How Knowledge Spillover Entrepreneurship Influences the Adoption of Social Media and Customer Relationship Management

ABSTRACT Based on the knowledge‐based view, this paper investigates how the strategic integration of knowledge spillover through entrepreneurial orientation (EO), adoption of social media (SM) and customer relationship management (CRM), and environmental turbulence collectively manage to enhance firm performance in developing economies. To test these assertions, we surveyed managers from 519 randomly selected firms in China, and data were analyzed using SmartPLS 4.0. The results reflect that knowledge spillover through EO significantly enhances firm performance. In contrast, knowledge spillover through adopting SM mediates the relationship between EO and firm performance, whereas environmental turbulence and CRM moderate the relationship between adopting SM and firm performance. These findings enrich knowledge management literature from theoretical and managerial perspectives.