Journal of Research in Marketing and Entrepreneurship: Volume 25 Issue 2


Table of contents

Marketing first? The role of marketing capability in SME growth

Sanna Joensuu-Salo, Anmari Viljamaa, Emilia Kangas

This paper aims to examine the growth rates of small- and medium-sized enterprises (SMEs) over a three-year period, the relationship between firm size and firm growth in the…


The role of internal market orientation on the adoption of external market orientation in retail banking

Mostaque A. Zebal, Taimur R. Sharif, Jack Crumbly, Anushe Zebal

The purpose of this study was to investigate the role of internal market orientation on the adoption of external market orientation among the retail banks in the United Arab…

Dark, darker, social media: dark side experiences, identity protection, and preventive strategies of micro entrepreneurs on social media

Alina Sawy, Dieter Bögenhold

Social media has been gaining importance in recent years as an integral part of entrepreneurs’ business and marketing strategies. At the same time, the entrepreneurial use of…


Understanding relationship marketing strategy in Ghana’s informal economy: a case of micro, small and medium enterprises

Kwame Adom, Louis Numelio Tettey, George Acheampong

Relationship marketing (RM) has rarely been applied to micro-, small- and medium-sized enterprises (MSMEs) in the informal economy (IE). Thus, this study aims to explore the RM…

Networking as an entrepreneurial marketing tool: the link between effectuation and word of mouth

Sebastian Robledo, John Eider Vasquez, Néstor Darío Duque3-Méndez, Veronica Duque-Uribe

Effectuation has received increased attention in the field of entrepreneurship. However, previous studies have focused on performance rather than on networking and word-of-mouth…

Review on entrepreneurial orientation, economic stimulus packages, differentiation strategy and SME performance in Malaysia during the COVID-19 pandemic

Natalia Inani Norsalehe, Aida Idris

The study aims to establish and conceptualise entrepreneurial orientation (EO) as a key construct that positively influences small and medium-sized enterprises (SMEs) performance…

Ties that bind: leveraging horizontal and vertical ties within an entrepreneurial community in cross-promotional social media marketing

Elena Dowin Kennedy, Alisha Blakeney Horky, Ethan Kaufmann

The purpose of this paper is to examine how small and medium enterprises (SMEs) within an entrepreneurial community engage in cross-promotion on social media via Facebook. This…

Entrepreneurs as influencers: the impact of parasocial interactions on communication outcomes

Christian Rudeloff, Julius Damms

Drawing on the example of car manufacturer Tesla and its early investor Elon Musk, the purpose of this paper is to explore the connection between the personal communication…

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  • Rosalind Jones