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The impact of marginalization on entrepreneurs’ online presence and firm performance

Nicole R. Fuller (Department of Management and Marketing, College of Business Administration, University of New Orleans, New Orleans, Louisiana, USA)
McDowell Porter III (Department of Marketing and Logistics, Craig School of Business, California State University Fresno, Fresno, California, USA)
Elyria A. Kemp (Department of Management and Marketing, College of Business Administration, University of New Orleans, New Orleans, Louisiana, USA)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 14 January 2022

Issue publication date: 27 June 2022

328

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

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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