial marketing strategies; proactive orientation, value creation,innovativeness and customer focus plays important role in enhancing the SMEs performance in Pakistan and Social media marketing can highly be effective to implement entrepreneurial marketing strategies to improve the performance of small and medium enterprises in Pakistan.
机译：目的：本研究的主要重点是在巴基斯坦的企业营销战略与表现之间的关系之间找到社会媒体营销的作用。这项研究将回答社交媒体营销如何对企业营销来提高巴基斯坦中小企业表现至关重要的问题。方法论：在巴基斯坦运营的中小企业已被考虑，受访者是中小企业的营销管理人员。巴基斯坦的中小企业总数是330万元有一个营销经理。总人口为330万。 ROSCOE 1975技术已用于选择样本大小。通过Roscoe采样方法选择了384名中小企业的经理，通过主要数据收集模式，通过ROSCOE采样方法进行了抽样方法，调查仪器随机分发了巴基斯坦中小企业的营销经理。讨论：通过“结构方程模型”进行假设。由于SEM是多元分析的最新第二代工具，并且已经在本研究中使用了测试假设。调查结果：从企业家营销策略的结果和讨论中发现了它;积极主动的定位，价值创造，创新和客户重点在加强巴基斯坦中小企业表现方面发挥着重要作用，社会媒体营销可以很有效地实施创业营销策略，以提高巴基斯坦中小企业的表现。

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