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The impact online social networks are having nowadays as a marketing tool in the performance of companies is yet to be made clear. Such an impact is being looked into in this paper on the basis of Spanish companies' data. Structural equations being applied to a multi-group are the channel through which an attempt is being made to ind out whether an intensive use of these networks in the marketing ield shall somehow restrain the relationship between dynamic capabilities, market orientation and entrepreneurial orientation, and what is the impact these networks are having on the latter. Survey outcomes show that this intensity somehow makes the relationship between market orientation and performance and entrepreneurial orientation smoother. A strong and determined marketing strategy in social networks could strengthen up these relationships thus enhancing their performance. [ABSTRACT FROM AUTHOR]

This research takes a relational approach on the entrepreneurial behavior of a firm and analyzes the influence of knowledge acquisition through inter-firm relationships on the entrepreneurial orientation. It introduces a new variable, second order social capital, to explain how knowledge acquisition leads to higher levels of entrepreneurial orientation. The results of the empirical study on a sample of small and medium enterprises from the Information and Communications Technology sector in Spain confirm the hypothesized indirect influence of knowledge acquisition on the entrepreneurial orientation and the mediating effect of second order social capital. [ABSTRACT FROM AUTHOR]