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From social network to firm performance The mediating effect of trust, selling capability and pricing capability

机译：从社交网络到企业绩效信任，销售能力和定价能力的中介效应

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Purpose - The purpose of this study is to develop a structural equation model to explain the complex relationship between social network and firm performance by introducing the mediating role of trust, selling capability and pricing capability. Design/methodology/approach - The research model with hypothesis development was derived based on the literature. To provide empirical evidence, this study carried out a survey in which the data were equated with a list of questionnaires with a random survey of 380 small and medium enterprises (SMEs) in the Indonesian context. Findings - This study indicates that the use of social media in management process will not affect the increasing firm performance, unless the firms build trust upon social networks. The social network with trust allows the firms to gain a pricing capability and a selling capability, which brings a positive impact on firm performance. The results also show that the selling and the pricing capabilities become essential following the utilizing the social media, which concerns on trust building. Research limitations/implications - This study focused on the small-to-medium context, which has conventionally provided an exemplary site for the development of social capital theory but raises issues of generalizability across different contexts. Practical implications - To the managers, it is advisable to encourage their employees to consciously exploit the selling capability by enhancing the business networks via social media to achieve the firm performance. Originality/value - This paper contributes to the social capital theory by explaining the mediating role of trust in the complex relationship between social network and firm performance. This study provides evidence that trust plays a pivotal role in social networks, which enable the observed firms to achieve the performance.
机译：目的-本研究的目的是通过引入信任，销售能力和定价能力的中介作用，开发一种结构方程模型，以解释社会网络与企业绩效之间的复杂关系。设计/方法/方法-根据文献推导带有假设发展的研究模型。为了提供经验证据，本研究进行了一项调查，在该调查中，数据与一个调查表列表等同，并且在印度尼西亚的情况下对380个中小企业进行了随机调查。调查结果-该研究表明，除非企业在社交网络上建立信任，否则在管理过程中使用社交媒体不会影响企业绩效的提高。信任的社交网络使企业能够获得定价能力和销售能力，从而对企业绩效产生积极影响。结果还表明，随着社交媒体的使用，销售和定价能力变得至关重要，社交媒体关系到信任的建立。研究的局限性/含义-这项研究集中在中小型环境上，该环境通常为社会资本理论的发展提供了一个典范场所，但提出了跨不同环境的普遍性问题。实际意义-对于管理人员，建议鼓励其员工通过社交媒体增强业务网络以实现公司业绩，从而有意识地利用销售能力。原创性/价值-本文通过解释信任在社会网络与公司绩效之间复杂关系中的中介作用，为社会资本理论做出了贡献。这项研究提供了证据，证明信任在社交网络中起着举足轻重的作用，这使观察到的公司能够实现绩效。

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