Social media as a strategic capability for startups and the mediating role of social capital
Social media have been widely adopted in various organizations. The use of social media for achieving business sustainability and financial outcomes has been addressed in the literature. In the entrepreneurship context, social media have received great attention as the platforms can be one of the c...
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| Format: | Article |
| Language: | English |
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Vilnius Gediminas Technical University
2022-09-01
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| Series: | Business: Theory and Practice |
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| Online Access: | https://limes.vgtu.lt/index.php/BTP/article/view/16954 |
| _version_ | 1797334814424039424 |
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| author | Atthaphon Mumi |
| author_facet | Atthaphon Mumi |
| author_sort | Atthaphon Mumi |
| collection | DOAJ |
| description |
Social media have been widely adopted in various organizations. The use of social media for achieving business sustainability and financial outcomes has been addressed in the literature. In the entrepreneurship context, social media have received great attention as the platforms can be one of the cost-effective marketing activities and knowledge accumulation. Despite existing evidence regarding the impacts of social media, the study of social media in the startup’s context is limited. Based on the dynamic capabilities perspective, this study relied on data from 128 startups in the emerging economy’s context to investigate the importance of social media for startups. Particularly, the results from PLS-SEM support the significant influence of social media as firm’s strategic capability toward performance. In addition, social capital consisting of three dimensions – cognitive, structural, and relational – has been found to mediate the direct association of social media strategic capability toward the startup performance. This study advances the social media research on entrepreneurship as well as the dynamic capabilities perspective to enhance the startup’s sustainability through enhanced performance. Especially, it encourages the application of social media with the indirect effect of social capital for startups.
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| first_indexed | 2024-03-08T08:27:37Z |
| format | Article |
| id | doaj.art-a783581d8b6145c89298d232217f94bd |
| institution | Directory Open Access Journal |
| issn | 1648-0627 1822-4202 |
| language | English |
| last_indexed | 2024-03-08T08:27:37Z |
| publishDate | 2022-09-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Business: Theory and Practice |
| spelling | doaj.art-a783581d8b6145c89298d232217f94bd2024-02-02T04:30:38ZengVilnius Gediminas Technical UniversityBusiness: Theory and Practice1648-06271822-42022022-09-0123210.3846/btp.2022.16954Social media as a strategic capability for startups and the mediating role of social capitalAtthaphon Mumi0Mahasarakham Business School, Mahasarakham University, Maha Sarakham, Thailand Social media have been widely adopted in various organizations. The use of social media for achieving business sustainability and financial outcomes has been addressed in the literature. In the entrepreneurship context, social media have received great attention as the platforms can be one of the cost-effective marketing activities and knowledge accumulation. Despite existing evidence regarding the impacts of social media, the study of social media in the startup’s context is limited. Based on the dynamic capabilities perspective, this study relied on data from 128 startups in the emerging economy’s context to investigate the importance of social media for startups. Particularly, the results from PLS-SEM support the significant influence of social media as firm’s strategic capability toward performance. In addition, social capital consisting of three dimensions – cognitive, structural, and relational – has been found to mediate the direct association of social media strategic capability toward the startup performance. This study advances the social media research on entrepreneurship as well as the dynamic capabilities perspective to enhance the startup’s sustainability through enhanced performance. Especially, it encourages the application of social media with the indirect effect of social capital for startups. https://limes.vgtu.lt/index.php/BTP/article/view/16954startupperformancesocial media strategic capabilitysocial mediasocial capitalentrepreneurship |
| spellingShingle | Atthaphon Mumi Social media as a strategic capability for startups and the mediating role of social capital Business: Theory and Practice startup performance social media strategic capability social media social capital entrepreneurship |
| title | Social media as a strategic capability for startups and the mediating role of social capital |
| title_full | Social media as a strategic capability for startups and the mediating role of social capital |
| title_fullStr | Social media as a strategic capability for startups and the mediating role of social capital |
| title_full_unstemmed | Social media as a strategic capability for startups and the mediating role of social capital |
| title_short | Social media as a strategic capability for startups and the mediating role of social capital |
| title_sort | social media as a strategic capability for startups and the mediating role of social capital |
| topic | startup performance social media strategic capability social media social capital entrepreneurship |
| url | https://limes.vgtu.lt/index.php/BTP/article/view/16954 |
| work_keys_str_mv | AT atthaphonmumi socialmediaasastrategiccapabilityforstartupsandthemediatingroleofsocialcapital |