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The purpose of this paper is to develop and test a framework of small and medium enterprises’ (SMEs) strategic orientation (SO) and its impact on social media performance. Moreover, it introduces a new concept, social media orientation (SMO) (composed of sales and business development (SBD) and visibility) to add in the model.

A quantitative approach was used and, based on a study of 257 SMEs, analyses were performed. A smartPLS analysis was judged appropriate regarding the sample size.

Results show that entrepreneurial orientation (EO) and customer orientation have a positive influence on SBD which in turn has a positive influence on social media performance. Visibility is positively influenced by EO and has an indirect effect on social media performance. Social media performance is therefore directly influenced by SBD and indirectly by visibility.

The authors complete previous research that called for the introduction of different SO on a same study and go further as the author highlight the role of EO on visibility (and not only on business or performance). A second contribution lies in the conceptualization of SMO (defined here with SBD and visibility) and third in the measurement of social media performance through growth and attention.

SMEs first need to develop their visibility, and then link it to SBD.

This research is one of the first to explore SMEs’ SO on social media and proposes a new concept defined as SMO. It gives SMEs future direction on how to perform on these platforms.

With the increasing digitalization processes taking place in different industries, the success of family small and medium-sized enterprises (SMEs) appears to be more under threat than for any other types of organizations, especially when information technologies (ITs) are not adequately used and managed. To grow and increase the chances of survival, family SMEs need more than ever IT. Stemming from agency theory, the aim of this article is to understand whether family harmony impacts the performance of family SMEs and to what extent IT mediates this relationship.

The research follows a quantitative approach, based on a sample of 182 family SMEs. Structured equation modeling, through SmartPLS, was employed to validate the research model.

This study’s main findings suggest that family harmony positively impacts firm performance and that IT governance and strategy mediate positively this relationship.

First, the relatively limited number of respondents limits the degree of representativeness of all family SMEs. Replicating the research with a larger number of respondents could strengthen the findings. Second, this study is limited to French firms and future research could extend the findings by looking at cross-country comparisons.

Family SMEs are encouraged to link their IT governance with their IT strategy in order to increase their organizational performance. A favorable family harmony will make it easier to choose and implement a richer IT strategy and put in place an adequate IT governance function.

This research offers an enriched knowledge of the roles of family harmony and technological innovation in family SMEs and IT contexts as significant predictors of organizational performance. It contributes to family firm theory through the identification of three determinants of family SMEs' performance.

Publics are becoming responsible customers that urge firms to improve society. By using social media, corporate social responsibility (CSR) actions could influence organization’s commitment and e-reputation. The purpose of this paper is to look at the influence on e-reputation of communication strategies (i.e. corporate ability and CSR) on social media.

Four international companies (Danone, Renault, Orange and BNP Paribas) were studied and a content analysis was performed: Leximancer for the social media content (between 25 and 50 pages for each company) on a six-month period; and Social Mention for the measurement of e-reputation.

Results show that there is a link between CSR communication strategies and e-reputation. More precisely, by using a corporate ability strategy (focus on product quality or innovation R & D), a company can increase its e-reputation better than on a common CSR communication strategy.

This study is based on only four companies (from four different industries) and would profit from a larger base for analysis. Second, the content the authors analyzed was generated by the company on their own social media.

This exploratory study is one of the first to look at the influence of CSR communication strategies on e-reputation and tries to see how companies’ action on social media can change the way they are perceived by their customers. It completes the current literature by defining how CSR communications strategies should be declined for in order to influence customers.

The role of nostalgia in consumers’ lives and its application in the design of marketing strategies has been highlighted in prior research. However, the role of nostalgia as well as the consumers’ nostalgic inclination in the development of new products has not been investigated yet, either for existing products or new ones. Hence, the purpose of this paper is to underline and understand the collaborative process of value co-creation for both actors (companies and consumers) in the development of nostalgic new products.

A double methodology was used through a netnographic study (which is inspired by ethnography) and semi-directed interviews. Concerning the netnographic approach, the data collection were conducted on both general and specialized social networks, web sites and forums. The semi-directed interviews were conducted among 12 individuals. The verbatim were analyzed through a content thematic analysis. The use of both methodologies helped to underline recurrent and complementary findings.

The analysis highlights four main results: first, the main criteria for selection and purchase of products and services; second, the perception and dimensions of nostalgia; third, the link between nostalgia and consumption; and finally, the relationship between nostalgic experiences and the co-creation process.

This research is the first to study the value of the co-creation process for the development of nostalgic new products.

The purpose of this paper is to examine the strategic use of social media and chat applications of women entrepreneurs to promote their businesses.

Because of the nature of the study and dearth of sufficient data in the Middle Eastern society on the women entrepreneurship, this study employed a qualitative research methodology. The research comprised of 20 in-depth interviews with immigrant women entrepreneurs in the United Arab Emirates. They were identified through personal contacts and referrals.

All the expatriate women interviewed are using social media and chat applications to promote their business. Facebook is used for brand creation and WhatsApp is used as a direct marketing tool to evoke purchase response. Though traditional promotional tools are far from redundant, their role is more supplementary. The increasing trend is a combination of traditional tools and digital tools. Digital tools seem to have an upper hand in their business promotions.

This study is limited to SME sector in one industry and in one country. The qualitative nature of this study could affect the generalizability of the results. A more extensive study is needed and future research should be more diverse including widening the selection of respondents, industries and countries.

This study is a novel attempt to gauge an in-depth understanding of modern communication tools. It looks specifically at the integrative strategies pursued by the immigrant women entrepreneurs using Facebook and WhatsApp.