1. EL USO DE LAS REDES SOCIALES DIGITALES COMO HERRAMIENTA DE MARKETING EN EL DESEMPEÑO EMPRESARIAL.
- Author
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Uribe Saavedra, Felipe, Rialp Criado, Josep, and Llonch Andreu, Joan
- Subjects
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ORGANIZATIONAL performance , *MARKETING research , *ONLINE social networks , *BUSINESS enterprises , *MARKET orientation , *INDUSTRIAL relations - Abstract
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]
- Published
- 2013