Social media adoption on Greek micro- and small-enterprises’ performance: Serial mediation of firm’s marketing and innovation capability

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Abstract

This study extends previous research efforts concerning the role of social media adoption (SMA) in the context of micro- and small-enterprises (MSEs), for which the utilization of social media (SM) tools represents a significant opportunity for growth (Susanto et al., 2023; Cao & Weerawardena, 2023; Khaki & Khan, 2024a). Drawing on the resource-based view (RBV) as the theoretical framework, this paper aims to examine the impact of SMA on MSEs’ performance by considering the serial mediating effects of their marketing and innovation capabilities (ICs). To validate the proposed research model, a quantitative study was conducted using primary data collected from 276 MSEs’ owners/directors/managers in Greece. The data were analyzed with the partial least squares (PLS) path modelling methodology. The results indicated that the positive and significant effect of SMA on MSEs’ performance is enhanced through their marketing and IC, both of which partially mediate the relationship between SMA and business performance (BPR). The study concludes with several theoretical and practical implications regarding the consequences of SMA by MSEs.

Keywords: Social Media Adoption, Social Media Marketing, Marketing Capabilities, Innovation Capabilities, Business Performance, Micro- and Small Enterprises

Authors’ individual contribution: Conceptualization — A.N.G.; Methodology — A.N.G., D.K., and A.G.S.; Validation — A.N.G. and S.A.; Formal Analysis — A.N.G. and D.K.; Investigation — A.N.G. and S.A.; Data Curation — A.N.G. and D.K.; Writing — Original Draft — A.N.G. and A.G.S.; Writing — Review & Editing — A.N.G. and A.G.S.; Supervision — A.N.G.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: M10, M31, M37

Received: 15.04.2025
Revised: 17.06.2025; 03.07.2025
Accepted: 25.07.2025
Published online: 29.07.2025

How to cite this paper: Giovanis, A. N., Kallivokas, D., Sahinidis, A. G., & Asonitou, S. (2025). Social media adoption on Greek micro- and small-enterprises’ performance: Serial mediation of firm’s marketing and innovation capability. Business Performance Review, 3(1), 80–91. https://doi.org/10.22495/bprv3i1p8