The mediating role of quality of life on the SMEs’ online marketing capabilities: a case study of vegetarian restaurants

Purpose This study investigates the mediating role of quality of life in the relationship between small and medium-sized enterprises’ online marketing capabilities, specifically social media marketing activities (SMMA) and consumer behavior, based on the stimulus-organism-response theory. Design/methodology/approach Using a case study of vegetarian restaurants in Vietnam, data were collected from 530 participants through an online survey and analyzed using structural equation modeling to assess hypothesized relationships. Findings The results indicate that SMMA dimensions, including interaction, customization, entertainment and trend, positively influence brand awareness and perceived value. Brand awareness and perceived value significantly affect quality of life, mediating their relationships with behavioral intention. Originality/value Additionally, quantitative analysis provided more profound insights into consumers’ perceptions of quality of life and marketing influences. Word of mouth and general interaction showed weaker impacts on brand awareness and perceived value, highlighting the need for more dynamic and engaging strategies. This research provides practical recommendations for SMEs to drive consumer quality of life and business growth.