COMPETITIVE ADVANTAGE IN THE TRANSFORMATION OF SOCIAL MEDIA AND E-COMMERCE

Authors

  • Ms Rabab Bano Fatima Research Scholar, Jinnah Women University, Karachi
  • Ms Samra Ameer Ali Research Scholar, Jinnah Women University, Karachi

DOI:

https://doi.org/10.56596/jbem.v2i2.31

Keywords:

Competitive advantage, Small and medium-sized enterprises, Social media, Purchase intent, Developing trust

Abstract

The study examines the factors that contribute to the success of small and medium-sized exporting firms (SMEs) in international markets, and finds that market intelligence, technology, price, and promotional strategies are key determinants of SMEs viability. The study also identifies competitive advantage as a mediator between pricing capabilities and SME performance. The findings offer insights that can be useful for micro- and small-sized businesses looking to expand into international markets. Moreover, the study evaluates the impact of a fictitious guarantee on consumer confidence in businesses, using a poll of social media users in Belgrade, Serbia. The study finds that a consumer's interest in seeking out data is related to their trust and intention to purchase, and suggests that firms can build more effective marketing strategies by promoting the validity of their product attributes. The study alos focuses on how industrial (B2B) firms use social media to automate their operations, and evaluates the effectiveness of social media tactics such as digital impact, social networking sites, and Facebook and Twitter use. The study presents an integrated view of social media in a B2B context, and the findings can be used for social media instruction by both academics and practitioners.

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Published

2022-12-31

How to Cite

Fatima, R. B., & Ali, S. A. (2022). COMPETITIVE ADVANTAGE IN THE TRANSFORMATION OF SOCIAL MEDIA AND E-COMMERCE. Journal for Business Education and Management, 2(2), 83–96. https://doi.org/10.56596/jbem.v2i2.31