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

IF 2 Q3 BUSINESS

Journal of Research in Marketing and Entrepreneurship Pub Date : 2022-01-14 DOI:10.1108/jrme-06-2021-0085

Nicole R. Fuller, Porter McDowell, Elyria A. Kemp

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引用次数: 2

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.

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边缘化对企业家网络存在和企业绩效的影响

目的本研究旨在检验中小企业边缘化、网络存在与企业绩效之间的关系。设计/方法/方法本研究依赖于对中小企业经理和/或所有者的访谈和调查。利用验证性因素分析和结构方程模型，作者检验了边缘化、网络存在和企业绩效之间关系的综合模型。研究结果表明，边缘化增强了企业家对互联网使用的风险认知。这种增强的风险感知限制了企业家对在线客户反馈的反应程度，这对中小企业与买家的关系和声誉管理工作产生了影响，最终影响了企业的绩效。原创性/价值这项研究揭示了企业家中被忽视的边缘化和互联网回避现象。这些发现为企业家们提供了关于缺乏在线存在的有害后果的见解。

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来源期刊

Journal of Research in Marketing and Entrepreneurship BUSINESS-

CiteScore

3.00

自引率

36.80%

发文量

期刊介绍： The Journal of Research in Marketing and Entrepreneurship (JRME) publishes research that contributes to our developing knowledge of entrepreneurial and small business marketing. Even though research into the relationship between marketing and entrepreneurship is still relatively young, the subject has thus far proved exciting and thought provoking, and critical thinking has progressed rapidly.The journal stands at the interface of research in marketing and entrepreneurship. Coverage may include, but is not limited to: -The size and structure of the entrepreneurial enterprise. -SMEs and micro businesses approach marketing -Intrapreneurship -The role of entrepreneurship in marketing -The role of marketing in entrepreneurship -How do successful entrepreneurs market their product and services? -Competencies necessary for the successful entrepreneur -The role of entrepreneurship (and, as appropriate, intrapreneurship) in the development of organizations -Life cycles of organizations: the stages in the growth of firms and the analysis of critical episodes -The influence of external help, support, and personal contact networks -Opportunity recognition -Relationships between SMEs and larger firms: how SMEs interact successfully with larger firms and how these larger firms in turn manage their relationships with SMEs -Strategic and management issues that pertain to marketing -Cultural and sociological perspectives of the entrepreneur -Cross-cultural studies and work on developing economies -Appropriate research methodologies