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This study has advanced the role of individual entrepreneurial orientation (IEO) as a precedent of small and medium-sized enterprises (SMEs) performance in the emerging economies. This study aims to use the action regulation theory (ART) to show that active social networking of SME owners acts as a conduit in the above-mentioned relationship and how the social skills of SME owners improve their ability to leverage on entrepreneurial orientation and strengthen their social networking.

A three-wave time-lagged survey approach was deployed to collect data from SME owners in the service and manufacturing sector of Pakistan through cluster sampling. The analysis of results was carried out by Models 1 and 4 of Hayes (2017) PROCESS macro.

The findings revealed a positive association in the IEO of SME owners and their performance through a partial mediating role of active social networking. Furthermore, SME owners’ social skills played a moderating role in linking IEO of SME owners and active development of social networks.

Based on ART, this study has targeted a scantly examined psychological perspective in SME performance research and it has shown that by having entrepreneurial orientation and social skills, SME owners can develop active social networks that are an important yet neglected performance precursor in the emerging economy of Pakistan.

The purpose of this paper is to understand how consumers may be segmented with respect to their reactions to social network marketing.

Consumers are segmented on the basis of attitudes toward social network marketing and the association among psychological, economic, and socio-demographic covariates are explored using data from 883 consumers and latent-class analysis.

A total of five segments are identified – Passive, Talkers, Hesitant, Active, and Averse – along with significant covariates, such as information search, convenience, entertainment, age and gender that predict membership.

Evidence was found of two segments that are highly impacted by social network marketing in terms of brand engagement, purchase intention and WOM referral intention. The most engaged – the Active – representing approximately 10 percent, is most open to interacting with brands in social networks, likely to make a purchase as a result of the campaign, and likely to spread WOM. The second group – Talkers – representing 28 percent, is also high on all outcomes, but not impacted as greatly in terms of purchase intentions.

There is a sizable share of the market (38 percent) that can be positively impacted through social network marketing. This paper reinforces that it is problematic to collapse all users of social networks.

The paper offers a more nuanced understanding of how consumers engage with social media by focusing on how consumers engage with social network marketing and by employing three segmentation bases: brand engagement, purchase intention, and WOM.

Web 2.0 and the social networks have changed how organizations interact with their publics. They enable organizations to engage in symmetric dialogic communications with individuals. Various organizations are increasingly ­using different social media to enhance their visibility and relationships with their publics. They allow them to disseminate information, to participate, listen and actively engage in online conversations with different stakeholders. Some social networks have become a key instrument for corporate communication. Therefore, this chapter presents a critical review on the organizations’ dialogic communications with the publics via social networks. It puts forward a conceptual framework that comprises five key dimensions including ­“active presence,” “interactive attitude,” “interactive resources,” “responsiveness” and “conversation.” This contribution examines each dimension and explains their effect on the organizations’ dialogic communication with the publics. Hence, this contribution has resulted in important implications for corporate communication practitioners as well as for academia. Moreover, it opens future research avenues to academia.

The purpose of the studies was to test if extent of prior social media activity could predict likelihood that a consumer would post reviews on a new review website.

Two online surveys were conducted presenting scenarios in which users were asked about prior social media activity, the number of social networks they belonged to in study one, and how actively they had posted reviews in study two. These questions were followed by descriptions of new review websites, a general local merchant review website in study one and a local restaurant review website in study two.

Although demographics did a poor job of predicting who would post reviews on the new review websites, prior active social media use and review posting did modestly predict intention to post reviews on the new review websites.

This is not an experimental study and so causality cannot be claimed. Descriptively, although the results were consistent in two studies using different stimuli, other factors might prove to be better predictors of active user‐generated content for other types of sites.

The findings suggest a simple and effective way for two‐sided platform managers to identify potential active reviewers so that they can target them through marketing strategies to encourage their essential participation and less‐active users can be similarly targeted to encourage modest use.

No other studies can be found that focus on this aspect of managing two‐sided platforms. The results might be important for managers of other similar websites that depend on user‐generated content for their value.

Latinos in the United States have poor outcomes for periodontal and dental health. However, a detailed description of the mechanisms driving these patterns has only recently started to be addressed in the literature. In the current study, we explore relationships between individual-level characteristics of Mexican immigrants, properties of their networks, and experiences of dental problems. Specifically, using data from an urban community of Mexican immigrants to the American Midwest (n = 332), this study examines how characteristics of oral health matters (OHM) discussion networks and individual-level sociodemographic characteristics are associated with four adverse oral health outcomes. The results provide strong support for relationships between immigrants’ network characteristics and dental problems. We find that people with more dental problems talk about these issues more frequently with network ties. Conversely, stronger relationships with OHM discussion networks, as measured by mean closeness, are predictive of fewer dental problems. In addition, we identify a link between perceptions of alters’ knowledge about teeth, mouth, and gums and egos reporting better oral health outcomes. The observed patterns are suggestive of mechanisms of social influence that are well replicated in the social, medical, and public health literatures, but that have seldom been empirically tested in the domain of oral health. Though preliminary, our findings suggest a potential explanatory role for social networks in some of the most important questions and problems in oral health disparities research. In all, our findings suggest that social network members are active participants in the management and response to oral health problems in this immigrant group and should be considered an important factor in the development and course of diseases.

The purpose of this paper is to explore whether and how the innovation performance of start-ups and small and medium-sized enterprises (SMEs) that collect funds using equity crowdfunding (EC), i.e. creators (or proponents), and the EC performance are influenced by the social media networks (SMNs) in which EC platforms' managers and firms exchange their ideas with investors and customers.

The empirical analysis is conducted on a sample composed by all the creators that collected funds in EC platforms over the three-year period 2018–2020. For each creator, the innovation performance is computed as the percentage of sales from new or significantly improved product and services compared to total sales of firm. For each campaign, the EC performance is considered as the ratio between the total amount of funding raised at the end of the campaign and the target capital for the campaign. To investigate EC platform social media activity, LinkedIn profiles of EC platforms managers are analyzed using the social network analysis (SNA) methodology, which permits to observe the quantity and the quality of managers' interactions with other users. A regression analysis is thus performed to observe the relationship between managers' LinkedIn activities, EC performance and creators' innovation performance.

Data reveal that EC platforms managers display different activities in networking, with some individuals more active than others and more oriented to interact with business profiles rather than personal ones. The variables related to managers' LinkedIn activities are shown to impact both on the EC performance and on the ability of creators to innovate, suggesting the existence of a link between creators, EC platforms and the activity of the subject who manages it.

The present study is the first to examine the link between the ability of creators to innovate and SMNs, focusing on the social links of platforms managers and considering the LinkedIn social media; moreover, the analysis is conducted analyzing the quality of the interactions in addition to their number. The study is original also in that rather than focusing on specific EC platforms it considers all those purposefully authorized by the Italian financial market supervisory authority over a three-year time span. From a managerial point of view, the observation of the relevance of social networks by personnel with specific professional skills reveals it can be a successful driver for operators in the sector, not only to safeguard their reputation, but to stimulate the processes of co-creation of value that is essential in the crowdfunding market.

This article aims to introduce a two‐dimensional instrument for the measurement of the social capital of professions. On a general level, the social capital of a profession is defined as a source of power that allows a profession to further its goals and maintain its professional identity.

The measure is developed and tested by using data collected among Finnish dentists (N=1,302) in April 2012. The methods employed include confirmatory factor analysis (CFA), mean comparisons (ANOVA and t‐test) and OLS regression. Data analysis is guided by theories of social capital, especially the Putnamian tradition, and the literature on modern professions.

The first dimension of social capital is social cohesion, which consists of solidarity, trust, identification and commitment to professional ethical principles. The second dimension of social capital is network density, which includes both formal and informal professional networks. Social cohesion and network density are positively correlated. By conceptualizing social capital as an individual‐level attribute, this research shows that the employment of dentists across the public and private sectors increases the social capital of the profession.

Until now no tools have been available for the measurement of the social capital of professions. The article also sheds new light on the nature of modern professions, their associations and sources of power in contemporary societies.

The purpose this paper is to determine the impact that culture and social capital has on indigenous entrepreneurs' business networking.

A comparative case study analysis was undertaken on a three‐nation sample of indigenous entrepreneurs in Australia, Hawaii and New Zealand. The specific research questions investigated were: does culture influence indigenous entrepreneurs' networking, and does social capital influence indigenous entrepreneurs' networking? Participants were stand‐alone commercial operators.

Reduced social capital for indigenous Australians resulted in active social networking to be a necessity in the operation of their basic business functions, the role of the family was negligible to negative, they were dependent on racial acceptance, they experienced little diversity in their networking, their business relationships were often that of dependence with a distinct separation between social and business networking interactions. The Hawaiians displayed a solid cultural capital base with spontaneous drivers in the interaction of relationships, networks were culturally accepted, the family role was supportive, a dynamic networking interaction ensued, networking was diverse and well maintained, they took an avid interest in their networking relationship which for many was personal and their networking relationships were highly integrated between their social and business spheres. Maori displayed a solid cultural capital base. Networks were culturally accepted, the family role was supportive, a dynamic networking interaction ensued with strong economic motivators, networking was diverse and well maintained, they took an avid interest in their networking relationship which culturally supported and their networking relationships were highly integrated between their social and business spheres.

This research provides an increased understanding of the business environment for policy makers, NGOs, business support organisations and the indigenous entrepreneurs themselves. The relationship between culture and social networking which is stimulated or reduced by the presence of varying levels of social capital can and will assist the indigenous entrepreneurs in their business planning.

This paper provides the reader with a new perspective on how the existence of social capital impacts on networking for indigenous entrepreneurs.

This paper aims to demonstrate how vulnerable consumer-citizens mobilize social capital following a natural disaster, showing how different forms of social capital contribute to well-being and resilience.

An embedded case study design comparing three different social networks is employed.

Understanding the active role consumer-citizens play in provisioning within social networks provides a deeper understanding of the important mechanisms that explain how different forms of social capital contribute to well-being. The three identified networks demonstrate different structural signatures composed of differing forms of social capital that arise following a natural disaster.

Drawing on social capital theory, this study contributes to advancing transformative service research, providing implications for both theory and practice.

This study is one of the first to empirically compare networks in a natural disaster context, demonstrating the effects of bonding, bridging and linking social capital on well-being and community resilience. This study shows how social network analysis can be used to model network processes and mechanisms. Findings highlight the important role of social provisioning to vulnerable consumer-citizens as an alternate form of consumption.

This study aims to analyze whether companies from six Latin American countries are encouraging dialogic communication on Facebook.

To do so, the paper studied the level of predisposition for interaction and the type of interaction achieved by companies on Facebook to produce an effective dialogic communication exchange and to generate conversation through different types of communication exchange between organizations and users. This research includes a specific analysis of the active presence, interactive attitude, interactive resources, responsiveness and conversation of 29,078 posts on 135 corporate fanpages of companies from six Latin American countries.

The results show that companies have a low interest in managing communication from a dialogic perspective on the social network, not only because a greater predisposition to interaction is needed, but also because the interaction generated is very low. Therefore, the paper identifies the need to review the communication strategy on social networks and to define a strategy aligned to the dialogic nature of the social network.

This research contributes to broadening the conceptual reflection on the evaluation of the dialogue in the digital context and aims to generate new methodological contributions to the evaluation of dialogic communication in an integrated way.