The impact of marginalization on entrepreneurs’ online presence and firm performance
Journal of Research in Marketing and Entrepreneurship
ISSN: 1471-5201
Article publication date: 14 January 2022
Issue publication date: 27 June 2022
Abstract
Purpose
This study aims to examine the relationship between marginalization, Web presence and firm performance for small- and medium-sized enterprises (SMEs).
Design/methodology/approach
This study relies upon interviews and surveys of managers and/or owners of SMEs. Using confirmatory factor analysis and structural equation modeling, the authors tested an integrated model of the relationship between marginalization, Web presence and firm performance.
Findings
Findings indicate that marginalization enhances the risk perceptions entrepreneurs assign to internet use. This enhanced risk perception then limits the extent to which an entrepreneur responds to online customer feedback, which has implications for the SME’s relationship and reputation management efforts with buyers, ultimately impacting the enterprise’s performance.
Originality/value
This study sheds light on the overlooked phenomena of marginalization and internet avoidance among entrepreneurs. The findings provide insight for entrepreneurs on the deleterious consequences associated with lacking an online presence.
Keywords
Acknowledgements
The authors appreciate help and comments from our editor, Dr Zubin Sethna, and anonymous reviewers. The authors are very grateful for the time and transparency of the entrepreneurs who participated in their interviews and surveys.
The University of New Orleans provided funding for this research through a professorship which the authors used to pay for interview and survey participant incentives.
Citation
Fuller, N.R., Porter, M. and Kemp, E.A. (2022), "The impact of marginalization on entrepreneurs’ online presence and firm performance", Journal of Research in Marketing and Entrepreneurship, Vol. 24 No. 1, pp. 161-175. https://doi.org/10.1108/JRME-06-2021-0085
Publisher
:Emerald Publishing Limited
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