The impact of social media, entrepreneurial orientation and managerial networks on the performance of Tunisian SMEs

Purpose The impact of social media on organizational performance and entrepreneurial orientation is a critical topic for small and medium-sized enterprises (SMEs) in emerging economies. This study aims to examine how social media usage influences organizational performance and entrepreneurial strategies, specifically in the context of SMEs in Tunisia. Design/methodology/approach A cross-sectional study was conducted using a mixed-methods approach. A sample of 150 senior managers from Tunisian SMEs was selected through systematic random sampling, while 20 managers were purposefully chosen for in-depth interviews and focus group discussions. Data were collected using survey questionnaires, in-depth interviews and focus group discussions. Quantitative data were analyzed using partial least squares structural equation modeling (PLS-SEM) and regression analysis with AMOS, while qualitative data were analyzed using NVivo for thematic coding and contextual analysis. Findings The results indicate that social media usage has a significant positive effect on the organizational performance of SMEs, particularly in terms of enhancing visibility and customer relations. Additionally, social media positively influenced the entrepreneurial orientation of organizations, promoting more innovative strategies and better market adaptation. SMEs employing strategic social media usage experienced improved performance and more effective entrepreneurial orientation. Originality/value This research provides new insights into the role of social media in enhancing organizational performance and entrepreneurial orientation in SMEs within emerging economies. Unlike studies that focus solely on the technical aspects of social media, this study highlights its strategic impact on businesses. The findings offer practical recommendations for policymakers and entrepreneurs to maximize the benefits of social media for their organizations. This study contributes to the existing literature by utilizing advanced analytical tools such as AMOS, NVivo and regression analysis, offering specific insights into the Tunisian context and SMEs in emerging economies.