How do alternative strategic orientations influence social media performance?

Michael J. Valos, Felix T. Mavondo, Munyaradzi W. Nyadzayo

Research output: Contribution to journalArticleResearchpeer-review

10 Citations (Scopus)


Increasingly organisations are using social media due to its advantages over traditional media however, its successful implementation has been problematic. To address this issue this study drew from the organisational orientation literature to examine alternate frameworks for implementation. Survey data were obtained from senior marketers from various Australian industries and structural equation modelling was used to test the hypothesised relationships. The study identified the components of alternate strategic orientations which were positively or negatively related to social media performance. The contribution of the study is to identify how the different emphasis within market, entrepreneurial and e-marketing orientations impact social media performance in terms of customer retention and customer acquisition. Implications for theory and practice are provided. Finally, research limitations and future research suggestions are presented.

Original languageEnglish
Pages (from-to)1-20
Number of pages20
JournalJournal of Strategic Marketing
Issue number1
Publication statusPublished - 2 Jan 2019


  • customer acquisition
  • customer retention
  • e-marketing orientation
  • entrepreneurial orientation
  • market orientation
  • Social media

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